Alright, let’s get real for a second. How often have you sat in a meeting and heard an executive say, “We need to market like Apple”? Probably more times than you’d like to admit. It’s the business equivalent of telling a garage band to “be like The Beatles.” But here’s the thing: mimicking Apple’s old playbook in today’s market is like bringing a knife to a gunfight. Consumers have evolved and the market has changed. Those once-brilliant tactics are yesterday’s news.
So, what’s the obsession with Apple all about? Sure, they’ve had some iconic ads like "Think Different". They had legendary keynotes ("One more thing...") and they have a brand perception that’s off the charts. They’ve made marketing look like an art form. But to think that copying their style—slick visuals, minimalist messaging, and a sprinkle of mystery— will work with any brand, is naive. It’s like thinking you can become the next Picasso by buying the same paintbrush. Companies see Apple’s surface-level tactics and think, “Easy, we can do that too.” However, they miss the substance behind the style. Without their unique context—a product that changed digital behavior for everyone, the timing, the brand loyalty—you’re putting lipstick on a pig.
To understand why copying Apple doesn’t work, you need to understand what made them special in the first place.
In 2007, Apple unleashed a revolution: A phone, an iPod, and an internet device all in one product: The iPhone. It was like nothing the world had seen before. Their marketing worked because it promoted something groundbreaking that was market-ready. The timing was also essential for their early success. Smartphones like the Blackberry existed, but they were clunky and complicated. Apple swooped in with a sleek, user-friendly device that appealed to the masses. Their marketing amplified a product that was already set to take off. Apple also tapped into emotions. Their ads weren’t about megapixels or gigahertz; they were about what you could do with their products: Create, Connect, Dream. They sold a lifestyle. Because their products delivered on those promises, the emotional appeal resonated.
Over the years, Apple built a tribe. Their customers became fans, advocates, and evangelists. This didn’t happen overnight. It was the result of delivering quality products and experiences.
Let’s face it: consumers aren’t the naive, wide-eyed shoppers they used to be. We’re living in the age of information overload. People have become professional BS detectors. They can sniff out inauthenticity faster than you can say “limited-time offer.” A few taps on their smartphone, and they’ve got reviews, price comparisons, unboxing videos—you name it. They want to know the nitty-gritty: where it’s made, how it’s made, and what it says about them when they use it.
The era of flashy ads with zero substance is over. Consumers are tired of being sold smoke and mirrors. They crave authenticity and depth. If your product can’t walk the walk, no amount of marketing magic is going to save it. They want specs, transparency, and real value. They’ve grown up swiping, clicking, and scrolling. Digital literacy is second nature to them.
In a world where fake news dominates, trust has become invaluable. Consumers are loyal to brands that are transparent and genuine. They’ll support companies that share their values and aren’t afraid to be real. Even Apple isn’t immune to this change. Those once-brilliant tactics? They’re starting to feel like a broken record. “2x faster,” “best camera ever,” “most powerful chip”—sound familiar? These phrases have been plastered over every Apple keynote and advertisement for years. And guess what? Consumers have caught on.
The excitement has worn off, and the skepticism has set in. They even got mocked for praising the overdue switch to USB-C plug. Most recently, they got criticism for promoting a button as one of the main features of their latest iPhone.
To make matters worse, competitors have been shamelessly borrowing from Apple’s playbook. Now, every tech company and their cousin are using the same buzzwords and slick visuals. The market is saturated with “Apple-esque” marketing... When a tactic is overused, it loses its effectiveness. It’s marketing 101. Apple needs to reinvent its approach like everyone else.
Alright, time to zoom out and get a bird’s-eye view of this whole copycat marketing craze. Spoiler alert: it’s a trap and not the fun kind.
First off, trying to be a clone of another brand screams one thing to consumers: inauthenticity. And guess what? People can spot a fake from afar. Do you like to show up at a party wearing the same outfit as someone else but worse? What worked for Apple isn’t guaranteed to work for you. Every brand has its DNA, its own story, and its audience. When you jump on the bandwagon, you blend into the noise. But in a crowded marketplace, differentiation is key. If you’re echoing what’s already out there, why should anyone pay attention? Being a “me too” brand is the fastest way to become forgettable.
So you’re sitting across from the C-suite, and they drop the A-bomb: “We need to be more like Apple.” Deep breaths. Here’s how to navigate this.
Step 1: Understand the Underlying Desire: Often, when execs say “Be like Apple,” they’re saying they want success, brand loyalty, and market impact. It’s not about copying tactics; it’s about achieving greatness. So dig deeper—what are their real goals?
Step 2: Set Realistic Expectations: Remind them that Apple’s success didn’t happen overnight. It was the result of years of innovation, risk-taking, and sometimes, failure. Patience and persistence are key.
Step 3: Educate and Inform: Gently—but firmly—explain the pitfalls of imitation. Use data, case studies, and examples of failed copycat attempts. Highlight how consumer behavior has evolved and why authenticity matters more than ever.
Step 4: Shift the Focus to Your Strengths: Redirect the conversation to what makes your brand unique. What value do you bring that no one else does?
Step 5: Propose an Original Strategy: Come prepared with a plan. Outline a marketing strategy that’s tailored to your brand and audience. Show how it aligns with the company’s objectives without resorting to mimicry.
So, what’s the moral of the story? Chasing after Apple’s shadow isn't a good idea. The market has changed, consumers got smarter, and those old tricks aren’t the rabbit-out-of-a-hat they used to be. Your brand has its own story to tell. Embrace it. Authenticity is the secret sauce that sets successful brands apart in a crowded marketplace. When faced with pressure to conform or copy, take the opportunity to educate. Lead the conversation toward strategies that make sense for your brand and your audience.
Keep your finger on the pulse of consumer behavior. Be ready to adapt, evolve, and meet your customers where they are—not where they were a decade ago.
