Nowadays, buying a smartphone is no longer just about technical innovation. Market leaders Apple and Samsung have understood that brand loyalty is created in the mind and in the heart. In the WDR programme ‘Ausgerechnet Smartphone’ (Of all things, smartphones), Ines Imdahl explains in an interview with Daniel Aßmann why brand loyalty is no coincidence. While Samsung appeals to tech-savvy people who value performance and innovation, Apple sells a lifestyle. Apple's brand promise, intuitive user guidance and, above all, status and design ensure that customers stay loyal – often for life. Purchasing decisions are rarely rational. Aspects such as data protection, quality or price are often only justifications for a decision about a brand that has long since been made on an emotional level, explains Imdahl. Curious about what our smartphone brand says about us? The entire conversation with Ines Imdahl is available here.