Apple is undoubtedly one of the most iconic and influential brands in the world. Since its creation in 1976, the apple brand has stood out and created a real craze around its products and image.
In this article we will analyze Apple’s marketing and communication strategy, from the name to the most significant communication operations.
I was able to write this article partly thanks to the biography of Steve Jobs written by Walter Isaacson. If you want to learn more about Apple, I highly recommend reading this book. It’s full of crazy anecdotes about the brand and how its founder has made it all these years, setbacks and twists notwithstanding.
Why is the brand called Apple?
The choice of the name “Apple” is largely due to Steve Jobs, one of the founders of the company. He was passionate about fruit and followed a fruit-based diet at the time. Legend has it that Jobs suggested the name “Apple” when he returned from a visit to an orchard.
According to him, the name was simple, fun, and stood out from other tech company names of the time.
The logo and why it has become legendary
The Apple logo represents a bitten apple. This logo has evolved over the years from a more complex design to its current minimalist version. The bitten apple symbolizes knowledge, referring to the apple of Adam and Eve in the Bible.
This symbolism reinforces the idea that Apple is an innovative company that pushes the limits of technology and knowledge. Furthermore, the logo is easily recognizable and memorable, which strengthens the brand identity.
Brand image
The image of the Apple brand is one of the key elements of its success. It is based on several pillars that contribute to forging a unique and recognizable identity all over the world. Here are some of the most salient aspects of Apple’s brand image:
🚀 Innovation:
Apple is seen as a pioneering and innovative company. Since its inception with Apple I and Apple II, the brand has always sought to push the limits of technology and deliver products that revolutionize the market. Notable examples include Macintosh, iPod, iPhone and iPad.
🎨 Design:
The aesthetics of Apple products are an essential component of its brand image. The simplicity, elegance and quality of the materials used are distinctive elements that make an Apple product an object of desire. The design is also present in the brand’s packaging, stores and media.
👨💻User Experience:
Apple attaches great importance to the user experience, offering products that are intuitive, easy to use and well integrated with each other. The goal is to create a coherent and fluid ecosystem between all the brand’s devices and services.
⭐️ Exclusivity and status:
Apple products are often considered premium products, usually priced higher than the competition. This image of exclusivity contributes to the sense of social status associated with owning an Apple product.
🤝 Community and Loyalty:
Apple has created a real community of followers, “Apple fans”, who share the passion for the brand and its products. This retention translates into strong customer retention and a willingness to purchase new products as soon as they are launched.
♻️ Social and Environmental Responsibility:
Apple has also worked on its image in terms of social and environmental responsibility. The brand underlines its commitments to reduce its carbon footprint, improve the working conditions of its suppliers and offer recyclable products.
In summary, the image of the Apple brand is based on a skilful mix of innovation, design, user experience, exclusivity and social responsibility. This strong and consistent image contributes to the brand’s reputation and success worldwide.
Your marketing goals
Apple’s marketing focus is broad and diverse. The brand is aimed at professionals and individuals, young and old, technophiles and beginners.
Apple also targets people who are willing to pay a high price for quality products and who value design and aesthetics.
Finally, the brand seeks to build customer loyalty by creating a complete ecosystem of devices and services (iPhone, iPad, Mac, Apple Watch, Apple Music, etc.) that work together in a fluid and intuitive way.
Your communication strategy
Apple’s communication strategy is a key element of its success, based on several principles that help strengthen the brand image and create a strong bond with consumers. Here are some highlights of Apple’s communication strategy:
📚 The narration:
Apple excels at the art of storytelling, telling compelling stories about its products and the experience they deliver. These stories highlight user benefits, rather than specifics, and convey an emotional message.
🖥 Simplicity:
Apple’s communication is often simple and minimalistic, with clear and concise messages. This simplicity is reflected in the design of advertising, packaging and product presentations, reflecting the brand identity and attention to design.
