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12 Effective Strategies Apple Uses to Create Loyal Customers

insidecrm.com — The brand success of Apple is not a result of dumb luck. It's all part of a very well-thought-out plan to deliver strong products and create a loyal Apple culture. Find out more about these and other marketing strategies Apple employs to achieve its tremendous customer loyalty.

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MacParrot, on 05/15/2008, -8/+54There's a lot of misinformation here.
1. A Store Just for Apple: Some of this is true, but Gateway tried the same thing and failed miserably. Of course they were selling the same basic thing as all the other stores (A computer running Windows) so it's not that hard to pinpoint the flaw.
2. Complete Solutions: Partially true, but the author ascertains that most Mac software is made by Apple and it isn't.
3. Are You a Mac: I don't compare myself to people in Ads. Both the Mac and the PC are played by actors. The ads themselves are cute, not completely accurate, and created to sell a brand name more than the computers themselves and in that regard they work flawlessly.
4. Varied Products: No argument with this. I doubt many people would argue that there hasn't been a halo affect with more people buying Macs since the iPod came out.
5. Proprietary Formats: More nonsense about Apple's FairPlay DRM. Apple has shown that they will willingly drop the DRM when allowed to by the content rights holders (like with EMI). The fact that the studios are too stupid to see that the DRM they force Apple to use works in Apple's favor astounds me.
6. Media Fodder: It wasn't THAT long ago when every story was about how the Mac was DOOMED! DOOMED I say and beleaguered and troubled were common adjectives when talking about Apple. Now everyone loves them? Which way is the wind blowing today?
7. Education Sales: Yes good thing that Dell doesn't know about education sales and that they aren't the number one supplier of computers to schools and not Apple...oh wait.
8. Products That Deliver: Apple products DO deliver...just not for everyone. Apple tries to include everything that the average computer user would need in a computer at the expense of a LOT of customizability. Only the Mac Pro allows for any real change and I wish they would make a lower end tower.
9. Outsourcing Unpleasantness: If you're calling for service you're most likely not happy about something. Apple has its fair share of problems just like every other company.
10. Consistency: This is one I do agree with. Since moving to OS X, there has been a relatively easy path to upgrading and the OS has kept a pretty common look and interface.
11. New Innovations: This title was inaccurate, but what was said was not. For content creation, delivery, and consumption, Apple (as well as Microsoft) has you covered.
12. Attractiveness: Beauty is in the eye of the beholder. I think Apple's products look pretty good. Doesn't mean everyone will think so or should.
- zzal, on 05/15/2008, -12/+3You are yourself very misinformed Mr Parrot.
  Do you know something about CMR ?
  - MacParrot, on 05/15/2008, -1/+9OK, what was I misinformed about? It was a long post and instead of just saying I was wrong, say why.
  - digitalpencil, on 05/15/2008, -2/+8^^ screw the trolls, what you said surmises everything quite well.
- sterntastic223, on 05/15/2008, -1/+5The gateway stores had no products. They were "stores" that you would go inside and then order something.
- DeathWish808, on 05/15/2008, -1/+7Well put! I'm strictly a PC user, but I don't see why people bicker over which is better. I would personally have both if I had the extra change for the Mac. Each have there own benefits and problems and that varies depending what you use them for.
- LeeSoong, on 05/19/2008, -1/+1#13: Charge them so much for the Mac they have no money left over to buy a PC.
zzal, on 05/15/2008, -14/+1You are yourself very misinformed Mr Parrot.
Do you know something about CRM ?
- MacParrot, on 05/15/2008, -1/+10Also, figure out how the reply button works.
psogle, on 05/15/2008, -3/+5I think this is a good list but not really in order. One of the most important factors in Apples success(at least to me) is #12 Attractiveness. Altogether a good list
- jabelar, on 05/15/2008, -0/+2I think "attractiveness" is the wrong word. "Approachability" is really what their products convey. I think Steve Jobs even has mentioned "touchability" in terms of his aesthetic sense. Many people are still somewhat scared of computers and gadgets, and so making them seem friendly and touchable is extremely powerful.
amandam, on 05/15/2008, -11/+11once you go mac, you never go back ;)
- Kamujin, on 05/16/2008, -3/+3Went mac. Went back.
  - Drahkir, on 05/16/2008, -3/+1Couldn't find the Start button?
    - Kamujin, on 05/16/2008, -2/+1Gnome doesn't have a start button genius.
      
