Android Competitive Landscape

Part
01
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Part
01

Consumer Affinity Towards the Android Operating System

Consumers are attracted to products that use the Android operating systems because of its ease in access, customization, wide devices choices, and variety of services.

EASE OF ACCESS

CUSTOMIZATION

  • The customization options integrated in the OS are another reason why users consider Android as a superior option.
  • Such flexible features allow users to choose desirable settings that increase their satisfaction.
  • The flexibility of the Android operating system has become an advantage in their rivalry against iOS.
  • In fact, Android allows users to "set up third-party apps as their default options for many things that are still locked down in iOS."

WIDE DEVICE CHOICES

  • According to users, they prefer Android devices because the OS is available in numerous cellphone brands. Device brands such as Samsung, Motorolla, Huawei, Asus, and Alcatel are examples of phone manufacturers that offer high-end Android models.
  • Due to a wide variety of cellphone types, the price of Android devices became diversified and more affordable.
  • Android, as opposed to iOS, "is more free-wheeling which translates into a much wider phone choice in the first place and more OS customization options."

VARIETY OF SERVICES

  • Android devices provide users with more design features, voice assistants, and a more diverse messaging platform. They can also enjoy Google services such as Gmail, Google Reader, Google Docs and Hangouts.
  • The Android operating system allows consumers to replace the Android launcher, change browsers, adjust the volume and brightness, use widgets, and pin icons, which is very useful and efficient especially to people who work in a busy environment. For example, Samsung offers a multi-tasking service, called "multi-window," which allows users to view multiple windows at a time.
  • Due to the number of mobile application and services, consumers consider Android as the frontrunner operating system in mobile phones.
Part
02
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Part
02

Consumer Affinity Towards the iOS Operating System

Three reasons why consumers have an affinity for products that use the iOS operating system include user experience, better features, and "the Apple ecosystem."

Reasons Why Consumers Have an Affinity for iOS Products

1. User Experience

  • One reason why consumers have an affinity for iOS products is due to user experience.
  • A survey of 2,500 U.S. consumers found that a "better user experience" was the reason why 47% of Android users switched to iOS products.
  • PC Magazine Featurers Editor, Eric Griffith, commented on consumers' preference for the iOS user experience in stating: "People think it’s a better user experience to have iOS, and that’s probably borne out by friends and family who have one who says ‘Oh, if you had this, we could talk on iMessage and we wouldn’t get charged for all these SMS messages.'"

2. Better Features

  • Better features is a reason why consumers have an affinity for iOS products. The aforementioned survey found that 25% of Android users switched to iOS products because of better features.
  • A study conducted by UserTesting found that among U.S. consumers who use iPhones, "the new camera and battery life features of the new [2019] iPhones" were of most interest to them.
  • Consumers think highly of the attention that Apple pays when designing its iPhones to meet consumers' needs. The previously mentioned UserTesting study found that 75% "of consumers believe that Apple takes into consideration the needs of their customers when designing new phones."

3. Apple's Ecosystem

  • "The Apple ecosystem" is a reason why consumers are attracted to products that use the iOS operating system. As Ash Turner, a CEO who works in the mobile phone industry, stated: "People love the comfort of the Apple ecosystem, they see it as simplicity . . . ."
  • As an example of consumer preference for "the Apple ecosystem," a consumer stated: "I have everything Apple so it just makes sense to go with the iPhone . . . Yes, they are expensive, but I am comfortable with the operation and it is worth it to me… I like the way it works and I understand how to operate it, so I am happy."
  • The affinity for iOS products among customers is illustrated in iOS's steadily increasing market share over the past several years (2012-2019). In contrast, other mobile operating systems have either been overall holding steady or losing traction. The statistics provided in the following research finding demonstrate iOS's rising market share.
  • The following are iOS's shares of the U.S. mobile operating system market from 2012-2019 by month/year: January 2012 (29.5%); January 2013 (36.3%); January 2014 (41.6%); January 2015 (41.3%); January 2016 (43.6%); January 2017 (44.6%); January 2018 (45.3%); and August 2019 (48.3%). A screenshot of that data graph is included in this Google Doc.
  • Consumers' affinity for Apple's ecosystem is further demonstrated through the strong brand loyalty among iOS smartphone users. An August 2019 survey of 2,066 smartphone consumers in the U.S. between the ages of 18 and 60 "found that 90.5 percent of iPhone users intended to buy another one when they upgraded." Furthermore, 79% of those surveyed said they "were happy with their brand of phone."

