The Possibilities are Limitless: A Case Study of the Best

Practices of User Experience for Apple Inc.

A Senior Project

presented to

the Faculty of the Department of Experience Industry Management

California Polytechnic State University, San Luis Obispo

In Partial Fulfillment

of the Requirements for the Degree

Bachelor of Science

by

Chloe Richardson

December 2020

© 2020 Chloe Richardson

THE POSSIBILITIES ARE LIMITLESS: A CASE STUDY OF THE BEST

PRACTICES OF USER EXPERIENCE FOR APPLE INC.

CHLOE RICHARDSON

DECEMBER 2020

In recent years, society has followed the development of user experience practices in

technology companies. User experiences contribute to emotional connections between the

company and the consumer, memorable experiences associated with the brand, and the

design of products. The purpose of this study was to examine the best practices of user

experience for Apple Inc. The research for this study was conducted using a best practice

case study guide developed by the researcher that examined the user experience Apple

provides. The results of this study indicate there are numerous ways Apple creates user

experiences. Apple was recognized as a leading brand of user experience in the

technology industry. As competition in the industry increases, it is essential that Apple

give consumers innovative and memorable experiences.

Keywords: user experience, Apple, user-centered design, technology industry, user-

friendly, customer journey

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 TABLE OF CONTENTS

PAGE

ABSTRACT........................................................................................................................ ii

TABLE OF CONTENTS................................................................................................... iii

Chapter 1 INTRODUCTION AND REVIEW OF LITERATURE .................................... 1

Background of Study ...................................................................................................... 1

Review of Literature ....................................................................................................... 2

Purpose of the Study ....................................................................................................... 7

Research Questions ......................................................................................................... 7

Chapter 2 METHODS......................................................................................................... 9

Description of Organization............................................................................................ 9

Description of Instrument ............................................................................................. 10

Description of Procedures ............................................................................................. 11

Chapter 3 PRESENTATION OF THE RESULTS ........................................................... 12

Stores ............................................................................................................................ 12

Online Shopping ........................................................................................................... 14

Publicity Campaigns ..................................................................................................... 15

Chapter 4 DISCUSSION AND CONCLUSIONS............................................................ 17

Discussion ..................................................................................................................... 17

Conclusions ................................................................................................................... 21

Recommendations ......................................................................................................... 22

REFERENCES ................................................................................................................. 24

APPENDIXES .................................................................................................................. 28

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 Chapter 1

INTRODUCTION AND REVIEW OF LITERATURE

Background of Study

Any organization, to stay competitive, must adhere to the consumers’ desires and

the user experience. During the last fifteen years, technology has developed, leaving a

need for the user experience to be altered as well. The development of technology has

created an entirely new industry, which is known as the technology industry. Worth over

$2 trillion, the technology industry is quickly growing and expanding to all parts of life

(Lee, 2015). User experience is now one of the most important factors when selling

products to consumers (Kaasinen et al., 2015). The experience created for users

comprises three different marketing strategies: stores, online shopping, and publicity

campaigns. These three types of experience are what motivates individuals to purchase

technology products. Technology companies work to create an experience that will sell

the product to the consumer. They do this by showcasing new software and products

regularly and in a unique way. The goal of user experience is to create a relationship

between consumer and product (Michalco et al., 2015). Steve Jobs created the iPhone, a

pioneer product, that became a generational trend and fashion statement. He created a

following by offering a user experience for every product. The way Jobs developed new

products completely altered the way consumers define the user experience. Jobs released

the iPod in 2001 saving Apple from bankruptcy (Lee, 2015). This mobile device had the

power to alter the user experience (Raptis et al., 2014). Through the release of new

products, individuals have developed a trust in certain brands and will remain loyal

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customers forever. Further research will explain how technology companies design

products and publicity campaigns to connect with their consumers through experiences.

The purpose of this study was to examine the best practices of user experience for Apple

Inc.

