What Can Apple Events Teach You About Selling Your Product?

Boost your sales immediately with these tips

Apple is known for its legendary marketing campaigns, commercials, and the design that came from Steve Jobs’ genius philosophy. Steve made Apple the company we see today, and his values never left his creation.

Steve Jobs also was one of the first people in the industry to present new products in a live event. These events became a yearly tradition and even people who don’t know much in tech gather to see what Apple is going to announce next.

A person on stage with a giant screen talking about their companies’ latest invention is a normal thing now, nearly every tech brand in the world does this.

Here we will breakdown Apple’s marketing style during their traditional keynotes and learn from the best.

The Wait and Anticipation

Apple events are more than just several beautiful slides on the screen. It’s a celebration now.

It was one of Steve Jobs’ goals:

Turn Consumers Into Evangelists, Not Just Customers.

People who buy Apple are not buyers and not customers, they are a part of the tribe. It is human nature to belong in a community of people, that’s why people enjoy being a part of the biggest company in the world.

These fans anticipate, share it with other people, and think about what is going to be presented.

Twitter added a special Apple logo next to the #appleevent and if you liked a tweet with this hashtag, you were rewarded by a sweet animation. This encouraged people to tweet and like more, which only boosted the hype behind the 2020 event.

It is a yearly tradition to watch Apple announcements because you are not looking at the slides that show you the specs for the new iPhone, you are looking at a yearly tradition of your community.

How They Sell

Over and over you can hear them say:

We can’t wait what will Apple users create with the most powerful X in the world.

You are special. We are selling you a tool to express yourself and show your inner nature to the world.

They Sell Experience

You can repeatedly hear who they sell their products to. They sell them to professionals, to artists, to those who think differently.

Products and commercials for them are often designed around them being fast and reliable. Humans like to associate themselves with a fast tempo or creative process.

Apple doesn’t sell AirPods so you can listen to music. They sell AirPods so you can create music, reach new heights, dance, express yourself, and only then listen to music using AirPods.

Steve Jobs personally focused on this one too. When you buy MacBook Air, you don’t buy a personal computer that can handle some of your daily tasks and open YouTube. Apple sells the belief that people with passion can change the world and make it a better place, using MacBook Air.

Numbers. Big Numbers.

Numbers are easy to understand and they can say a lot about certain products. Apple uses numbers, statistics, and graphs a lot in their presentations.

2X Faster | #1 Smartphone in the world | +6 Hours to Battery life | 17% lighter | 100% more powerful than the best selling android phone, and so on

These numbers can often say obvious things, two completely different things can be compared. But people who don’t know much about tech consider these arguments.

Often these numbers can be a defining feature in a choice between two products from different companies. Use numbers, they tell a lot about whatever you are offering.

Words They Use

I am actually surprised at how often anyone on stage says the word “thrilled.”

This is said multiple times during the same event, and it’s not just that one word.

Next time you watch a keynote, concentrate on the words speakers use. It’s often very uplifting vocabulary. Phrases like we are very happy, we can't wait, this is the biggest leap ever, we are thrilled to announce, amazing performance, are in heavy use. Occasional jokes also set the tone for the whole event.

Such phrases help deliver the message of excitement from the company to its customers, which is really important if you want to show that you care about them.

Quick Summaries

After the presentation of a new gadget, you can see a screen with a quick summary of all the features and improvements.

Don’t waste anyone’s time, show a quick summary of why people should give you money for your product.

Developers

How Apple treats its customers is an obvious thing, but it’s also important to care for those who make games, apps, services, and operating systems for your products.

Yearly WWDC developers understand how valuable they are for the company. Apple organizes different events for them to learn from one another and meet new people.

This shows the appreciation from Apple to people around the world helping them. This is an important defining feature of the company, always appreciate what others give to you. They could easily just show people the new iOS and that’s it, but developers are a part of a family too.

Conclusion

Of course, Apple has an enormous budget for everything it does. But it doesn’t mean that we can’t study their techniques and apply them to our own products.

Apple is always staying true to its values, which is very remarkable. Everything they do contains that little Apple thing. Whether it’s developing a system of values in your brand or building an experience around the products, I think that we should try and learn from the most successful company in history.

This is not a complete list of why Apple events are so special, but I hope that you will be able to apply some of these tips and grow even further with your business.