Apple’s Confusing Marketing Strategies

Apple has long been expected to release a mixed reality headset, but when Apple finally introduced the Vision Pro no one was angry because they had been waiting for years. On the contrary, all products introduced by Apple at the event buyers are already ready.

Even though there are many likes and dislikes, we have to admit that Apple has a huge market all over the world. The reason why the company sells it even if it takes out the trash can; For long years their successful marketing strategies. So what is the marketing strategy that separates Apple from a standard phone or computer vendor and reaches millions of fans?

Being a bit of a mystery brand?

Think about Apple’s launches or advertisements. Advertisements often focus on a single feature (such as the camera); At launches, the performance differences with the previous generation are highlighted. For this reason, when we watch a launch or an advertisement, we cannot control all its technical features or details. Of course, it is not possible to give all the technical specifications in a short advertisement, but Apple has some likes to be mysterious in the middle.

These mysterious states of Apple naturally cause people to be more curious about their new products. In this way, the number of people visiting the stores and the website is also increasing. Here’s a bit of what keeps people lining up for store openings with every new iPhone model: To be one of the first to experience a new product.

Apple also knows very well how to spend money on advertisements.

Even when you’re currently reading this content (if you’re not using an ad blocker), you’re seeing a lot of ads around, right? These ads appear personally based on your interests and Google searches. So the same ad you see in the top right or bottom left. another user sees it as a different ad it could be.

Apple, on the other hand, does not invest in these advertisements on the Internet as much as it is thought. For this reason, you are less likely to see the iPhone 14 in one corner of the page while reading a news compared to other brands. Because instead of this, Apple presents its products to people in more ‘natural’ ways. For example, a popular It’s like giving famous names an iPhone in a TV show.

Of course, Apple has enough money to make world-famous names use their phones and to advertise on the internet and television. But people aspire to the lives of people they admire; therefore to their phone. By making these people admired at Apple use their own phone or with product placement more natural ads.

It does not compete with anyone in terms of prices.

You will have those who remember; In a period, almost all technology manufacturers used to take into account the prices of other brands when setting prices for their new products. Especially in the low and mid segment phone market this situation still persists. It’s even possible to say.

Apple, on the other hand, was never involved in this race because it kept its brand separate from the others. “X brand” new by how much he bought his phone never cared. iPhone, Mac, iPad and more products have always been priced at a certain standard. It was none other than Apple that set this standard.

Apple’s pricing standards and predictable prices for each new product is one of the details that glorifies the brand in the eyes of people. After all “The stew of cheap meat is bland” It is not in vain that we even have a proverb; People tend to think that the more expensive a product, the better quality it is.

For example, if Apple released the iPhone 15 at a very affordable price; We would start to hear claims that the phone might be second-rate, have faults in parts, or won’t receive updates in a few years. As a matter of fact, even if his phone was not lacking, it would be very difficult to convince people of this. For this reason, Apple sets prices for its new products. Does not compete with any brandcontinues to progress in the standards it has set.

Simplicity is always better. Apple is also aware of this.

How plainly what is meant to be told in advertisements is; It is just as easy to reach users. That’s exactly what Apple does, advertising, slogans, and even launches. with a simple language and the same plain visuals. tells.

It presents the products without too much decoration and without using extra materials. For this reason, when you look, you are not distracted and you only see Apple’s product. Again, we see the same simplicity in Apple’s designs.

The brand has a certain design line for all its products, and for many years, this line has not been exceeded. For example, let’s move on from iPhones; In some series, their thickness was changed, in others minor changes were made to the camera module or the frame design of the phone appeared with more rounded lines. But no matter what series the phone is today We all know it when we see an iPhone.

If Apple used different designs on each phone than the previous one, we would see an iPhone model released years ago. Apple may not have been the first brand that came to our mind. Now, the whole world recognizes Apple’s designs, and even when another brand makes a similar design. “Small Apple” it’s called.

The same is true even for websites.

What did you do when you first entered Webtekno.com? You probably clicked on this page because you first took a quick look at the page and then caught your attention. (Or you came to this page from somewhere else.)

on the Internet 79% of users when you enter a page He scans it quickly with his eyes and leaves the page. Those who read the entire page they clicked only cover 21% of them. Therefore, in order to keep people on a page for longer, the page should be as simple as possible and simply explain what it wants to convey. (I know I’m talking a little too much in this content, excuse me.)

Apple, too, with the transitions and page layout it uses on its website focus only on the product you clicked onI aim. For example, if you clicked on Macbook Air, this laptop down to the smallest detail with impressive visuals is showing. With live transitions and short sentences, it allows you to progress by reading every detail without getting bored on the page. Thus, users who know the product better It also increases the probability of purchasing.

As we mentioned in the first sub-title of our content; After all, this phone is for us.It is the phone used by the people we admire. and we are already inclined to admire. That’s what Apple has always done: to make us admire their products.

While doing all these, like many big companies; So it always puts us first.

Today, when you enter any store, the sales consultant will show you different products that may be of interest to you, apart from the product you bought. to make additional sales works. But that’s not the case in almost any Apple store.

Apple uses NPS (Net Promoter Score) index thanks to customers propensity to recommend a product can measure. For this reason, the sales consultants’ customers come to the store. “Would you like to have a look at this product too?” He doesn’t need to say.

We cannot say: No discount for us?

Apple introduces many of its new products same or close to the previous generation (in dollar terms). In countries where the dollar rate is high, Apple products are seen as much more luxury items.

However, Apple to the products that some sell their cars for. hardly any discount. On the contrary, when new products are introduced, we see that previous generations have increased. Therefore, Apple products do not lose much value, and even one at a time. It can even be seen as an investment tool.

To summarize; Apple values ​​its products and wants its customers to do the same. A simple narrative, fascinating visuals, standard pricing, a camera that will show your Instagram posts well, great colors… Apple’s marketing strategy most important factors these.

When all this comes together, Apple product almost identical to the previous generation Even when it launches with the “new” tag, people “Apple is doing this job” and continues to buy the latest model.

You can find our price estimate for the iPhone 15 in the following content:

For detailed information about the ladder strategy Apple uses in pricing:

Products introduced by Apple at WWDC 2023: