Apple Comes Clean, Admits To Doing Market Research 221
colinneagle writes "In an interview with Fortune a few years ago, Steve Jobs explained that Apple never does market research. Rather, they simply preoccupy themselves with creating great products. On Monday, Apple's Greg Joswiak — the company's VP of Product Marketing — submitted a declaration to the Court explaining why documents relating to Apple's market research and strategy should be sealed. Every month, Apple surveys iPhone buyers and Joswiak explains what Apple is able to glean from these surveys. And as you might expect, Apple conducts similar surveys with iPad buyers. Apple wants all of these tracking studies sealed. Joswiak explains that if a competitor were to find out what drives iPhone purchases — whether it be FaceTime, battery life, or Siri — it would serve as an unfair competitive edge to rival companies. Further, competitors, as it stands today, have to guess as to which demographics are most satisfied with Apple products."
A few other interesting facts have come out of the trial so far; Apple spent $647 million advertising the iPhone in the U.S. from its launch through fiscal 2011, and they spent $457.2 million advertising the iPad from its launch up to the same point.
They've turned their backs on Steve (Score:5, Funny)
Obviously, since he died, this new generation of Apple leaders have lost their way. They need to turn back to Steve before it's too late and realize that only through him can they find the correct path. And that path is not through market research, it's through listening to Steve's own words and letting them into your heart.
Hint: (Score:5, Funny)
>> Joswiak explains that if a competitor were to find out what drives iPhone purchases â" whether it be FaceTime, battery life, or Siri â" it would serve as an unfair competitive edge
Hint: It's that patented rectangular shape.
Re:They've turned their backs on Steve (Score:4, Funny)
Re:They've turned their backs on Steve (Score:4, Funny)
Wait, does that mean they already do that?
Re:They've turned their backs on Steve (Score:3, Funny)
Yeah that is the first thing I check when shopping for new hardware, which one gets had the most profit into the pockets of the manufacturer.