Sometimes the most distinctive brand assets aren't planned.

Apple's two-tiered approach to messages on the iPhone has led to one of the strongest status symbols in tech, the blue bubble.

To some, this may sound crazy. But to millions, the blue bubble is seen as a sign of prestige.

It's the sole reason why some customers buy an iPhone.

Granted, it's a small study of just 1500 in the US. But seven in ten single people would rather date an iPhone user than an Android user.

That's a staggering stat, and potentially a harsh reflection of the problems with the younger generation and what's important.

But for many, Apple is a lifestyle choice, while other brands are simply products.

It's a declaration of values, an identification of status, and an assurance of quality.

Steve Jobs recognised from the very beginning that it was important to understand how humans tend to use communication to create identity.

The difference between Apple and its competitors has never just been in the technology they put out, it's also in the way the technology makes the user feel.

It's been confirmed that next year Apple will start to support RCS messages (an enhancement of SMS) from Android phones, however after speculation, they have confirmed the iconic blue bubble will remain intact.

The messaging app that is 'in' often changes across generations as Blackberry can testify to, however, while the prestige of the blue bubble remains, Apple will always have a significant hold on the messaging market.