What apple did to generate extremely good brand image and excellent marketing and winning the market without much competition
Apple decides to flip the script and instead focus on building what they want to build, no matter the perceived cost. When Steve Jobs debuted the iPad, the critics stood in line, throwing every insult they could muster. The critics said that the iPad would fail. The number say otherwise.
tower systems. At the same time, PC makers were building standard hardware for standard applications.
Apple would have none of that.
They’ve been pioneering not only the features of standard operating systems and computer systems, but simultaneously reinventing the design standards as well. As a result, we have the gorgeous iMac, the beautiful new Macbook Air, and who could forget, the amazing iPhone 4.
Where others focus on one aspect of the equation, Apple focuses on the entire product, and it shows.
We’re in a time when pricing strategies are all over the place. People don’t know what to charge, and in many cases, prefer to race to the bottom instead of pricing strategically to a market that can bear the cost.
Once more, Apple ignores the standard by not only pricing their technology more than 2x what their competitors charge, but doing so without blinking. How can they get away with it?
Well, the answer is twofold:
Since we’ve already hit point 1, let’s work on #2.
No other computer can match the display of a 27” iMac…it simply can’t be done.
No other software can match what iTunes brings to the table.
No laptop is as thin as the Macbook Air.
No software is more intuitive, no product more valuable than the Apple product. Any other smartphone looks like it was developed by rookies when compared to an iPhone 4. You simply cannot compare the two.
Critics will play on the fact that the core features are the same, and they might be, but that’s not the point. The point is that Apple is the Rolls Royce of the technology and design world, and their customers will gladly pay a premium because of it.
It makes no sense to talk about things like megabytes, gigahertz, and processing power to customers that simply don’t care about technical jargon.
Take a look at any Apple product page and you’ll find that though they do discuss product specifications and technical information, it’s hidden behind the benefits that their audience is truly after.
Instead of display resolution, you’ll see phrases like “edge to edge glass,” “retina display,” and “LED backlighting.”
Sure, the jargon is there for those that need it, but it’s presented in a way that makes you want to learn about megapixels, rather than shy away from them. The art is in the copy, not in the features.
Have you ever heard of an unboxing? I hadn’t either until recently, when I learned that not only was I not the only one keeping Apple packaging post-sale, but that there are legions of people that record the actual process of unwrapping their newly purchased Apple products.
Do a search on YouTube and you’ll find hundreds of Apple unboxings, each from different users from across the globe. It’s pretty crazy right?
No one tells these people to video their experience, but they do it because the process is so Zen that you can’t help not to.
You don’t buy tissues, you buy Kleenex.
You don’t buy MP3 players, you buy an iPod.
You don’t buy a smartphone, you buy an iPhone.
Have you noticed what they’re doing here? Apple isn’t content with being a leader in sales alone, they want to own the market itself, which explains why they’ve engineered iTunes as the major music provider that it is, and why the iPad, having the luxury of being the first, has now set the trend for future tablet devices.
From here on out, everything will be compared to the iPad, iPhone, iPod, and iTunes. Sadly, this sort of thing is tough to duplicate, but it’s not impossible. You need to have one of two things:
The iPhone wasn’t the first phone, but they engineered it to be so unique that you couldn’t help but think it was. The iMac isn’t the first all in one, but it became the only one that mattered.
It’s not so much the marketing angle that matters as it is the way that people identify with that angle. Take a look at any Steve Jobs product release and you’ll watch as he tells you why every other product in the market pales in comparison to what he’s created.
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