Our Apple case study starts with 𝘁𝗵𝗲 𝗱𝗮𝘆 𝗦𝘁𝗲𝘃𝗲 𝗝𝗼𝗯𝘀 𝗿𝗲𝘁𝘂𝗿𝗻𝗲𝗱 𝘁𝗼 𝗔𝗽𝗽𝗹𝗲 𝘄𝗮𝘀 𝘁𝗵𝗲 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗽𝗼𝗶𝗻𝘁 𝘁𝗵𝗮𝘁 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗲𝗱 𝗔𝗽𝗽𝗹𝗲 𝗶𝗻𝘁𝗼 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗺𝗼𝘀𝘁 𝗮𝗱𝗺𝗶𝗿𝗲𝗱 𝗯𝗿𝗮𝗻𝗱. Steve Jobs recognized that consumers were frustrated by how all the other technology brands designed their products in a lab without any thought for the consumer. Steve Jobs made the most significant contribution to the Apple brand strategy in how he starts with the consumer experience and then work back to the technology.
The Apple brand strategy that we see today builds everything around the brand idea of “Apple makes technology so simple that everyone can be part of the future.” Then, we witnessed the most incredible decade that any company has ever seen, with Apple launching iTunes, iPod, iMac, the MacBook Pro, MacBook Air, iPhone, and the iPad.
If you are a marketer, looking to improve your knowledge by looking at what Apple has done so well, our Apple case study will teach plenty of lessons for using a brand idea to inspire and steer everyone who works on the brand. At every step of the Apple brand strategy, we will provide a link to click on and learn how the process can work on your brand.
Building the Apple brand
Our Apple case study will show how to come up with Apple’s brand positioning statement, and brand plan. Then, I will show how Steve Jobs pushed to stretch their “simplicity” brand idea across their company. Everyone who works behind the scenes know their role in delivery simplicity.
Simplicity drives all Apple advertising.
Even back in the 1980s, Apple started with “technology for the rest of us” when they took on IBM. And, they continued that attack with “I’m a Mac” ads that took on Microsoft. Simplicity drives Apple innovation.
The beauty of Apple is how they take complex technology and simplify it so consumers can do more with Apple products.
The Apple brand strategy even drives their retail stores. Their Genius bar helps answer technology questions. They allow consumers to play with their products. Apple sales people are trained to avoid “geek speak.”
The return of Steve Jobs
After Steve Jobs came back in 1997, he shifted the focus to rebuilding around the brand idea of “Apple makes technology so simple that everyone can be part of the future.” Jobs came in with a consumer-first approach in a market dominated by an obsession with gadgets, bits, and bytes. At the heart of our Apple case study is the use of the brand idea of simplicity, and the impact it has on the Apple brand strategy.
Apple Brand Positioning
Apple builds everything behind the “simplicity” brand idea.
We use our consumer benefit ladder to find differentiation. Importantly, turn your brand’s features into consumer benefits. Stop thinking about what your brand does. And, start thinking about what your consumer gets. That’s when your brand positioning statement comes alive.
Functional consumer benefits.
To help brand leaders kickstart their brand positioning work, I have created 12 functional zones that expands to over 50 potential functional benefits. For instance, as you look through the list, gravitate to the functional benefits you think will fit the needs of your consumers and differentiates your brand by looking for words where your brand does it better than competitors. While you might start with our words, try to layer in your own creative language with the specific category or consumer language.
Emotional consumer benefits.
Below is a list of 40 potential emotional benefits help build an emotional brand positioning statement that differentiates your brand. Importantly, you want to own one emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind.
To illustrate, click to zoom in to see our consumer benefit cheatsheets.
Choosing the right benefit clusters for Apple
Using our brand positioning process, our Apple Case study narrows in on the brand’s potential benefit clusters of the functional and emotional benefits. Below, we show how Apple’s three functional benefit zones includes simplifies life, sensory appeal and the experience. And, Apple’s three emotional benefit zones includes optimism, feeling free and getting noticed.
For example, click to zoom in to see the Apple’s consumer benefits.
Building Apple's brand positioning statement
Once you have everything settled, the overall brand positioning statement focuses on simplifies technology to help you feel smarter, so you can do more with every device.
For example, click to zoom in to see the Apple’s consumer benefits.
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Building Apple's brand idea
Everyone seems to call the short-form description of a brand by different names; brand DNA, big idea, brand essence or shout from the mountain. I keep it simple by calling it the brand idea. Essentially, to win in the marketplace, your brand idea must be interesting, simple, unique, inspiring, motivating, and ownable.
I created a brand idea blueprint with five ideas that surround it.
On the internal brand soul side, describe the products and services, as well as the cultural inspiration, which is the internal rallying cry to everyone who works on the brand. On the external brand reputation side, define the ideal consumer reputation and the reputation among necessary influencers or partners. The brand role acts as a bridge between the internal and external sides.
For example, click to zoom in to see the Apple’s brand idea based on brand positioning.
The Apple case study uses the brand idea for Apple is “making technology so simple that everyone can be part of the future.” Most importantly, Steve Jobs insisted they take a consumer-first mentality, as they transform leading technology advancements into “consumer-accessible” technology, helping fuel the perception among the mass audience that Apple is an innovative leader.
