“Affordable” vs. “luxury”: a case study on the Apple vs. Android “beef”

***This subject may be a little different from what I usually write about, but since I am on my summer break officially, I wanted to include this as an article on the website. I think it’s important, because as consumers, we have to be aware of how companies utilize their time and create strategies just for us to buy their products. I definitely learned a lot from this paper!

In early 2013, Dan Mitchell, writer for Fortune.com wrote an article titled, “Are Apple Users Superior?” In this short article, Mitchell criticizes another writer, Dan Lyon, on his biased approach to tackling the million-dollar question: Why Do Americans Hate Android and Love Apple. In Lyon’s article, he talked about how much of Apple’s “fanbase” are comprised of people who find Android products “for the poor”, as well as speaking on the then-current controversy over Instagram’s debut to only Android users, sharing some of the condescending and demeaning status updates made by social media users:

“Instagram is now on Android! Now my poor friends can pretend to be photographers too!“

“Kinda over Instagram now that they let in all the Android riff raff“

“Instagram made a big mistake. It’s like when all the ghetto people started coming to the nice suburbs. Instagram was our nice lil suburb…“

However, in Mitchell’s article, he points out the obvious solution to Lyon’s complaint: the Apple “fanboys” are always louder than the everyday consumers who buy Apple solely because they are “less complex” products to use.

As someone who uses both Apple (fairly new) and Android products, the Apple versus Android versus Apple debate has always been an interesting subculture to witness, especially being in high school in the early 2010s. It was communicated not just from student to student, but from a standpoint of popularity that the fact of the matter was that Android was for people who couldn’t afford Apple products, while Apple were reserved for people who had money. Looking back at this mind frame, it is amusing how many teenagers who could not even afford Android’s cheaper price of $231 in 2015—let alone Apple’s $652 price for their phone—determine a standard themselves could not even upkeep.

Perhaps I am speaking from unhealed teenage angst that I still have not dealt with. Or, there might be something to see and discuss in this debate that might be anything but just a specific choice of preference, like Mitchell suggested in his article. However, my most curious question that will be explored will be centered around one statement: The Apple versus Android debate isn’t real, because both companies work hand in hand to create innovative, quality and sustainable products.

Technology in general has been something that has become increasingly dependable by humanity since its conception. But sticking to a more reachable sector, tech companies have been on the rise since the 20^th century. Android was founded by Andy Rubin and Chris White in October of 2003, with Google being founded in 1998 by Larry Page and Sergey Brin. Samsung, founded in South Korea in 1938 by Lee Byung-chull, which started as a grocery store, then transitioned to a tech company in the 1960s. It is important to note that “Android” is just the operating system used by Samsung, Google and other tech companies that make electronics, while Apple has created their own operating systems for each electronic, they’ve released, dubbed iOS. Lastly, Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976. Their production started with the creation of Apple-1 computer.

For this specific case study, I want to focus on surveys, collections of data, and the public opinion on the Apple versus Android debate. I first want to present statistics, comments found on social media, and results from surveys throughout various points of both tech companies’ reigns. Next, a presentation of some characteristics of Apple and Android’s clientele will be given. Lastly, I will discuss the benefits of both tech companies, discussing the individual marketing strategies and how they have led to their success. For the sake of condensing things, I will be focusing on iPhones when discussing Apple, and I will be talking about Samsung when discussing Android.

According to appmysite.com, “Android is the leading operating system across all devices, with a market share of around 41 percent…and iOS with around 17 percent, as of April 2025.” On another survey website called Fireart.studio.com done in 2024, the market share of both companies was compared as well, sharing that “Android accounts for slightly more than 70% of the global market, while iOS represent around 27% (as of December 2022.)” Of course, this is limited to the U.S., but the generally, 56% of U.S. users prefer iOS to Android. When it comes to public preference, opinions vary greatly. On a TikTok video I searched up about putting laptops on stickers, one commenter shared how terrible of an idea it was for someone to put stickers on a “luxury laptop” like a MacBook Air. This isn’t focus on the iPhones, but to my surprise, appmysite.com reported that iPhone users interact with their phones more than Android users do: “iPhone users are willing to spend more than Android users on in-app purchases and other services and products.” Not only this, but the same website reports that iOS users are more likely to ignore their push notifications than Android users.

