Build an emotional connection with your customers. This is what has made Apple so successful. While Samsung's recent series of humorous commercials point out the irrational level of loyalty many consumers feel towards Apple, there is a reason why many people refuse to buy a phone (or tablet or computer) from anyone else. It's not just the widely acclaimed Apple "ecosystem", although that is a strong retention tool. It's not just the focus on the design of the software and hardware, although that draws many to the brand. What really sets the company apart is their ability to elicit a personal connection with their customers that is unmatched among their competitors.