Apple’s branding strategy involves many things; they use unique materials to build products. Sapphire crystal was used in the lenses, Apple talked about it proudly. The 6 series also featured this; it made the lens more durable. This material is artificially created, it is known for its hardness.
The surface is so strong, that no object can scratch it. Diamond occupies the topmost rank, Sapphire crystal ranks just below it. The selling point became significant, Apple impressed customers. Apple is not alone though, Tissot uses the same material. Their watches are expensive; Apple also falls under the same category.
After Apple became silent, many YouTubers started posting unique videos. They analyzed Apple products in different ways, only faults came out though. “JerryRigEverything” confronted Apple and exposed their flaws. From the “Home Button” to the camera, false claims were found everywhere. The video creator repeatedly scratched the watch screen, but the surface was perfectly alright. Apple’s phone developed the scratches rather easily. Tissot really beats Apple here, their hardness is superior. This is painful at times, Apple lovers will hate it. If Apple told everything clearly, the entire story would have been different. YouTube users praised this man for his effort, he opened their eyes.
Phil Schiller continued to defend the company’s strategies, he trusted in the devices. They upgraded the lenses from time to time, no changes were noticed. They use something cheap and charge high prices for that, this is extremely clever marketing. The PR team fools the customers; the brand value does the trick. By covering normal glass with sapphire laminate, Apple achieved a similar effect. Users are scared after viewing this; they are really not ready to trust Apple again. Previously, these details were not present, Apple did whatever they wanted. Apple considered the economical aspect, but serving customers is their basic job.