Review of Literature

Research for this review of literature was conducted online at Robert E. Kennedy

Library through the California Polytechnic State University, San Luis Obispo databases.

In addition to books, the following online databases were utilized: Academic Search

Premier, EBSCOhost, Elsevier Science Direct Journals Complete, and Google Scholar.

This review of literature includes the following subsections: user experience basics,

integration of technology, and user experience in technology companies.

User experience, also referred to as user-centered design, has grown over the last

century. According to Hassenzahl and Tractinsky (2011), the user experience is

considered critical to the process of service and product design. This experience includes:

the initial marketing of the product, learning about the product, observation of the

product throughout the world, the encounter when purchasing the product, and the

adventure with the physical product. Companies have become aware that simply selling

state-of-the-art products or services will not retain their customer satisfaction (Baldwin et

al., 2006). Due to this new-found knowledge of customer satisfaction, the user experience

design and journey are thriving. Companies across the world are investing significant

amounts of money and people into creating user experiences as a strategy for market

dominance (Garrett, 2010).

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 There are numerous methodologies focused on the design of the user experience.

Participatory design, for example, “refers to the involvement of actual users in the

product design process” (Shin et al., 2017, p. 1219). If companies analyze the

participation of consumers with their products, they can develop a better understanding of

the emotions of their users. This idea can help companies further understand what their

users seek in a product and lead to a better connection with the customer.

For years, most products and advertisements were designed to be eye-catching,

but this disregarded the consumers’ desire to encounter an experience. The design of a

product has become more about usability than about the decoration, expressed Scott

(2016). Designing an advertisement or product “is an intentional, goal-oriented, and

systematic activity” that numerous companies use during the product development stages

(Alamäki, 2018, p. 670). Companies consist of a unique design team that all work

towards one goal: satisfy the user through an experience. The design ideas for a product

aim to create a user journey by connecting the consumers and the products.

Companies strive to create a user journey with a product that will benefit an

individual’s life forever. Blank (2007) believed that discovering users’ real problems and

needs is the most important factor for creating new products. Products and

advertisements should not only serve a technical problem, but rather “pay attention to the

cognitive, emotional, behavioral, and social needs of users” (Alamäki, 2018, p. 670). The

secret to success for companies when creating a new product: hire a designer to research

customer wants, which will lead to the creation of a positive experience for the consumer.

This experience created for customers will keep them coming back, which is essentially

the entire goal of product development.

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 No single industry has exemplified user experience design quite like the

technology industry. For the longest time, communication among people was not

common if one was not face-to-face. Eventually, flip phones, pagers, and MP3 players

were found in purses or bags of many individuals. As these devices became more

popular, an industry emerged to further create convenient mobile devices, better known

as the technology industry. This industry started creating and integrating more devices to

this mobile device concept and further realized the importance of connection among

people. The technology industry satisfied the needs of consumers and began developing

the user experience (Shin et al., 2017).

The first smartphone was not user-friendly; it was very complicated for

consumers to navigate and use. In June of 2007, Apple Inc. resolved this dissatisfaction

by introducing the iPhone (Shin et al., 2017). This device started as a test for usability but

shortly after turned into one of the bestselling devices to this day. In 2017, there were 728

million iPhones in use worldwide (O’Dea, 2020). The iPhone remains a dominant

prospect in the mobile device market.

The technology industry has created a device that is not a “simple communication

tool” (Kim et al., 2012, p. 1). People all across the world use these devices to play games,

conduct business, and stay in contact with loved ones. Ji et al. (2006) state, “It is

important to investigate appropriate methods for evaluating [the] usability of mobile

phones” (p. 207). It is key for technology companies to conduct analyses on how users

interact with new technology. People form expectations about what the experience of use

for technology products will be like when purchasing a mobile device and this plays an

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important role in user satisfaction (Michalco et al., 2015). Products that are user-friendly

while creating an experience will encourage consumer purchases.

