Overview of Apple’s marketing strategy to promote the iPhone

Every ambitious business owner hopes to succeed and become a leader in their niche. The brutal truth is that there can only be one brand, and many claim to be. And when you reach first place, you must fight desperately to keep it.

Most businesses recognize the value of investing in services such as SEO, PPC, social media, radio, TV, billboards, and more. For many businesses, this becomes a race, and the brand that has invested the most in advertising companies is considered the winner.

While most of us consider marketing a must-have ingredient for success, you couldn’t help but notice that one of the biggest and most successful brands in the world has succeeded in pushing their product to the top using a virtually zero marketing budget.

Who Really Advertises Apple?

While most businesses try to outperform their competitors by using as aggressive advertising methods as possible, Apple has dared to act differently and is now reaping the rewards of such tactics – the company has become the leader in the mobile phone market on a global scale. At the same time, Apple does not have a marketing budget. They have never advertised their products anywhere – no SEO, PPC, media or paper advertising in any form. If you think you’ve seen Apple advertise their iPhones, then you’re wrong. In fact, you have seen other companies promoting Apple products.

The corporation was able to attract other companies (mainly mobile operators) to carry out promotions instead of itself. What’s more, all iPhone advertising is paid for by network operators who want to sell Apple products. But that’s not all – operators receive strict guidelines from Apple about how ads should look and what information they should contain, so all promotions of Apple products are carried out in the same style.

Why do mobile operators agree to this? They have no other choice. Apple smartphones are the best-selling of the year. And if sellers want a bigger piece of the apple pie, they have to advertise that they sell these gadgets. At the same time, they cannot promote the Apple trademark without coordinating with the brand. Operators that break these rules are not prioritized when it comes to delivering new batches of smartphones.

Why doesn’t Apple spend money on ads?

We are told that we need to spend money in order to earn it. However, Apple doesn’t do that. And it’s not because the iPhone is the best product on the market. Apple smartphones are a good product. Most of the models in terms of their technical characteristics are no better than similar high-tech devices from HTC or Samsung.

The secret to success is Apple’s marketing strategy, which is known as the “exclusivity technique.” Surely you have seen how it is used or even used it yourself. For example, some companies make special offers only for regular customers or social media followers – this is what the “exclusivity technique” looks like in its basic form. It works by making a certain group of customers feel like they are, which in turn creates better business relationships and is proven to increase brand loyalty.

Apple took this technique, added its own twists, and developed it into the most successful and arguably lowest cost marketing strategy of all time. Instead of making special offers, Apple has turned its entire line of smartphones into exclusive merchandise. And the most amazing thing is that with the help of this strategy, iPhones have become the most popular mobile phones in the world, despite the fact that they are still considered exclusive.

How did Apple make its smartphones the most popular?

They deliberately limited the flow of their goods to buyers and sellers of mobile phones.

The first iPhone model was available for purchase through only one mobile provider throughout its release period. When subsequent models came out, “supply problems” arose. Those who wanted to buy a smartphone had to keep track of the information and literally live near the Apple store in anticipation of the delivery of a new batch. This attracted media attention and created free publicity.

Those who didn’t receive the scarce iPhone had to wait for the next batch to be released, often several weeks after the official launch date. The limited supply created tension between those who wanted a smartphone and those who already had one. Thirsty for a new device openly voiced their feelings on the network – lust began to spread like an infection. People who had never thought about the iPhone before, picked up the desperation of those who expressed their desire to have this smartphone. This created an increased demand – the iPhone became a rare and desirable commodity.

Psychological aspects of the “technique of exclusivity”

Apple’s marketing strategy not only gives smartphone owners a sense of being chosen, but also fuels the envy of those who want such a gadget but can’t get it yet. This makes them even more determined to get an iPhone (a kind of compensation for being denied ownership on a psychological level).

Of course, a huge number of people do not want the iPhone, and many of them feel bad just at the thought that there is so much fanaticism around these mobile devices.

The strength of Apple’s “exclusivity technique” is that it has created two opposition groups in society: iPhone owners and those who do not have these gadgets. The conflict between them takes on a verbal form in blogs, disputes and even in personal communication. The advantages and disadvantages of the iPhone is an endless hot topic.

Purposefully provoked discourse and controversy about iPhones is Apple’s method of creating free advertising. Word of mouth has always been considered the most effective form of promoting any product or service due to the honesty of real users and the lack of commercial intent. Forums and blog comments have become a kind of extension of the “word of mouth” of our century – Apple understood this before anyone else and managed to turn a profit. It costs nothing for the corporation to support and encourage bickering about whether or not the iPhone is better than other flagship Android, Blackberry or Windows gadgets.

You can love or hate iPhones. Regardless, you have unknowingly contributed to pushing the iPhone to the next generation if you’ve ever taken part in the Apple debate.

Apple’s 10P Marketing Strategy

1. Product: Apple manufactures innovative products including iPhone, iPad, Mac, Apple Watch and develops software such as iOS, macOS.
2. Price: Apple sets a high price for its products, positioning it as a premium class.
3. Place: Apple products are available in official Apple Stores worldwide, as well as through the official website and partners.
4. Promotion: Apple uses a variety of channels to promote its products, including television, the internet, social media, and PR campaigns.
5. People: Apple focuses on training its employees to provide excellent service and assistance to customers.
6. Processes: Apple has efficient processes for manufacturing and shipping products to customers.
7. Physical Evidence: Apple Stores have a unique design that reflects the Apple brand.
8. Performance: Apple is constantly working to improve the performance of its products and processes.
9. Partnership: Apple works with a variety of partners, including component suppliers, software developers, and retailers.
10. Policies: Apple adheres to strict customer privacy and security policies and environmental standards.