Psychological studies have always appealed to me as I have always been fascinated by the understanding of our human characteristics and how we behave as a society, community and individuals. I am intrigued by what makes us human. Even though we may be similar in many way, there are many ways in which we struggle to find common ground or even see eye to eye. What we should be asking ourselves is what makes everyone have their own unique perceptions of beauty, religion or consumerism? These are just some of the factors that I have come to understand. For example, Apple has a large consumer purchase rate, being an Apple user myself after owning a product made by their rivals Samsung, I believe that the reason for this is because Apple has created beautiful phones, laptops with stunning software which appeals to majority of users. Looking at the latest iPhone 6, Apple has managed to sell 10 Million units within the launch week. This shows how many users around the world find the iPhone 6 appealing to their needs. Apple has built not only beautifully crafted device but also software that that compliments while having a simple and user friendly interface that makes it easy for anyone to pick up and start using their products. This has been done by keeping in mind the ways that their customers intend to use their products. This is however starkly different than Samsung's approach. Samsung's products are focussed at a completely different demographic, this group wants freedom in modifying and customising their phones to fit their requirements. Samsung however only managed to sell 9.5 million units during the launch week of their Galaxy Note 4 smartphone. I have to admit, Samsung does not have the most beautifully designed phones as compared to Apple's widely successful iPhone line of smart phones, but it's software is more intricate and since it's creation has been winning over users who reside in the iPhone camp. In conclusion, I have to s