Research Strategy

We identified reasons why consumers have an affinity for iOS products by looking for findings from consumer surveys and tech-industry articles that discuss what consumers like so much about the iOS operating system. We used that same research framework in looking for insights demonstrating that consumers have an affinity for iOS products. Some of the sources that we consulted during our research included Statista, Mac Observer, and Apple World. All of our findings are specific to consumers in the U.S., which we ensured by reviewing the scope of the market being discussed in both the quantitative and qualitative information we cited to. Lastly, we sometimes referenced iPhones and not the iOS operating system in our research findings because iPhones run on the iOS system.
Part
03
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Part
03

IOS Features: Consumer Perception

Consumers love the iOS operating system features because they have consistent and timely updates, are easy to use seamlessly between Apple devices, provide privacy by not allowing third-party tracking among other measures, and provide better games from companies such as Nintendo due to its popularity. Some insights regarding the reasons why consumers love the iOS operating system features are provided below.

Consistent and Frequent Updates

  • iOS automatically provides "consistent and timely software updates and security patches", which is evidenced by the almost 90% of iOS 12 users that were running the current version compared to just 10% of Android users. The updates provide users with the most up-to-date features, bug fixes, and security updates.
  • The iOS software update feature is given to be the biggest advantage they have over competitors, namely Android. It also lends to the long-term value of the offerings.
  • The frequent updates are the result of the company's greater dedication to keep consumers' devices secure and private and it provides quick updates to address security concerns without interruption from phone carriers.
  • Some reviews, such as that from Lifewire, state if a consumer wants to have the "latest and greatest version of their smartphone operating system", then an iPhone would be the best choice due to the superior support than its Android competitor, in particular for older phones .
  • An advantage that Apple products have over Android is that it is the only company that offers iPhones, which lends to it having "tight control" on how the software and hardware work together. This also increases support of older phones and devices using the iOS operating system, which is not common with Android or other devices.

Easy To Use And Continuity

Privacy

  • Apple has made a reputation of keeping user data private, and now the apps it offers come with the ability to anonymously sign in to websites and apps without being tracked. And Apple iOS users have the advantage of having more control over the information that its users share from apps and other services.
  • The operating system also prevents third-party trackers from monitoring its users web activity.
  • Sign in with Apple is a "fantastic feature" that gives users the ability to sign in with "peace of mind" by using biometric authentication and gives a randomized email address from Apple for apps and services that ask for emails.
  • The most recent operating system and update now adds a well-loved feature of digital privacy providing a sign-on to a lot of different apps through a dummy email provided by Apple, exemplifying their pledge to not profile its users or their activity in apps".
  • Since iOS 12, iPhones have had the capability to share "precise location data" with emergency operators and first responders when users call 911, in addition to the suggested "complex and unique passwords" that are offered for apps and websites.

Better Games And AR

  • The iOS operating system is stated by various sources to have the best mobile video games and it has "tens of thousands of great games and tens of millions of players". The gaming platform of iOS devices is forecasted to "eclipse" other major companies like Nintendo and Sony in the mobile gaming platform. Nintendo has taken advantage of this fact and has started releasing games like Super Mario Run for the iPhone.



Part
04
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Part
04

Android Features: Consumer Perception

Some reasons why users love the features made available in the Android operating systems are the ease of customization, the ability to multitask and use widgets on their home screens, the ability to expand the available memory, and perfect Google integration of the devices.

