How does Apple seduce customers?
Editor’s note: This article comes from WeChat public account “ Brand Geometry < / a> “(ID: brand-vista), author: Jun geometry.
Because of Jobs, Apple’s sales, marketing, and design teams may know consumer psychology better than any company in history.
The genius insight of Jobs is that he discovered that what consumers really want is not data processing or data storage technology, but a transformation—whether they can lead them to a better place and give them a change in the world ability.
In 1997, Apple launched the famous “Apple Think Different” ad. Think Different is not just a slogan. It also determines Apple’s target user group, defines the relationship between Apple and users, and makes users a different part of Apple.
Apple is no longer entangled in price, but instead focuses on delivering value through functionality, design, and customer experience, focusing all its energy on those users with “Think Different Values” to satisfy their ultimate experience.
How many companies were willing to spend thousands of hours to create the perfect unboxing experience? Apple did it. A constant attention to detail is a definition of luxury. The halo of “Thinking Extraordinarily” turned Apple into a luxury brand to a certain extent.
So how does Apple seduce customers? There are a few key tricks:
01. music
Music has been in Apple’s DNA since the early days. Almost everyone who works at Apple has a musical background. It can be said that Apple is more like a band than a company.
So Apple’s first game-changing product was the iPod, and then iTunes. Those iconic ads are classic to this day.
In fact, many times, Apple is a feeling to users, and nothing can express this feeling more than music.
02. beauty
Before Apple, computers were boring.
Many computer makers believe that performance is more important to consumers than fun or inspiration. They were wrong.
In 1998, Apple released the new iMac series, and added a perceptual dimension to this powerful machine at the time: vibrant candy colors that make people laugh, beautiful teardrop shapes, and round shapes. Mouse.
This product is pleasing in appearance and operationPleasing to the eye, it also became a hot product at the time.
In fact, in today’s technology world, beauty has become as important as speed and power.
03. Touch feel
The genius of Jobs is that he understands that although consumers will be satisfied with fast and reliable equipment, they still expect some unexpected surprises in their hearts and long for some unexpected magic.
The tactile experience is the first key for Apple to open the magic world-whether it is the texture of the notebook shell or the moment when AirPods are plugged into your ears, even the texture of the box and bag must be just right Users can capture their hearts as soon as they touch the product.
04. Emotion
If you could describe how you feel about using a Windows computer, what would you say? Efficient and practical? Or is this what I love?
In the design of Apple products, Jobs focuses more on the empowerment of emotional value, so that users can feel like a genius when using the product. Just like the slogan “Think Different”, you can use the iPhone or MacBook Air. People who reshape the world and create miracles.
Apple makes users feel that they can think in different ways and find their own unique value, which brings them happiness.
05. Belonging
Perhaps Apple’s greatest achievement has been to turn loyal customers into a tribe. In order to buy earlier versions of the iPhone, people camped outside Apple stores for days. There are two kinds of people in the world, “Apple Man” and others. When you are an Apple Man, you are a member of the anti-traditional, artist, and rebel family. You have a special identity. Who doesn’t want to feel like a member of a secret organization or elite club?
Music, beauty, touch, emotion and sense of belonging, these are the unique charms that Jobs put on Apple products, so that Apple has been romantic since 1998, and has become a loyal fan of white moonlight. Maybe you can also find a way to seduce your customers and make them fall in love with your brand.
Before Apple, computers were boring.
Many computer makers believe that performance is more important to consumers than fun or inspiration. They were wrong.
In 1998, Apple released the new iMac series, and added a perceptual dimension to this powerful machine at the time: vibrant candy colors that make people laugh, beautiful teardrop shapes, and round shapes. Mouse.
This product is pleasing in appearance and operationPleasing to the eye, it also became a hot product at the time.
In fact, in today’s technology world, beauty has become as important as speed and power.
03. Touch feel
The genius of Jobs is that he understands that although consumers will be satisfied with fast and reliable equipment, they still expect some unexpected surprises in their hearts and long for some unexpected magic.
The tactile experience is the first key for Apple to open the magic world-whether it is the texture of the notebook shell or the moment when AirPods are plugged into your ears, even the texture of the box and bag must be just right Users can capture their hearts as soon as they touch the product.
04. Emotion
If you could describe how you feel about using a Windows computer, what would you say? Efficient and practical? Or is this what I love?
In the design of Apple products, Jobs focuses more on the empowerment of emotional value, so that users can feel like a genius when using the product. Just like the slogan “Think Different”, you can use the iPhone or MacBook Air. People who reshape the world and create miracles.
Apple makes users feel that they can think in different ways and find their own unique value, which brings them happiness.
05. Belonging
Perhaps Apple’s greatest achievement has been to turn loyal customers into a tribe. In order to buy earlier versions of the iPhone, people camped outside Apple stores for days. There are two kinds of people in the world, “Apple Man” and others. When you are an Apple Man, you are a member of the anti-traditional, artist, and rebel family. You have a special identity. Who doesn’t want to feel like a member of a secret organization or elite club?
Music, beauty, touch, emotion and sense of belonging, these are the unique charms that Jobs put on Apple products, so that Apple has been romantic since 1998, and has become a loyal fan of white moonlight. Maybe you can also find a way to seduce your customers and make them fall in love with your brand.
If you could describe how you feel about using a Windows computer, what would you say? Efficient and practical? Or is this what I love?
In the design of Apple products, Jobs focuses more on the empowerment of emotional value, so that users can feel like a genius when using the product. Just like the slogan “Think Different”, you can use the iPhone or MacBook Air. People who reshape the world and create miracles.
Apple makes users feel that they can think in different ways and find their own unique value, which brings them happiness.