For many people, Apple is a confusing company. On one hand, it’s an unquestionable success because it’s innovating and dominating entire categories of products and making more money than its competitors. Throughout the fourth quarter of 2018, global iPhone sales hit 64.5 million units, getting Apple 15.8% market share during the period.

However, on the other hand, Apple seems unable to understand its customers by removing what they like about the product, neglecting its own products, and making peculiar trade-off that the costumers never voted for. Many people would say they can afford these mistakes because of their exceptional marketing, still the message sometimes people see is a disorganized and distracted company.

Although it sounds absurd, there is a strategy behind every Apple decision. The only way to make sense of all this success, predict their future and explain their mistakes, is by trying to thing like they do.

  1. Transparency of the Company

Firstly, Apple is treated as a technology company, but their goal is to not resemble the objectives of a typical technology company. Apple Inc.’s corporate mission and corporate vision are linked in terms of how they push for the company’s continuous growth despite challenges in the competitive landscape.

Their business may involve resistors and monitors, yet from their perspective this component is only secondary. In fact, technology is their major enemy, in the ideal scenario, a client doesn’t care about the RAM or the hi-tech components.

Considering the variety of industries where the business operates, it is essential that the diversity of strategic approaches for these industries can be embodied in the corporate mission and the corporate vision. Apple is obsessed with making devices thin, light and minimalistic removing buttons or complementary accessories, each device has the goal to move on a direction of smaller and with less confusing technology.

  1. Good Usability

Apart from the fact that technology continues to advance, Apple still manages to create a product that works for absolutely anyone who will use it. The iOS software follows those three principles:

  • Difference – The UI helps people understand and interact with the content;
  • Clarity – text is legible at every size, icons are precise and lucid, adornments are subtle and appropriate;
  • Depth – visual layers and realistic motion impart vitality and heighten people’s delight and understanding.

In terms of functionality, Apple knows how to create a product that’s really easy to use. Everyone who never contacted with an iPhone can make a call or connect with Google Chrome/ Safari without struggling to work out its features.

  1. Consistency

Apple’s secret sauce is that there are no secrets. It is the wow of consistency. The user interface (Vital for customer satisfaction in buying and using computer software operating systems) has remained essentially the same across Apple’s products.

If there’s an attribute a person admires on a brand it’s consistency, and that’s what Apple is good at. Of course, they evolve, but the changes they make don’t disrupt the look and feel of their overall brand message.

Just like the old saying says, you don’t change horses in midstream during a race. They know the recipe that works with their users and so they don’t make sudden changes. Users want consistency, continuity, standardization from release to release of hardware and software.  No matter where you go, if you put a picture of Apple’s silver Macintosh symbol in front of someone, they’ll immediately be familiar with the logo.

  1. The status

This is probably one of the biggest reasons why we firmly believe that people love Apple. It’s because people who buy an iPhone or any Apple device, will feel somehow better for having such deluxe product at the eyes of the current society.

Having the latest iPhone is mandatory for a percentage of our population. To hardcore iPhone devotees, their phone isn’t just a phone. Just like any precious object, it’s an extension of themselves. And since they paid good money for that extension, they want you to see it.

The style of their website, the high-class images in their adverts, and the polished design of their products demonstrate a way of a lifestyle. The goal of all the videos and advertisement is trying to communicate with audience and telling that who has an iPhone, or any other advice creates great stories and belongs to their community.

Apple is clearly doing the best job marketing wise and did build a strong continuous community. Technologically, you could choose a better price/quality product, but we should also understand the importance for someone buying Apple products. However, we should be self-aware that owning an iPhone won’t actually make us achieve anything else, besides owning a brand-new gadget.

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