Also, while there are numerous similar products being sold in the market, the Apple products make statements, and this -- combined with the multitude of features and the high quality -- stimulates clients to pay the larger price for the Apple products. Apple's interest in the consumers and what they have to say is immense and it can be observed in all instances, from the manufacturing of the products to integrate customer opinions, to the interaction with the customers before, during and after the purchase, even to the design of the Apple stores. Unlike any other technology creator and retailer, Apple has opened fashionable and appealing stores, in which customers from all over the world can first hand test the Apple products. The employees in the stores encourage visitors to test the products, introduce them to the features and they encourage the visitors to give their feedback.

At a more specific level, Apple implements the following steps in the creation of successful customer relations:

In essence, CRM represents a strategic direction at Apple and also a point of differentiation from the other competitors in the IT industry. This focus on the customer also constitutes part of the customers' experience with Apple, increases satisfaction and builds corporate culture and image.