Apple Wants to Use Our Fear to Differentiate Its Products
Apple’s New Marketing Tactic: From Lifestyle to Lifesaver
The shifts in Apple’s advertising strategy are nothing short of tectonic. Remember when Apple ads focused on elevating your lifestyle, connecting you to your loved ones, and making you the coolest kid on the block? Those days are fading fast in the rearview mirror. Apple seems to tell us that owning their products could be life and death.
The New Narrative
Once upon a time, Apple’s marketing centred on how their gadgets could enrich your life. You’d see people tracking their fitness goals on their Apple Watches or sharing moments with family via their iPhones. Fast forward to today, and the narrative has taken a dramatic turn. Apple’s latest ads claim that their devices could save our lives.
During the big reveal of the iPhone 15, Apple went all out. The ad highlighted scenarios such as heart rate alerts that led to vital surgeries and emergency SOS calls made during snowstorms.
The Facts Aren’t Fiction
Apple’s devices genuinely feature life-saving capabilities. From the Emergency SOS function to fall detection and even blood oxygen monitoring, these features are not mere gimmicks. They’ve proven to…
