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How to Market Like Apple

byDouglas Ian
June 15, 2010
3 minute read
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As a staunch Apple loyalist, I’m proud to say that there’s no other company in the world which is equally good at innovation and marketing alike. Be it Google, Microsoft or any other technology giant, they all need to learn a marketing lesson or two from Apple.

Creating a bestseller product is only half the battle won. The other and more important half is to market it as a game changer and nobody does it better than Steve Jobs and Company. Be it the iMac, iPhone, iPod or the recent iPad, Apple has an envious track record of being a marketing genius. Apple has already sold more than 2 million iPads in first 60 days of launch, and given the market buzz, it would hardly be surprising if the iPad manages to beat the iPhone sales in the years to come.

Apple’s Marketing Philosophy

Touted by many to be the world’s best marketing machine, Apple follows a rather simple marketing philosophy. First, the company ensures that all its products have a “WOW” factor associated with them. Throw in surprises and aim to delight the customer, it never fails. Apple has offered tomorrow’s products in today’s market and that’s paid off big time.

Secondly, Apple believes in simplifying the purchase process for its customers. It’s a champion in creating a buzz for its products and then stacking up the sales through pre-orders. Getting people to sign-up in anticipation of a new product is a daunting task for many companies but not for Apple which has made a habit of launching numerous successful pre-order campaigns one after the other. The iPad pre-order campaign was so successful that Apple had to delay its international launch by nearly a month in order to cope up with the massive demand.

Lastly, the most important aspect of Apple’s marketing philosophy is its commitment to deliver on its promises. It is ranked amongst World’s most respected brands and has recently overtaken Microsoft as world’s largest technology company. Be it pre-ordering, ordering or shipping, every aspect of Apple’s marketing strategy is aimed at ensuring customer delight.

Can your company market like Apple?

Steve Jobs and his team are marketing geniuses and it’s always advisable to learn from the masters. Can your company sell and market like Apple? While it may be tough to get the tag of “most admired” or “most respected” companies in the world, it’s surely possible to follow Apple’s best-practices in marketing and benefit from them.

It’s all about the brand. Differentiate your brand with a superior value proposition. Have a clear top-down sales strategy and execute it in a disciplined manner. Have a robust channel support infrastructure in place and reap the rewards of efficient channel marketing. Realize the importance of innovation in a competitive landscape and ensure that you are not left behind your competitors.

Focus on perfection in whatever you do and it is bound to pay off in the long run. Many analysts were quick to write-off Apple when Mac failed to match the popularity of Windows in the early years of desktop computing. Apple’s response was to come up with a battery of bestsellers which would meet unprecedented demand and demolish all existing sales records. Way to go!

A bestseller is a product which sells best and nobody knows it better than the folks at Apple Inc. Game changing technology and revolutionary products are of little use if they are not marketed efficiently. An Apple a day is the best marketing lesion you’d every get!

image by: SmallFuel

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Douglas Ian
Douglas Ian is the Chief Editor of Smedio Magazine, Bestselling Author, Strategist, Speaker, and Trainer, who helps businesses grow their revenue through specialized business optimization strategies.
41 comments

  1. Great article but…

    Im going to say few things here that are entirely against the grain when it comes to Apple and Apple marketing in general.

    1. Apple is not Apple. Apple is Steve Jobs. When Jobs leaves, Apple will be no more. The entire success or failure of Apple hinges on Steve Jobs. He is the typical charismatic leader that fosters followers. Leaders who foster other leaders; they leave organizations that survive.

    We only need look to the 90s when Jobs left and Apple almost went out of business. History, as they say, repeats itself.

    2. You are 100% right on your 3 points regarding Apple's marketing. However. When Apple ordered a raid on Gizmodo's apartment few months ago, this to me signaled the completion of corporate takeover of civil liberties. Not cool Apple. Terrible marketing move.

    3. Apple doesn't innovate. I will never understand why Apple is considered such an innovative company. They take something that someone else invented and design it better. They are great designers, but SONY is the company that invented iPod (back then it was called Walkman).

    At best I will say that Apple is innovative when it comes to design, but NOT when it comes to technology and there is a difference.

    Sorry to be slightly off topic, hope you dont mind.

    Last but not least, I hope somebody can tell me Im wrong. I soo want the new Macbook Pro but my sense of right and wrong wont allow me to buy it…am I wrong here? Especially on the bit about corporate takeover of civil liberties?

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