The document discusses Apple's marketing strategies in contrast to its competitors like Samsung, particularly during the release of the iPhone 6. It highlights Apple's focus on simplicity and emotional appeal rather than overwhelming consumers with technical features, as seen in their minimalist advertisements. The piece concludes that Apple's distinct approach allows them to create a positive consumer experience, making their products feel accessible and enjoyable.

1. Simple Marketing: Apple and Advanced Tactics
By Kelli Frias

2. Recent Events
With the release of the iPhone 6,
we’ve seen many people line up
early to get the new phone. But
how can Apple constantly draw
these huge crowds in an
increasingly hostile marketing
landscape?

3. The Competition
• Samsung arguably biggest competitor
• Boasts Galaxy S Series (Mobile)
• Galaxy Note Series (Tablets)
• Enjoys great advancements under the hood

4. Common Sense
• If a device has more up to date features, it will dominante
the market, right?
• Not necessarily
• Better features ≠ better sales

5. Marketing From Competition
• Framed as “we are better than Apple because…”
• Proceeds to enumerate all features that Apple products
don’t have
• This comes at a cost of overloading information

6. How Apple Works
While traditional marketing starts
with a thesis about why their
product is better then explains why
it’s a better by, Apple goes against
this tradition.

7. Alternative Strategy
• Apple ads do not purport to be better than their
competition.
• They are designed to make the consumer feel good
• Ads are focused on simplicity, and integral to having a
good time with loved ones.

8. Alternative Strategy (cont.)
• Some (not all) Apple ads don’t mention specific features
entirely.
• Competitors shove reasons why the product is better
down consumers’ throats.
• Apple takes a minimalist approach encouraging viewers
to find their own answer, and create their own memories

9. One More Big Difference
• Apple is renowned for simplicity
• What good is reading off stats if a demographic doesn’t
fully understand them
• Apple tells the consumer “It’s OK. Our product is so
simple, anyone can use it.”
• Apple Site: 16 links on front page
• Samsung Site: Over 200 links.

10. • Point of diminishing returns when you try to one up
competition
• Once you hit that point, why not just change the
game?

11. Thanks for Watching