![A closeup photo of a person using an iPhone.](https://www.uc.edu/news/articles/2024/04/n21241371/jcr:content/image.img.cq5dam.thumbnail.500.500.jpg/1712158040958.jpg)
Business Insider: Psychology helps Apple dominate the smartphone market
UC marketing professor says some consumers use their phones to display elitism
Apple has been extremely successful in positioning the iPhone as the cool phone, Business Insider reported, and now the Justice Department has filed an antitrust lawsuit that accuses the company of stiffing competition.
Joshua Clarkson, PhD, Arthur Beerman Professor of Marketing Department of Marketing
The lawsuit alleges that Apple has taken measures to create a monopoly in the smartphone market, which includes making text messages from non-iPhones appear in green bubbles. The colors of text message bubbles are seen as a form of peer pressure.
Critics say Apple promotes conspicuous consumption, which is when consumers display social standing or wealth through their purchases.
“Consumers who seek approval of others or are motivated by social dominance engage in conspicuous consumption to showcase their elitism to others,” said Joshua Clarkson, PhD, the Arthur Beerman Professor of Marketing in the University of Cincinnati's Carl H. Lindner College of Business. “You could imagine both of these groups of consumers being heavily vested in iMessage (i.e., to not be the person with the Android on the group chat) as either a way to fit in (if seeking others' approval) or a way to exclude others (if driven by social dominance).”
Featured image at top: A person uses an iPhone. Photo/Onur Binay via Unsplash
Impact Lives Here
The University of Cincinnati is leading public urban universities into a new era of innovation and impact. Our faculty, staff and students are saving lives, changing outcomes and bending the future in our city's direction. Next Lives Here.
Related Stories
Prestigious green and gold accolades highlight UC Earth Day 2021
April 19, 2021
There’s no making light of the ‘Gold’ accolade recently earned by the University of Cincinnati’s Carl H. Lindner College of Business’ new home on campus.
UC’s summer semester offers students short sessions, flexibility
April 12, 2021
Coming into the summertime of 2020, Sumedha Kappagantula was considering ways to make the most her opportunities during what is usually a break from the academic rigor of her traditional school year. As a Biomedical Engineering major in the UC’s College of Engineering and Applied Sciences, Kappagantula is minoring in Chemistry and Biological Sciences, taking classes through the College of Arts and Sciences. She thought summer semester would be a great time to get ahead in her coursework, and move her degree forward.
UC garners sustainable, green campus success
April 19, 2021
University of Cincinnati Gold LEED certifications, student-involved energy-efficient programs and climate-friendly green technologies elevate UC to a national award-winning sustainable campus.
2021 University Recognition Ceremony honors student achievements
April 13, 2021
The University of Cincinnati recognizes students each year who have made significant service, leadership, and academic contributions to the UC community. These students exemplify the spirit of what it means to be a Bearcat.
Futuristic cars may soon take flight
April 28, 2021
The Cincinnati Innovation District and University of Cincinnati team up with partners in 1819 Innovation Hub DriveOhio, Cincinnati Bell and Microsoft to innovate with UC talent and help bring future innovation within reach in FlyOhio student challenge.
UC Day of Giving a success
April 28, 2021
University of Cincinnati Day of Giving’s 24-hour challenge was a tremendous success this year, raising $2,219,197 with 3,232 gifts. The fourth annual UC Day of Giving raised its most money to date with alumni, donors, students, faculty and staff joining together to support UC and UC Health.
'To make him proud was high on her list'
April 1, 2021
Alex Lewis lost her 82-year-old grandfather to Covid-19 just five weeks before her dream school showed up on the front steps of Roger Bacon High School to tell the senior that she has been admitted to the University of Cincinnati College of Nursing as part of a touching Decision Day surprise effort this year.
President picks exceptional talent
April 28, 2021
The University of Cincinnati 2021 Presidential Leadership Medal of Excellence Awards honor six undergraduate scholars for scholarship, leadership, character, service and the ideals of the university. Awardees are spotlighted for exceptional academics, creativity, community service and innovation.
Arts & Sciences graduate tapped as Mr. Bearcat 2021
June 8, 2021
Chase Morris, a College of Arts and Sciences graduate, is UC's 2021 Mr. Bearcat.
U.S. News top grad school rankings include several UC programs
March 30, 2021
Several graduate school programs at UC improve in latest U.S. News and World Report rankings, including from nursing, medicine, engineering, criminal justice, law and business.