How to ‘think different’ about another iPhone? Unboxing Apple’s core marketing challenge

The showman sparkle

There was a time when Apple’s keynotes brought true product breakthroughs.

In October 2001, Apple introduced the iPod, a device that revolutionized the music industry and laid the groundwork for iTunes and, eventually, the iPhone. The frenzy around the iPod’s innovation fueled Apple’s reputation as a groundbreaking force in consumer technology.

Six years later, during a lively press conference in San Francisco, Apple’s co-founder and chief executive officer Steve Jobs introduced the iPhone with a line that would prove prophetic: “Every once in a while, a revolutionary product comes along that changes everything.”

He wasn’t wrong. The iPhone quickly became the essential tool for communication, entertainment, and productivity. Annual model upgrades featuring innovations like FaceTime, the App Store, and Siri created a buzz that made each new phone an eagerly anticipated event.

Fast forward to last year’s ‘Apple Event,’ where the brand unveiled the iPhone 15 to an online audience of over 32 million people worldwide, according to YouTube. Despite this impressive reach, it paled in comparison to 2020’s unprecedented 61 million viewers, though it still far surpassed the 11 million views in 2019 and the 6.5 million in 2018. Clearly, the interest in Apple products remains strong, even as the products – typically now incremental model upgrades rather than never-before-seen innovations – have become less revolutionary.

Mark Cullen, head of strategy at MadeBrave, reflects on this golden era: “The icing on the cake was the pioneer who delivered them. We’re all drawn to great storytellers, and Steve Jobs was certainly one of them. He was warm, empathetic and inspiring.

“Today, the keynotes don’t have their sparkle obviously because the visible progress in their technology has stalled, even if their share price hasn’t. But Apple also doesn’t have its showman.”

The shifting tide in consumer behavior

With more choices in the smartphone market, some speculate that Apple may have lost its competitive edge. New launches feel less thrilling, and the once-explosive excitement has cooled. Yet, Apple’s core influence has shifted rather than diminished. The brand’s products have become essential parts of our lives, tools we depend on every day, rather than objects of sheer desire.

Rory Sutherland, vice chairman at Ogilvy, offers a straightforward explanation: “People are simply replacing their phones less frequently, and the level of excitement aroused by new releases has diminished from what was a very high peak.”

The cultural tide has shifted; consumers are no longer racing to upgrade hardware as they once did. This shift is not exclusive to Apple but spans across tech categories. From Android smartphones to flat-screen TVs, the once powerful allure of having ‘the latest’ has dimmed.

One underlying factor, according to Sutherland, is the reduced visibility of obsolescence. “There used to be a rather visible sign that your phone or TV was outdated. The bezel was embarrassingly big. Now when the screen runs to the edge, the social pressure to replace frequently is lessened. Especially when most phones now sit inside a case.”

Economic factors also influence this change. During uncertain times, purchases like smartphones, TVs, and even cars become “deferrable,” says Sutherland. But despite this subdued atmosphere, Apple’s ability to surprise remains formidable.

“No one, least of all their competitors, should underestimate Apple’s power to surprise us all,” Sutherland adds.

With success comes the erosion of desire

Critics have long speculated that Apple’s innovation would eventually slow. How much can you change in a product that remains fundamentally the same year after year? And how do you keep those updates feeling fresh in the market?

Back in May, an ad for the latest iPad went viral for all the wrong reasons and irked people within creative industries. Why? Set to All I Ever Need is You by Sonny & Cher, the spot showed items such as musical instruments, paint tins and sculptures being crushed by a huge hydraulic press.

The message seemed to suggest that new technology was obliterating human-led creativity, a stance that clashed with Apple’s historically creative, challenger ethos. Apple quickly apologized and pulled the ad.

This incident highlights the broader challenge of marketing Apple products to today’s audiences. Many of Apple’s products now look and feel very similar to their predecessors, making it harder to create marketing campaigns with the same punch as past classics like ‘1984’ or ‘Crazy Ones.’

Yet, Apple’s sales figures remain staggering. According to the Wall Street Journal, the brand has consistently achieved annual profits exceeding $350bn for the past three years.

“Apple has done a good job focusing on specific features, like its photography capabilities, and creating compelling campaigns around them,” says Allan Blair, senior vice-president and head of strategy at VaynerMedia. “Highlighting features like ‘the ultimate camera’ or ‘superior video recording’ helps, but eventually, they will run out of these angles.”

He emphasized the importance of staying responsive to current trends, saying: “Rather than just showcasing new features, Apple needs to listen to what people are excited about and tailor their messaging to those interests.”

Marketing to the masses

Apple has a real opportunity to grasp the magic it once held when it comes to music, culture and art – similar to what Samsung has been doing with its ads of late.

“Apple is very good at telling people: this is a new shiny thing, this is how you use it and you’ll look cool,” Blair continues. “But we’re kind of in a world now where the individual defines what’s cool. As we move into a social-first world, the challenge for them is, how do they listen, learn, adapt and be more responsive.”

Noa Dekel-Smith is a creative strategist who has previously worked at the likes of Facebook and Publicis. She agrees that Apple needs to return to its “Think Different” mantra.

She explains: “Apple’s storytelling should return to its roots, striving to evoke the same excitement it once possessed. This does not mean overhyping the latest camera stats but rather reminding the world of what the brand stands for – challenging the status quo, enabling personal and societal change, and always pushing toward a more inspired tomorrow.”

The quieter and enduring future of Apple

So, has the excitement for Apple’s products peaked? Perhaps. But in a way, that’s not necessarily a bad thing. Sutherland emphasizes that “most users will upgrade (or indeed break) their phones eventually. Sales figures partly reflect timing, not overall demand.” What was once a frenzy has transformed into a quieter, more enduring presence in consumers’ lives.

Rather than being a product people clamor for, the iPhone has become something people simply expect to have, an indispensable tool that quietly powers their day-to-day. And while that might not make as many headlines as the product launches of the early 2000s or the iconic ads people still reference today, it speaks to Apple’s lasting influence. The magic hasn’t faded. It’s just evolved.