Customization and Wider Compatibility

  • Android offers its users the ability to choose what they want in their phones and how they want them to appear.
  • Users can install and use live wallpapers on their phones if they dislike the available ones.
  • For instance, a Samsung phone and a Huawei smartwatch and a Google Home speaker can work together, and this offers users the freedom to use hardware of their choice.

Multitasking and Widgets

  • Some android phones allow for window-multitasking, where users can view multiple apps at the same time from a multitasking window.
  • Widgets’ use involves having shortcuts as users may wish on their home screens, and they could include custom clocks, the weather and direct calls to contacts in users' phones.
  • The android operating system allows its users the freedom to arrange their widgets on their home screens as they wish.

Google Integration

  • Google provides many services that include Google Docs, Gmail, Google + and Google Chrome.
  • The android operating system features have allowed it to integrate seamlessly with these services and users can access the web without any challenges when using android devices.

Expandable Memory

  • Android users can expand their memory through the insertion of micro SD cards to their phones, and this is one reason that users love android devices.

Research Strategy

To identify reasons why users love the features made available in the Android operating systems, we started the search by seeking to understand the features provided by Android operating systems. Further, we sought to understand the advantages that these features provide to their users over other available operating systems. We then looked through trusted websites and articles by industry experts to identify the reasons why users love the features made available in the Android operating systems.

Part
05
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Part
05

Popular Android Features

From research, it was determined that some of the most popular Android operating system features among users include the Google Play Store, customization features, and the Google Assistant. Android is the most popular mobile OS in the world with over 2.5 billion active devices. On the other hand, the Play Store has over 2.8 million apps and boasts over 250 million daily app downloads. A detailed look at our research findings follows below.

Google Play Store

  • One of the most popular Android feature used by virtually all users is the Google Play Store. The Play Store allows users to search for and download a variety of free and premium Android apps to their devices.
  • The Play Store is so popular among Android users because in September 2019, it was home to an estimated 2.8 million applications.
  • The Play Store is popular among Android users because there is a high demand for apps from every category and niche and using the Play Store application is the most secure way of acquiring these apps either for free or after purchasing.
  • According to a report by Sensor Tower, more than 250 million daily app downloads take place on the Play Store.
  • The Google Play Store is more popular than its competitor, Apple's App Store. This is evident in the fact that the Play Store witnessed a growth of 16.4% from 2016 to 2018.
  • Another factor that makes the Play Store so popular is the availability of millions of free apps — there are currently around 2.6 million free apps, and very cheap premium apps. The average price of a premium app in the Play Store is between $1 to $2.

Customization Features

Google Assistant

Part
06
of twelve
Part
06

Popular iOS Features

Some of the most popular iOS features based on the number of users in the U.S. include iCloud, Apple Pay, Apple Music, and iMessage. Below are detailed findings.

iCloud

Apple Pay

Apple Music

iMessage

Research Strategy:

To determine the most popular iOS features, we began our research by looking for lists containing the best iOS exclusive features. However, we could find any pre-compiled records, but we found numerous blogs and technology insight posts on the best iOS features. Then, we checked Apple's website to find the distinguishing features it used in marketing its devices. By combining these two findings, we were able to come up with a list of the most popular iOS features. The selected features have the highest number of users amongst others and are deemed to be most popular. During our search, we could not find the number of people using iMessage; this could be because the app is free and comes pre-installed on the device. Since the app is used for communicating like sending and receiving texts, we assumed that it holds the largest share in the U.S. market because every user must communicate.
Part
07
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Part
07

Android: Consumer Loyalty

Four reasons why users are loyal to the Android operating system are the availability of different phones, customization, the Google ecosystem, and price. More details are below.

Availability of Phones

  • One of the primary reasons why Android users are loyal to the Android operating system is because users can switch phones and even manufacturers without switching the operating system.
  • While there are a variety of reasons why people are loyal to Android, most experts point to the "availability of different phones carrying the Android system as opposed to iOS."
  • Josh Lowitz, a partner and co-founder of CIRP, agrees with the industry experts, stating, "Android users also benefit from a wider variety of phones from different manufacturers, allowing them to change hardware without switching to a new operating system."
  • The seemingly steep learning curve of a new operating system is a motivation to stay loyal and since Android users can change phone brands without changing their operating system, they can experience different styles without learning how to operate their new phone.

