Apple has emerged as the leader in the consumer technology business in the 21st century. This is due in large part to its effective marketing strategy that positions Apple products as superior to all others. Apple avertisements are simple and effectively have little in the way of jaw dropping visuals. Any Apple advertisement will contain very similar elements: white background, plain black text and the product featured prominently.
Many ads for other consumer goods companies have different visuals for each product, however Apple has a single format for each product, be it computer, tablet or phone. This advertising template has allowed Apple to create a single image for all of their products. Their target market percieves all Apple products as a generic and superior brand to others.
Many people I know have Mac computers, iPhones, and iPods. They percieve differing Apple products as a single common entity. They may have a good experience with an Apple computer and would like similar qualities out of their phone as well. Apple products however, have a higher price tag than other similarly capable products.
Do consumers seek a common, generic experience in their products so much that they are willing to pay a premium over other similar offerings in order to get it? Also, does Apple's single template marketing help to reinforce this idea of a generic experience?
