Apple Marketing Strategy: The Secret Behind its Simple Yet Effective Marketing Strategy

PV Vyshnavi PV Vyshnavi
Feb 28, 2022 8 min read
Apple Marketing Strategy: The Secret Behind its Simple Yet Effective Marketing Strategy

Apple Inc is a world-renowned name of innovation and breakthrough in the consumer electronics and computer industry. Apple is known to be one of the greatest marketers of all time because they understand that marketing is one of the most crucial aspects of a business venture which greatly determines its success in the consumer’s realm. This is why Apple has always taken steps to keeps its marketing process free of new market challenges in its attempt to penetrate deeper into the market.

According to Forbes, Apple Inc is one of the world's most valuable brands, this is no surprise to many as Apple has a brand value of $263 billion and has also been voted the winner of the CMO Survey Award for Marketing Excellence for 10 years in a row. This is because Apple has had consistent marketing excellence built on its core disciples which other companies will benefit from learning from and applying.

Apple’s marketing is so effective, that it has become a benchmark for other companies who want to achieve the same global popularity, revenue growth and staying power.

Marketing is not just limited to advertising the products and services to the end customers, it also entails the determination of complete channels through which a product or service is going to be introduced in the niche market as well as its promotion throughout the potential customer in order to encourage them to buy the product. This is exactly what Apple is good at doing, it creates an awareness of the product, has an effective marketing strategy and also focuses on developing a need for the product among other markets sectors.

The iPod, The iPhone, The iPad all these products have revolutionized their respective market space and their success is a direct result of their marketing strategies.

Apple goes way beyond what other brands do, they focus on creating products for their target audience and loyal customers that truly believe that the company products makes their life better. So what are the reasons Apple has remained a consistently excellent marketer for over a decade? Let's look at its marketing strategy to find out.

Top 7 reasons Apple has been successful in its marketing strategy.

1. Apple Keeps Its Product Presentation and Marketing Simple
2. Apple Knows Its Target Audience and How to Reach Them
3. Apple Provides A well-appreciated Customer Experience
4. Apple Creates Mystery and Hype Around the Product
5. Have a Community of Loyal Users or Customers
6. Consider the Value of the Products
7. Substantial Product Placement

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1. Apple Keeps Its Product Presentation and Marketing Simple

Apple follows the philosophy of simple is better through their products, they don’t overwhelm their targeted customers with too many choices, options or even parameters.

Apple iPhone 11 Presentation
Apple does not overwhelm their customers with too many choices

Apple lets its products speak for themselves and keeps it's messaging and visuals simple. They know that their products will sell without relying on the top and expensive advertisements.

Apple Iphone 11 presentation
Apple keeps it's messaging and visuals simple

This strategy is also seen in their logo a simple apple with a missing corner, even their retail stores are designed for testing and checking out the products than just buying the boxes.

The products have short names that are easy to remember, along with that it has well appreciated sleek and minimal design with simple colour schemes. The company also reduces confusion by simplifying their web and sales copy as they use simple and direct words and they continually stress the benefits that consumers absolutely need.

This is part of their brilliance in content marketing where they produce high tech products without high tech terms. Apple’s advertisements and marketing strategies don't just convey specifications and features, but rather how the product can change your life and make it better.

2. Apple Knows Its Target Audience and How to Reach Them

Apple has worked hard to find its target audience and they understand its audience’s likes, dislikes, habits and language they want to use. By simplifying the marketing process in the language that the audience understands an amazing bond is formed between a prospective customer and the brand, and a lasting connection for an existing customer. Apple does mention all its specifications and technical details, which is usually below the fold rather than it being in the face.

When a customer visits the websites they have to scroll past the beautiful and aesthetically designed product images and large font simple copy telling them about the benefits of the product.

Apple iPhone 13 Pro Product Page
Apple iPhone 13 Pro Product Page

While Apple advertisements show happy people having a great time with the simplicity of their iPads. This consistent display of positive emotion is the driving force behind sales. They’re not selling more storage or more battery life but way more than that.

