The Cult of Apple – Part 4: We’re All in it Together
Apple products continue to offer their users increasingly sophisticated technologies, as well as the ability to belong to a cool and hip family. The first blog in this series discussed the role that identity formation plays in contributing to Apple’s popularity. The second explored the effects of belonging to the Apple “family.” Finally, the most recent one presented a discussion of what might be the biggest advantage that Apple products have over the competition— limited offerings. Both aspects, though, are related to either social dynamics or tech support issues. There is a third dimension at play when it comes to Apple’s success, a dimension that plays a vital role in the success of any product—marketing.
When it comes to strong and swift PR, Apple has definitely mastered the trade. The company is honest but reserved with its users. For example, when battery problems emerged after the release of the latest iPhone, the company admitted the flaw and announced plans to release a fix ASAP. Indeed, Apple’s PR practices are sometimes a little too much on the safe side, but not many people seem to mind this. Again, the fact the Apple users love the company the same way parents love their children even when they misbehave is probably part of the reason. However, beyond the PR aspect of Apple’s marketing, what makes Apple marketing so effective is the apparent lack of such marketing!
If you’ve ever been in an Apple store, then you’ve probably noticed the bright lights, the sleek counter and wall designs, and—most of all—the seemingly endless amount of Apple employees in brightly colored shirts branded with big white Apples. It often appears as though there are more workers in an Apple store than there are people. Still, no matter how many Apple workers pack the store, customers never really feel pressured to buy. Apple salespeople don’t harass everyone who walks in with attempts to upsell. The general ambiance in Apple stores is one of helpfulness and technological excitement, not mercantilism.
In fact, when you think about it, Apple has truly reinvented the philosophy of in-store sales. Apple salespeople don’t act like other salespeople—they dress in a hip and casual way; they talk and sound like technology nerds who love all things Apple; and most of all, they sincerely believe in the cause—the Apple cause that is. Apple stores are simply dripping with a sense of egalitarianism that doesn’t exist elsewhere. Apple employees treat buyers like friends, family members, and potential Apple in-laws.
By presenting its stores, its employees, and its products as those of the casual everyday man and woman, those of the general populous, Apple doesn’t need to convince consumers to adopt a new technological lifestyle or learn a new technological language; instead, Apple’s efforts are geared to show people that joining the Apple family is easy and simple for just about anyone.
Having discussed brand marketing, we’ll turn to a close industry relative in our fifth and final blog on the series—advertising.
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