photo: apple.com

Apple’s New iPhone Marketing Language

Speaking in Italics

Bryan Landers
Sep 10, 2013 · 2 min read

Apple’s new product pages are up for the iPhone 5s and 5c. The marketing copy and narration in the promotional videos is so emphatic it’s almost comical. This is what it sounds like to speak in italics. It’s very important to them that you know that they’ve considered every detail in manufacturing, design, and experience. I think it’s going needlessly overboard, since the finished products themselves communicate that message clearly.

One thing to note is that the focus is on the devices and their creators, not on the people who will use them or what they will do with them. Look at the iPad product pages to see the contrast — there they focus on the apps and experience as much as the technology and craftsmanship.

Here’s a list of words used in the iPhone marketing copy -

Adverbs:
purposefully
meticulously
technologically
remarkably
specifically
precisely
perfectly

Verbs:
imagined
considered
crafted
built
designed

iPhone 5c with Cases (Apple.com)

At least the colorful iPhone 5c phones are fun and playful, even if their introduction lacks those qualities. I look forward to the commercials for those.

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