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Marketing To Gen-Z: Apple Releases New Yellow iPhone 14 and iPhone 14 Plus
Apple knows how to connect with its audience, and now the target is Gen-Z
Apple has always been famous for targeting its audience. Although it dominates the tech industry, Apple never fails the art of marketing. Marketing is about values and using them to connect with people on a personal level. That’s what makes the company authentic and timeless — it honors its customers through storytelling.
In his famous “Think Different” speech in 1997, Steve Jobs said they “believe that people with passion can change the world for the better.” The mission is always to target “the crazy ones, the misfits, the rebels, the troublemakers (…) the ones who see things differently.”
With that ad, Apple not only targeted an existing audience, it also created one. Jobs wanted to reach creative and fearless people of his present and past.
So many people today, like myself, are obsessed with Apple not only because of the products, but because we want to belong to the misfits and creatives. With the evolution of Apple since that speech, we’ve shaped our identity around its brand identity. We’ve claimed its core values as our own.
I’ve always been a passionate customer of Apple and followed its marketing closely. From the iconic “Think Different” slogan to “Shot on iPhone”, Apple has always succeeded in resonating with our feelings. To convey its advertising, its design team cares about minimalistic details: the typeface, font size, and colors.
With Spring around the corner, and the feeling of “new and fresh” in the air, Apple has a new strategy that comes in a thin yellow box — the release of new vibrant iPhone 14 and iPhone 14 Plus.
Why Yellow?
The impact of colors on people is unquestionable. No brand’s palette is ever a coincidence. Certain tones can alter our emotions and behaviors, thus allowing brands to push us toward their direction. The research titled “Impact of color on marketing,” shows that 90% of customers’…
