Remember when the word apple was used just for the fruit? Now Apple is a multi-million dollar company known for its innovative products like iPhones, iPods, iPads, Macs…and even within those products there are variations.
My family is big on Apple products, so we are all pretty fluent with FaceTime and Siri. On a typical weeknight it is not uncommon to find us all sitting together in the living room, wrapped up in our own devices that is.
Our collection of Apple products grew even more recently, when I got an iPhone. I wasn’t as excited as I should have been because I already had a smartphone that worked perfectly fine; and moreover I didn’t want to be yet another person with the same phone as everyone else.
But at the same time—I did. I was constantly persuading myself that I didn’t need an iPhone, but when I got one I simply couldn’t resist.
It’s sleek, user-friendly, simple, fun—all the usual characteristics of Apple. I have to admit Apple has a class of its own and unarguably creates some of the best innovations of this generation.
The top-notch quality of Apple products lives up to the hype and appeals to a large consumer market; yet the large number of iPhones I see on a daily basis still surprises me.
According to this CNET report, 51% of smartphone sales in the US in the final quarter of 2012 were iPhones.
I find this interesting because it shows the power of one brand. Apple is just one brand after all, one company. But over the years, it has become so powerful, so dominant. How? How can one brand create so much hype? How can it create so many of its own individual services?
You need apps? Go to the Apple App Store. Need music? Go to iTunes. Need to browse the web? Check out Safari. Need to sync all your information to other devices? They have iCloud—there’s Apple within Apple.
Apple is revolutionary for sure and its popularity leads me to believe that maybe one day it might become the standard for all devices. Who knows, iPhones and Macs may replace the words cell phones and laptops.
But even that idea might be a little too far-fetched. In reality, there will always be other companies competing to create the next big thing, but for now Apple seems to be one step ahead, not just in products but in its business/marketing strategy as well.
See Apple’s brilliant marketing strategy at work, Comercials for iPad and Siri:
This topic was further explored in a Ted Talk. Simon Sinek discussed the leadership and success of people and organizations like Martin Luther Kind Jr, the Wright brothers, and Apple. What distinguishes them from others and how are they able to inspire people? According to Sinek, “people don’t buy what you do they buy why you do it.”
See the talk here, How great leaders inspire action, by Simon Sinek:
“The goal is not to do business with everyone who needs what you have, the goal is to do business with people who believe what you believe.”
It’s ironic because Apple’s marketing strategy is designed to appeal to a special crowd, one that believes in Apple’s beliefs (just like Sinek’s theory), yet Apple products are so common in the general public now. I see them in the classrooms, on the street, in movie theaters—everyone, from CEOs of billion dollar companies to infants who probably can’t even walk yet, seems to be attracted to Apple.
People aren’t just buying the products though, they’re buying the idea that Apple is selling—the fundamental idea to think different. And that small percentage of people who genuinely share that belief are able to influence the larger, mainstream crowd.
That’s why Apple was able to create a revolution. Yes, the actual products have played a role as well but they are only the results of Apple’s beliefs. Really, people are buying into the ideas, beliefs, and lifestyle of Apple.