Apple’s Marketing Strategy – Sell On Value, Not Price

In 2010, Apple made headlines when they surpassed Exxon Mobile as the world’s most valuable company, released the iPad, which revolutionized the globe, and were named the most profitable retailer in the entire United States.

So the question on everyone’s mind is:

How did they do it?

What was Steve Jobs’ “magic” that seemed to make everything he touch turn to gold?

The Secret to Steve Jobs “Insanely Great” Marketing

Apple’s marketing strategy can be summed up in one word:


This is where Apple’s marketing strategy begins

When Steve Jobs returned to Apple in 1996, they were on the edge of bankruptcy, Apple had a loss of $1 billion dollars from the previous year, and was 90 days from bankruptcy.

In 1997, when Steve came back, and applied these marketing strategies, Apple recorded a profit of $5.9 billion, then.

Over the next 10 years, he took Apple’s stock market cap from $3 billion, to $702 billion dollars (Microsoft has $226 billion, and Google has $218 billion)… so how did he do it?

Well, it starts with a great mindset—here was Steve’s:

“If we want to see Apple healthy again, we have to let go of this notion that for Apple to win, Microsoft has to lose. We need to embrace a notion that for Apple to win, Apple has to do a really good job; it’s about Apple being able to make incredibly great contributions to the industry.”

The next year, Apple created the first computer that made it easy for consumers to get onto the internet (most computers took over an hour of complicated set-up, while the iMac had you surfing the web in less than 10 minutes).

Steve decided, rather than compete with mediocre products, by building the highest quality product in every way; a product so perfect you couldn’t get the pleasurable and easy EXPERIENCE of it anywhere else, the rest would take care of itself.

Steve Jobs knew that if he focused on SERVING THE CUSTOMER, while all the other companies were too busy competing, and trying to cutthroat each other to focus attention on building great products.

Because Apple was more focused on meeting the customer’s needs than anything else, so they didn’t need to compete on price, and could set their own prices, because they were delivering something much more powerful—VALUE.

The Marketing Strategy That Drove Apple To The Top

What made Steve different from other marketers, is he understood that his job as a marketer was NOT to focus on making money or sales, and, unlike other marketers, it showed in the way he presented his products:

Here are some of the quotes that reflect Steve’s focus in business:

  • If it could save a person’s life, could you find a way to save ten seconds off the boot time?
  • You‘ve got to start with the customer experience and work back toward—not the other way around.
  • Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful; that’s what matters to me.

Steve made the marketing process simple; if you give people what they want, educate them on why they need it, show them how it will improve their lives, and why no competitor’s products can compete with the convenience and ease of use of yours, customers will open their wallets.

Who Are Your Products Designed For?

Apple’s marketing strategy relies on creating products THEY are going to be using themselves (the iPhone was built because Apple employees were unsatisfied with their mobile phones, so they built the phone they’d want to use).

Apple built the iPad thinking about how to build a product that made it effortless, easy, and fun to browse the internet, watch movies, and read books from anywhere, they started by creating a product the customer would want, then offering them that product.

I’ve covered this topic in-depth, revealing all Apple’s secrets, in my revolutionary free book Apple Marketing Strategies. Get it free here.