Technology companies analyze the reactions and feelings of consumers through

emotional motivators (Zorfas et al., 2015). If consumers feel an emotional connection

with a product, they will continue to use them in their daily life. Zorfas et al. found the

following:

“We consider customers to be emotionally connected with a brand when it aligns

with their motivations and helps them fulfill deep, often unconscious, desires.

Important emotional motivators include desires to stand out from the crowd, have

confidence in the future, and enjoy a sense of well-being, to name just a few”

(para. 6).

Technology companies now use the “...understanding of emotional connection to attract

and retain the most valuable customers” (Zorfas et al., para. 4). To gain a customer for

life, technology companies create a meaningful product for individuals. According to

Michalco et al. (2015), when customers’ expectations are met with a product, they

correlate that brand with a positive experience. The sense of loyalty felt by consumers

drives the technology industry.

There are numerous areas of marketing that technology companies need to

implement into their business model to increase and impact purchase motivators for their

customers. The motivators are divided into three different types of purchase experiences:

stores, online, and publicity campaigns (Zorfas et al., 2015). These three types of

experience are what encourages consumers to purchase technology products every day

across the world.

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 The retail store of a technology company has numerous benefits when it comes to

purchasing a new product or receiving help on an owned product. The location of a

technology retail store says a lot about the company itself and while this is functional,

consumers feel an emotional attachment to store locations as an impression is made. The

store needs to be located in a flourishing and fast-paced environment, usually in the hub

of a city. Demonstrations in a store help a customer receive hands-on experience with a

product and can even convince them to purchase the item. In-store workshops and a

customer service counter can help individuals with the technology products they already

own. Based on research conducted by Zorfas et al. (2015), technology companies

understand that consumers want sales associates to be easy to find and products easy to

locate. If a staff member does not have the answer to a guest’s question, customers expect

that they collaborate with fellow workers to better serve the guest. The design of having

customer service counters in technology retail stores is highly valued by customers as it

allows help to be readily available.

The second key motivator, online shopping, is important to those who do not wish

to visit a physical store to purchase a technology product. The navigation menu for a

technology companies’ website should be easily accessible and understandable. There

should be a clear description of the technical features, the price, and similar available

products. A technology website has the power to take the customer on a journey adding

to the experience of purchasing a new product. The “option to purchase online and pick

up in-store” is more available now than ever (Zorfas et al., 2015, para. 29). This option

gives individuals the freedom to easily purchase their product online and then pick it up

at their earliest convenience thus growing the customer’s satisfaction. Individuals want an

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easy-to-use website to purchase technology products whether they pick it up in-store or

the item is shipped to their home (Zorfas et al., 2015). This availability also encourages

independence and adds to the overall user experience.

Lastly, publicity campaigns grab the attention of customers and can lead to the

purchase of a technology product. Advertisements that contain images attract the

attention of viewers and can further the experience for the customer. Customers want to

understand the values of a company before purchasing from them. Research shows that

direct-marketing campaigns can lead to 210% higher response rates from consumers

(Zorfas et al., 2015). These aspects of publicity campaigns used by technology companies

create the first experience that a customer will encounter with a technology company.

Purpose of the Study

The purpose of this study was to examine the best practices of user experience

for Apple Inc.

Research Questions

This study attempted to answer the following research questions:

1. What are the best practices of user experience for Apple Inc.?

2. What is Apple’s approach to emotionally connecting with the consumer?

3. What are the design elements that Apple Inc. uses when creating new products

and packaging?

4. How effective is Apple at using best practices to create a user experience?

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5. How effective is Apple at accomplishing its goal of emotionally connecting

with consumers?

6. How effective is Apple at the design process of its products?

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 Chapter 2

METHODS

The purpose of this study was to examine the best practices of user experience for

Apple Inc. This chapter includes the following sections: description of organization,

description of instrument, and description of procedures.

Description of Organization

A case study was conducted on the best practices of user experience for Apple

Inc. Founded in Cupertino, CA in 1976, Apple, is now worth $2 trillion, and is one of the

largest job creators in the United States employing 80,000 individuals (Apple, 2020).

