Apple and Microsoft have been in the technology field for decades. They have both become successful companies and continue to create new devices that are more advanced. Recently, these companies have designed similar new products such as the iPad and the Windows 8 tablet. With similar products, it is important to pay attention to the marketing strategies done by each company to see who does a better job at advertising. Consumers are drawn in and find products appealing based on how they are presented. Noting which company does a more superb job at showcasing its version of the tablet could help explain why the iPad is more compelling compared to the Windows 8 tablet.
Most people today are familiar with Apple products. In fact, a majority of people own at least one product designed by Apple. But how did they become so successful? What makes Apple products so appealing to people throughout the nation? There are many other technology companies out there who sell similar products to Apple, yet Apple is much more recognized. It is necessary to take into consideration the history of the company, as well as their marketing strategies in order to notice how Apple has become a well-known firm.
It is important to first look at the history to realize how they got their start in the technology industry. The first Apple computer was invented on April 1, 1976 by Steven Wozniak and Steven Jobs; however, the company did not take off until a year later in 1977. Sales steadily increased, as well as popularity. Apple was able to improve the technological world and create multiple devices, such as the Mac, iPod, iPhone, and iPad (Company History). Over the years, Apple products have become well-known, making the company extremely successful.
Now that it is clear as to how Apple started out, it is important to look at their marketing strategy and how their products interest so many people. Apple uses “a unique blend of traditional and nontraditional elements” (Moorman) when advertising to consumers. However, the key component to their marketing strategy is empathy. The company has the “ability to understand another person, connect at a core, gut level with their innermost emotional wants and desires, and give them a product so useful they can’t live without it” (Apple’s Marketing Strategy). Being able to connect with consumers and realize what products people will obsess over is an important skill for companies to have; Apple has this skill.
One of Apple’s products in the market today is the iPad. Apple wanted to “build a product that made it effortless, easy, and fun to browse the internet, watch movies, and read books from anywhere”(Apple’s Marketing Strategy). This product is shown on multiple commercials, and is also advertised on Apple’s main website. When I visited Apple’s website, I found it easy to navigate and search for different products. I clicked on the icon for iPads and was immediately drawn in by the vibrant colors and crystal clear pictures displayed on the iPad screen. The website describes the different versions of iPads by using enticing words to make the product seem as though the consumer cannot live without it. The iPad with retina display is described as having “a stunning 9.7 inch display and over 3.1 million pixels” making it easier to see things “like never before” (Shop IPad). The iPad mini is also described on this website and is said to be “beautiful”, “pencil thin”, and “unbelievably light”. All these words grab the audience’s attention and make the products appear to be the best.
As an owner of multiple Apple products, I believe this website displays much ethos. I know this website is credible due to all of the success the company has. I also know that I can trust the descriptions of the products, and I believe that these products will be the best. I have experienced the high quality of Apple products, including the iPad, so I can trust the product descriptions. However, if I had never owned an Apple product before nor heard anything about the company, I believe I would still be drawn in by the contemporary look of the website and the bright colors on the iPad screen,and I believe I would still note the website’s credibility due to the amount of information provided by the website, such as descriptions and how the products can be used to help with education and in the work field. The website also includes a section dedicated to answering any questions the consumers might have. This makes the consumer feel as if they are important and that their questions will be answered.
This particular website could appeal to a variety of different people. On one of the iPads shown, a little girl is depicted which appeals to those with a family. The iPad mini depicts a picture of a word game, appealing to anyone who enjoys different games or apps. This could include a variety of people, ranging in age, ethnicity, and so forth. Towards the bottom of the website, many different iPad cases are displayed, including one made by a designer brand. This could appeal to the average, every day person as well as someone who favors designer brands. Apple advertises to a diverse group of people. The company is promoting that no matter who you are, you will enjoy the user friendly, convenient products sold by Apple.
The website is persuasive because it allows the consumer to make choices based on what he or she wants and desires. By going on the website, I can choose what type of iPad I want, if I want a case or not, what design of case I might want, and so on. The website caters to the consumers needs and is more persuasive because the consumer can choose what they want instead of being told what they want.
One of the competitors of Apple is Microsoft. Microsoft has been around for multiple years as well, yet is a less popular brand nowadays. In order to understand why that it, it is important to note the history and marketing strategies of the Microsoft company, and compare those to that of Apple.
