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  • Writer's pictureDavid Davidoff

Does Apple use performance marketing tools?

Apple's advertising strategy is famous for its unparalleled creativity, simplicity and ability to attract the attention of consumers.


The key features of their creatives are highlighting the features of the product and creating an emotional connection with the audience.

The company uses the principles of storytelling, revealing relevant topics that interact with consumers on an emotional level. Commercials tell stories that highlight how technological developments improve everyday life, solve problems and help people.


One recent ad campaign that stands out is 'The Lost Voice', released in support of International Day of Persons with Disabilities. This short film tells the story of a girl who helps a mystical creature find her lost voice. At the end of the video, it turns out that this story is told by the girl's father - after losing his voice due to illness, he can speak again thanks to the "Personal Voice" function on the iPhone.




Product page design


Successful Apple product page design has its secrets, and one of them is a clear interface and an engaging user experience. Each page is filled with interactive elements, thanks to which the user is immersed in the unique world of Apple products, which completely captures his attention. At the same time, the consumption of content does not distract from the impression: the header of the page automatically disappears, but the "Buy" button remains fixed at the top, ready to make a purchase at any moment.

It is important to note the absence of excessive accumulation of content due to hidden content in the goods. Familiarization with the technical characteristics can be done easily and quickly, just by clicking on the photo. In addition, all product information is confirmed by the company's research, which strengthens the consumer's confidence.



The website uses high-quality images, avoiding the use of free stock photos. New products are embodied in beautiful natural or everyday settings, so that visitors can more easily imagine themselves in the role of models and feel the desire to purchase the product.




Content strategy plays a key role in building a brand image, interacting with customers and driving company sales. Apple has successfully implemented various types of content such as videos, articles, podcasts, UGC content and others.

Apple's main strategy is based on the principles of storytelling, which allows the company to demonstrate not only the technical characteristics, but also the driving force of its products, emphasizing their positive impact on people's lives. This approach is aimed at creating an emotional connection with the audience and going beyond the usual technical characteristics.


The unusualness of Apple also lies in the ability to communicate with the audience using a language they understand. The brand does not just sell memory capacity or performance, but conveys emotions and a unique experience of using its products.


Additionally, Apple's official website hosts a "Newsroom" section where news, announcements and articles are published, revealing various aspects of the company such as updates, news and other events.




Conclusions: What lessons can be learned from Apple?

Apple's marketing strategy is impressive in its effectiveness, but its values can be useful for any company, even if it does not have a large budget.


Here are some valuable lessons:


1. Emphasize the value proposition : Highlight and emphasize the benefits customers get from using your brand's products.


2. Use Storytelling : Focus your strategy on creating an emotional connection with your audience using the principles of storytelling.


3. Develop a consistent brand identity : Create a unique identity that reflects your company's values and mission.


4. Encourage sharing of experiences : Encourage customers to share their experience of interacting with the brand, which will increase the trust of the audience.


5. Invest in high-quality content : Use photos, videos and graphics to grab your audience's attention.


6. Focus on customer experience : Focus on customer service, personalized interactions and value propositions.


Apple, thanks to its comprehensive approach and clear positioning, has become a recognized worldwide brand with a loyal customer base.


Its success is due to going beyond the usual offerings, customer focus and good communication, which makes Apple one of the most valuable brands in the world.


Even at a high price, Apple products attract customers due to their quality and innovative uniqueness, and this trend is likely to continue in the future.


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