Horace Dediu: ‘The Value of a Customer’ via Daring Fireball
The average iPhone customer is 7.4 times as valuable as an Android user. That’s remarkable, but not surprising.
I know very few Android users these days, but those I do share a common refrain: “tech is too complicated, so why would I pay more for an iPhone?” Never having used an iPhone, they become used to a certain…lack of polish. Case-in-point: for the first decade of Android, scrolling on the devices was awful. Jittery, jumpy… Compare that to the very first iPhone, which nailed smooth scrolling right off the bat.
Like using a Mac, the joy and delight (and I use both of those words intentionally) of an iPhone is not in the tasks you accomplish with it (you can, after all, take a photo with an Android, or send a text, or browse the web), but the million little in-between interactions. Opening an app. Swiping to go home. The speed at which FaceID unlocks your phone. The little thoughtful, playful animations of the Dynamic Island. All those interactions add up.
They add up to customers that deeply and perhaps subconsciously satisfied. And people who are satisfied are far more likely to use their phone. It so happens that most people use their phone to, well, buy stuff.
Me? I spent a good deal of money on software for my iPhone, iPad, and Mac. I buy apps that are thoughtfully designed by creative people. (Lumy is a recent find that I just adore.) And, notably, I’m happy to do so. For that, I credit Apple.