For example, the iMac product advertisements portray iMac that it isn’t just “a computer” it helps make your computing experience exciting and pleasurable or the iPhone isn’t just “a smartphone” it lets you put the power of an Apple computer in your phone.

3. Apple Provides A well-Appreciated Customer Experience

Apple holds the customer's experience in high regard, the experience can include every element which is comparing different product versions to each other, trying out new products in the retail store, buying the item, receiving it unboxing it and setting up the devices. All the devices are carefully crafted according to the company to appeal to the consumer's requirements.

For example, when it comes to the instalment, one of the things Apple fans truly appreciate about Apple computers is that is very easy to set them up. This is why Apple spends a lot of money and thousands of hours testing and replicating to refine those designs.

The retail store is also carefully designed with warm lighting, monochromatic colour schemes, and the layout of the store features all appeal to the shopper’s requirements.

Apple Retail Store
Apple Retail Store

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4. Apple Creates Mystery and Hype Around the Product

Usually, when a company launches a new product in the market, the marketing team will reveal details and information about the new product. The reason behind this is to tell customers everything about a product to get them excited and build anticipation. However, when it comes to Apple it takes a new and unique approach, creating excitement by withholding information around new products as they tease it out.

Apple Unleashed Teaser
Apple Unleashed Teaser

This is why creating mystery around product launches is one of Apple's best marketing tactics. It is a clever approach as it turns the target audience into loyal fans, as this will make them curious encouraging them to search for more information and share everything they find about the product.

5. Have a Community of Loyal Users or Customers

For more than ten years Apple has worked hard on building a community of loyal users, customers and fans around the world. Apple marketing strategies include making customers want to belong to that community as it is deemed to be “cool”. Apple smartly capitalized on the universality of that self-perception, which made its customers believe that the brand understands them and is like them.

Even small brands can build a community of devoted users and customers by building a strong and engaged community of users is to get clear on your company's brand values and personality.

Another important step is to make sure that the marketing copies and content express and resemble those values and personalities. The website must be consistent with those words you chose to describe your brand, from graphics to fonts to colour scheme.

6. Consider the Value of the Products

What makes perceived value so important from a company perspective is that customers may be willing to pay a higher price because they deem the brand to be of high quality or a higher status symbol. This gets to the heart of Apple's continued success over its competitors.

Despite Samsung actually selling more phones during the last months of 2017, Apple still managed to receive 87% of total smartphone profits which is a huge monopoly.

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7. Substantial Product Placement

This is also an integral part of apple marketing. The company has its relationship in Hollywood. In a federal court, Apple revealed that it relies heavily on product placement.  

Apple Product Placement in Legally Blonde Movie
Apple Product Placement in Legally Blonde Movie

According to Phil Schiller, the Apple SVP of global marketing,

“Apple’s employees work closely with Hollywood on so-called product placement so its gadgets are used in movies and television shows.”

It's intelligent for the company, as the cost is lesser than the hardware itself, and offering it up for free can reduce a lot of money that is put in advertising television and film budgets while putting the products in the spotlight in front of millions of people.

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Apple is one of the leading trillion-dollar brands in the world. What is the secret behind its success? its marketing strategy. It has always placed itself in the premium market and markets its products to high-end customers. Many brands still couldn't figure out how Apple has such loyal customers, the reason is its ingenious marketing strategies.


How does Apple market their products?

Apple primarily markets its products through commercials and print ads.

How does Apple get its products to its customers?

Apple sells its products through its official store and its official website.

Why is Apple so successful at marketing

Apple knows its audience instead of bombarding them with specs it keeps its keynote simple with aesthetically designed product images and large font.

What is Apple's marketing objective?

The target audience of Apple is high-end product users so it focuses on premium branding and ensures to provide unmatched customer service.

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