      Actually, I found OS X to be a pretty nice FreeBSD port, but not worth giving away my freedom with Apple's vendor locked policies.
      
      Ubuntu is working really well for me and I get to pick the best hardware to run it on, which in 2008 is not made by Apple. In 2007, I thought the MBP was the best choice, but not anymore. Such is the nature of competition.
    - Drahkir, on 05/17/2008, -2/+1You never said anything about Gnome, genius. Consider your prior statements before you get offended by someone's reply.
      
      Just trying to help.
    - Kamujin, on 05/17/2008, -1/+1I never said anything about Windows XP either.
      
      And spare me the "I was just trying to help" BS. I'm not 5.
    - Drahkir, on 05/23/2008, -0/+1Sweet and sour Jesus...
      
      It was a JOKE!!!!! Don't let it ruin your day!!!!
iraq, on 05/15/2008, -0/+10Good list, but I think it's a lot more simple than an all out gameplan designed to win over a loyal base. In fact, if I could use one word to describe Apple's design and ease of use -- it's "Simplicity". Google is a big fish in search because of it and Apple dominated ipods and now laptops because of it. They're also very focused products and marketing is phenomenal, who wouldn't wanna be associated with the company that made the PC vs. Mac commercials?
netuserx, on 05/15/2008, -1/+1Great article ..
breeder, on 05/15/2008, -3/+17I don't think the word "loyal" does them (us) justice, "fanatical" is a better word for it.
- xaogypsie, on 05/15/2008, -1/+5I just don't see that "fanaticism" from day to day. Sure, there are a couple of people that would take up arms to defend Apple, but that doesn't seem like the majority.
  
  I use Macs every day, and haven't had a another machine in years. Why? It's not that I am a fanatic, but Apple currently provides the best option for me. My guess is that there are a LOT of people who use Macs for the same reason.
  
  If/when a better OS (getting decent hardware, also) evolves, I will drop OS X. I'm just looking for the best option. (K)Ubuntu certainly has caught my attention, especially because at heart I love *nix. Once they can beat OS X in the area I need, guess what...
  
  All that to say, the fanatics are the minority, I think. Yeah, they are the loudest, but that only means they are loud...
- Kamujin, on 05/16/2008, -1/+2Loyal users would have told them OS 9 sucked.
  Instead, they marveled at the Emperor's new clothes.
  Since, then, I don't take them seriously.
dave122, on 05/15/2008, -15/+813: Make mediocre products, but have the best marketing company in the world capable of suckering hipsters of all walks of life into being 'fanatical' about their products.
- designerutah, on 05/15/2008, -0/+2And you don't think other companies do this? Microsoft spends far more, but the spend it less effectively in terms of building brand loyalty. They spend it to capture market share.
- bluefirestarter, on 05/15/2008, -0/+1Sounds more like Toyota to me
- blackjack75, on 05/15/2008, -1/+1As a mac user I agree macs are about 150% hype and 80% results. But the rest is just such crap that I can easily get used to the usual smugness of Jobs.
- amandam, on 05/15/2008, -0/+2I disagree. I used to be a huge mac hater too, but once you ACTUALLY use a mac, there's just no going back to PC. No viruses to worry about, no effing useless apps that pop up every time you restart your computer. Everything is simple, clean and easy to use. And it looks nice too.
  - mrBitch, on 05/16/2008, -0/+1Same here, I started coding on a Tandy TRS-80 "microcomputer". I bought Microsoft software on cassette tapes back then. I have been a developer on DOS, then Windows ever since the first PC XT days.
    Once you start using a Mac, there's just no going back to the crap I used to think was "just the way all computers work".
- AlanSim, on 05/15/2008, -2/+0I used Macs since the Plus but eventually got sick of paying through the nose for a laptop and then having Apple antiquate it less than a year later. I also tired of being part of a limited audience... no viruses to worry about because of too small a user base. I'm sick of the childish ant-PC attack ads and general elitism of Apple. I've gone PC and would never go back to Mac.
  - phrenzy, on 05/15/2008, -0/+1Are you also sick of ...
    
