Apple Marketing: Part I

[uuamenator]

Mac wins over people by attracting them with shiny pebbles while ignoring problems like compatibility issues, higher cost, etc etc.

(i'm only talking about mac vs pc)

[uuamenator]

I really don't know much about apple, nor i wanna know, after seeing the childish 'you are a poopy head' commercials targeted specifically against windows users (i'm a pc man, and i don't intend to change). I mean like, what were they thinking? What, i'm gonna come to mac coz "if you use windows, you look like Billy Gates, small, middle-aged and boring"?

[Nopartyforme1]

Apple marketing is superb. Their videos on the apple website just makes you want to go buy their products.

[crawfordviolin]

That colorful apple iPod commercial is mesmerizing. It stands out when the tv is going as background. Somehow the fast colors, movement, and changing camera angles grab your attention.

[vincebrownjr]

You have a point about products not selling in point 1, but what apple have capitalised on is that when you use the ipod (i own an ipod touch), the refinement of the gadget itself, the user friendliness, the seamless way it works with itunes, it's easy and intuitive.

I think that the white headphones point is a bit overblown though. I understand how they have become iconic and virtually a status symbol, but you can hardly feel like being in an exclusive club if the symbol is so ubiquitous.

[bizopclothing]

Without a good marketing strategy you are dead.

[Mapheox]

I just think its the cost. They mass manufacture from the start and take a risk.This makes the cost of the product affordable.

iPhones, more functions for a lower price than competitors.

Macbooks, not mass manufactured. high price, not so popular.

[WheatGrainer]

yep i think your right actually XD

[Seanod123]

I dont understand why people get i-pod shuffles. its the same as any other mpr but more expensive and you cant see what song your playing.

[vincebrownjr]

I totally agree!

[BuayaGuy]

I think they're selling the "experience" rather than just the product - like a beer commercial...you see people together at happy hour, having fun, and you think "Wow, I want to be there, hanging out...maybe I should try that beer."

Same thing with the iPod commercials - "Wow, look at these people dancing to the cool music, I gotta have one of those mp3 players!"

Great stuff so far, checking out part 2...

[Siddif88]

I agree that apples advertising is very successful and i also feel that i feel not so much different but i feel like im representing apple saying i chose this product and i like it rather than just using it like any other product. I recommend the iPhone and my MacBook to anyone whose interested for this reason.

[EuphoricRecall]

Yep a lot of this stuff I have already thought about but a couple things I completely missed. The white headphones, yep Apple was the first to use white headphones and you do associate them with iPods. I also never realized that in their iPod silhouette commercials that they are totally focusing on the people and not on the actual product at all. You're right. They look like they're having so much fun!

[grendle1500]

do you get payed to speak for apple?

[REALHIPHOP247]

even though you are reading this info from somewhere else, you obviously have an understanding as you put it into your own words. i have subscribed as the points you have made are sort of what i was thinking anyway and others just intrigue me even more... ahh 1 down, 4 to go. good work

[bea13abc]

I don't agree Apple offers a exclusive club. Apple has become so mainstream. I mean UK viewers, PC World sell Macs therefore its widely available on the highstreet.

Apple is mainsteam yet retain a sense of innovation. Apple are trend setters. They set the industry.

[DRBUK]

the product makes u feel ur part of the exclusive club, not because a lot of ppl dont have it, its the product itself. its that good, its that high quality its that amazing u feel exclusive, not that its limited anymore, its just high quality, hence exclusive.

[Siddif88]

you can even buy them in Argos too which i was surprised at.

[hotrice123]

Apple is the king of marketing. Their ads are simple but very effective.

[CarlyUTube]

I think you hit what Apple is all about: An EXCLUSIVE CLUB! they seem to be saying sure you can buy this somewhere else but if you want the BEST you want to join this club. Also, the color white, it's clean and neat and futuristic. Simple but yet it stands out in a crowd and you will pay the higher price to have it. They are selling an experience not just a product. The other thing that comes to mind is Quality and that is really number one. They work and they work well.

[TheRealHITMAN666]

I agree, I see people walking down the street and they have white headphones and I see the end of the ipod creeping out of their pockets and just seeing that product advertises itself in the real world. I feel that was what apple also wanted and it works. Think about it.

[iloveyoshi0xo]

where did you get the posters?

[osxchris]

That was so lame i bet your a fob. Real mature of you

[heikoal]

People do not buy a product, they buy the use of the product!