For example, click to zoom in to see the Apple’s brand idea map based on brand positioning.
We us our Apple Case study in our Beloved Brands Mini MBA
Below is an example video (30 minutes) from our Beloved Brands Mini MBA. We use the Apple case study to demonstrate many of our brand positioning tools.
To view, click on ARROW to play the video or the SOUND the adjust the volume.
Apple's Brand Key Model
A Brand Key model is a tool from consumer marketing that allows marketers to lay out the unique selling proposition (USP) elements of their brand on one page. Essentially, this article will go through the Brand Key model explained with nine elements that build the USP. And, with each element, we will show you the work you need to do.
Below is the Brand Key example for the Apple brand. It really brings to life Apple’s unique selling proposition of simplicity. To read more on brand key models, click on this link: Using a Brand Key Model to define your brand’s USP.
To illustrate, click on the diagram to see Apple’s Brand Key Model explained.
Use Apple's brand idea as a lens to see the problems not delivering
Apple has done a great job in taking that simplicity brand idea and stretching it across their brand story through advertising, and their innovation plan (as they have entered many new technology categories).
They have also used their brand idea to guide how they manage the purchase moment (to make sure their retail outlets are easy for consumers), and how they create happy experiences for consumers. And, when they don’t nail the ideal consumer experience, they go out of their way to help out. They also have the genius bar and on-site lessons, which help increase the knowledge of consumers.
The other beauty of having a crystal clear brand idea, is that everything that goes against that brand idea almost acts like an obvious virus. Looking below, here are four examples of where Apple is missing out on “simplicity” which puts the brand idea at risk. Above all, these should trigger action plans to build into your brand plan. In pointing out these flaws within our Apple case study, I am yet to see Apple take action.
Apple brand strategy
How the five elements of smart strategic thinking sets up Apple's famous turnaround plan:
1. Set a vision of what you want
To start, their vision is to make it easy to get everyone to be part of technology in the future. The main issue was how to create brand fans then mobilize them to spread the word to the masses.
2. Invest resources in a strategic program
Next, Apple invested and aligned everything behind a brand idea defined as “Apple makes technology so simple; everyone can be part of the future.” They use this brand idea at every touchpoint, including the brand positioning, communication, innovation, purchase moment, and experience.
3. Focus on an identified opportunity
For decades, Apple consistently focused on empathizing with—and taking advantage of—the consumer’s frustration with technology. In the 1980s, they attacked IBM personal computers as being too complicated. In 2005, they used “I’m a Mac, and I’m a PC” advertising to attack Microsoft. Each time, they used its “consumer-first” mentality to transform leading-edge technology into accessible consumer technology.
4. Leverage a breakthrough market impact
Above all, the Apple brand strategy takes a fast-follower stance that takes current technology and makes it simple to use. Every platform, including desktops, laptops, phones, watches, tablets, and music streaming delivers the brand idea of simplicity. They deploy high profile launch hype to use vocal advocates to spread the word to their friends.
5. Performance result that pays back
Most importantly, Apple created a consumer bond with their brand fans to enter new categories. On top of that, it is now the most beloved consumer-driven brand, with premium prices, stronger market share, sales, and profits. The Apple brand strategy used brand love to help drive a remarkable 40x revenue growth over 10 years, skyrocketing from $5.7 billion in 2005 to $240 billion in 2015. This rapid growth helps cover the high costs of advertising and R&D, giving them very healthy operating margins, up over 35%. All this strategic effort has increased their market capitalization approaches $1 trillion.
Apple brand plan
We are going to build out a Brand Strategy Roadmap that can steer the brand for the next three to five years. And, we’ll show a one-page Annual Brand Plan. We’ll show the rough brand plan work you can do.
For example, click to zoom in to see the Apple’s Brand Strategy Roadmap.
The rough brand plan for Apple
With the Apple case study, our strategic thinking model sets up the core elements the Apple brand plan:
Vision: Apple wants everyone in the world to be part of the future.
Goals: Continue aggressive sales growth, geographic expansion into China, launch a major new consumer-friendly technology each year.
Key issues: 1) How do we convey Mac’s superior user experience versus the traditional PC? 2) How do we enter the music industry and increase the availability of online music to support our iPod?
Strategies: 1) Apple will launch a full communications assault to challenge the PC/Microsoft Windows dominant position by finding flaws in the PC to contrast with Mac computers’ simplicity to steal significant market share by enticing frustrated PC consumers to buy a Mac. 2) Apple will launch a full assault against the entire music industry with a disruptive innovator stance to show how iTunes provides higher quality digital music on your iPod much cheaper, faster and smarter than CDs to gain an entry point into the music industry.
Tactics: TV advertising to highlight new features and challenge competitors. Launch innovation each year including phones, tablets, online music, watches and personal computers. Laugh specific products for China. Increase retail space around the world. Build out the e-commerce program.
