Simple Marketing: Apple and Advanced Tactics

By Kelli Frias

Recent Events

With the release of the iPhone 6, we’ve seen many people line up early to get the new phone. But how can Apple constantly draw these huge crowds in an increasingly hostile marketing landscape?

The Competition

• Samsung arguably biggest competitor

• Boasts Galaxy S Series (Mobile)

• Galaxy Note Series (Tablets)

• Enjoys great advancements under the hood

Common Sense

• If a device has more up to date features, it will dominante the market, right?

• Not necessarily

• Better features ≠ better sales

Marketing From Competition

• Framed as “we are better than Apple because…”

• Proceeds to enumerate all features that Apple products don’t have

• This comes at a cost of overloading information

How Apple Works

While traditional marketing starts with a thesis about why their product is better then explains why it’s a better by, Apple goes against this tradition.

Alternative Strategy

• Apple ads do not purport to be better than their competition.

• They are designed to make the consumer feel good

• Ads are focused on simplicity, and integral to having a good time with loved ones.

Alternative Strategy (cont.)

• Some (not all) Apple ads don’t mention specific features entirely.

• Competitors shove reasons why the product is better down consumers’ throats.

• Apple takes a minimalist approach encouraging viewers to find their own answer, and create their own memories

One More Big Difference

• Apple is renowned for simplicity

• What good is reading off stats if a demographic doesn’t fully understand them

• Apple tells the consumer “It’s OK. Our product is so simple, anyone can use it.”

• Apple Site: 16 links on front page

• Samsung Site: Over 200 links.

• Point of diminishing returns when you try to one up competition

• Once you hit that point, why not just change the game?

Thanks for Watching