Apple has grown over the years from a relatively humble home computers firm to a titanic hardware and software giant. As one of the largest companies in the world, they hold a considerable market share in the mobile, home computer, and music industries and have their eye constantly on conquering the tech sector.
Every company has its own vision and their own idea of how they will achieve it, but there is something which every company on the planet needs – marketing. It is hard to find someone who wouldn’t agree that Steve Job was one of the greatest businessmen of the modern era, and this can still be seen in how Apple markets its products today!
Marketing, not advertising!
One of the core ideas of Apple’s marketing strategy is that adverts aren’t everything. Sure, they spend a huge amount of money annually getting their latest iPhone advertised on every screen on the planet, but for their size, they actually spend an extremely small amount on an advertisement. This is partly because they opt for very simple adverts, but largely because they have another idea.
With the aid of rampant product placement all over Hollywood to keep them in your mind, the media (both social and journalistic) is the main funnel through which Apple receives a huge amount of its customers. They have always used this to their advantage by riding any wave of positivity that comes their way.
To supplement this, a lot of features in their products are specifically designed to create the sort of buzz that gets the word out without any money directly spent! Especially with the iPhone, there is always some feature or story that gets passed around just up to the yearly release of a new model, which translates directly into millions of sales.
Even bad press helps Apple out. Every generation seems to bring new controversy with the company, with the occasional scandal or broken feature serving to advertise their products as they confidently defend themselves and solve the issue. The fans even find their own ways around some issues, leading to a rise in homebrew fixes such as the iCloud unlock service.
Money is no matter
Not every business can go for this option, as you need to possess the money and public awareness of a small country, but Apple has a lot of fingers in a lot of pies and they have decades of experience in harvesting this particular crop. They even shied away from advertising the original iPhone when it released because the reviews the device received sold the product far better than any commercial could.
The ultimate price
One of the toughest journeys a businessman can go on is finding the right price for a product. Pricing yourself too high or too low can easily lead to disaster, as people won’t buy your product if it is too expensive or even if it’s too cheap! Apple is extremely aware of this and has managed to find itself in a niche every business wishes to be in.
With some products, you certainly want to aim low to catch as many punters as possible while still making a profit on each sale. Apple, however, price its products hugely above what the product is actually worth. Don’t get me wrong, the hardware and software the company produces are of high quality, but their pricing is proportionally very off, but this has become part of their brand to the point where people buy their products in part because of their higher price.
All of the above narrows down to the greatest and most difficult goal to achieve for a marketing department – developing a culture. There are millions of people around the world who have accepted Apple into being a part of their identity, and will therefore buy these products year on year and encourage their family and friends to join them.
This has taken decades for Apple to achieve, but there is little chance that they won’t continue on this course even in Jobs’ absence, and it will be very interesting for everyone in the business world to see where they go next!