I am standing on platform 3 of Sydney Town Hall station and I am in awe at the strength Apple has gained for its brand and products. Across the tracks, the platform walls are covered with numerous, huge billboards advertising various products and services from well-known companies. They all follow roughly the same pattern: a bright image, logo, short description of the product, its benefits and a call to action either enticing the public to purchase the product, consider the service or inviting the public to find more information related to the product or service. But not the Apple iPhone 5C ad.
Apple has purchased advertising space on five adjoining billboards. Big images of the newly release iPhone 5C are splashed in bold, bright colours. You can only see two identifiable elements: Apple logo and the “iPhone 5C” product name. That is it. No invitation to purchase, no statements on the phones superiority in terms of design, features or functionality. Even seemingly obligatory these days address of product’s website is missing. None of that seems to be necessary.
Apple has reached the level of recognition in the marketplace, where it feels its very name is good enough reason for the consumers to purchase its smartphones. Actually, it also seems that the word iPhone has replaced the noun smartphone. For many people no other product or brand exists in the mobile device market.
Apple’s market share is so big, and its products so well received by a faithful army of followers it seems it no longer needs to sell the newly release products – it merely needs to mention they are available to generate a new wave of record breaking sales.
I do not know of any other brand with this level of superiority, where it comes to recognition of the brand name, its logo and every product released. I am not certain if this new advertising approach is yet another stroke of Apple’s marketing genius, or is it an exhibition of company arrogance towards consumers and competition.