This number does not include the 1.5 million employed at supply factories and jobs

through the App Store environment. Apple employee roles include designers, scientists,

manufacturers, customer support, retail, hardware, and software engineers. In 2019,

Apple Inc. spent over $50 billion with United States suppliers and manufacturers creating

technology products (Apple). This number, while astonishing, is just the beginning for

Apple Inc. as they continue to grow the technology industry.

Apple’s motto “think different” describes how they “bring amazing people

together to make amazing things happen” (Apple, 2020, para. 1). Their customers are not

solely in the U.S. so Apple believes their employees should also be worldwide. Apple

employs a diverse and unique team to do extraordinary work. Apple believes that to

create products to serve everyone, they must believe in everyone. Working at Apple

allows individuals the freedom to create for all types of people. During the last five years,

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Apple has made it a point to hire more women and minorities. Apple Inc. strives to

develop a diverse future with more opportunities for its employees and customers. Apple

Inc. is a carbon-neutral company and by 2030 all of its products will be as well. Apple

stores, offices, and data centers are powered by 100% renewable electricity. Millions of

people across the world are employed by Apple, an equal opportunity workplace (Apple).

Description of Instrument

The instrument utilized in this study was a best practice case study guide

developed by the researcher (see Appendix A). The guide was formatted to include three

columns titled “type of experience”, “description of experience”, and “details”. The “type

of experience” column includes the way technology companies create a user experience.

Within the “description of experience” column, the researcher was able to distinguish the

type of user experience efforts the brand used. The “details” column allowed the

researcher to further analyze the brand experience and include an in-depth description of

what was included for each experience.

To begin research, a pilot study was developed by the researcher to analyze

Google LLC., a technology company that specializes in Internet-related services and

products. For the pilot study, the researcher analyzed the ways Google implements user

experience into its design of products. In the initial analysis, the user experience was

focused on in-person experiences, but the researcher realized that user experiences

include digital and marketing encounters as well. The researcher altered each experience

to be more specific in the “type of experience” section.

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Description of Procedures

A case study was conducted on the best practices of Apple Inc. The instrument

utilized in this study was a best practice case study guide developed by the researcher.

During the two-week research phase, the researcher used the guide to analyze the best

practices for Apple’s user experience.

The user experience best practices of Apple Inc. were analyzed by accessing the

company website and third-party websites. The researcher considered information on

Apple’s website regarding user experience for consumers. Also, third-party websites

including Give Good UX, Econsultancy, Forbes, Future Stores, 9 to 5 Mac, Entrepreneur,

Swedbrand Group, and In the Black were visited to further examine the user experiences

present for Apple. These websites allowed the researcher to gather evidence to include in

the “details” section of the guide.

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 Chapter 3

PRESENTATION OF THE RESULTS

The purpose of this study was to examine the best practices of user experience for

Apple Inc. A case study was conducted on the best practices of user experience for Apple

Inc. This chapter includes the following sections: stores, online shopping, and publicity

campaigns.

Stores

With over 500 locations across the world, Apple prides itself on consistency. All

stores are easy to navigate to and are in areas of a city that target the residents’ high

volume of technology use. If a consumer is away from home and their iPhone is

damaged, there will be a store located in the heart of the city to provide help on this

device. Apple stores are accessible across the world seven days a week.

With locations across the world, Apple maintain the same environment in all of

them. Stores are clean, lights are cheerful, and the building design is consistent

throughout all locations. Bags and credit card machines are hidden underneath the display

tables to further demonstrate the tidiness of Apple stores. The architecture of an Apple

store builds on the unique ideas of design and materials found in Apple products. The

stores are modern with straight lines, some stores possess indoor gardens, and there is a

glass feature throughout every store. Some stores are even found in cultural gems like the

Apple Carnegie Library in Washington, D.C.

