Writing

Espino 1

Espino 5

Alondra Espino

Professor Luter

ENGL 1302-81414

16 September 2020

iPhone, the Right Choice for You

As of 2020 iPhone users account for over 45 percent of all smartphone users translating to roughly over 100 million people. It seems as if everywhere we go we are surrounded by Apple products but how did this come to be? Apple was founded by Steve Jobs on April 1, 1976 and over the years has released over 14 apple products with more than 200 different versions of each product. The ad that I have chosen to analyze today is for the latest iPhone 11 that was released on September 20, 2019. This ad initially catches your eye with the variety of colors that are offered in this phone in addition to the words “Just the right amount of everything” in big, bolded words. The ad created by Apple makes effective use of a variety of colors, simple graphics, targeted audiences, as well as logos which appeals to the reliability of their products.

The ad features the many diverse iPhone 11s, a slogan, the model name, as well as the newest features that are included. This ad is placed with a white background and includes the different colors released in this model. For example, lilac/purple, mint green, pastel yellow, white, black, in addition to red in that order. You can see that the main focus of the photo is the newest color released being the purple iPhone 11. Moreover, the ad uses different size texts in order to catch the attention of the targeted audience. The words iPhone 11 with an apple logo being at the top in a medium size text, followed by a slogan “Just the right amount of everything” in bigger, bolded letters, and ending with the statistics and features that this new phone includes which is displayed in smaller and simple letters. Apple makes a great and successful use of colors in the ad which allows us to see the variety of shades that are available to the audience in the latest iPhone 11 model. The iPhone 11 in the color purple can be seen to be the center focus of the ad seeing that this model is placed in the front of the picture with the rest of the colors following behind. Moreover, the purple iPhone 11 is also the most sold color according to the website ‘bgr.com’. I believe that this is a great example of using placement as well as strategic advertising in order to catch the attention of the targeted audience. The variety of colors available allows the consumers to express themselves and takes into account that this phone will be with us and seen at all times. The website “businessinsider.com” attempts to help consumers pick which color to purchase based on what they are seeking. For example, they state that “A white iPhone is simple, elegant, and clean” (Par. 9) while on the other hand the purple iPhone is “sweet but eye-catching” (Par. 26). This is a great example of how the variety of colors available in the iPhone 11 can fit anyone’s style.

This ad is simple and does not convey many specifications or features but rather it appeals to the targeted audience with the use of simple graphics. I believe that they have gone with the “simpler is better” approach which shows that this company understands how overwhelming the audience with excessive information can cause confusion and disinterest. Not only is the information simple and straight to the point, but it also looks simple. This ad is placed on a white background with simple black letters. I believe that they catch the viewers’ attention with the different size texts and splashes of color on the phones rather than using an immense amount of information and color. By using simple and direct words Apple has reduced the consumer confusion and uses simplicity to their advantage by stressing the benefits and keeping the attention of the audience.

The company Apple targets an audience that is simply looking for an easier and more conventional way to use technology to their benefit. The majority of people that purchase Apple products are teenagers, college students, people working in business, young children, as well as adults as a whole. It seems as if Apple is made to fit any age and has also created a variety of products that can be used for different purposes. According to “appleinccasestudy.weebly.com”, “teenagers are considered one of Apple Inc.’s target markets” (Par. 1). This is due to the fact that teenagers use Apple products mainly to socialize with friends, listen to music, and even to go on social media such as Twitter, Snapchat, Instagram, and Tik tok. Another example of how Apple products have benefitted students is due to the accessibility and convenient form of the iPhone and MacBook. Students are able to take notes quicker, snap clear and precise pictures of information, and even record lectures. This allows them to stay organized on a daily basis and is convenient for students since most products are lightweight. With the many different products released by Apple, you are sure to find a product that will benefit you on a day to day basis.

Apple has made a good use of logos in the ad in order to appeal to the targeted audience in a simple yet effective way. In small words under the slogan, they have included “New dual-camera system. All-day battery, The toughest glass in a smartphone. And Apple’s fastest chip ever.” I believe that the fact that they have included all-day battery in the ad will catch the attention of many teenagers and college students. This is due to the fact that many teens and students are on their phone for a majority of their day and it will be beneficial to them if they do not have to charge their phone every couple of hours. In addition, “the toughest glass in a smartphone” will catch the attention of people who are always on the go and who tend to be clumsier at times. With a tougher glass, this will reduce the need to get screens fixed if they shatter which in the end will have an individual saving money. Logos and simplicity play a major role in this ad by giving beneficial information to the audience without overwhelming them.

In conclusion, the use of color, simple graphics, knowing their targeted audience, as well as logos is key to Apples effective marketing. Throughout the years, Apple has gotten to know their audience and makes great use of this information in their ads. They catch the audience’s attention and keep it without overwhelming them which in the end can cause confusion. Apple is always improving and coming out with new models as well as products in order to keep the consumers wanting more. With the many different products that they have created over the years, the audience will be sure to find a product that will benefit them.

Works Cited

“Apple IPhone 11.” Walmart.com, www.walmart.com/cp/apple-iphone-11/9922722.

“APPLES TARGET MARKET.” APPLE INC.   CASE STUDY, appleinccasestudy.weebly.com/apples-target-market.html.

Meisenzahl, Mary. “The IPhone 11 Is Available in 6 Colors, Including Purple for the First Time Ever - Here's How to Decide.” Business Insider, Business Insider, 26 Feb. 2020, www.businessinsider.com/apple-iphone-11-colors-purple-green-yellow-white-black-red-2019-9.

Smith, Chris. “Insider Says IPhone 11 Sales Are Even Better than Expected, and Now Most Models Are Sold Out.” BGR, BGR, 16 Sept. 2019, bgr.com/2019/09/16/iphone-11-sold-out-pro-pro-max-midnight-green-green-and-purple/.

“7 Key Strategies That You Must Learn from Apple's Marketing.” Neil Patel, 23 Jan. 2020, neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-marketing/.