POSITION PAPER 3

 Apple:

How the most popular phone logo stays on top

    Arguably the most popular phone and device brand, Apple has managed to stay on top when it comes to keeping its logo in the public sphere locally, nationally, and internationally. Like many major brands who have been around for a while, Apple can almost avoid doing ads and commercials and I am sure they would still stay relevant in the technology society. However, the brand who brought us the iPhone continues to put out advertisements to market new products and features, and their simple market strategy is effective in keeping them in the minds of the public.

    Apple currently has a brand value of over $350 million and has won the CMO Survey Award for Marketing Excellence for 10 years in a row. This is easy to do when the company builds its marketing strategy on its core values and stays consistent while still going beyond what other companies and brands do. A website called Startup Talky listed 7 reasons for Apple's successful marketing strategy, and I thought I would go through some of the list and share my thoughts on how Apple has incorporated these strategies in its marketing throughout the years.

1. Keeping it Simple

    If you have ever seen a commercial for a new iPhone, iPad, Macbook, AirPods, or any other Apple product, you know that simplicity is key when it comes to Apple commercials and ads. The company keeps a cohesive theme throughout the commercial that does not overwhelm consumers, and they also do not present too many options to the costumer. As a watcher and consumer, I often feel relaxed and refreshed after watching Apple's simple commercials as opposed to commercials that might have a lot of color, movement, or choices. Even though the company makes sure to add interesting visuals to the commercials, they do not become overbearing to where consumers want to turn the ad off before ever finishing it. This marketing strategy is not new to Apple. Check out this comparison between a 2008 Macintosh commercial and a 2020 holiday product commercial.



2. Knowing Their Target Audience

    This is one area where I feel you can see a clear divide between Apple and other competitors like Samsung or Google. Apple has always done a great job at knowing their target audience including the audience's likes, dislikes, and wants. The place where I see a huge difference between Apple and many Android competitors is in the things they market to their consumers. Many times, with companies like Samsung, you see features like battery life, storage, and sort of "behind the scenes" benefits. While, obviously, those are important things to know when buying a phone or tablet, Apple recognizes that the demographic they are targeting will most likely look at other things when shopping for these products. 

    Just from a general standpoint, you can usually notice that many people in the younger demographic and generations tend to have iPhones while the older demographic and generations tend to stick with Androids. Nothing is wrong with having a preference between the two. However, it is clear that Apple uses positive emotion, trends, and more aesthetic features of products in their advertising strategies. Clearly this has worked for them as Apple is seen very widely among the teen and young adult age groups when it comes to many devices, not just phones. 

2021 Apple commercial focusing on water resistance, cinematic mode, and other features:


3. Strategic Product Placement

    One thing that Apple has made clear is a huge part in their marketing strategy is their relationship with Hollywood and the product placements that come with that. Senior Vice President of Apple global marketing, Phil Schiller, said, "Apple’s employees work closely with Hollywood on so-called product placement so its gadgets are used in movies and television shows.” Not only does Apple's relationship with Hollywood come into play with film and TV product placement, but also in their celebrity collaborations for advertisements. Apple has worked with many big faces in their ads including Kendrick Lamar, Serena Williams, Dwayne "The Rock" Johnson, and many others. 

Here are a few of Apple's product placements in popular movies over the years: 

Legally Blonde (2001)







The Girl with the Dragon Tattoo (2011)







Knives Out (2019)








    Overall, I think Apple has one of the most effective marketing strategies when it comes to keeping their logo recognizable and, for lack of a more formal term, in your face. Even if you do not use Apple or are not a fan of them, it is not hard to admit that they consistently produce effectual advertisements that allow them to keep the consumers they have as well as continue to gain more and more consumers. From simplicity to product placement, Apple has definitely hit its stride in marketing and I do not see them hitting a decline anytime soon.

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