As mentioned earlier, there seems to be a sense of superiority that stems from Apple users that seem to be universal. However, when I scrolled the iPhone subreddit on Reddit, I found mature and reasonable dissertations, unlike the spiffy and sharp responses I got from teenagers. Reddit user vitorhugocvieira replied to the discussion “Why do nearly all iPhone users think iPhones are “easier and better” than Samsung?” in the r/Samsung subreddit: “The truth is that nowadays iOS and Android are very similar, both have borrowed inspiration from each other through the years, and there is almost no need to adapt going from one system to the other…but people seem to have the need to belong to something, like a sports club, a political party, a comics publisher or a smartphone manufacturer and tend to be hostile to those that are not on the same side as they.” I believe that the last sentence this Reddit user mentioned can be applied to teenagers, because according to androipolice.com, in 2025, “87% of teenagers surveyed own an iPhone, while 88% expect to buy an iPhone as their next device in the near future.”

Based on Fireart.studio.com’s behavioral report, Apple users are more likely to make a higher income. “iPhone users are more likely to have a higher income on average, are 26% more likely to spend money, and are 50% more likely to have been to 5 countries.” Android users are on the lower end of this study, with 29% more likely to save money and 71% more likely to have never let the country. The survey continues with personality traits, stating that iPhone users “tend to be more extroverted, liberal, enjoy spending money, exhibit high emotionality, and view their smartphone as an object of status.” While Android users scored introverted, conservative, enjoy saving money, more reserved and seeing their smartphone more as a useful tool, it is interesting to note that iPhone users in this survey were labeled as “leaders” while Android users were labeled “followers”. What a great way to convince a malleable person to switch over to the iPhone by labeling them a follower! Another thing to note is that Apple’s phones all have the same operating system, while Android phones may come with a newer operating system, or—depending on the capabilities of the smartphone and how much it was paid for—come with an older, more sustainable operating system.

As another Reddit user pointed out when speaking on the r/iPhone subreddit: “Reality is, iPhone is popular because it’s popular. People think other people want it so they want it too”, it’s interesting to discuss the marketing points that have separated both Apple and Android away from any other competitors. There is no doubt that both companies are superior in their marketing and advertising tactics. MarcomCentral.com said this on Apple’s impeccable marketing strategies: “Apple has been a long-standing powerhouse in the computing and information technology industries, due in part to its effective marketing strategies and famous brand campaigns.” These specific promotional tactics—whether it be sponsoring the Superbowl Half-Time performance, or their thoroughly-planned sponsor ships with influencers who “unbox” the newest iPhone 16—influence not only a young three-year-old who knows what an Apple Watch is (despite not having ever seen one) or a adult prospect deciding on trying out a new smartphone for experience.

Apple relies on minimalism, a close relationship with their target audience (understanding what the audience needs and providing promise that through these products, the needs can be met), their focus on creating products that work well together (dubbed “The Apple Ecosystem”), pricing strategies (not lowering their prices, but relying on specific and verified authorized resellers) and excellent customer service. When I purchased my first MacBook Air a few weeks ago, the only image on the box was a side profile of the newly designed, less than half an inch thin computer, and MacBook Air in the widely known San Francisco font. Overall, purchasing, unboxing and even setting up any Apple product is simple, hassle-free and exciting. Apple expects customers to be loyal to their brand, because just like the TikTok commenter stated on adding stickers to an Apple product, Apple believes their products are luxury items and price them as such. This is why for their MacBooks, they suggest not using cases, screen protectors or keyboard covers, as it could “interfere with the thin design of the Mac computers when it’s closed and cause damage to your display.” Of course, having these items won’t damage the laptop if they are not interfering with the display (I know people who have used a keyboard cover, screen protector and case on their MacBooks for years without issues, including myself), but to continue the illusion of luxury, Apple spreads this message, and the millions of loyal consumers regurgitate it. Many iPhone users declare that iPhones are for the elite and sophisticated, and people feel rich if they own an Apple product, according to FloraFountain.com.

