What is Apple's Secret Weapon?
(Hint: It Isn't Low Prices)
As buyers of products and services, we think we’re buying what’s being sold, but most of the time, subconsciously, we are actually buying why it’s being sold.
Some companies aim to be the lowest-priced option (think Walmart or McDonald’s). Other businesses (and nonprofits too) strive to connect with customers on a personal level. Sharing our “why”—our purpose, our cause, what we believe—is the very best, most authentic way to do this.
Consider Apple with their iMac, iPhone, and iPad. Many, if not most Apple customers are cheerleaders and fans of everything Apple, and they happily pay a higher price for their products. Why? Because Apple fans don’t care that much about price. They care more about how Apple makes them feel.
The premiums Apple collects have made them the most profitable company in the world since 2015.
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
This is Apple’s “Why.” It’s their secret weapon. Does it work? We’ve all heard stories about rabid Apple fans standing in line overnight, in the rain and snow, 24 hours and more before the newest gadget is released, just to be among the first to get it.
They proudly open their MacBooks in public places, like airports, just so everyone can see the glowing apple and know how proud they are to use a product they love so much.