Developing a cult-like following is the dream of almost every brand across America; however, there seems to be only one company reaching this benchmark through its brilliant marketing strategies. Apple has set itself apart from the competition and developed a yearning for its products through a creation of perception, providing quality products, and excelling in customer service. The perception of any Apple user is simple: I have to have an Apple product and I have to have the latest version of that product. This perception has been forged into the minds of consumers due to the introduction of new features and benefits with each upgraded device. Consumers who use products that are not Apple such as Dell users for computer needs or Android interface users for cell phones will argue that each version of the Mac Book or iPhone looks the same; however, any Apple user can point out the facts of how each device differentiates from the other with very little help from an Apple expert. This ability to explain products in such detail comes from great advertising and an in your face approach from Apple marketing. Product demonstration videos, commercials, and in store representatives share knowledge geared toward informing customers on specs of each device. Even the smallest difference is highlighted and the feature that is found in the upgraded device is made relevant to everyday use. Not only is there a perception that the latest is the greatest, but there is also a hint of suggestion that owning an Apple device rather than a competitor’s device is indicative of prestige. Although Apple products are traditionally priced high compared to competitors, this pricing has contributed to its popularity in the sense that the ability to afford such a product gives a consumer prestige. Along with the price tag come convenience and revolutionary new capabilities creating value for