For Android—or Samsung more specifically since phones are the subject here—there is a different kind of phone for everyone. This is how Samsung thrives; promising the customer there is variety with each product they offer. For example, taking a look at Apple’s website, there are images of the new MacBook Air and Pro M4, the iPad, the iPhone 16—their newer products—and specific placements of the “Mac does that.” weblink, along with an Apple Trade In and an AppleCard, three methods to convince someone to jump over to their camp. Samsung’s website is jam-packed with information on products from kitchen appliances to something called a “Music Frame” …whatever that is. Just looking at both websites, Apple knows exactly what it is and knows that their target audience wants to see the trilogy of items: the MacBook, the iPad and the iPhone, so those get the biggest boxes. Samsung prioritizes a lot of their AI-infused products, (something called Bespoke) their televisions, refrigerators, Samsung TV Plus, and their latest smartphones. I also noted Samsung had a trade in program as well, along with a program called “Samsung Care+”, confirming that the big wig smartphone companies really do find inspiration from each other all the time. Of course, Samsung is more diverse, dipping in different products (including Android) to expand their horizons and consumer base.

It can be assumed that both companies pride themselves on innovation, successful but elitist market strategies, and the technological ecosystem to get their many products in the hands of potential prospects. Of course, this work took years to mold and craft, but since the early 2000s, both companies have been widely invested in creating quality products and has succeeded in building their loyal fanbase by supporting their own sides in the Apple versus Android debate. Instead of just sharing a simple “we both are tech companies that desire the very same thing—money—so of course our products are similar to each other more than different” but no, this isn’t good for money. Instead, Android makes a little shot at iPhone users for being late to the Rich Communication Services (abbreviated RCS) train, by sharing that they “still have more to do.” At the end of the day, consumers boil down their preference of smartphone to what is popular, looks modern, and works for them.

Further reading (in APA format):

https://fortune.com/2013/02/01/are-apple-users-superior/

Lyons, D. (2013, January 29). Why Do Americans Hate Android and Love Apple?. ReadWrite. https://readwrite.com/why-do-americans-hate-android-and-love-apple/ 

Wikimedia Foundation. (2023, December 1). Apple Inc. Wikipedia. https://en.wikipedia.org/wiki/Apple_Inc

AppMySite. (2025, February 18). Android vs IOS users: A detailed behavioral comparison. https://www.appmysite.com/blog/android-vs-ios-users-a-detailed-behavioural-comparison/

Kapias, M. (2025, January 13). An average individual checks the phone 58 times each day Android and iPhone users: Differences in behavior. Fireart Studio. https://fireart.studio/blog/android-and-iphone-users-differences-in-behavior/

R/samsung on reddit: Why do nearly all iphone users think iphones are “easier and better” than Samsung? Reddit. (n.d.). https://www.reddit.com/r/samsung/comments/12qj9v0/why_do_nearly_all_iphone_users_think_iphones_are/

Egaziev. (2024, December 12). Apple’s marketing: 8 key strategies and famous campaigns. MarcomCentral. https://marcom.com/apples-marketing-8-key-strategies-and-famous-campaigns/

Samadji, V. (2024, August 24). Apple vs Samsung – an insight into their marketing strategies. Flora Fountain. https://florafountain.com/apple-vs-samsung-insight-into-their-marketing-strategies/

Using a camera cover, Palm Rest, or keyboard cover on a mac notebook. Apple Support. (n.d.). https://support.apple.com/en-us/102051

Enable RCS chats on Android & iPhone: Get the message. Enable RCS Chats on Android & iPhone: Get The Message. https://www.android.com/get-the-message/

Mobile: TV: Home Electronics: Home Appliances: Samsung Us. Samsung. (2025, April 18). https://www.samsung.com/us/

Apple. https://www.apple.com/