NOTE: This is an email from my email newsletter that was sent back in December 2018, which makes it interesting just how much more evident this has become since then.
So this email may trigger some of you, sorry in advance.
Having a conversation with a friend of mines a few days ago, the topic of Apple and Google came up.
Now to be fair, he’s as much of a google fanboy as I am with anime so this happens a lot, but that’s a topic for another time.
His stanning is expected at this point, but one thing he said brought up an interesting point to me and even inspired this email.
He said something like “I’m surprised Apple is still a company/didn’t die yet,” don’t remember the exact words but that was the gist.
To which I replied this (and take note of this): “People said the same thing 20 years ago. The thing about Apple people don’t understand is their superiority isn’t in their products, but in their branding.”
Most of Apple’s target audience doesn’t even know the technical specs of the phones they buy, that’s part of the reason why Apple users still claim they have better cameras than the newer androids.
It’s why they clamor to grab the newest iPhone when it’s released and feel obsolete when they have the older phones, even though half the time there’s not too much noticeable difference besides the software on the old ones working slower (which is because of Apple, but that’s another topic too).
Apple has created the “boujie phone experience” and mixed it with convenience. That’s part of why I’ve been an iPhoner since I first got an iPhone 5 forever ago.
The design of their products, the social status of being an iPhone user, the whole aesthetic is what draws people in to Apple more than it is people knowing the technical specs of their phones or Macbooks (see how it even doesn’t sound right calling a Macbook anything but?)
Apple has created a CULTure around their products that many of the world have fallen victim to, and they only make it more exclusive by making their products work better with each other than anything else… hell, they even use a different charger than every other phone manufacturer.
Apple took the phone market and created a sense of exclusivity that not many can match.
Remember those old PC vs Mac commercials? Yea, they was a great marketing tactic and an amazing way to sell products.
Apple went far beyond knowing their target audience and marketing to them – they even did it in a way where the opposite of their target audience felt out of place, out of touch, they felt out of the loop and like part of some ancient archaic system that the new Mac computers were different than.
They created a CULTure of people who didn’t wanna be your average PC nerd, pushing his glasses up his nose every 30 seconds.
People who didn’t wanna be seen as the sterotypical basement dweller who loves computers and doesn’t spend too much time out of the house.
They created a feeling of dread and being left out to people who weren’t their audience, while simultaneously making their target audience feel hip and cool and new and like part of some exclusive club.
They made the target Apple audience feel like they had some type of social status they could lord over other people… and their audience still does it to this day.
So, I hope I’ve explained this enough that you can incorporate these concepts into your marketing when the situation calls for it.
If you can lord your product or brand over the rest in the industry, while creating an exclusivity that leaves them basically on the other side of the line in the sand, you can create a CULT following around your brand that will enable you to provide a long-lasting benefit to peoples’ lives through your brand