Apple securing its competitive position in the digital healthcare market
Apple adopts the differentiation strategy as its core competitive position for Apple Health
Apple devices – IPhones, Macs, Apple Watches, and all the accessory devices – have been considered as ‘premium’ products. Apple’s take on pricing, design, and features intended that Apple’s products be perceived as superior to other similar products. Apple has kept a similar strategy with Apple Health - below notes some key features on how Apple is positioning Apple Health within the market.
Apple crafts a seamless and integrated health experience that connects users’ wearable data into one platform. From Apple Watch key data, such as users’ exercises, movements, and vital signs, gets captured and loaded on Apple Health platform. Apple Health then automatically analyzes these data, draws out key insights, and triggers user actions. All of these steps happen instantly, eliminating any wait-time or manual user steps. By creating a digital health experience that is hard for other players to emulate, Apple further boosts its differentiation strategy.
To strengthen the quality of the digital health experience, Apple has introduced Apple Health Records. Apple Health Records is a new feature that allows users to bring in medical records to their personal devices. As compared to previous systems where medical records primarily belonged to health providers, Apple Health attempts to give users ownership of their medical data. With this feature, users get to manage both their wellness and medical data in one platform. Enabling the holistic digital health experience, Apple Health sets a ground for higher consumer willingness-to-pay.
Apple is continuously investing in innovation to ensure that Apple Health stays differentiated and offers premium experience that no other providers can. Apple’s ability to continually innovate and set new bars will effectively solidify its competitive position in digital healthcare market.