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 Located in Apple stores, the Genius Bar is a technology support station providing

concierge-style support to customers. Some Apple stores have Genius Bars that are open

for 12 hours. If a customer enters a store with a technical problem, for example, not being

able to sync their music, staff members are available to help resolve the issue. Apple also

regularly offers in-store workshops to explain tips and tricks of using an Apple device.

Apple offers three types of in-store workshops: skills, labs, and walks. Skills classes

include a basic explanation of specific products, apps, and techniques. Lab workshops

offer a more advanced description of products and hands-on training. Lastly, walk

workshops are led by an Apple employee outside, showing users product techniques in

the real world.

Apple associates are trained to walk customers through five distinct service steps:

A: Approach customers with a personalized, warm welcome

P: Probe politely to understand the customer’s needs

P: Present a solution for the customer to take home today

L: Listen for and resolve issues or concerns

E: End with a fond farewell and invitation to return.

The abundance of employees present in an Apple store help reduce wait times. When

being assisted at the Genius Bar, if an Apple employee is not sure of the correct answer,

they will ask a coworker. Employees will collaborate to find a solution for the customer.

Besides sales associates, Apple also employs greeters to welcome and register customers

for an appointment when they enter the store.

The many demo units throughout the Apple store make it extremely easy to

explore new devices. The sales associates of Apple stores support this sampling strategy

13
as it helps the customer explore. Customers are able to touch and work with any product

in an Apple store.

Online Shopping

Online shopping has become extremely popular especially since the COVID-19

pandemic began. Employees and students required to work from home had to adjust to a

virtual lifestyle. For some, this was no issue but for others, the need for technology at

home became a necessity. Apple’s website is easy to navigate quickly and allows

visibility of all technology products.

When purchasing a product online, the user will first land on the homepage for

Apple Inc. The homepage displays the newest released item from Apple and a button to

watch the product release event. As individuals scroll down the page, images of the

newest technology product are displayed against a black background. There are few

words present that describe the latest features of the product. At the bottom of their

website, Apple includes social responsibility links that describe their support for many

social values.

Once an individual selects a specific product to view, information is displayed

that includes key features, the newest elements to the product, and the price with or

without a payment plan. There are numerous large images and videos present as one

scrolls down the page. There is a tab to compare models at the bottom of the page and a

blue” buy now” button remains at the top of the screen as the page is scrolled down.

From this navigation menu, Apple also offers in-store pickup or free shipping to the

customer’s house.

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 When a new product is developed and ready for release, Apple creates a virtual

event available on their website. This online video event created by Apple includes:

1. The visual design of the new product

2. Explanation of technical information

3. Description of software updates

4. Analysis of the new product by other companies

This event is available to anyone, anywhere in the world. On Apple’s website, you also

can watch previous video events about released products.

Publicity Campaigns

Apple has mastered the simplicity of marketing for its technology products. In an

Apple advertisement, there are few words and no details on where to purchase the

product. Their advertisements do not include any technical information instead they

include a photo of the new product with a tagline. Apple does not use its name in

advertisements, though one will see the Apple logo represented.

Apple stands with everyone no matter their disability, education, or diversity.

Apple is very open about its diverse population of employees and how everyone works

together. The advertisements of Apple display their core values by incorporating people

from across the world who have different ethnicities, skills, and disabilities. Apple

conveys themes throughout its publicity campaigns including community, friendship,

peace of mind, and adventure.

Apple creates customer profiles for each of its main audience segments. These

profiles help Apple analyze the diversity of its users to create content. Apple does not use

15
technology industry terms, but rather direct words that the consumer will understand.

When serving an older generation, Apple does not force them to use a chat-based system.

Instead, Apple gives older generations a phone number to call for customer service

questions. From the analysis of customer profiles, Apple is aware of its consumers and

develops its products and advertisements accordingly.

People across the world are bombarded with words every day. Apple has designed

its publicity campaigns to be image heavy. The Apple team understands that words do

not resonate emotionally with people which leads Apple to use fewer than ten words in

advertisements. Apple’s advertisements include a short tagline and a clear image of the

new product.

