Worming Into Apple’S Core: Devotion and Impatience Among Iphone Innovators

Iconic brands have the potential to take on sacral aspects that elicit consumer devotion and strong loyalty. Just a few weeks after introduction, it became evident that Appleā€™s iPhone was such a brand. This paper presents two sides of the iPhone euphoria. From the U.S. market, we present an interpretive analysis of the devotion, cultism and conflicted emotions among iPhone innovators. Not only iPhone devotees express elation with and admiration for the brand, the deity-like character of the brand motivates them to overlook flaws and to defend their faith diligently against doubters. In Asia, iPhone services were not available even a year after the product launch, and this spawned a gray market culture characterized by unauthorized unlocking of iPhone by rebellious hackers and the Robin Hood-like admiration of the rebels by lay consumers. The brand culture of iPhone is being shaped by intersections of these strands of devotion, desire, and rebellious co-creation.



Citation:

Nikhilesh Dholakia, Julianne Joy Cabusas, Caroline Wilcox, and Emilio J. M. Arruda-Filho (2009) ,"Worming Into Apple’S Core: Devotion and Impatience Among Iphone Innovators", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 148-148.

Authors

Nikhilesh Dholakia, University of Rhode Island, USA
Julianne Joy Cabusas, University of Rhode Island, USA
Caroline Wilcox, University of Rhode Island, USA
Emilio J. M. Arruda-Filho, Amazon Studies Institute, Para, Brazil



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More

Featured

B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust

Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University

Read More

Featured

Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.