[ItsLanceFoo]

my brother has a imac and i gotta say that the video card fuckn sucks. u cant even change the video card. it cant even play games as good as the pc. a pc has everything you need. an apple is just an apple. only hipsters have it

[iharrison30]

I can remember when my brother and I went to a PC World when he came to visit me in England, it was the first time I had seen an iPod and this was about 2001 - 2002 I think. The guy in the store showed us the only two models available which was a 20GB and a 40GB, the only difference was the 40GB came in this beautiful cube packaging (only cardboard) and much more expensive. But I only wanted the 40GB due to the box, how bloody stupid of me.

[iharrison30]

I knew back then at the time that there was not a cat's chance in hell I would ever fill 40GB of music but I had to have that one and it was all down to marketing and presentation. I know it sounds stupid now looking back, having said that even today I resent buy a refurbished Mac product from the online Apple store due to the fact it will not come in correct Apple packaging. Call me trivial, weak minded, or just plan ridiculous I think you would be right on all three counts lol. Take care mate

[68hinduhammers]

I think you are over analyzing the silly little commercials.

[DRBUK]

i doubt that, of course ur entitled to ur views and opinions, but this is REALLY how people who market think, they THINK REALL REALLY DETAILED, sometimes i dont get it.lol. and sometimes there ideas dont translate into wat us, the consumer sees. but its heavy stuff, i remember studying marketing a few years ago, and man it hurts my head.lol.

[sburns220]

Very enlightening video to start, and I have to admit, when I was able to get my first iPod, iPod nano 2nd gen, it felt amazing to be in "The Club", especially sense my Sony mp3 player died about a year before I got the iPod. Now I have an iPod Touch, what do you have?

[freshramses]

I think Apple is selling modern lifestyle and I love em for that

[Atheismrulez]

If I wanted Mac OS X on a desktop, I'd just make a Hackintosh, to be honest.

[cumbersomecow]

are you against apple or just cannot afford it?

[Atheismrulez]

"or just cannot afford it?"

Say that to the mac I'm typing this with. Go troll somewhere else with your assumptions.

[cumbersomecow]

now looking back at that i kind of look like a douche... my bad... i was just wondering... what kind of mac do u have?

[Atheismrulez]

I have two macs. A Mac mini and an iMac G3. Obviously, I'm typing with with the Mac mini. The iMac G3 I consider to be a "collectors" item, so I keep it stored and use it once a week,

[Atheismrulez]

I'd have to say that the only good Apple products that are worth paying for are the iPods, iPhone, MacBook, and Mac Pro. Nothing else. The Mac mini is way too overpriced for it's specs ($600 for only 1 GB RAM and a 2 GHz Intel Core 2 Duo and a mid-range Nvidia 9400 M). The mini isn't that reliable from my experience, too—I have gotten more than 20 kernel panics in the year and a half that I've been using it. And Apple's customer support outside the US or UK sucks horribly.

[GlockNinja]

Did apple set certain trends? Yes. Did Apple revolutionize the MP3 industry? Sorta by introducing interactive software and interface like no other MP3 players. But is Apple a marketing genius? They had a lot of luck with the Ipod and now Iphone. But their other products are still a niche market with very loyal customers. Nothing more.

[NathanTheOne]

when i brought my iphone 3g i felt great and that i was realy cool. i was playing games all the time but after a few months all i use it for is a phone i only have a few apps now

[theycallmechili]

same.. but that changed when i jailbroke it! :P

[NathanTheOne]

mine is jailbroke i did it the day i got it ;)

[Chritcha]

word

[chramb]

I use (poor) black earphones with my iPod instead of the original ones. I heard some storys about People get robbed

because the white ones are to iconic.

And also I never felt special because I use Apple Products.

I just like them, and they have a good quality.

[DRBUK]

yes its sad, when i first got my ipod i was using black headphones, even now i still use black headphones, although i love the white ones, the sound is not bad, better than the old white headphones, but whatever happens there are mUCH BETTER SOUNDING HEADPHONES about !

[masterm1k3]

The iPod commercials rarely get any play here in Sweden. But people still buy the iPod, why is that? In recent years the iPod has become so prominent that people directly associate portable music with an iPod. And by now they iPod markets itself.

[LastGreatHun]

This doesn't have much to do with the content of the video but I just wanted to say that I think it's good your putting the videos out on different days. I've always found it a bit annoying to watch 5-6 videos of you in a row. Not because the content isn't god (cause it IS good), nut it always felt like I kinda "wasted" on hour on YouTube...