Apple houses its technology products in minimalist white boxes with a metallic

font. The packaging for Apple products is just as visually appealing as the device inside.

Every part of Apple’s packaging is designed to be simple and clutter-free. Apple employs

a designer whose sole responsibility is to test prototype boxes and ensure the packaging

of products is user-friendly.

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 Chapter 4

DISCUSSION AND CONCLUSIONS

With the technology industry booming, Apple’s dedication to creating a user

experience is a focal point that the company was founded on. Apple shows commitment

to its customers by creating unique and memorable experiences. This concluding chapter

includes the following: a discussion of the findings, limitations of the research,

conclusions based on research questions, and recommendations for the future.

Discussion

With competition high among brands in the technology industry, it can often be

difficult to stand out when creating memorable experiences. However, Apple recognizes

the value of experiences for its users, in all facets of its company. Apple’s use of best

practices grows a customer following that consists of individuals looking to have an

experience. Unlike other companies’ shops, Apple’s in-store environment consists of a

clean display of products. The only items consumers will see when inside are the

technology products on display. Little clutter helps bring the customer into the experience

focused on the technology product. Apple stores are created to resemble town squares

presenting a community for all customers. Everyone is welcome and all individuals come

together to experience the unique design of Apple in the store (Apple, 2020). Apple’s

success comes directly from making sure every aspect of its store provides an overall

positive user experience.

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 While Apple’s stores are a popular location to purchase products, Apple has a

user-friendly website that allows consumers to just as easily purchase products. Apple

has created a website that allows users to easily navigate between pages. This

convenience to consumers increases customer satisfaction and displays an effective best

practice used by Apple. Their website focuses on the journey one will have with a

product by displaying photos and important technical information persuading the searcher

to purchase the product (Apple, 2020).

The image heavy advertisements of Apple grab the attention of many consumers

and lead to a simplified decision-making process for customers. As Zorfas et al. (2015)

stated, direct-marketing campaigns can lead to 210% higher response rates from

consumers. Along with an image of the product, Apple has chosen to use less than 10

words in the tagline of an advertisement. Apple’s use of image heavy advertisements is

an effective best practice for the user experience. As the technology industry grows,

brands need to keep up with trends and continue using the best practices of user

experience. Apple should continue developing its in-store, online, and publicity campaign

best practices to generate experiences for all of its users.

Apple does an effective job of creating an emotional connection between the

consumer and the brand. The face of Apple, its employees, aid in connecting the user to

the Apple experience through personable actions. Employees of Apple are

knowledgeable of technology products and pay attention to the emotional needs of their

consumers whether they are purchasing a new product or need help at the Genius Bar.

The Genius Bar and in-store workshops provide a sense of ease to consumers and ensure

the company/customer relationship thrives. According to Zorfas et al. (2015), customer

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connections transpire once the emotional needs of the consumer are understood. Apple’s

effectiveness in creating an emotional attachment with all customers is what makes them

successful and creates lifelong customers. While Apple is effective at developing a

welcoming environment, they should consider pop-ups and activations to create

experiences that customers will not see in every store. This would allow for an even

deeper level of connection amongst certain customers.

Apple effectively instills an emotional connection between the consumer and the

company by using simple and clear language in publicity campaigns. Apple develops

customer profiles to understand the use of language by consumers. These profiles help

create advertisements by analyzing the reactions and comments of customers on social

media. This best practice to use words the customer will understand is what drives

Apple’s publicity campaigns as Apple wants consumers to feel connected with the brand.

Apple should explain and promote this idea of user-centered design further in its

publicity campaigns.

The core values and themes of Apple are publicly displayed to effectively evoke

an emotional connection with consumers. Apple’s stores, website, and publicity

campaigns all implement these core values to further show their commitment to a

sustainable and diverse company. As Zorfas et al. (2015) indicate that a connection with a

brand fulfills deep desires that lead to customer satisfaction and confidence in the future.