    Nintendo's "elitism" over Sony?
    
    BMW's "elitism" over GM?
    
    Tylenol's "elitism" over "Excedrin"?
    
    "Palmolive's" elitism over "The other leading brand?"
    
    Guess that narrows down your choices to products that never compare themselves to others...
bbbrian, on 05/15/2008, -4/+12Apple has always garnered extreme customer loyalty and it has nothing to do with their hip advertising and slick storefronts. Apple does it by building exceptional products that are delightful to use. Back in the day there were no Apple stores - it was damn near impossible to buy a Mac in many cities back then - friends begged me several times to acquire hardware for them through my school. The iPod blew up and became a huge trend because the loyal Apple base bought them and exposed it to the masses - once people used one they immediately got it - spinning that wheel and browsing music just felt great compared to pushing buttons. It helped that everyone had tons of free music on their computers and no way to take it with them. The white headphones were an accidental stroke of genius because the non-apple-fanatics were constantly reminded that the 'cool kids' already had what they wanted... The marketing is really good - but without the great products they would have never achieved the breakout success.
designerutah, on 05/15/2008, -1/+6Loyal or fanatic, you can call it either. What you can't do is say that this loyalty is due primarily to marketing, or the desire for "hipness". Those types of loyalty are shallow, and lost as soon as someone comes out with a "more hip" product. Apple's loyalty has stayed strong because there's more than hipness to support it.You may not like the looks, solutions they provide, cost, etc. But their loyal fans do. And that's what brings the loyalty.
shdwsclan, on 05/15/2008, -15/+11A Store Just for Apple:
More like.....a place to directly control pricing of their product, thus stifling any inter-store competition for their product. The price will be the same, no matter where you go. The is no such thing as MAP.

Complete Solutions:
Don't they call this a MONOPOLY. "Apple users don't want to hunt around for other solutions"

Are You a Mac?:
I would use the word "smart" when referring to apple. Most smart people don't use apple because its not made for smart people. Its specifically made for people that don't know how to use a PC. Giving them one brand, one peripheral and one solution, making it easy to choice....but alas....there is no other choice.....again....why is apple NOT a monopoly....and M$ is ?

Varied Products:
There is not much variety on apple products. But this philosophy is the same anywhere you go. You buy a sony walkman, why not buy a sony computer.....and then people actually see how much quality actually varies.....

Proprietary Formats: Apple products are often not compatible for use with other systems, at least where customer transitions are concerned. Many of the files available from Apple’s iTunes Store are encoded with FairPlay DRM (digital rights management) technology. While some files purchased at the iTunes Store can be played on other devices, the DRM feature keeps many songs from playing anywhere besides an Apple product. For that reason, it's not likely that a customer will want to start from scratch with another company’s MP3 player that won't accept all of his music. Instead, this customer will probably look at replacing his old Mac with a new Apple model when the time comes.

Media Fodder: Media outlets, especially bloggers, love to write about Apple. Why? Because Apple makes it so easy. With leaked rumors about new developments, its very own expo and mysterious shutdowns of its online store, Apple gift wraps news stories that are just begging for speculation and hype. By perpetuating this cycle of media frenzy, Apple reminds its customers that they're excited about buying new Apple products now and in the future.

Education Sales: By selling its products to schools and universities, Apple turns classrooms into showrooms. If students go through school using Apple products, they become comfortable with the interface and familiar with the superior performance the brand offers. By creating this early exposure, Apple captures customers before they even know that they are customers.

