NARRATOR: Apple's iPhone is an iconoclast product. It accounted for almost half the smartphones sold in the United States in 2019. Their value proposition, the experience is the product, stands out because it is a concise message that tells the consumer why they should buy from Apple and no one else. Their target customer is someone who wants more than a collection of features. 

Now, ironically, that's exactly what a smartphone is. However, Apple's value proposition changes the focus from the product to the experience of using the product and not just using. Search YouTube for Apple iPhone unboxing, and there are hundreds of videos. The pain point solved is the exceptional features of a smartphone, but with panache and ease of use, the experience. 

The unique distinction is focusing on the experience of using the iPhone. They are not competing on the number of features or quantitative measures. Besides Disney, what other company can you think of that can use the word "magic" in describing their product or service and get away with it?