🚀 Product Launches:
Apple is renowned for its spectacular product launches, orchestrated during media events such as the famous Keynotes. These live presentations, often led by charismatic leaders such as Steve Jobs or Tim Cook, generate strong media enthusiasm and high anticipation for the brand’s new products.
👄 Word of mouth:
Apple relies heavily on word of mouth to promote its products. The brand encourages its satisfied customers to share their experience with friends and family and maintains a privileged relationship with influencers and specialized media to generate positive opinions.
🤫 The secret:
Apple willfully keeps a certain mystery surrounding its future products, limiting the information disclosed before their launch. This approach fuels rumors and speculation and heightens public anticipation and enthusiasm.
📣 Advertising:
Apple has created some of the most iconic advertisements in the history of communication, such as the “Think Different” campaign or the “1984” advertisement for the launch of the Macintosh. The brand relies on strong imagery and messaging to make an impact and stand out from the competition.
🛍 The in-store experience:
Apple Stores are designed to provide a unique and immersive shopping experience, with a focus on product interaction and customer service. Employees, called “geniuses,” are trained to help customers solve problems and learn about Apple products.
Its best communication operations
Some of Apple’s most notable communications campaigns include:
The “1984” ad:
Released in 1984 for the launch of the first Macintosh, this commercial directed by Ridley Scott was inspired by the novel by George Orwell and presented Apple as a symbol of freedom from the conformity imposed by IBM.
The “Think Different” campaign:
Launched in 1997, this campaign highlighted iconic personalities who have changed the world in their own way (such as Albert Einstein, Martin Luther King Jr. or even John Lennon) and encouraged consumers to “think differently”.
“Get a Mac” Announcements:
Airing between 2006 and 2009, these humorous ads featured one character representing a Mac and another representing a PC, to show the advantages of Apple products over those of the competition.
“Shot on iPhone” ads:
Since 2015, Apple has been promoting the photography capabilities of its smartphones with advertisements featuring photos and videos made by iPhone users.
The failures that shaped Apple
Apple is often cited as an example of success and innovation, but the brand has also experienced failures over the years. While these setbacks were less publicized, they still played an important role in the company’s evolution.
Here are some of Apple’s notable failures:
Apple III (1980):
The successor to the Apple II was designed to compete with IBM in the business computer market. Unfortunately, the Apple III suffered from overheating and reliability issues, as well as a high price tag, which led to poor sales and a tarnished reputation.
Lisa (1983):
The Apple Lisa was one of the first personal computers with a graphical user interface and mouse. However, its exorbitant price (almost $10,000 at the time) and poor compatibility with existing software limited its commercial success.
Newton (1993):
The Newton was a personal digital assistant (PDA) developed by Apple, the forerunner of today’s smartphones and tablets. Despite innovative features, the Newton suffered from handwriting recognition problems and a high price, which led to its discontinuation in 1998.
Power Mac G4 Cube (2000):
This compact and stylish mini computer has received a mixed reception due to its high price and overheating issues. Apple stopped production after just one year.
Mobile Me (2008):
MobileMe was an online sync service intended to unify Apple users’ contacts, calendars, and emails across different devices. Unfortunately, it has been plagued with reliability and performance issues since launch and was replaced by iCloud in 2011.
Apple Maps (2012):
The launch of Apple’s mapping app was marred by data glitches, location errors and inaccurate routing, leading to frustration among users. Apple has had to publicly apologize for these issues and work to improve the app over the years.
These failures prove that even a successful company like Apple isn’t immune to setbacks. However, the brand has been able to learn from these experiences to improve its products and its strategy, and to continue to innovate and conquer new markets.
Conclusion
Apple’s marketing and communication strategy is based on a strong brand image associated with innovation, quality and design. Thanks to memorable communication campaigns and a wide and diversified targeting, Apple has managed to establish itself as a reference in the technology market and to create real enthusiasm around its products.
