Is Apple better at developing technology or at selling it?
The original Macintosh or the 1984 superbowl ad? The mouse or the keynote presentation style? The iMac or the ‘I’m A Mac’ ads?
If it’s a question of which is more important it’s kind of silly, but you can’t deny that they’re great at both. In both product design and marketing, they’re one of the most envied and imitated companies in the world.
One thing that their products and marketing have in common is their simplicity. Their mouse famously has one button, so does the iPhone, and the MacBook enclosure is cut from a single piece of aluminium. And then there are the wonderfully simple headlines that accompany their product launches. Apple understands that the more special a product is, the less they need to sell it.
Here are a few from recent years:
It’s overpriced, totally impractical, and I want one.
They had journalists at the New York Times and the Wall Street Journal calling this one “the Jesus Phone.”
That tiny little thing shoots video? Where the heck does it put it?
So how do you explain this:
Wait—what is going on here? It’s “advanced technology”? It’s “magical”? It’s a “revolutionary device”—and it’s “at an unbelievable price”? And did they just intentionally rhyme “device” and “price”?
Does this sound like the kind of marketing you do when your product doesn’t need marketing?