Advertising has delivered “simplicity” since the 1970s
Apple’s advertising has been relatively consistent for over 40 years and incredibly connected with consumers. The early print ads of the 1970s, as Steve Jobs was launching Apple, talked about how we designed the computer, so you don’t have to worry about the details.
Steve Jobs pushed for the “1984” TV ad for the Mackintosh launch that spoke about the freedom from machines. Although the message was a little ahead of its time, it fit with simplicity. Above all, the brilliance of the side-by-side “I’m a Mac and I’m a PC” TV ads epitomized the brand idea by making the PC seem overly complicated and frustrating while setting up the Mac as the simple alternative.
Take a look at some of "I'm a Mac" TV ads. Enjoy!
To view the ad, use the ▶️ button to play.
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Building product innovation around simplicity
Apple has taken many failed technology ideas like online music, tablets, or mp3 players, and turned them into consumer-friendly platforms such as iTunes, iPads, and iPods. With each new product, Apple uses launch hype to generate excitement to spark the enthusiasm of the early adopters who spread the word. Also, Apple has successfully taken its cherished brand fans into new categories. Learn how we make innovation decisions.
Purchasing Apple products is very simple, including its own retail store experience
Steve Jobs saw a vision for retail, to help Apple use simplicity to manage the purchase moment through its retail stores, making sure the experience is simple and straightforward. All staff carry a credit card machine and complete the transaction very quickly. No lines or cash registers. Simplicity shines through the store layout, with the genius bar for one-on-one tech questions and support and the training area to teach classes. The brand also puts every Apple product on display to allow consumers to take them for a test drive.
Take a look at the most beautiful Apple stores in the world.
Even when Apple products are in other stores, the brand has used its power with that retailer to create a distinct store-within-a-store concept, which replicates a similar look and experience from Apple’s own retail locations. Take a look at a few of those beautiful store locations below, or go to our article by clicking this link: Beautiful Apple stores.
For example, click to zoom in to see Apple’s most beautuful store locations.
For example, click to zoom in to see Apple’s most beautuful store locations.
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Apple consumer experience
Obsessing about the consumer experience
As Steve Jobs famously said, “You have to start with the customer experience and work backward to the technology.” Apple even believes opening your Apple products should be like unwrapping a gift.
Steve Jobs wanted the consumer to be able to use any Apple product right away rather than spending hours loading software or setting up your machine. Regarding product integration, Apple products work together, and they work the same way, which makes it very simple for consumers when they move from one Apple product to another.
Apple brand loyalty
How Apple's brand love leads to increased power
As we continue our Apple case study, let’s take a look at the power and profit Apple generates through brand love.
As they achieved an extremely tight bond with a loyal mass of followers, they use the tight consumer bond to generate brand power that they quietly wield in the market. Apple’s retail network of stores generates twice the sales per square foot of any retailer in the world, yet it is a very soft-sell environment.
I was recently on a double-decker bus tour of New York City, and when the bus went past the 5th Avenue Apple flagship store, half the bus stood up to take a photo. And, they have such a power over the supplier network with an array of engineers following extremely tight procedures.
Also, they have a power over the media, generating over $2 billion worth of free media each year. Moreover, Apple fans want to work at Apple, many times giving up lucrative jobs just to be part of the brand.
Smartphone loyalty scores
Below, we can see the loyalty scores of the various smartphones. Apple leads the way with over 90% loyalty, moving from one model to the next. Samsung’s loyalty is below 70%. And LG has fallen to 32%. At LG’s level, you’re constantly needing to source new consumers. That’s an extremely expensive way to manage your brand.
Apple's prices continue to increase
As Apple’s loyalty holds strong, they are able to increase their pricers with each model. Loyal consumers are less price sensitive. This translates the Apple brand strategy into added profits. Steve Jobs used hype marketing to create a very tight bond with consumers.
The power of the Apple brand
How Apple's brand power leads to increased profit
The Apple brand strategy extrapolates the power they generate into profit, with their incredible financial performance over the last 15 years. And, they generate significant price premiums, relatively lower cost of goods and moderate marketing spend ratios. Most importantly, this holds their margins at healthy levels for a technology firm.
Furthermore, Apple has entered many new categories over the past 15 years, each time their army of loyal fans has followed, moving into laptops, phones, tablets and the music business. In each segment, they continue to gain share to drive volumes.
Finally, the higher margins and higher volumes make for a beautiful profit statement.
Even though Apple gives the perception of an extremely friendly brand who is on the side of the consumer, they are now a huge mass market corporate brand, with a market capitalization of $500-600 billion, which 2-3 times the value of companies like Coke, Procter & Gamble, Pfizer, and IBM.
So, if you invested a mere $10,000 in 2005, you would have $240,000 a decade later. The Apple case study is indeed a glorious look at the vision of Steve Jobs.
Apple turns their brand love into higher power and profits
What you can learn from the best Apple Advertising of all time
Apple advertising has delivered “simplicity” since the 1970s. As you review the Apple brand strategy, we can show how their advertising has been relatively consistent for over 40 years and incredibly connected with consumers. We said you could build an Apple case study on the advertising alone. So we did! So many showcase the genius of Steve Jobs.
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