Products That Deliver: Apple carefully considers what consumers are looking for, so its products are a result of both extensive research and strong design. This meticulous planning is a large contributor to Apple's high customer-satisfaction rates. It's plain and simple: robust and easy-to-use products not only make your customers happy, but also make them want to buy more products from you in the future.

Outsourcing Unpleasantness: With Apple products, the average consumer's interaction with the company is likely to be low. Unless something goes wrong, you don't have any reason to speak with an Apple customer-service representative. Of course, the iPhone presented an opportunity that could have made Apple much more involved, similar to administering iTunes for the iPod. With a phone, interaction becomes multifaceted. You have to consider billing errors, quality of wireless service, contracts and a number of other factors that often lead to customer frustration. With the iPhone, Apple was wise to stick with building a good product and letting AT&T handle the service.

Consistency: All of Apple's products have the same basic architecture. Because of this consistency, customers who already own Apple products have a good idea of what they'll be getting before they make a purchase. They know that it will be easy to adapt to new hardware, and this makes them more open to making a repeat purchase.

New Innovations: Although the architecture of Apple products is consistent, its portfolio is not. The company offers consumers a number of different ways to enjoy its products. By giving customers an opportunity to employ Apple in their living rooms, pockets and offices, Apple makes it easy to stay loyal to a brand they already like.
Attractiveness: From packaging to aesthetic design to user-interface experience, Apple makes its products accessible and attractive. Bright colors, a smiling icon and slick-looking hardware remind customers every time they use Apple products that what Apple offers is appealing.
- MadKennyP, on 05/15/2008, -3/+8Apple products are not made for smart people?? It really depends on where you wish to spend your time, tweaking and customizing your computer or other things.
- sgtpppr, on 05/15/2008, -5/+6Apple is using a business model similar to IBM when they were selling proprietary machines with OS/2. The marketing genius of Apple has somehow convinced people that a single company making the hardware, software, peripherals, OS, and basically everything else having to do with the machine is not proprietary or trying to tie you into their company, but Microsoft is for bundling their OS with someone else's hardware. You have to marvel at the fact they have even fooled the most anti-corporate people into believing Apple is not a company, is not out to make money, and is not trying to increase their market share. They've instead marketed it as a 'lifestyle'. It's fine to like certain products and companies, but don't think for a second that Apple, Google, or any other large corporation is your next door neighbor, will loan you $5, or will help you move.
- BeachHouseChris, on 05/15/2008, -2/+5Monopoly??? Business 101 wasn't your strong subject, huh.
- MacParrot, on 05/15/2008, -2/+7"A Store Just for Apple:
  More like.....a place to directly control pricing of their product, thus stifling any inter-store competition for their product."
  Apple used to use many other stores for selling their computers. There were many reasons why this failed, but the main one was that Apple doesn't play that game. The price remains constant. GM did much the same with Saturn and early on that was a success. Hunting for bargains isn't something everyone wants to do. Apple's obvious success over the last few years shows that many people agree with them and believe they charge a fair price.
  
  "Complete Solutions:
  Don't they call this a MONOPOLY."
  Explain how Apple prevents you from buying a Windows or Linux machine. You can't. Explain how Apple prevents you from running Windows or Linux software. You can't. Now (and I admit that this isn't as true as it used to be), explain how Microsoft used to create artificial barriers for something as simple as removing their browser or using someone elses. How Microsoft has created numerous closed formats to prevent competition in Office suites. I love MS Office for the Mac and have a legal copy on every machine I own, but I'm not blinded to predatory practices and neither was the EU. Until Apple has market-share that rivals MS (cold day in hell), they aren't a monopoly.
  
  "Are You a Mac?:
  I would use the word "smart" when referring to apple. Most smart people don't use apple because its not made for smart people. Its specifically made for people that don't know how to use a PC. Giving them one brand, one peripheral and one solution, making it easy to choice....but alas....there is no other choice.....again....why is apple NOT a monopoly....and M$ is ?"
  You probably meant "wouldn't" in your first sentence, but I knew what you meant. Plenty of smart people use Apple computers. Just not smart people that like to tinker with hardware. And again, Apple is not a monopoly.
  
