How Apple Uses Consumer Behavior and Psychology in its Marketing Approach
I saw this tweet recently and it fueled this thread that I’ve been wanting to write for a long time. Apple has accomplished more than just becoming the leader in technology. The business has succeeded in achieving what many people only dream of: a legacy that will outlast everyone alive today for a very long time. I’ve always wondered why Apple has such great worldwide success; what’s the psychology behind it? how apple instill this mentality around the world? I mean I know it really makes you feel exclusive, status holder and maybe even cooler. However, I am also aware that many people purchase Apple products even when they are unable to cover their rent. Does it worth that much? Or is it just the perception that many Apple marketers, designers, and strategists created on us?
Here are a few of Apple’s marketing strategies that I found interesting and that, as consumers, I believe are important to know about. Perhaps it will encourage rational decision-making rather than mindless consumption when we make our next purchase. And I am sure that knowing these will broaden your horizons in the field of marketing, as it did for me.
Self-Signaling Behavior
Apple has been effective in building a solid brand reputation and a devoted consumer base by connecting its products to a desirable lifestyle and indicating personal characteristics. Apple Watches, MacBooks, iPads, and iPhones are frequently seen as status symbols and lifestyle choices. In psychology, it is called self-signaling and is a very effective form of marketing. Apple has effectively utilized self-signaling in its marketing strategies.
So what exactly is “self-signaling”?
Self-signaling refers to the idea that people reveal information about themselves to others through their own actions. Companies can use self-signaling in the context of marketing to influence consumer perceptions and create a brand image.
We use products like iPhones as a means to communicate our identity to others, or at least the identity we wish to portray. Owning an iPhone can convey various aspects of our persona to those around us, although not all of them may be true.
Irrational Value Assessment
Irrational Value Assessment is an economic concept that explains how and why we are so open to financial manipulation. It says people don’t value products objectively; instead, we determine how much something ought to cost depending on the context cues and how they make us feel. Price is one of the indicators that something might be of high quality. If everyone could afford it, the people who bought it wouldn’t feel as good about themselves.
Tribalism
Apple has been known to incorporate tribalism into its marketing strategies, which capitalize on people’s propensity to develop group identities and promote a sense of belonging. The company presents itself as a distinctive and innovative brand that questions the status quo. This distinct identity helps create a sense of tribe or community among Apple users who identify with Apple’s values and design aesthetics. Apple frequently positions the company and its customers as being different from rivals in its marketing campaigns. Apple carefully fosters the notion that its customers belong to a privileged group that recognizes and values the excellence of its goods and ecosystem through sophisticated advertising and marketing. This fosters a “us vs. them” dynamic between Apple users and users of other brands while subtly contrasting with them.
The Impression of Scarcity
Scarcity is one strategy used by Apple. Limited edition releases, exclusive colors, or time-limited promotions create the impression of scarcity, which makes customers feel rushed and anxious about missing out. This heuristic takes advantage of consumers’ tendencies to move swiftly to obtain the good before it runs out.
Heuristic
Apple’s other distinctive feature can be considered the thoughtfully created unboxing experience. The quality of the box, the way it’s packed, and the presence of all the components inside exude a sense of luxury and attention to detail. This ties to a psychological principle called a heuristic, where consumers use decision shortcuts or rules of thumb to assess quality. Even for qualities that could be difficult to quantify directly, like signal quality or phone performance, Apple gives customers a more concrete and approachable way to assess the product’s quality by emphasizing the aesthetics and tactile parts of the unboxing experience.
Of course, Apple’s success cannot be limited by these strategies. While the company possesses various factors that contribute to its prominence, such as simplicity in design and numerous opportunities in the market, its competitive advantages and strengths have played a crucial role. Apple’s sleek, minimalist aesthetic, coupled with the higher price points of its devices, creates an aura of exclusivity and sophistication. The combination of strategic marketing approaches, innovative design, and an understanding of consumer psychology has propelled Apple to become a leader in the industry, with a dedicated following that values the brand’s identity and ethos.