Customization

  • Another reason Android users tend to stay with the Android operating system is that users are able to "create and implement code to tailor the operating system to fit their specific wants and needs."
  • Android users believe Apple is too strict with its controls in terms of "app submissions, push notifications, rules and timelines" and enjoy the "freedom and customizability their (Android) devices provide."
  • Moreover, Android users love the openness of the Android platform and prefer "a full-featured device at the expense of its appearance."

Ecosystem

  • In a survey of over 2,000 mobile phone users, 13% of Android users said they were loyal to the brand because they were too tied into the Google/Android ecosystem or because it was too much of a hassle to switch operating systems.
  • Users agree: Vivian Wang, sales engineer at Stratifyd, stated that one reason she didn't move to the iOS is that she is too integrated into the Google ecosystem. She said, "I also use G Suite instead of Apple Mail and iCloud, so I love that my new phone is integrated with Gmail and Google Drive."

Price

  • People tend to be loyal to Android phones because they can get a full-featured phone for much cheaper than an iPhone.
  • As the experts at DigitalTrends stated, "Whereas Apple only offers a handful of premium products, Android devices ran the gamut of disposable $50 phones all the way up to high-priced flagships such as the Pixel or Galaxy S line of smartphones."
  • WCCFTech speculated that loyalty to Android may be growing because "a lot of customers might also be discouraged by the pricing of the newest iPhones."
Part
08
of twelve
Part
08

IOS: Consumer Loyalty

Familiarity, reliable customer service and support, as well as better security and privacy are three reasons users are loyal to the iOS operating system.

Familiarity

  • Statistically, if a consumer purchased a new cell phone in the last four months, it is very likely that it had the same operating system as their previous phone, as the percentage of activations with the same OS was over 90% for iOS. This statistic is confirmed by Consumer Intelligence Research Partners recent study. It indicates that smartphone users are more likely to remain loyal to the same mobile operating system than ever before. In fact, from October to December 2018, CIRP reported that Apple’s iOS “enjoyed their highest loyalty rates measured to-date.”
  • Over the last 2 two years, consumer loyalty had actually lagged behind Android, but iOS has now closed that gap leaping to 91%. This screenshot shows how quickly iOS caught up with Android in the chart from CIRP.
  • According to CIRP co-founder Mike Levin. “Both systems have seen loyalty trending upward for the past several quarters, as customers have become comfortable with the features and consistency of their operating system. Learning a new operating system takes effort, so fewer and fewer customers have found the need to switch. This, coupled with the quality and reliability of new phones is likely contributing to the longer upgrade cycles we are witnessing.”

Reliable Customer Service and Support

  • Customers know that when they have a hardware or software problem, or even if their device is two or three years old and it’s time to replace its battery with a fresh one, getting help is easy. Apple offers a dedicated support app and website with a variety of remote options, or they can reserve an in-person appointment at any Apple Store.
  • The American Customer Satisfaction Index (ACSI) is "the only national cross-industry measure of customer satisfaction in the United States. It ranks companies within their industry based on customer evaluations of the quality of goods and services purchased in America and produced by domestic and foreign firms with substantial U.S. market shares."
  • The ACSI took three years of data and ranked the best companies in their index, and according to David VanAmburg, the ACSI's managing director, and Forrest Morgeson, its director of research, Apple has ACSI Score of 83.3. Customers say: "The excellent software is not hampered with viruses like other operating systems."

