On September 19th, longtime fanatics of Macintosh waited in line for hours just to be one of the first recipients of Apple’s newest iPhones—the iPhone 6 and iPhone 6 Plus. Apple followers have been spreading rumors about the phones for weeks—even months—with anticipation of the new devices.
Customers’ obsessions over the phones can be attributed to Apple’s effective marketing strategies, which have attracted attention since its start. I recently read in a Forbes article that Apple has held the same “marketing philosophy” for the past thirty-seven years of work . They strive to inspire loyalty within their customers, employing the uses of empathy, focus, and impute. Below is an image of the original manifesto written by Mike Markkula in 1977.
The iPhones 6 and 6 Plus come with a myriad of new, innovative features, supporting the three goals for Apple’s marketing. They are both thinner and longer than the previous iPhone 5S; the screens are slightly larger, growing to 4.7” for the 6 and 5.5” for the 6 Plus, creating a more sleek, innovative look for the latest Apple technology. While the size helps the user hold the iPhone, the power button has been moved from the top of the phone to the right side, making it easier to click with one hand, as well.
The largest 5.5” screen allows for full HD quality on the display, giving a better viewing experience to the customer. The enhanced graphics, combined with the iPhones’ upgraded core processor unit (CPU), will allow for the invention of more complex Applications (Apps) for iPhones. The CPU updates also give the iPhone a record amount of battery life—one issue customers have complained about since the first iPhone. The CPU has given the iPhone 6 the best camera in the history of Apple, offering timed photos, HD quality, noise reduction, a wider lens, and much more. These upgrades have received a very positive reaction on Social Media forums, such as Twitter, which has been trending the hashtag “iPhone6” for weeks.
Apple’s achievements have not gone unnoticed, as they have been recognize by Interbrand as the #1 Best Global Brand of 2013. Interbrand explains choosing the winner, stating, “it’s Apple’s ability to ‘think different…’ and to deeply consider our needs that will keep it on, or near, the top for years to come.” In other words, so long as Apple persists in executing its original, effective marketing strategy, customers will remain loyal to the brand, maintaining its position as one of the top brands in the world. Companies looking to increase sales should absolutely follow Apple’s three points as a simple start to creating a fan base and rising to the top.