10 Marketing Strategies That Make Apple's Product Launch Events Truly Iconic!

February 01, 2024 • Marketing

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Apple was made for people who wanted to be unique and different. Steve Jobs focused on appealing to dreamers and creators. Unlike many other companies, Apple prioritizes design over money and marketing when making products.

This blog will help you understand how Apple launches its products and why it succeeds. Let's explore the secrets behind Apple's successful product launches.
But first, let's take a closer look at one specific Apple product launch.

1. Generating Expectation

Releasing teasers before a movie or product launch builds excitement. It's like giving a sneak peek to make people curious. Apple uses this strategy by sharing teasers and mysterious invitations before their product launch events. This creates anticipation and interest among the audience.

Apple is known for surprising its audience with unexpected announcements or cool features. These surprises add excitement and keep people interested in what's coming next.

For example,

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2. Storytelling Technique

Stories have a strong impact on motivating people to take action. Apple understands this, and instead of simply presenting products, they weave compelling narratives. This storytelling approach is a powerful tool in persuading customers to engage emotionally with the product.

To illustrate, let's take a closer look at one of Apple's events.
Apple Watch Launch (2015):
Apple presented the Apple Watch not just as a gadget but as a personal and health-oriented device. They went on to share stories of people who experienced positive changes in their lives thanks to the watch's health and fitness features. For instance, they highlighted a customer email expressing how the Apple Watch inspired a life transformation.

By showcasing real-life stories of users detecting heart conditions or achieving fitness milestones, Apple built a compelling narrative around the capabilities of the product.

Even in the most recent iPhone 15 announcement, Apple started the event by narrating stories of individuals whose lives were saved by their products, creating an emotional impact on the audience.

Check out this event for more details.

3. Paying Attention to Words and Phrases

Most Used Phrases:

Just as Apple strategically uses specific words to shape perception, they further enhance the brand's personality through impactful phrases that serve a similar purpose.

For Example,

Apple Card Presentation:

  1. Our customers really enjoy the NUMEROUS ADVANTAGES of the Apple Card, and we are confident that it is the most successful credit card ever launched.

  2. The iPhone 12 stands out as the MOST POPULAR SMARTPHONE GLOBALLY, and users love its AMAZING FEATURES.

  3. We are THRILLED to introduce a new, STUNNING product. It looks absolutely GORGEOUS and is UNDENIABLY BEAUTIFUL.

Most Used Words:

If you analyze the script of any recurring Apple event and tally the frequency of specific words within a one-hour timeframe, you can grasp the key messages that viewers take away from the presentation.

Simply put, in their one-hour launch program, Apple strategically employs impactful words such as Massive, Exciting, Great, Amazing, Best, Big, Apple, New, etc., repeatedly. The goal is to associate Apple with the strength and significance conveyed by these powerful words, leaving a lasting impression on the audience.

For a clearer insight, consider watching one of their launch events.

4. Setting the Scene environmentaly

The weather and lighting play a crucial role in shaping a person's mood, and Apple marketers are well aware of this. If you've tuned in to any Apple event, you might have noticed their preference for sunny days and bright, warm settings. They employ this technique to impart a specific mood to the audience.

In the "California Streaming" event of 2021, where they unveiled products like the iPhone 13, Apple deliberately selected outdoor venues with ample natural light. Opting for a sunny California backdrop aimed to evoke feelings of optimism and adventure, perfectly aligning with the overall theme of the event.

5. Creating Visual framing

Apple's attention to detail goes beyond the surface, especially in how they showcase their products. The intended grandeur is emphasized by positioning their items at the center of the stage and arranging them in a way that makes them appear larger than the presenters themselves. This deliberate setup adds to the overall visual impact and highlights the significance of the showcased products.

Moreover, it's evident that Apple often incorporates vibrant colors in most of its product introductions. The use of vivid and lively colors aligns with the concept of enhanced chromatic visuals, which is associated with freshness, novelty, and vibrancy. This choice of color adds a dynamic and energetic element to the presentation, making the products visually appealing and leaving a lasting impression.

6. Selling Simplicity

Apple consistently adheres to the philosophy of minimalist design in their event presentations. They maintain clean visuals, convey simple messages, and keep the focus squarely on the product. This approach sets them apart from others, emphasizing a straightforward and uncluttered presentation style that enhances the audience's attention on the showcased products.

For example,

The iPhone 5 launch in 2012 exemplified Apple's commitment to a minimalist approach. The event presentation highlighted the device's sleek design and features against a clean, white background.

The emphasis was solely on the product, showcasing its thinness, lightweight construction, and larger display. The minimalist approach avoided unnecessary distractions, allowing the audience to focus on the key aspects of the iPhone 5.

7. Music

Every phrase in the music played during a launch ceremony serves a purpose. This underlying technique is designed to frame and amplify what people hear, enhancing the overall experience. It's a crucial strategy used to align your audience's thoughts with the atmosphere you aim to create.

Apple meticulously selects the tunes for their events, along with fundamental sound effects that complement specific movements and actions. This careful curation of audio elements contributes significantly to the immersive and intentional atmosphere of the event.


♪ Let you heart See the colors ♪ – Chemical Brothers

♪ Let your heart ♪

♪ See the colors ♪

♪ All around you ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

8. Prioritizing User-Centered Approaches

A fundamental principle guiding Apple has consistently been prioritizing user needs and emphasizing how their products can enhance users' lives. They spotlight practical uses and advantages, shifting the focus from merely showcasing the product to demonstrating how it benefits the client. This customer-centric approach underscores Apple's commitment to delivering meaningful and user-friendly solutions.

For example,

The launch of the MacBook Air with the M1 chip in 2020 showcased Apple's commitment to practical advantages, emphasizing improved performance and battery life.
During the presentation, they demonstrated the device's capability to handle demanding tasks while also providing longer battery life. This approach directly addressed common user concerns and underscored how these enhancements contribute to an overall improved user experience.


The aim is to make the audience feel like an integral part of the events. Apple achieves this by encouraging audience engagement through interactive elements, live demos, and Q&A sessions.
Even after the event concludes, Apple maintains regular content production to sustain ongoing engagement with the audience and reinforce the connection with the brand.

10. Strengthening Brand Culture and Establishing Product Trust

  1. Brand Culture:
    Have you ever noticed that at Apple events, presenters often wear Apple watches? This isn't a coincidence; it's a deliberate strategy. Brand ambassadors essentially become extensions of the company they represent. Wearing or using the brand's products is a fundamental requirement that establishes trust in the relationship with the audience. After all, it's challenging to trust someone recommending a product if they're not using it themselves. This practice reinforces authenticity and credibility in Apple's marketing approach.
  2. Building product trust:
    In Apple events, presenters aren't actors but the actual experts who developed the products. Who better to showcase and explain the intricacies of a product than the experts who created it? This authenticity enhances trust in the event, making it more credible. In marketing, this approach aligns with a social proof tactic known as experts' approval, leveraging the authority of those with firsthand knowledge to validate the products and build confidence among the audience.


When individuals decide to buy an Apple product, they often prioritize the experience the product will provide over its price. This holds true even when there are other high-quality brands available at a lower cost with more features.
When individuals decide to buy an Apple product, they often prioritize the experience the product will provide over its price. This holds true even when there are other high-quality brands available at a lower cost with more features. After reading this article, I encourage you to watch the recent iPhone 15 launch event. I can assure you that you'll perceive it differently this time, gaining insights into why they made certain decisions. Every action taken during the event served a purpose, contributing to its remarkable success.

Watch the video below

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