苹果不是高端品牌？

    苹果（Apple）拥有大量设计精巧、价格不菲的产品，那它是不是已经跻身高端消费品牌了？

    然而，伯恩斯坦研究公司（Bernstein Research）的托妮•萨科纳吉上周发布报告称，它至少目前还不是。虽然苹果公司已经有了一批忠实的追随者，但严格来说， 与耐克（Nike）、路易•威登（Louis Vuitton）以及萨克斯百货（Saks）等高端消费品牌不同，苹果缺乏“客户强烈的再度购买意愿”。

    不过，情况正在迅速发生变化。伯恩斯坦研究公司进行的一项调查似乎也证实了这一点：欧洲和北美现有的iPhone用户中，目前有95%的人计划再购买一部iPhone，而85%的iPad用户也计划今后再购买一部iPad。

    虽然苹果过去5年在iPhone和iPad的推动下经历了爆炸式增长，但目前回头客只为它贡献了不到一半的利润。不过，转折点有望在2015年到来。

    更有趣的是，伯恩斯坦研究还对另一批智能手机用户进行了调查。结果显示，75%的Android用户打算继续购买Android手机，58%的黑莓（BlackBerry）用户会仍然选择黑莓，而只有37%的Windows Phone用户打算继续坚守这一平台。

    With a large stable of well-designed, bestselling products that don't come cheap, isn't Apple already a premium consumer brand?

    According to a report out last week from Toni Sacconaghi, a Bernstein Research analyst, not quite, or at least, not yet. While Apple (AAPL) already has a fervent following, it technically lacks the "high customer repurchase intention" associated with brands of this type, like Nike (NKE), Louis Vuitton, and Saks (SKS).

    That's changing quickly. A consumer survey also conducted by Bernstein Research seems to back that up: 95% of current iPhone users in Europe and North America plan on repurchasing an iPhone now, and 85% of iPad customers plan on repurchasing another iPad some time down the line as well.

    As the hyper-growth company of the last five years, largely propelled by the iPhone and iPad lines, less than 50% of Apple's actual profits currently come from repeat customers, but given those survey results, the inflection point should arrive some time in 2015.

    Interestingly enough, Bernstein Research also surveyed other smartphone users and found that 75% of Android users plan to repurchase another Android device, 58% of BlackBerry users plan on doing similarly, while just 37% of Windows phone owners intend on sticking with the platform.