Better Security and Privacy

  • All software companies, Apple included, sometimes make headlines for high-profile security bugs, and it’s inherently difficult to maintain privacy when a user is carrying around a device that is almost always connected to the internet. However, when compared with Google, customers know that Apple does take greater pains to keep its devices secure and personal data private, and the company does make an effort to fix mistakes when it makes them.
  • Customers know that collecting and analyzing user data to study behavior and to improve its products is standard procedure for Apple, however, the company anonymizes that data so that it can identify trends among everyone who uses its products, without being able to see how any individual person is using their phone. Juxtapose that with a report by Vanderbilt engineering professor Douglas Schmidt, and commissioned by the trade group Digital Context Now, which shows that Android collects large amounts of data about browsing habits, location, and app usage whether you’re actively using the phone (or Google’s apps) or not.
Part
09
of twelve
Part
09

IOS: Brand Awareness

Five insights about iOS brand awareness include their ability to market brand awareness through emotional connection, as well as their device aesthetics and design allowing them to be easily recognizable among all users from millennials to boomers, and increasing their brand power.

iOS Devices are Recognizable Among All Age Groups

  • iOS devices ranked fourth on Forbes 2000 list for most powerful logos.
  • 100% of millenials, xennials, Gen X's and baby boomers can recognize the symbol on iOS devices in the U.S.
  • Millennials can recognize the iOS device brand more often than Microsoft, Intel, IBM, HP, and Dell.
  • In another study, iOS devices had the highest recognition with millennials and women.

iOS Device Brand Power

iOS Branding Community

  • iOS device brand communities include people who think "outside the box", creative types and professionals. This group of people help spread the word of iOS products, which grows brand recognition.
  • Companies who sell iOS devices do not have a significant presence on social media which is a benefit to the company since there is a lack of negative comments from users to discourage purchases.
  • iOS device brand communities helped the company from bankruptcy to being the leading technology company by brand recognition and revenue.

iOS Aesthetics

  • iOS devices can keep their branding simple as well as aesthetically pleasing to consumers which aides in contributing to the well-known branding awareness of iOS products. [3]
  • iOS products pay strategic attention to the details and aesthetics of their devices, and this has enabled iOS devices to be associated with luxury and status.
  • Other mobile devices such as androids change up their look and are inconsistent while iOS devices have always been produced to aesthetically make it easy to spot one of their devices, with the look and design being consistent.

iOS device brand awareness is linked closely to emotion

  • Commercials for iOS products rarely talk about the features of the devices themselves. The commercial rather talk about the feeling that comes with using the device or about the people who use it.
  • Users do not recognize the products for the technical capabilities but rather the ability to recognize what they perceive has luxury and significance.
  • iOS devices have the strongest emotional connection with millennials who voted iOS brands as the device they are most significantly connected with followed by Amazon, YouTube, PlayStation, and Starbucks.
Part
10
of twelve
Part
10

Android: Brand Awareness

The insights on brand awareness by Android includes the unique naming of the earlier versions of each operating system, little green robot-character reference, the use of black wordmark logo and brand, all-inclusive naming of the brand to Windows 10, and allowing the rooting of its phones. Below are the deep findings on the request.

The Unique Naming of the Earlier versions of each Operating System

  • The unique naming of operating system versions helped Android to raise brand awareness and gain loyal customers.
  • The versions of the operating systems were named using sweets or desserts names, for example, Lollipop OS. By doing this, Android made itself easier to be remembered by people; hence, creating brand awareness towards it.
  • The naming of the OS updates began in 2009 after Android launched "Android Version 1.5", which had a dessert theme, Cupcake. The previous two updates before this version had random names.
  • The naming of Android's OS using dessert and sweet names was done alphabetically; this is, Cupcake, Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, Jelly Bean, KitKat, Lollipop, Marshmallow, Nougat, Oreo, and Pie Operating Systems.

All-Inclusive Naming of New Version Brand to Windows 10

The Use of Black Wordmark Logo and Brand

Little Green Robot-Character reference

  • In raising awareness of its brand, Android uses a little green robot, which has been growing in several appearances during mobile ad campaigns. Also, mobile retailers and manufacturers use this logo when advertising or marketing Android handsets. This has led Android to be widely known and acknowledged worldwide.
  • Google, a representative for Android OS, allows the robot to be reproduced or modified by relevant brands, while they are marketing, as long as it receives proper attribution. The green robot provides a nice visual clue to customers that the devices they are about to purchase are of smart technology.
  • The robot has helped Android boost its brand awareness because it (robot) appears to a broader audience through magazines, newspapers, TV, among others.