Apple successfully uses its core values and themes to emotionally connect with the

consumer. Their core values explain the inclusivity elements of the company and the

themes describe a community of peace. These elements lead to a consumer’s desire to be

emotionally connected with this organization. To continue being a leading brand in the

19
technology industry, companies must emotionally connect with its users. Technology

companies should continue creating experiences that lead to an emotional connection

between the brand and the consumer. Although Apple is recognized for creating an

emotional connection with its customers, the company should continue to explore

customer desires to maintain this position.

The design of Apple’s technology products has become an icon and even a

symbol of popular culture. The etched apple on top of a laptop or the minimalistic white

box with metallic font are examples of the details that Apple effectively designs for its

products. Apple’s design team is devoted to creating the highest quality products that

have a distinctive design appearance. Steve Jobs was a perfectionist and inventor who

created a product with precision in its design. As mentioned by Hassenzahl and

Tractinsky (2011), the user experience is critical to product design. The initial encounter

with the product begins an experience for the consumer resulting in a purchase from

Apple. As an innovative company, Apple offers new products to the technology industry

that are not simply about the decoration but rather the usability. Apple is successful at

designing a product that leads consumers to have an experience while using the product.

Technology companies strive to offer nothing but the best to their customers. They must

ask for input from the customer when designing new products. Apple should display their

well-structured product design plan in their advertisements as a demonstration of their

commitment to customers.

There are several limitations present in this study that may impact the results.

First, as an Apple customer that has always used Apple products, the researcher may have

unintentionally influenced the findings of Apple’s user experience through a subjective

20
bias but took steps to avoid this, documenting only what was observed on the website. An

additional limitation was that the majority of the research for this case study was

restricted to online resources, creating a gap of information. Lastly, the study only

analyzes three ways Apple develops their idea of user experience: stores, online, and

publicity campaigns. Despite these limitations, the study does provide insight into the

user experience, emotional connection, and product design of Apple.

The results from this study provide evidence of the best practices of user

experience for Apple Inc. Experiences are created for customers in clean Apple stores, on

their user-friendly website, and with the use of image-heavy advertisements. The

emotional connection that users experience is developed by the caring employees, use of

language, and core values and themes that Apple displays. Lastly, the design of Apple’s

products creates an experience for consumers. With the technology industry constantly

evolving, the most successful companies will be those that create experiences for their

customers. The topics covered in this study provide an understanding of user experience

and creates a standard for all future research examinations on this topic. The technology

industry is continuously expanding, and user experiences should be explored regularly for

brands to successfully market to their consumers.

Conclusions

Based on the findings of this study, the following conclusions are drawn:

1. Apple accomplishes its goal to connect with the consumer through an

experience.

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 2. Apple Inc. uses three best practices to develop the user experience: stores,

online shopping, and marketing.

3. The design of Apple’s products and packaging is simple and clutter-free.

4. Apple Inc. effectively leads the technology industry by emotionally

connecting with the user resulting in high customer satisfaction.

5. Apple Inc. effectively uses its stores, online shopping, and publicity

campaigns to create a lifelong experience for its consumers.

6. Apple Inc. effectively designs products to be user-friendly and satisfy the

consumer.

Recommendations

Based on the conclusions of this study, the following recommendations are made:

1. The technology industry should continue creating an experience for its users,

as it is an effective way to reach the target market.

2. Apple Inc. should continue utilizing emotional connections as a leading factor

when creating user experiences.

3. Apple Inc. should continue to use face-to-face interaction between employees

and customers as a strategy for user experience.

4. Apple Inc. should plan pop-ups/activations to create more personal

relationships with their consumers.

5. Apple Inc. should continue to be innovative and create experiences that

customers will remember for a lifetime.

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6. Future research should explore what the user does not want to experience in

order for Apple Inc. to make further improvements.

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APPENDIXES

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Appendix A

Instrument

29