Communication theory: Apple

Apple is an innovative brand that offers a wide range of products. The company is a sales leader in the gadget market. Apple is not just a device manufacturer, it is a brand that inspires and evokes a sense of belonging to something innovative and progressive. People buy their products not only because of their high quality, but also because they want to be a part of their community. Apple’s target audience is primarily young people with above-average incomes, often working in creative industries and using their products for professional purposes. These are advanced technology users who value comfort, quality, prestige, and style. Entrepreneurs and businesspeople also often choose Apple products. Another segment of the target audience is teenagers who try to demonstrate their status by belonging to this brand. Apple fans share their ideology, and 90% of them return for a repeat purchase. Apple is positioned as a leader in innovation, constantly introducing new features to their products and keeping their competitors at bay. Another key aspect of their positioning is the focus on combining premium design with functionality. Their products are minimalistic and aesthetically pleasing, and also they offer top-notch technological capabilities. Apple’s marketing efforts are aimed at creating an emotional connection with their audience by emphasizing values such as innovation, impeccable design, simplicity, and inspiration, attracting individuals who share these values.

Apple doesn’t use many social media and doesn’t engage with them very much, which only enhances the brand’s prestige. Among them is Instagram, where they mostly post #ShotOniPhone, which is an advertising campaign where people post photos taken with an iPhone. The campaign provide social proof to help promote their products. Twitter is a platform, where they help their customers: provide recommendations, and also answer questions, providing two-way symmetrical communication with their audience. They advertise their devices оn Facebook and they present new products on YouTube, increasing their credibility and earning trust.

Apple is a PR genius. The brand creates a buzz every year before the release of a new product, as the final design of the iPhone remains confidential until the presentation. The secrecy increases interest in the product. Another PR strategy is storytelling. Apple uses storytelling instead of dry facts to better convey the brand’s values and mission. The campaign also creates an artificial scarcity of its products at the beginning, increasing exclusivity and demand. Collaborating with influencers also helps in promoting and creating the right image of the product in consumers' minds. Apple also deliberately leaks information for marketing purposes. Organizing events and presentations helps to attract media attention and increase its credibility within the community. Another strategy employed by Apple is releasing new products annually that are superior to their predecessors. By doing so, Apple prevents its competitors from surpassing it, as they are competing against themselves.

Social proof

On apple’s instagram, you can see posts that demonstrate the use of the gadget by other people. Social proof helps to instill in the audience that the product is used by the majority and to cause a desire to conform to society and also buy yourself a product of this brand.

Liking

Apple makes collaborations with popular people, this is one of the ways of influence through the peripheral route of perception of information — «liking». Thus, other people, in an attempt to get closer to the lifestyle of their idols, want to purchase a product of this brand.

Contrast

Contrast is used in the prices of smartphone models, making basic iPhones seem cheap in comparison to the more expensive Pro versions.

Reciprocation

Apple provides free advice and recommendations from the community, which is a principle of reciprocation where you want to buy a product because you want to maintain a balance between your contribution and the brand’s contribution.

Scarcity

At the launch of a new gadget, the campaign provides a limited number of models, thereby creating an artificial scarcity, fueling the desire to buy the product. Also, there are limited offers on their website, for example, a credit card.

Apple also uses the central route of information processing, as their products are very expensive, therefore they must use strong arguments to attract a solvent audience. They provide all the information about the technical characteristics of their products, make a detailed comparison of the parameters of different models.

Dialogic loop

On their website, Apple uses the principles of dialogic theory to build a good relationship with their target audience. The first principle they apply is the «dialogic loop.» The website has a section where users can ask questions to the community and receive answers, which promotes interaction between the organization and its target audience.

Usefulness of information

The website has all the necessary information about the campaign, encouraging a person to buy a product. There are technical information about all the functions and features of the devices, a full range of products, the ability to make an order, contact information, values, and mission.

Generation of return visits

Information on the site is constantly updated, new offers appear, the community section is also replenished, information about prices changes. This encourages a person to keep track of updates and to visit the site again.

The intuitiveness

The site has a simple navigation that allows you to easily navigate and quickly find the desired section. Contrasting buttons allow you to manage attention and make the user experience more comfortable. Large font sizes and photos, minimalism, and lack of clutter help to more quickly cope with the user’s task. In the third block of the site, it is already possible to go to the online store and make an order in a couple of clicks. There are no complex animations on the site that require a long loading time and good internet, which makes the visit more pleasant.

Conservation of visitors

Fast loading time, links that do not lead to third-party resources from which it is difficult to return, and the absence of advertising allow visitors to be retained.

Apple uses all the necessary techniques to create effective communication. They work well with the central processing route: all their products are rationally substantiated, and there is the necessary information about the technical specifications, functions, and capabilities of the gadgets, which allows users to make a decision about an expensive purchase. The peripheral processing route is also developed: they use social proof, scarcity, liking, and other techniques to influence consumer consciousness. Apple’s dialogic theory also works flawlessly: their website is equipped with everything necessary for productive communication.