How Apple Fared Through Endless Criticism… and Prevailed

Apple set the bar for new-age marketing standards.

There’s no doubt that Apple has had massive success over its competition. Why? Innovation is one main reason, along with their aggressive pursuit of what they would like to call a “perfect product” even in the face of doubt. While their products were laughed at by neighboring companies, they kept their heads down and continued to push their models. Fast forward to today, their success is justified just by walking down the street – how many people do you see on a daily basis carrying an iPhone or using an Apple product?

Apple Maintained Their Composure

According to Steve Doctrow, EVP of Marketing for Rogers & Cowan, recognition comes in the form of creativity. While other companies thought that Apple’s products would fall flat on their face due to their high prices and somewhat simple design, Apple pressed their cause and won over the hearts of the majority. Instead of listening to their critics, they designed what they believed was going to be a major hit. And, they were right.

They Believed In Their Pricing

For many companies out there, this is a bold move. In the case of Apple, they believed in the usefulness and technology of their products so much that they justified their prices. And the thing is, they got away with it.

Because their products were marketed for all their unique capabilities and cutting edge technologies, they marked them at a price that they felt like it deserved. And, instead of placing emphasis on the whole strategic pricing aspect, they bit the bark and created a standard for price ranges when it came to their products.

January 19th, 2016 Posted in Marketing

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