What Can Brands Learn From The Apple Music Product Launch?

Apple, if nothing else, knows how to bring a new product to life. At their latest WWDC, they announced Apple Music, a new streaming platform that will feature live radio by real DJs and a community element that promises to offer content from the artists you love. Why Apple is best in class is because they treat everything in their Keynote as a spectacle, and treat their featured product as the signifier of a new epoch in technological history. Apple has an ostensible organizational love for everything they’re producing, and that love is manifested in such a way that the experience of their Keynote leaves viewers with more than just information; they’re left with heightened anticipation and awe.

If there is one thing to take away from the way Apple launches new products, it’s that they’ve created a culture of enigma. Apple understands who their consumer is, and more importantly, what their consumer wants. This level of understanding, coupled with their unwillingness to talk about their products until the launch, forces conversation to happen between influencers and those they influence. Anticipation is built, spectacle is delivered. Let’s take a look at a few key take aways from Apple’s product launch style (all photos are clickable with links to stories for more information):

I. Build a sense of mystery

Before every Apple product release, there is always hype. That’s because Apple is great at building suspense and creating an air of mystery surrounding its products. Sometimes Apple seems like its own fortress; no information is released until Apple is ready, and then, it’s cloudy at best. That’s why rumors and mystery bubble up before every WWDC. Apple’s PR team takes on a “less is more” approach to keep this strategy in tact: say nothing in order to keep everyone guessing. People will always wait on the edge of their seats to see what’s next.

II. Scratch some backs, and they’ll scratch yours

Apple ensures the right information is released by befriending a few select bloggers and reviewers they’ve deemed influential in the industry. From the beginning, Apple has kept these friends happy by involving them in early product reviews and release information. By maintaining these relationships, Apple is able to make sure that what these friends tell the public is what Apple wants them to say.

III. Know your audience

Apple knows exactly how to behave for its audience. At each WWDC, Apple generally follows the same story arch: start with something big and new, but slightly expected. End with the most innovative idea. When it comes to presenting each product individually, Apple makes sure its messaging touches on an emotion, and makes the audience feel like they’re taking part in something bigger than themselves — something revolutionary. Worldly and empowering imagery, partnered with a grandiose tone make the audience feel like small, yet powerful forces in the world. And it works because Apple knows that’s what the audience wants — to feel like they’re taking part in something important, even if it is just listening to the radio.

IV. Find a relevant place in culture

Finally, Apple’s launches are so successful because they make themselves the front and center of modern culture. With a legacy like Apple’s, it’s easy to have such a large expected impact, but even smaller organizations can show that they’re culturally relevant. By knowing what’s trending and what’s going to be trending, Apple can stay relevant and revolutionary. Apple has defined itself as the innovator, but there are other significant roles in cultural that can brands can play.

V. Make twerking a part of your keynote video

Originally shared on July 7th, 2015