Mega Multimedia Mayhem

Apple's use of digital media for marketing. Apple is extremely well-known for its quirky online digital media advertising. From its “Mac vs PC” advertisements to its dancing black silhouettes for the iPod, Apple knows how to appeal to its market. As Simon Sinek, a motivational speaker specializing in business leadership, once said, “People don't follow what you do; they follow why you do it,” Apple is big on showing its customers its vision and ideas. Unlike most other companies that simply advertise their products as they are, Apple appeals to the non-tangible benefits of its products, such as a better Augmented Reality experience benefitting everyday life.

Apple states that one of its core beliefs is making life a better experience, and they will help to achieve this by making products that help to better people's lives. With this in mind, they make computers and electronic accessories that will benefit customers in this way. This way of thinking helps Apple to appeal to customers in a much more physiological way than, say, Microsoft, which simply advertises their products by parading around their advanced technology. Yes, advances in tech is well and good, but there is no reason why one should buy their products. The exclusion of the why is how companies that put emphasis on the reason they do what they do, like Apple, are so successful.

I believe that Apple will continue to lead the technological revolution in the forseeable future. Although they are not as tech-savvy as other companies that really push the boundaries of electronic technology, like Samsung or Microsoft, but they have a stated their beliefs so strongly in their advertising. And people who identify with their beliefs will continue to patronise Apple and ensure their dominance in the market.

“People don't follow what you do; they follow why you do it.”