Apple did conduct market research, despite Steve Jobs’ opposition

Karen Haslam
31 July, 2012
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Despite late Apple CEO Steve Jobs insistence that market research was pointless because people didn’t actually know what they wanted, it turns out that Apple does do market research. One of the court documents in the Samsung vs. Apple trial is an ‘iPhone Owner Study’ labelled “Apple Market Research & Analysis, May 2011.

According to the Wall Street Journal, the study questions iPhone owners about why they bought the product.

The study appears to be in response to concerns about the encroachment of Android devices in the smartphone market.

The results indicate that popular reasons why people buy the iPhone are because they “trust” the Apple brand and because they like the design.


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