10 Apple Secrets That Make People Ready To Get Crazy Loans For A New Model
In the 2019 year, Apple, according to Forbes, the 9 for the first time in a row topped the ranking of the most valuable brands in the world. Now the company costs $ 205,5 billion, and Coca-Cola, for example, less than $ 60 billion. The presentation of the iPhone 11 was the largest in its history - the ceremony was first broadcast on YouTube, where it was watched by more than 5 million people.
Фото: Depositphotos
Why does the brand attract customers so much and why are they ready to take crazy loans in order to get a new model with three cameras? Adme.ru.
Laziness of users is one of the main trading engines for Apple
iPhone and MacBook are as easy to use as possible because the average user of these devices is pretty lazy. He does not want to download, install and configure anything, so Apple is doing everything so that "apple" gadgets can simply be taken and used.
Users take advantage of simple functionality and obediently buy new iPhones. Since Apple devices are poorly compatible with other operating systems, and the user does not want to delve into the settings, then after the iPhone he will most likely buy a MacBook, Apple Watch and Air Pods.
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iPhone expires much faster than any other device
When the new iPhone model comes out, Apple lovers buy it, it seems to them, for objective reasons. After all, they immediately begin to notice the shortcomings of their current device: it slowly loads Facebook, there is not enough space on the screen for comfortable work, etc. In fact, users are driven by 2 reasons - marketing and psychological:
- with the release of a new device, a new version of iOS usually appears, which is poorly compatible with the previous model. The user is updated and really notices that the device has become worse;
- after the release of a new model, the user, unconsciously wanting to get it sooner, begins to focus on the shortcomings of his device and notice even what previously seemed to him insignificant. So he streamlines his desire to get a new iPhone.
The brand does not sell products, but stories
Apple's sales tactics are creating maximum excitement around each new smartphone. None of the competing brands makes such large-scale presentations of their products. Moreover, the "apple" ceremony - this is not primarily about the brand, but about users. The company actively uses storytelling opportunities and creates narratives - stories about people who love Apple.
However, such tactics are not always fired. Users and the media expect visible and understandable updates from every Apple device presented. When instead of the expected all-new iPhone 5, 4s were offered to customers with minimal changes, sales dropped significantly. Apple took errors into account: the fact that the triple camera became a meme is the result of a well-thought-out trading strategy.
Any brand store aims to look like a glass cube on Fifth Avenue
There are stringent requirements for the placement of the Apple Store: walking distance from the transport hub, the most passable places, the best areas in shopping centers. The design uses a Scandinavian minimalist style and only 3 material: stainless steel, natural wood and glass. Benchmark is the central Apple Store, a glass cube on Fifth Avenue in New York.
Sales areas in the Apple Store specifically make half empty
Фото: Depositphotos
Smartphones and laptops in the Apple Store arrange so at ease no coincidence. Products should occupy only a quarter of the sales area, the rest is considered a space of help and ideas. This is where the Genius Bar is located - a special consultation area where Apple geniuses work. They should help customers forget about the time, as much as possible to ask them about their needs and ultimately bring them out to buy.
There are no ordinary cashiers here, just like the cashiers themselves. You can pay by card with any employee, there is a limit on cash - usually around $ 250.
You can hang out at the Apple Store all day. For many Americans, the usual ritual is to run into the store to surf the Internet and check mail. Thus, the brand forms consumer loyalty.
Employees use the Apple approach: Approach, Probe, Present, Listen, End
To remember the order of interaction with the client, employees use mnemonics: come, find out the needs, present the solution, listen, complete. First, the Apple Store employee approaches the customer - silently and with a friendly smile (the process should take at least 10 seconds). Then he asks closed and open questions (“Is this your first Mac device?”, “How do you intend to use it?”)
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After that, a solution is selected - not the most expensive, but the most appropriate to the needs. But this is not the end: now the employee must listen to the client again, ask him what he did not understand or forgot to say. The ideal conclusion is a deal, but a simple invitation to return is enough.
Employees Cannot Tell Customers Where iPhone is
Apple Store employees cannot tell customers where a product is located. The company is sure that their customers do not like to be told at all. Therefore, the employee should most delicately and politely take the client to the right stand.
There he helps him figure out how the device works. Just telling - this is not enough, you need to offer to buy One-to-One classes with "creativity". As part of the lectures, employees talk not only about the work of gadgets, but also about photo processing, video editing, etc. By the way, Apple sometimes conducts workshops on these topics for free. Such events do not bring profit, but add brand value.
Фото: Depositphotos
Apple technology is considered by many to be an example of high-quality design, but the brand had problems with fashionable clothes. Steve Jobs wore the same jeans and turtleneck - maybe that’s why little attention was paid to the uniforms of the employees. The first attempt to unify the uniform was made by the founder himself: he offered workers nylon jackets with detachable sleeves, which turned them into vests. Jobs was booed for this idea, the clothing design did not appeal to the employees.
After that, they began to wear a different shape depending on the season, the upcoming holidays or the release of a new device. Only in 2015 did Angela Arends, vice president of the company, decide to unify the clothes of the employees again. She chose the blue color as evidence of the elitism of the store, then shifted the white logo from the center to the left, to the heart, and included t-shirts, polos and longslips in the lineup.
By the way, the clothes of Apple employees are eco-friendly - it consists of recycled materials on 10%.
The criminals used the employees uniform ...
Such branding helped the thief to remove the iPhone 19 from the Apple Store - he just put on the same blue T-shirt, unnoticed entered the warehouse and also left without a problem with a stack of boxes. And in 2011 in China, a network of fake “apple” stores was opened from 22. Employees also “assimilated” thanks to blue t-shirts. By the way, some of them were sure that they really work at Apple.
... now they walk in black
Perhaps because of this story and poor associations with blue clothes, the company rebranded, and now the employees of the trading floor wear minimalistic black or dark blue t-shirts, or polos with a logo.
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Getting an Apple T-shirt is a solemn ritual and part of the brand’s corporate culture. It’s really difficult to find a job in the company - they joke that this is harder than going to Oxford. Therefore, when an employee goes through all stages of the interview and receives uniforms, they applaud him. By the way, it is forbidden to wear a uniform after hours.
Movie characters always work on a MacBook, but Apple doesn't pay for it.
In 2011, Apple products appeared in the 891 movie, series, and television shows. The head of marketing, Phil Schiller, confirmed that the company has an employee who works closely with Hollywood and promotes brand products on screens. Apple has never paid for it, but the producers still remove the "apple" technique, without hiding the logos. Thanks to her, the characters look more status, and the film itself looks more expensive.
As a gesture of goodwill and compromise, Apple provides for filming an unlimited number of its equipment, which, given its cost, can also be considered a kind of motherboard.
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