I believe everyone is pretty familiar with the series of productions from Apple Inc., the iPhones. A majority of students even owns one or multiple iPhones. IPhone is a smart phone invented and sold by Apple Inc. Recently, Apple released a new version of iPhone known as iPhone 6s. It is shocking that after selling eight generations of iPhones, Apple still manages to market their new product and reaches an incredible amount of sales. Apple’s successful marketing strategies help themselves to break their own selling record.
On Apple’s home page, the name of its new product iPhone 6s is written in bold, and the “s” is bounded with a square like shape. This square like shape attracts people’s attention and distinguish iPhone 6s from their previous product iPhone 6. Whenever people browses Apple’s home page, they will notice the change immediately. Apple’s slogan for iPhone 6s is “The only thing that’s changed is everything.” Because iPhone 6s has a similar design as iPhone 6, a lot of Apple’s customers complain about the lack of development of iPhone 6s. By using this slogan, Apple makes a logic error on purpose in order to mock the critics. Apple refers to the famous saying, “Do not judge others by their appearance” and suggests those who criticize the similarity between iPhone 6s and iPhone 6 are judging through the appearances of the phones only and ignoring the inner differences.
Interestingly, Apple does not put any statistical data on their home page since the major customers of iPhones are people from 20 to 40 years old. Most of them are addicted to cell phone and favor technologies. However, only very few of them are professionals and can interpret the data. Most of the customers purchase iPhone only for its fashionable elements and convenience. As a result, instead of putting all these verbatim data on their front page. Apple chooses to compress all of its professional information in the “Learn More” tab and makes the homepage more vivid.
Last but not least, Apple announces their new product on September 9th 2015. However, their sales will not begin right away but in about 2 weeks. They have pre-order option online but only a limited number of iPhones are available. Apple does this every year when they market a new version of iPhone. This is a marketing strategy called hunger marketing. The company limits the sales of a certain product intentionally in order to make people long for that product more eagerly and increase the demand. In this advertisement, Apple uses relatively small fonts to notify the customers that sales will begin at 9.25, and the pre-order option implies that this product will be sold out really soon. Consequently, customers who might be hesitating will purchase the new iPhone decisively since they will worry about the incoming sold out.