The recent launch of the iPhone 15, equipped with a USB-C port, sparked a range of reactions from netizens worldwide. Some folks found the move amusing since this tech was anticipated to have been introduced a decade earlier. Here are some of their amusing responses.
Canada's renowned YouTuber, “Linus Tech Tips,” uploaded a video titled “Apple Fixed the Problem They Created”, dissecting the demise of the Apple lightning cable and raked in 1.2 million views.
A compilation of memes on NikTek's YouTube channel demonstrated Android users react to iPhone 15 finally getting USB-C, reaching 1.4 million views.
Lastly, Indonesia's favorite gadget reviewer, Gadgetin, commented that Apple had at last conformed by incorporating a USB-C port on the iPhone 15. His first impression video garnered 4.4 million views.
However…
Despite all the funny mocking reactions, Apple still managed to achieve impressive sales figures for the iPhone 15. According to the Counterpoint report, Apple led the market with 43% share of global smartphone sales. The iPhone 15 contributed to the global smartphone market seeing its first positive growth since June 2021.
Apple's dominance in the global tech market has remained unchallenged through 2023 and into 2024, with exceptional sales across products. The Americas, its largest regional market, contributed to a remarkable $50.43 billion in Q1 2023. With a total revenue of $383.2 billion in 2023, the coveted iPhone continues to rule, generating 52% of Apple's earnings.
The sales growth is also seen in several different markets. For example, in Samsung’s home market of South Korea, according to market research company Atlas Research & Consulting, the total sales figures for the iPhone 15 series experienced a significant increase of 41.9 percent during the first month of its official release in October compared to the iPhone 14 series released a year ago.
Besides the iPhone, Apple’s Services division, including iCloud, Apple Music, and the App Store, represented 22% of the total revenue in 2023, intensifying customer engagement and diversifying revenue streams. The 2024 fiscal year started with the iPhone contributing to over 58% of Apple's overall revenue, emphasizing its significant influence.
So, how does Apple successfully attract potential buyers and maintain a loyal customer base? What is Apple executing in terms of branding that encourages people to keep purchasing their products despite high prices and in some cases, limited innovation on specific devices?
Emotional Branding
Apple’s most compelling branding strategy is its emotional branding that is capable of capturing consumer’s emotion. According to a study carried out by Harvard Business Review (Scott Magids, Alan Zorfas, Daniel Leemon, 2017), establishing an emotional connection with customers is crucial for boosting both revenue and profitability. The study indicates that emotional branding holds a 52 percent higher value compared to customer satisfaction alone.
The impact of emotional branding extends beyond purchase intention. It also creates die-hard fans who will be the first to go out and defend if someone talks bad about the brand, product, or service they love. Why? The attack on the brand is an attack on themselves.
So, for communication practitioners out there who want to captivate their audience and incorporate emotional branding into their strategy, learn from Apple’s methods. I have summarized three Apple’s signature strategies that you can replicate to capture consumer’s emotion.
- Apple products look cool
Apple doesn't just sell products; they sell experiences and emotions. Customers form strong emotional bonds with the brand, evident in the anticipation seen when queues form outside Apple stores for the latest releases. How does Apple achieve this level of devotion? By consistently infusing trendy elements into their products, enhancing their coolness factor.
Apple's advertisements rarely focus on product features; instead, they tap into the emotion of aspiration. Their marketing materials feature stylish, creative individuals using Apple products to achieve their goals. Viewers connect with these commercials on an emotional level, believing that by owning Apple products, they too can embody the productivity and creativity showcased in the ads.
- Apple is always near me
Apple aspires to create products that can support its users throughout the day with devices frequently close to our bodies - in our pocket, in our ears, on our wrists, or at our fingertips. In our day to day work and active lifestyle, Apple supports it all.
Furthermore, Apple ensures seamless user experience for those who utilize their product ecosystem by integrating features across all their devices. The underdogs advertisement from Apple tried to explain how Apple products help employees do their best work. The commercial promoted their multiple devices and showed the flexibility it offered.
Some individuals perceive this approach emotionally, encouraging them to own more than one Apple product to experience the ease of its ecosystem. When a customer commits to purchasing an Apple product, there is a higher probability that they will continue buying additional ones to ensure compatibility and improve their overall user experience.
- Apple knows what triggers its audience emotionally
To resonate with your audience emotionally, it is crucial to understand what triggers an emotional response from them. In the context of persuasion, Aristotle has defined three distinct rhetorical appeals: ethos, pathos, and logos. In this context of emotional branding, Apple utilizes pathos appeal to persuade them to act in a certain way.
In some of Apple’s commercials, it shows families together taking pictures to capture the joyful moments. This kind of advertisement depicts pathos appeal and makes the audience feel the same joy and makes us want to have the same products even if we don’t need all the features that the product offered.
However, Apple takes the pathos appeal to the next level by addressing issues that have also captured the attention of many people. In 2023, Apple published an advertisement filled with special needs people as their talents. The message they aimed to convey was that their products are equipped with innovative features designed to enable them to utilize the device. The features shown included door detection, sound recognition, voice control, and more. These were created because Apple knew that it worked best for them and can evoke people’s emotion.
Final words
As we conclude, Apple's tangible success is a testament to their successful branding strategy. There's more to Apple than just their innovative products; it's an experience fuelled by emotions. In an increasingly impersonal digital world, Apple's ability to connect personally and emotionally with its audience is their key to success.
Their understanding of customer needs and desires, coupled with a unique approach to capitalize on them, sets them apart, transforming ordinary buyers into devoted brand enthusiasts.
Additionally, Apple's ability to create an ecosystem for its products streamlines user experience, creating an emotional bond and dependency that perpetually drives sales. Honestly, it's more than just about selling a device; it's about selling a lifestyle, an experience, a sense of belonging, and above all, emotions.
So, whether you're a budding entrepreneur or an established business, there's a lot to learn from Apple's emotional branding strategy. Borrow a leaf from their book, and watch as your brand turns into an emotional powerhouse, commanding undivided loyalty and impressive revenues.