[AfroPenKid]

i think apple does an awesome job because i wanted an ipod for so long and felt like i wasnt cool using any other music player and no1 says mp3 player its always ipod brilliant

[MacManLtd]

They really do sell the people, Look at here on YouTube, you buy a Mac and you can automatically enter the Apple Community here on YouTube. and If you want a Mac you watch others in the Community, wishing you could have a Mac.

The headphones is a good point, all iPods no madder what color the Headphones are white making them an icon. At the time all stock headphones were black, and Apple was different.

[Gilandex]

cool series!

[StevedMac]

well the ipod ads are working for many gullible people but the ads for macs are better. I never bought an ipod because of the ad or the people using it i just got it for features and knowing it will work great with itunes on mac osx.

[XPxVistaxOSX]

Like this new video series. 5/5 Awesome!

[boriquapower]

I kinda like the glowing Apple logo.

Before the switch from PC to MAC. It always caught my eye, it still does. Some say the new iPhone will have the glowing logo on the back of the device.

Microsoft is pushing PC makers to do the same. In the movie "The Day the Earth stood stood" you can see the glowing windows logo.

[kd4nuh82]

I use and love Apple products, but I hate the "image". I feel like a retard having a glowing logo on the back of my laptop.

[DRBUK]

sorry, but i love the glowing apple logo, lol.

[themastermind95]

same here

[MrTech40]

The ipod commercial shows people, but they also highlight the iPod with headphones (headphones and iPod are white in the commercial). Genius on Apple's part.

[caldev6457]

Realy good videos, so interesting

[MarkPMus]

I think the "family" demos are not so much showing how "we" use the product, but idealising a "lifestyle" that they want us to identify with their products. A totally different example - Davina Macoll advertises hair products in the UK. She is on the phone having a girly chat with her mum. I think, in real life DM and Mum don't get on! They are merely selling wholesomeness. This tactic, taken to extremes, was how Hitler "sold" Nazism to the public in the 1930's. So can be dangerous!

[MonkeyKrap]

dude i doubt that apples gonna start a holocaust.....

[MarkPMus]

I said "taken to extremes". This wholesomeness is "kitsch" - the absolute denial of shit. It has nothing to do with real life. Dude.

[kbasanti]

i cannot stand the white headphones, they are such low quality.

I like my Westone 3's

[Retitled]

i wouldn't really call this an Apple wide marketing strategy, for instnace if you look at the all iMac ads, or more-so the iPhone ads. These tend to/do show much more of the possibilities of what someone could do if they purchased the product, eg. most iPhone ads running today show applications brought from the app store, functioning on the iPhone, but more importantly how it links into the lifestyle of the consumer -> similar to your final conclution.

per usual awesome video! glad 2 c ur back!

[ThingsontheWeb]

I own 3 IPods and I bought the 5th Gen Video 80GB, because of it's memory size, no one else had a MP3 player that big. I bought the Shuffle for it's size, and I bought the IPod Touch because they did show the product, so the way the market their iMac's doesn't get my attention, but when they show what an IPod touch can do, well I had to get one.

[chazybrewster]

Good to see your videos again :) I agree about Apple Marketing, as a Company they are consistently able to differentiate their products from everything else on the market. They don't sell computers, MP3 players and phones like every other company, they sell Macs, iPods and iPhones. Think Different

[Vel1989]

Marketing, it takes one hour to understand it but a lifetime to master it !

[olij96ipod]

did u know the guy that came up with the name ipod got paid 1million dollars from apple !!!

[thingselectronic]

well think about how much apple got back from the ipods dales lol. BILLIONS

[XPGuru2009]

great video. Quick question where did you get the posters in the back ground and how much were they???

[PaulusTheMisionary]

How far into the pharmacystudy are you? what are your future plans regarding your studyprogram?

[DRBUK]

well i have just finished my second year, i still have 4 years, thats including my one year in, industry. so still have a long way to go. but when im done i hope to get at least 2 years work experience, and then pursue a business degree. perhaps an MBA, but not sure. but still long way to go.lol.

[q8kuwait10]

its completly true..the reason why i bought an ipod..because my friend got an ipod looked at it..then i bought it because of him..

[arnolddisco]

DRBUK FTW!!!

[olij96ipod]

apple sel coz they are plain but unique watch the ads keynotes and hardware they are all pretty plain yet are boosted in fun ways ltk bright colors and cool icons lyk on iphone software,

DRBUK WHAT DO U THIMK?

