Consumer Decision Making

The Apple company has virtually taken over in the technology world as we know it. There's a quote in particular that I like to use which is "Apple is the new Microsoft".
As far as consumer decision making goes it would appear that Apple being the innovator that they are, are constantly educating consumers on all their products. For instance on their official website they have several tutorials for most if not all of their products. This gives consumers the ability to see that although they have some of the most advanced technology devices in the market right now, their products are easy to use and also self explanatory. Showing potential customers the simplicity of a product and how it can be used in their everyday lives for just about anything helps to make a consumer more inclined to purchase their product. Apple is aware that customers are not only looking for a sleek and pretty design of a particular product but customers are also looking for something easy to use. Customers are often turned off by a product simply because it may be difficult to navigate through. Apple has and is continuing to make products that fit the customers needs and wants, not the other way around.