  "Varied Products:
  There is not much variety on apple products. You buy a sony walkman, why not buy a sony computer.....and then people actually see how much quality actually varies....."
  I agree that there's not much variety in Apple's computer products, but they have been highly rated in quality by a number of independant sources. Sure they have problems with some products just like anyone else might.
  
  "Proprietary Formats: Many of the files available from Apple’s iTunes Store are encoded with FairPlay DRM (digital rights management) technology. While some files purchased at the iTunes Store can be played on other devices, the DRM feature keeps many songs from playing anywhere besides an Apple product."
  This is an easy fix. As soon as the other studios allow Apple to sell audio content without DRM, they most likely will. EMI said OK and Apple took off the DRM. Any player that can play AAC files (which is most of the known ones) can play that content just as easy as an iPod. Apple doesn't own or receive a dime in royalties from AAC or H.264. If you really want to talk about proprietary formats, how about wma and wmv?
- zongamin, on 05/16/2008, -2/+2***** timewaster - no one cares what you think
  - Patent, on 05/16/2008, -2/+0***** fangirl - INTERNETS
pils01, on 05/15/2008, -9/+4They are not loyal, they are captive !!!!
merce, on 05/15/2008, -1/+5This article has about a 50/50 fluff to good point ratio.

I'm still cracking up at Media Fodder. "Because Apple makes it so easy. With leaked rumors about new developments" They must sue all those blogs as a way of outsmarting us into thinking Apple want leaks when they really do.
BeachHouseChris, on 05/15/2008, -2/+8Even with all of the marketing gimmicks and "cool factor", Apple understands the root of their success...Apple products work very well.
TweekyD, on 05/15/2008, -7/+1I have a G4 powerbook. It's the first and probably last Mac I will buy, not because there is anything actually too wrong with it; I just don't buy into brands, I like to cherry-pick products, services and stuff, most of Apple's product seem too expensive to me ... the G4 is nicely made, but a very locked down boring operating system is Tiger, that's why I use Linux for my desktop.
- jonahan52, on 05/15/2008, -1/+3So you bought a Mac in the first place why exactly? If you like to cherry-pick products so much wouldn't you have done some research first? As far as being "locked down" its as much locked down as Linux. Google MacPorts and/or install X11. Or maybe even get KDE for OS X. Yep sure is a locked down OS.
- zongamin, on 05/16/2008, -1/+2Who cares, *****.
- Drahkir, on 05/16/2008, -1/+1Who asked?
- TweekyD, on 05/22/2008, -0/+1WOW .. feel the Mac burn .. ouch!
  I only bought a Mac because it was offered cheaply, zongamin and Drahkir; it was a comment relevant to the post ... you might try it sometime!
buffyangel108, on 05/15/2008, -3/+7This is iCrap. Apple's popularity is due to making simple, easy-to-use products. If you can do that, loyal customers don't need to be "created".
- Marinium, on 05/15/2008, -0/+3Amen. I would also add in there the products aren't crap. I never have to worry about Mac trying to pawn operating systems like Vista and Millennium on me.
oxthemoron, on 05/15/2008, -0/+2Not releasing Vista...
phrenzy, on 05/15/2008, -1/+5As much as I cringed at the "computer for the rest of us" label when the first mac debuted in 1984, I must say, they truly have achieved that now. I used to be a rabid Amiga user, and hated Macs with a passion like many here on digg do.

In 1994, I was forced through work to test a Mac version of a product we were making. It was then I stopped being so dismissive of them and gave them a chance. It turned out, I loved using them for things like making resumes, browsing the then new "internet" and sequencing music. I came to appreciate many subtle things about the mac that ultimately led me to choose to always have one, even if I had a PC as well.

After being a fan of Apple products through the time they went through a new CEO every week, and were on "death watch", you DO get a little defensive of the company.
phrenzy, on 05/15/2008, -4/+6While many people love macs for sensible reasons, the people who loathe macs are generally angry nerds.

