target audience: TECH SUPPLIER  Publication date: May 2023 - Document type: IDC Survey - Doc  Document number: # US50656523

Apple and Competing Ecosystems — United States: Quantifying the Difference in Breadth and Depth of Relationships

By:  David Myhrer


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This IDC Survey compares the breadth and depth of Apple's relationships with U.S. consumers with that of Samsung and other device brands, providing a lens into the dynamics behind Apple's continued robust growth. Apple is increasingly dominating the global consumer opportunity across devices and services — not just smartphones.

This document provides a long-term, brand-building perspective (2019–2022), not a tactical "this quarter, latest earnings" perspective.

Apple's devices are the majority in a third of U.S. households. Those households account for an astounding three-fourths of Apple's U.S. consumer revenue. This document quantifies the breadth and depth of those relationships, contrasting them with the relationships of competitors.

For competitive comparison, this document focuses primarily on Samsung. But it also addresses a broader competitive set, including brands focused primarily on PCs, tablets, or smartphones.

Other brands can and should focus on developing deeper relationships with consumers. There is no need to copy Apple's strategy, but there is a need to meet a broader set of needs. Failure to do so will leave competitors even more vulnerable.


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