The Brand that Allows Rooting of its Phones- Rooting Capability



Part
11
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Part
11

Android Marketing Strategies

Android introduced the "Be together. Not the same" messaging in 2014 and it in both TV and digital media advertisements until 2016. Android's marketing efforts targets a wide audience base ranging from the younger to the older generations. Below is an overview of the findings.

TV Commercials

  • In 2014, Android introduced the "Be together. Not the same" tagline through a trio of TV commercials during the premier of the fifth season of AMC's hit TV show, 'The Walking Dead.'
  • Android aired its two latest TV commercials "Monotune" during the 2016 Grammys Awards and “Rock, Paper, Scissors” during the Academy Awards of the same year.
  • By airing its commercials when the viewership is highest, Google ensures that it reaches the largest audience possible. The former and latter commercials reached about 25.3 million and 34.4 million viewers, respectively.

Digital Media

  • Apart from TV commercials, Android also uses digital media channels to market itself through "highly popular and viral video advertisements." Android used the same tagline in its digital marketing efforts.
  • These videos are then posted on various digital/video sharing channels such as YouTube and Vimeo.
  • A video named "Android: Be Together. Not the same" that was posted on YouTube managed to garner over 7 million viewers.
  • Another titled “Friends Furever” was the most shared video as of November 2015 with about 6.5 million shares across Twitter, Facebook, and the blogosphere in just nine months. As of 2017, it had over 17 million views on YouTube.
  • Through its viral marketing techniques, Android managed to attract large customer base.

Target Audience

  • The Grammys audience is made up of mostly adults aged between 18 and 49 years while the Academy Awards appeals to a much wider range of audiences from almost all age groups.
  • For example in its “Rock, Paper, Scissors” commercial, Android uses animated graphics to grab the attention of younger viewers while combining certain elements such as background music to appeal to the older generation.
  • Through the “Be Together. Not the same” campaign significantly elevated Android's brand name, making it a household name and the number one smartphone operating system in the world.

RESEARCH STRATEGY

Our research through marketing analytics resources, media reports, Google blogs and portals, digital media channels, TV commercial resources such as iSpot.tv, among other relevant resources established that Android has not run commercial since 2016. This could be because it now enjoys a significant lead among its peers. We have used older resources because we are providing older data (over 24 months old). However, we believe that, in this case, the age of the data does not affect its credibility because Android's marketing strategies are still analyzed.
Part
12
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Part
12

IOS Marketing Strategies

Case studies on Apple's successful marketing strategies in reference to the iOS mobile operating system were unavailable in the public domain. This is because Apple's advertising and marketing campaigns are focused on Apple's devices that include the iPhone, iPad, Mac, Apple Watch, Apple TV, and Airpods. However, we were still able to find alternative information that was purposed for advertising and marketing iOS to consumers and developers. A detailed overview of the research findings and research strategy follows below.

Apple Website - iOS 13 Section

  • From an analysis of the information on the iOS 13 web page, it was concluded that because the information is consumer-focused, the marketing message is targeted at consumers who are looking for information on iOS releases.
  • However, the website also has a section that redirects to the iOS developer page. This section is targeted at developers that are looking to develop apps for the iOS ecosystem using Apple's SDK.

YouTube - iOS 13 Videos

  • There are several iOS videos on YouTube that play a marketing/advertising role for Apple's mobile operating system.
  • One such ad is in Apple's YouTube page and it features the introduction of Apples Dark Mode, which came first to the most recent iteration of Apple's mobile OS, iOS 13.
  • The video provides a visually pleasing experience and a messaging that is consumer-focused with the tagline "iOS now lives in the dark."
  • Another video that was assumed to play a marketing/advertising role was the "Introducing iOS 13" video.
  • The above video basically summarizes the information Apple already provided in the iOS 13 section of its website in video form and from its composition, it is also consumer-focused.
  • While searching for iOS video ads on YouTube and Vimeo, it was noted that a majority of the video campaigns run by Apple are for the devices that form the company's technology ecosystem.

