A brand and its followers

Last week the much anticipated latest “kid on the block” for the Apple company was unveiled – the iPhone 7 and 7 plus. The introduction was expected but little or nothing was known about the changes that will occur to the iPhone 6 and what new features will be introduced.

The release date was set to 16^th September and as is the usual practice, as soon as the presentation was done, the door was open to pre-orders. This article is not about reviewing the features or updates on the new apple devise; but more on how Apple over and over again have maintained the cult following they enjoy from their numerous users all over the world.

For a product that was yet to be sighted by consumers, the iPhone 7 plus already been sold out even before any physical product dispatch! The question is this – how many brands would have users queue up hours on end just to lay their hands on a product that has the basic physical features like any other phone out there? Reading through the many consumer post on their experiences, it ranges from having their delivery dates extended and others who had made store pick up pre-order being informed at the Apple store that their order could not be fulfilled due to them running out of stock in spite of orders being pre-booked!

While not being able to fulfill customers demand is not a good experience for the customer and doesn’t put the brand in good light; however, in this case it is a clear testament to the fact that the relationship which the Apple brand has with its users transcend a physical need or benefit but more of a strong emotional bond. There are many people out there who will buy their product just because it’s from Apple. For them, it is a lifestyle statement and something they can brag about and proudly show off to friends.

The truth is that Apple has mastered the art of product launches. They do things a bit different from conventional logic. Here are a few learnings we can pick from Apple product launches:

1.       They focus on people rather than their product: They simply tell us how their product will make your life better in a simple and compelling manner. It is not so much about the technical details but what it means for the users. In the words of the CEO of Apple at the launch of iPhone 7 “it makes all the things you do everyday better”. That is what is important to consumers!

2.       They are well accustomed and in tune with their stakeholders: Well before the launch date, the media had been talking about the product. They engage with bloggers, critics and the tech community. This gives a lot of pre-hype and talkability about their brand.

3.       They make an event out of their product launch: Apple event launches are not about elaborate product display and lengthy presentation; they make it an event to be enjoyed by the audience. It is really about showmanship.

4.       They keep things secret: While they engage with stakeholders ahead of the launch, they still manage to keep things shrouded in secrecy! They allow stakeholders speculate but never give anything away. This in itself gives them a larger than life image.

 What sustains a brand is a strong emotional following, a position that has clearly been taken by Apple.