Hey guys, Finally I got the answer to one of my oldest bugs, Which is why the hell people buy apple when they can get the same phone with much less money? So I asked lots of people and the most common yet most illogical answer was “people buy apple products to show that they’re rich”. And the most logical answer to me was “Apple products are safer, you know like they don’t get much malware attacks”. I believed this for a long time But then I was like wait who buys phones and computers thinking about malware.
So after doing some research I came to the conclusion that Apple sells its products through the power of reputation. Ok I know I am not making any sense. So there is this book called “The 48 Laws of Power” by Robert Greene. In the book, the author talks about 48 laws you can use to become powerful. So the Law: 5 of this book is Protect your reputation at all costs since your reputation shapes others’ expectations.
Okay so now we know that since Apple has a good reputation, people always have high expectations from them.
But the question is still here how did they form this reputation? It’s a hard question so I couldn’t find a desirable answer until I read this amazing book called “Start With Why” by Simon Sinek. Now if you read some of the reviews of the book people are saying that author could make it small or it could be a blog post, not a 250-page book. To be honest I have mixed feeling sometimes it gets annoying but then you’ll feel like it’s pure gold. So don’t look at the reviews it a must-read. And when I say must-read I mean it.
Now let’s come to the main topic,
Apple is Innovative
So let me tell you what really innovation means, it makes bringing something new which transforms the industry forever. Apple always challenged the traditional beliefs of the industries they entered. For example,
Before Apple came to the market with its Apple I, computers were made for big corporations. Computers were too complicated and out of the price range of the average individual. But Wozniak, a man not motivated by money, envisioned a nobler purpose for the technology. He saw the personal computer as a way for the little man to take on a corporation.
When Apple first came out with the Macintosh, having an operating system based on a graphical user interface and not a complicated computer language challenged how computers worked at the time. What’s more, where most technology companies saw their biggest marketing opportunity among businesses, Apple wanted to give an individual sitting at home the same power as any company.
Before Apple came with its iPhone, In the mobile phone industry, it was the service provider, not the phone manufacturer, that determines all the features and benefits the phone can offer. T-Mobile, Verizon Wireless, Sprint, AT&T all dictate to Motorola, Nokia, Ericsson, LG, and others what the phones will do.
Then Apple showed up. They announced that they would tell the service provider what the phone would do, not the other way around. AT&T was the only one that agreed, thus earning the company the exclusive deal to offer the new technology. That’s the kind of shift that will impact the industry for many years and will extend far beyond a few years of stock boost for the shiny new product.
And we all know how iPod & iTunes transformed the music industry forever.
Apple Starts With “Why”
So before I go this let me tell you about the golden circle first:
So I hope now you understand what The Golden Circle is and you have a basic sense of why, how, and what.
Now let’s look at Apple’s ad without any Why:
We make great computers. They’re beautifully designed, simple to use and user-friendly. Wanna buy one?
Now Let’s look at their real ad:
Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. And we happen to make great computers. Wanna buy one?
They totally put the massage upside down and started with a why which is to challenge the status quo. Now questions can be asked how can this “Why” makes people buy anything. So let me break this down so that you can understand how Apple inspires us to buy their products.
Let’s first understand how our brain functions. As we all know our brain is divided into two parts, Conscious Mind & Subconscious Mind. Our conscious mind is the logical mind and it controls our language and our subconscious controls our emotion which is not connected to language. Believe it or not, humans are predictably irrational. That’s why if you ask someone why do love their favorite movie they won’t be able to give you a logical answer. Because we love with our subconscious mind(Not heart) and it isn’t logical. They’ll be like “I just love it don’t know why, it just feels good.” We take most of our decisions using our subconscious mind and then we try to justify our decisions with our conscious mind.
Now when we see Apples ad their “Why” connects with our “Why”, we feel like we belong to the Apple community. It’s a gut feeling. So “Why” inspires us to buy Apple products and “what” helps us to justify our purchase.
Now if I try to explain the whole “why” thing I’ll get tired of writing and you’ll get tired of reading so I tried to keep it short. So next time I’ll write a whole dedicated post about “Why”. Again I shared these from The book Start With Why. So this is it for today catch you guys up on the next one. Till then stay safe. Peace.
Get the book here: https://amzn.to/33DH1TW
Get Free the audiobook here: https://amzn.to/3dcMKDA
Check out my last post here: https://orinate.com/2020/09/14/why-perfectionism-sucks/