Research Strategy:

Our exhaustive research process was unable to identify mainstream marketing and advertising campaigns that Apple has used in the past 2 years to market iOS to its customer base. We could not find any mainstream campaigns for all the major marketing platforms that include digital media, TV, print, and radio. However, by scouring a variety of credible resources in search for any relevant insights on the subject, we were able to identify Apple's official websites and YouTube channel as platforms that contain alternative iOS marketing and advertising information. The results of this search have been presented above. In our search for mainstream marketing and advertising campaigns, we used the following three distinct search strategies.

In our first research strategy, we focused our search for case studies of iOS marketing and advertising campaigns on advertising resources that included iSpot TV, Adforum, and Ads of the World. Our thinking behind this strategy was that the targeted resources are usually a rich source of advertising information. After doing an exhaustive search for iOS ads, we were unable to find any relevant ad campaigns that met the requirements of the research criteria. The only available information in these resources was ad campaigns for Apple device with nothing available for its software services like iOS.

Next, we focused our search for relevant information on Apple's social media platforms like Facebook, Twitter, Instagram, and YouTube. Our thinking behind this strategy was that the targeted resources would contain Apple's digital ad campaigns and hopefully campaigns for iOS. However, after performing a thorough search such ad campaigns, we were unable to find any relevant campaigns that met the requirements of the research criteria. Again, these resources only contained digital campaigns for Apple device such as an ad campaign for the new 16-inch MacBook Pro.

Lastly, we decided to focus our search on press release resources that included GlobeNewswire and PR Newswire. Our thinking behind this strategy was that the targeted resources would contain Apple's digital ad campaigns and hopefully campaigns for iOS. However, after performing a thorough search for relevant information, we were unable to find any that addressed the research requirements. This time, the targeted resources only contained general information on Apple's ad campaigns which was not useful to research.
Sources
Sources

From Part 04
Quotes
  • "Of course, multi-tasking is available on virtually all smartphone platforms but hardly does any operating system do it better than android. Some manufacturers, e.g. Samsung allows for multi-window tasking. This allows users to view multiple apps at the same time. "
Quotes
  • "Android offers all sorts of widgets that you can put onto your home screens. These widgets might be anything from a custom clock, weather, alarms, direct calls to contacts in your phone, flashlight, email, messages, and so much more. You can arrange these any which way on your home screens and have your home screens be exactly the way you want them."
Quotes
  • "Android devices integrate seamlessly with Google’s array of services. People are increasingly using their mobile devices to go online and Google is king of the web. Google Docs, Gmail, Google Drive, Google Maps, Google Music, Google+, Google Chrome…the list goes on, and Apple and iOS are not keeping up."
Quotes
  • "However, Android has a much wider ecosystem of peripheral and wearable devices. This means you can have a Samsung smartwatch, a Google Home speaker, and a Huawei smartphone and the different devices will work together. Furthermore, transferring data and syncing devices is much simpler."
Quotes
  • "What to do if you need additional storage for your vast collections of files on your smartphone? Well, if you are an Android enthusiast, you know your options are plentiful. You can free up space using the “Free up space” button. Alternatively, if you’re interested in expanding your storage, up to 400GB, it is as simple as purchasing an SD micro card and inserting it in the SIM card slot or tray."
From Part 10
Quotes
  • "The green robot is clearly successful for Google, but it works too for the manufacturer, as it is a nice visual clue to consumers that certain devices have this smart technology inside"
  • "'The technology has helped Android accelerate, but the robot has helped drive brand awareness, not just for Android users, but to wider audiences, as it appears in virtually every magazine and paper"