Macs are for people that those angry nerds consider "too dumb to buy a REAL computer". i.e. people that get laid.

Microsoft makes ads like this:

http://www.youtube.com/watch?v=sPv8PPl7ANU

Apple makes ads like this:

http://www.youtube.com/watch?v=OYecfV3ubP8

I think each ad shows you a good deal about each company's sensibilities.
- mrBitch, on 05/16/2008, -0/+1Re the Microsoft internal "selling vista" advert : Wow. Just wow.
nadsc, on 05/16/2008, -6/+1Apple sucks (along with their fanboys). Their success involves its propriety nature that started straight from the get go. If you control all aspects of production, from hardware to software (or at least the software people use the most) of course you will get a more flowing and seamless product. The problem with this is that the user gets less control over their machine and what they can do with it and are bound to anything proprietary like music and bundled apple software/formats. If apple ever reaches the success of Microsoft they will fall into the same trap and be deemed a monopoly. All it takes is a majority of consumers and software developers to realize how limited they are. For someone to understand this freedom all they need to do is download and install Ubuntu. It is a great feeling, I promise. If you are going to overpay apple for their name, might as well overpay another company (like Sony) for an even better and cooler looking computer. In conclusion, ***** Apple and their deceptive marketing.
AppleMacStud, on 05/16/2008, -6/+4You cannot duplicate Apple's success because there is only ONE, 1, UNO Steve Jobs. 
- MattBD, on 05/17/2008, -1/+2Go and blow Jobs
  - AppleMacStud, on 05/18/2008, -1/+1Naw, I'll pass. I prefer either your girl friend or daughter.
- buenit, on 05/20/2008, -0/+2Huh....you said blow jobs.
- buenit, on 05/20/2008, -0/+3I gotta give credit to Apple because it has created free advertisement with people like AppleMacStud, who probably spends most of his time on Digg praising Apple and going on about how perfect and great they are. He probably bashes every other OS (including Linux) and tells people they should just buy Apples and it will solve all problems in their lives. That's some pretty powerful ***** that Apple has accomplished.
  - MattBD, on 05/24/2008, -0/+2Like in this comic I drew a while ago - http://bp1.blogger.com/_EklDeKNfX48/SBWY-0OnT4I/AA ...
    
    I know I shouldn't really get snotty about people acting like that - it's just that a lot of people who spout that kind of crap are speaking from a position of complete and utter ignorance and that does get to me. I've got no problem with anyone who uses OS X and advocates it - I might disagree with them on some points but it works for them. There's plenty of ignorant OS advocates for Windows and Linux as well.
d0ugfunny, on 05/16/2008, -1/+8It all boils down to who is making a better product... aka Apple
- qbthemc, on 05/16/2008, -1/+0LOL. Please do not tell me you seriously believe apple has better product. The Ipod always has problems with battery life. Majority of the people who have Zunes get no problems so what you are saying is hilarious. In addition check the site http://www.macfixit.com/. This shows more problems with Apple.
vansouza, on 05/16/2008, -3/+1Amusing, but not quite the nail on the head; but amusing.
FordPrefect78, on 05/16/2008, -0/+1Nice link. I think Apple has and will allways be an addictive brand which attracts "design junkies" as well as techies. To me apple uses the fact to be proprietary in a good way, the same as the good old Amiga used it. (:
TicTacAtak, on 05/16/2008, -0/+1Without getting to much into Microsoft vs. Apple, Ill just say that for 12years I used Windows as my main operating systems starting at DOS...I'm a Mac user now (MB 1st revision) and am waiting for the new Nehleham Mac Pros to come out at the end of the year.

The community of Apple users add so much to the experience in owning a Mac, from software to support I never feel left out, sure sometimes I need windows, so I virtualize it.
- qbthemc, on 05/16/2008, -1/+0So your telling me you became a Mac user since Dos had a command line. WOW are you retarded.
twid, on 05/19/2008, -0/+2Never trust a site with a 10px default font size. Especially when they are trying to comment on Apple.
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12 Effective Strategies Apple Uses to Create Loyal Customers

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