It is necessary to take note of how Microsoft got their start as a technology firm. In 1986, Microsoft became a public company. In the 1990s, Microsoft gained popularity with their better performance, advanced graphics with 16 colors, and improved icons (A History of Windows). As Microsoft continued to increase their popularity with advancements in the technology field, the well-known Windows program designed by Microsoft also grabbed much attention from consumers. The company has developed enormously and has gone from selling floppy discs to selling the current Windows 8 Tablet. Microsoft is still well-known today and will continue advancing their programs in the near future.
Aside from the history of Microsoft, it is critical to obtain information about their marketing strategies in order to discover why consumers want to buy their products. Microsoft intends to deliver outstanding products that in turn result in outstanding business. They learn and understand the different cultures and backgrounds of societies and provide the products people need. The three major components to Microsoft’s marketing strategy include representation, addition, and invention (Case Study: Business and Marketing Strategy of Microsoft). With these three concepts in mind, Microsoft is able to fulfill the needs, demands, and priorities of their customers, and as a result, build the best software possible. (Case Study: Business and Marketing Strategy of Microsoft). Microsoft’s marketing strategy has been a key part in the success of the company.
One of the most recent inventions made by Microsoft is the Windows 8 tablet. This product is advertised on multiple commercials as well as on the Windows website. As I first entered the website, I noticed the modern design it had, similar to that of Apple’s. This particular website also contained vibrant colors to interest the audience as they browse for a tablet. Multiple versions of the tablet are displayed on this website and have a brief description of each available version. A majority of the descriptions include alluring words such as “premium”, “high performance”, and “slim, stylish, and compact” (Tablets-Microsoft Windows).These descriptions captivate the audience and make the Windows 8 tablet appear to be of higher quality than its competitors, including the iPad because the website highlights qualities that consumers are looking for in a technological product. In addition to these descriptions, the consumer is drawn in by the bright colors depicted on the screens of each tablet. The colors make the website as a whole visually appealing to the eye, and make the consumer want to continue his or her search for the perfect tablet. To interest the consumer and make prospective buyers feel important, the website states in large text “Find your next PC” (Tablets-Microsoft Windows). The key word here is “your”. Microsoft knows there is a Windows tablet for each individual person, and the company wants consumers to find their perfect match.
This website is aimed towards people who are interested in technology. However, this website does not discriminate against anyone. Microsoft wants a variety of people to enjoy using their products. They want the consumer to find the perfect product, whether the consumer be in his or her early twenties, middle aged, or even past the age of retirement. The website is also geared towards people of different ethnicities, and the company chose not to display people on this website in order not to make anyone feel left out. For instance, if Microsoft decided to include a picture of a person of one race, there is a possibility that people of different races would not find the tablet to be as appealing. Microsoft avoided this, however, but not including pictures of any one particular race. I believe this is a good marketing strategy because Microsoft wants everyone to feel welcome to buying their products.
This website has a sense of credibility because Windows is a well-known program that has been around for many years. The Windows 8 tablet is a reliable technological device that consumers know was built to last. Also, similar to the Apple website, this particular website gives consumers a variation of products to choose from. The consumer is able to view multiple versions of the tablet and can choose which version is best for him or her.
In conclusion, both the iPad website and the Windows 8 tablet website have a sense of ethos and allow customers to choose exactly what product they would like to purchase. Both websites incorporate bright, vibrant colors and graphics in order to interest consumers and persuade them into buying a product. Neither website is better than the other in terms of persuasion. They are similar in presenting and advertising the tablet.
“A History of Windows.” Windows.microsoft.com. N.p., n.d. Web. 11 Sept. 2013.
“Apple’s Marketing Strategy – Sell On Value, Not Price.” ChrisNosalcom. N.p., n.d. Web. 11 Sept. 2013.
“Case Study: Business and Marketing Strategy of Microsoft.” N.p., n.d. Web.
“Company History: 2000-2004.” Apple-history.com / Company History: 2000-2004. N.p., n.d. Web. 11 Sept. 2013.
Moorman, Christine. “Why Apple Is a Great Marketer.” Forbes. Forbes Magazine, 10 July 2012. Web. 11 Sept. 2013.
“Shop IPad.” IPad. N.p., n.d. Web. 11 Sept. 2013.
“Tablets – Microsoft Windows.” Windows.microsoft.com. N.p., n.d. Web. 11 Sept. 2013.