Steve Jobs was once quoted saying that he did not believe in research. He felt it was the company’s job to know what consumers want rather than getting insights from them. In an on-going patent war with Samsung, research documents of market research conducted by Apple on iPhone
Owner Study were brought about.
This study was conducted in May 2011. This research was a survey conducted in many countries to gauge the reasons from consumers for buying an iPhone.
Given this study, it would be hard to believe what Mr. Jobs said. The success of the company would have been difficult without prior research. Hence, Apple too believes in investing in research and gaining consumers insights before moving forward with any product.
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