When we think of Apple, it is certain that almost none of us think of a juicy red apple anymore. Since introducing the first iPhone model on June 29, 2007, this brand has become a sophisticated brand for many, a prominent technology pioneer in consumer electronics, and has a global brand identity wherever it is in the world.

New needs that arise as countries' developing economies and consumers' expectations from brands increase - ensuring that even those we do not think of as needs are accepted as needs is an important criterion that reveals how important and necessary a comprehensive communication strategy is in Apple, as in many brands. This strategy is an interactive and actually short path from an advertisement we see while surfing the internet to an iPhone or iPad we hold in our hands, and the end of the road does not end with having a new Apple device.

What kind of communication strategy does Apple implement for its products?

We can start the brand's communication strategy with product designs and continue with marketing campaigns about the aspects of these products we see and do not see. The two most basic, concrete and perhaps still the most important features that distinguish the products of this brand from its competitors can be listed as simplicity and elegance. With products that look elegant and are as detailed as possible, Apple has only one goal: to integrate into people's daily lives and to enable people who use the products to do what they want to do as simply as possible without getting lost in jargon. This could be watching a video, a message to send to friends, or even pulling out the user manual of a product. This ease of intuitive communication and high accessibility are Apple's most important advantage in delivering its products to large audiences.

What are the main contact points of the Apple brand?

No matter what type of communication design you're designing, your main goal should be to focus on creating an emotional connection with the products people want to use - whether it's a tablet computer, a phone, a food processor or even a toy for adults. 

Have you ever thought about what Apple is trying to draw attention to in the media where it promotes its products? 

Having almost all the work you used to do in front of the computer sitting in the office at your fingertips while looking at a mobile phone screen, recording your music using an iPad or preparing your presentations while sitting outside and drink your favorite coffee.

Here we are talking about functionality, creativity and productivity, and perhaps the act of connection that holds all of these together, and strengthening the connection conceptually also means strengthening the usage habits, behaviors and love between you and a product.

Providing a good user experience (UX) takes any brand not one but several steps ahead of its competitors, this is now one of the ten commandments today. Apple knows this and cares about providing a good user experience in its products from start to finish. Whether you're taking a photo, listening to music, taking notes or even preparing a presentation, there are very few objects on the screen that could cause confusion, and the entire UX is supported by simple icons. This minimalist approach, stylish visuals and effective headline use, which the brand uses in its own iOS operating system, progresses in an integrity that also finds its place in the communication tools used by the brand in other media.

How did Apple differ from its competitors?

Nowadays, the most important thing that brands overlook is consistency, and Apple is a truly consistent brand. In fact, they develop all their communication strategies based on this. Regardless of which medium it produces content for, whether it is a commercial that will appear on online channels or a message sent through its own messaging system, the voice of the brand in every medium is the same and clear.

Consistency reinforces the consumer's trust in the brand and strengthens the brand identity, causing fewer problems in the mind when purchasing the brand's products.

Adopting a minimalist approach in communication is an important criterion in successful corporate communication. It helps overcome the intercultural barriers that seem to exist and makes it easier to say the same things in the same tone everywhere globally. This is actually partly the reason behind Apple's success in delivering the messages it wants to give to a wide demographic audience. When this less is more philosophy is combined with a good UX, iPhone and iPad products cease to be just electronic products, they become objects of desire and status symbols.

Using communication to turn products into "objects of desire"

If we evaluate the situation, at least for Apple, it would not be wrong to say that minimalism in every unit of communication has written a success story in selling the brand's products. It is obvious that focusing on simple communication materials that look elegant and communicating directly without going through roundabout ways makes the products stand out from their competitors and makes the bitten apple on the boxes in which these products are placed shine brighter.

Moreover, the message that Apple emphasizes in its communication materials that technological products that make life easier can be easily integrated into life and that the products are truly useful for those who use them, gives the impression that the products are among the must-have needs in order to stay connected with others in modern life.

Saying what it wants to say in a clearer and more minimalist way is one of the most important criteria for Apple to achieve worldwide success. Simplicity in messages allows the brand's products to be easily understood regardless of cultures and even languages. This consistency achieved on a global scale also supports word-of-mouth marketing, which is still a very important method of strengthening brand identity, so that the awareness of the brand spreads to large masses and the brand becomes attractive.

Recommendations for brands that want to focus on the premium segment

One of the most important criteria for delivering high quality and expensive products supported by technology to consumers is to ensure good communication with them using the right channels. Customers who can be included in the high-quality group are often willing to spend more for such products, but in return they expect a seamless consumer experience. Therefore, creating a clear communication strategy makes it easier to build trust in the consumer, improve how the brand appears, establish emotional connections through products, and reduce decision-making fatigue.

It's important to embrace clear communication as a key tool for your brand. Investments you make in this area will allow you to build and strengthen trust between you and your customers, while also becoming a very powerful tool for fostering a sense of value. Good UX for everyone and the strengthened emotional bonds associated with it are not just tools in Apple's communication strategy when selling iPhones and iPads, they are just two of the elements that are better and permeate all areas of life and enable people to see Apple products as a basic need. This clarity and focus makes a difference in a competitive market and allows Apple to stand out and consistently win high-spending consumers around the world.

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We must consider Apple's communication strategy as a master class in simplicity and impact. With user-focused benefits, quality materials used in products, and a focus on a minimalist design, Apple has created a strong brand identity that resonates with consumers globally. This approach of the brand not only differentiated itself from its competitors, but also strengthened its commercial success...