How Apple Wins Its Way Into Your Wallet
Having celebrities speak at launch events or appear in commercials is nice, but it’s not fooling anyone. When Matthew McConaughey waxes poetic while driving around in a Lincoln, we all know that he’s being paid to wax poetic and drive around in a Lincoln. Then the director yells “cut” and Matthew gets driven to lunch in the back of an S Class or some other luxury car.
But look at Beyonce. She’s not driving around in a Lincoln. She’s not splashing some water on her face in slow motion in a soap commercial. She’s just living her life, chilling on a private jet, rocking a gorgeous gold Apple Watch.
It’s often said that Apple is where it is today thanks to its expert marketing. Some say that’s how they sell so many sub-par products, but they’re wrong.
Apple makes great products that people love to use; it’s as simple as that. They have great marketing, but their products thrive on word of mouth. When Beyonce wears an Apple Watch, she gets it in peoples’ heads. When I wear mine, I get my friends, family, and co-workers asking me about it. And in a few weeks or months they are going to find a rationalization to go to an Apple Store and buy their own.
This is how Apple works, and they do it better than anyone else.
- When they’re actually in stock. ↩