One might wonder if Apple is not becoming a brand like any other. By offering gifts and changing the way it does things, Apple is taking the risk of losing its somewhat exclusive and upscale image.
Apple, the big brand that needs no introduction, has decided to do things a little differently this time. Usually, the Cupertino company invites journalists and influencers from around the world to its events, but it doesn’t really shower them with gifts. However, as the presentation of its new M3 products approached, scheduled for the night of October 30, Apple surprised everyone by sending gift boxes to certain influencers. This approach, although common among other brands, is a first for Apple, known for its rather reserved and exclusive approach.
The boxes in question contain AirPods Max (still in Lightning), Apple’s headphones, accompanied by various treats such as chips, candy and drinks. A gesture that seems trivial, but which marks a notable change in the way Apple wants to interact with its community and the media. Indeed, the brand has always been renowned for its discretion and selective approach, favoring quality over quantity and highlighting its products rather than promotional gestures.
An event like no other
The M3 new product announcement event is also a first in Apple’s usual schedule. The time and manner in which these new features will be announced are unusual.
Apple, which is used to organizing major press events by inviting journalists and influencers from around the world on business class flights, seems to want to confuse the issue and get out of its comfort zone.
Would Apple become common?
This new approach from Apple raises questions about the future of the brand and its image. By adopting more common marketing strategies and seeking to appeal to a wider audience, Apple takes the risk of losing its exclusive and premium image that has made its reputation. However, it is also possible that the brand is simply seeking to reinvent itself and adapt to new consumer trends, seeking to create a stronger and more direct link with its community.
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