Apple's copy is often simple, focusing on the benefits of its products rather than technical specifications.
For example, the tagline for the iPhone 12 is "Blast past fast" which conveys the message that this phone is incredibly fast and powerful in a simple and catchy way.
Apple's copy often tells a story, which helps to make its products more relatable and engaging.
For example, the copy for the iPad Pro 2021 tells the story of a photographer using the iPad to edit photos on the go, emphasizing the product's versatility and usefulness in real-life situations.
Apple makes their copy effortless to read. They use short paragraphs. Short sentences. And simple words.
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Apple's copy often taps into emotions such as excitement, anticipation, and wonder. This helps to create a strong emotional connection between the consumer and the product.
For example, the copy for the Apple Watch Series 6 emphasizes the watch's ability to help you "stay motivated, healthy, and connected" - all emotional benefits that are highly appealing to consumers.
All Apple ads write big headlines to showcase 1 single idea and then use the inverted pyramid (biggest benefit to smallest) to call out the rest.
Apple's copy often emphasizes the exclusivity and premium nature of its products.
For example, the copy for the AirPods Pro emphasizes their "customizable fit" and "active noise cancellation" features, positioning them as a high-end, premium product that only a select few can afford.