[DRBUK]

ye, apple pay attention to detail, they love nit picking, getting icons to look smooth, soft, cheerful and attractive, and because apple do so, so does its third party software developers, i mean look at the icons for apps in the app store, look at at icons and even apps for the mac.lol. apple give out this positive creative energy, to others, which then absorb this and then use it themselves. pretty impressive !

[JoINezZ]

yeah!

[swingking338]

I would strongly agree with your point about the white headphones. everyone always associates those white earphones with ipods and iphones. The apple logo is another brilliant way Apple promote their marketing. It's so recogniseable. Very good video with very cleverly illustrated points. Good to have you back doing vids Adrian

[Vel1989]

*when competitors are copying

[Vel1989]

Now the ultimate question is why do apple mp3's sell ?

The answer is : Because Apple was one of the first ones to put so much effort into transforming a simple mp3 into a status symbol. And in todays world as I mentioned people are looking for differentiation and apple products do offer this sort of differentiation because they are innovative, look cool and not many people have them.

Apple managed to create a CULT in the mp3 industry and they managed to benchmark the mp3 industry.

[rockstarbitchez]

when are u going to be doing wddc predictions?

[DRBUK]

the prediction videos will be up next week, 1st june onwards, trying to stir up hype for wwdc.lol. so will be just before wwdc. then my wwdc review videos will be up the next day !

[rockstarbitchez]

reason im asking is cuz im relying on wddc to either drop prices or upgrade the specs on the imac. If they do i will buy an imac. if not ill probably buy it anyway.

[Vel1989]

and Apple's strategy is to make customers feel differentiated. Hence the cool design and the cool packaging ( Mind you that according to marketing fundamentals packaging is of major importance as it adds value to the whole product. )

[DRBUK]

hmm interesting, thanks again for another great point !

[Vel1989]

According to marketing fundamentals in order for a product to sell itself the manufacturer of the product needs to advertise the attributes of that specific product. So they managed to create a huge marketing hype and managed to influence peoples behavior and perception when it comes to mp3 players. Their marketing approach was/is :

1. Try to make people feel special. These are called the psyschological attributes of the product in consumer behavior. It is true that people try to differentiate

[DRBUK]

hmm, thanks for this brilliant comment, im no where an expert in marketing.lol. hopefully i will, when im done pharmacy im gonan do a degree in business and get into marketing. but what you just said, apple have LOCKED ON to, and realy tried to exploit that 110%.

[Vel1989]

Well that's the way business works and since they managed to benchmark the mp3 industry they OWN the business. They have managed to sell more than 160 million ipods that says something. They managed to change the perception that people have when it comes to mp3 players because they marketed heavily the psychological attributes of their product. When competitors are the only thing left to do is to make your product look differentiated because you cannot copy the cultural aspect of a product.

[1MRW1]

I think that Apple doesnt really put down Microsoft as prominently as Microsoft puts down Apple.

Just a thought.

Matt

[applemicrosoft1]

Also where did you get those ipod posters, was it ebay?? Thanks

[DRBUK]

yep ebay, u can get these posters or the new ones with multiple colours, like the ones used for the ipod event in 2007 kinda like the coldplay advert

[oowen140]

FYI he replied^^^ like 3 comments up if you havnt seen it

[wikiwikiwias000]

holy shit! when i came home from school today i thought of this topic...great topic really

[theunits3]

Love these marketing videos - good series and no doubt will make a response vid to them,

[matthew376]

This looks like a promising series

[linkinpain]

hey BUk can u do a video about games for the mac that are really popular or something =] plz and thx

[DRBUK]

ill try, but theres not a lot of games.lol. most ppl who really want to game on a mac, jus install windows via crossover, parallels or fusion to play windows based games. but ill route around and see if i can do a video !

[linkinpain]

thanks BUK and yea i know thats what i do i have windows installed on my mac but i just hate windows =[ thats the whole reason why i got a mac lol

[DRBUK]

ye i refuse to install windows, id rather save money and get another computer than install windows on my mac.

[applemicrosoft1]

Thank you so much for these videos Adrian, i usually use your videos to help me with my d.t evaluations because i would usually say how my product ,I made would be pitched and how other companies would market their products. These types of videos are the best and are the most useful! Thanks a lot for making this video Adrian!

[MacOsxOne]

nice video!

[rawdany]

good vid when are you doing a geeks tour agen  1st

[DRBUK]

should be after wwdc, so perhaps in june or july

[rugerBFUN]

yea first one :P