{"id":7177,"date":"2020-01-31T09:06:25","date_gmt":"2020-01-31T13:06:25","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=7177"},"modified":"2022-03-30T15:38:59","modified_gmt":"2022-03-30T19:38:59","slug":"apple-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/apple-marketing-strategy\/","title":{"rendered":"Apple Marketing Strategy: Exploit the Human Need to Belong"},"content":{"rendered":"\n

What is Apple’s marketing strategy? Why is it so massively effective?<\/p>\n\n\n\n

Simon Sinek<\/a>, entrepreneur and author of Start with Why<\/em>, believes it’s all about Golden Circle<\/a> marketing. We’ll cover Apple’s marketing strategy and how they focus on their purpose to sell their products<\/a>. Learn from Apple’s marketing strategy on how to start with why.<\/p>\n\n\n\n\n\n\n\n

Apple Marketing Strategy Analysis<\/h2>\n\n\n\n

Apple\u2019s products are a result<\/em> of their WHY<\/strong>. Their MacBooks, iPods, and iPhones are just a physical representation of the company\u2019s core beliefs. Therefore, when someone buys an Apple product, they\u2019re not just buying the WHAT: they\u2019re buying the WHY, too. This is the key to the Apple marketing strategy. People don\u2019t actually want to buy stuff. They want to buy ideas. <\/em>They want to join movements. <\/strong>Putting your WHY first ensures that your ideas, not your product, are what make you stand out from the crowd.
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Let’s look at Apple\u2019s marketing strategy. Think about how strange it would sound if Apple took the typical WHAT to HOW to WHY marketing approach. It might sound something like this: \u201cWe make good computers. Our computers are easy to use, elegant, and well designed. You should buy one.\u201d<\/em>
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Now, compare that to the start with WHY approach that Apple actually <\/em>uses to inspire customers<\/a><\/strong>: \u201cWe think differently. We want to challenge the status quo<\/a>. The way we do this is by making products that are easy to use, elegant, and well designed. And we just happen to make computers as our products. You should buy one.\u201d<\/em>
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It\u2019s not that Apple\u2019s products don\u2019t matter – quality matters, of course. But the connection between a strong WHY and a high-quality WHAT becomes an unstoppable combination. Apple is unique in the strength of people\u2019s emotional and inspirational connection to their mission – and this starts with WHY. This is the Apple marketing strategy that has made the company so successful.
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The Golden Circle\u2019s Biological Foundation <\/strong><\/h2>\n\n\n\n

The reason Golden Circle works has roots in human biology. Humans want to belong, and the need is so powerful that we will often put incredible effort and money into achieving that feeling. <\/strong>Apple’s marketing strategy taps into our natural desires and needs.
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Biological Basis of Apple’s Marketing Strategy<\/h4>\n\n\n\n

Organizations that start with WHY clearly define who they are and what they stand for, and as a result, their products or services come to represent those beliefs. <\/strong>
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When those beliefs align with our own, it creates a sense of belonging<\/a> and kinship. Buying their products makes us feel like we belong in the same group as other people who buy the same things and believe in the same ideals.<\/strong><\/p>\n\n\n\n