updated 10:45 am EDT, Fri April 14, 2006
AAPL, Windows distrust
Apple could double its market share due to consumers' deep distrust for Microsoft. A recent report from Forrester Research concluded that only Apple and TiVo brand trust increased over the past two years, with consumers trusting technology brands such as Bose and Dell over LG and Microsoft, which scored at the bottom. "Trust is a powerful way to measure a brand's value and its ability to command a premium price or drive consumers into a higher-profit direct channel," Forrester Vice President Ted Schadler said. "A decline in trust causes brand erosion and price-driven purchase decisions, which in turn correlates with low market growth." Forrester speculates that were Apple to give users who distrust Microsoft a reason to switch, the Cupertino-based company could double its market share. Apple's new Boot Camp software may be just such a reason for would-be switchers, according to BetaNews.