Do you realize that any Apple product has a large number of customers lining up to buy each launch and maintaining a steady customer base even in fierce competition environments. Even with new iPhone products released during the epidemic, it still attracts a large number of people interested. So what psychological tactics has made Apple hold off shoppers for so long?
Psychology that Apple applies that technique is “anchor” in consumer psychology. To put it simply, salespeople will direct the full attention of customers to a certain strength factor (or anchor) that causes shoppers to lose focus on other factors. When the next lines are released, the product supplier will continue to use this anchor and cover many new “covers” such as new functions, discounts…. to stimulate buying demand. Find out how Apple has adopted this tactic in their products.
In 2010, Steve Jobs introduced the world of iPad products with a 91-minute presentation, with the aim to push the iPad into a powerful and outstanding mark in the mind of shoppers.
In a review of the New York Times, the famous technology critic said: “Within 10 years of my career, I have never seen a product as different as the iPad”. Not only that, this product also caused a great controversy among critics, from “a useless product” to “technology miracle”, even when they have never used the product. In short, the iPad did not leave a good impression in the tech world and was rated as “unnecessary”, “not attractive to consumers” and “as a joke in the tech world”. Contrary to all this negative opinion, Apple sold 7.5 million units in six months, plus $ 5 million in profit for the lowest iPad line.
After 10 years, Apple has sold more than 400 hundred million iPads. Beyond what was expected, Apple has become an indispensable technology product for American consumers. This number one position gives Apple more than $ 200 billion in profits.
So what did Apple do to make all the negative forecasts and reviews of the number zero? Let’s go back to the beginning, the listeners who attend Steve Jobs’s product presentation are essentially not really interested in what they hear. Just because you have a group of loyal customers doesn’t mean that you can’t add new customer groups to an existing file. With the iPad, that’s exactly what Apple did.
For all Apple products, the buying trend goes in a certain direction. Customers who hate Apple products are often tech savvy; The group of loyal fans is usually ordinary people. Criticism from tech fans often blames Apple for not meeting their needs, but this group of people only makes up a very small number of customers in general. For example: no multitasking function, no flash when recording video…. – All these functions are only available to YouTube creators. Most of us are only interested in the product that just helps us to watch the video comfortably, focusing on the convenience of the customer.
In particular, another trick Apple has applied to distract the entire customer. This factor, though small, plays an important role in making the iPad a boost in the technology industry. Simple psychological tricks are aimed primarily at popular customers and are still applied today.
At the 75th minute of the product launch, Steve will ask the innocent question, “How much should this product cost?” Instead of giving the answer directly, he also previously emphasized a series of speculations about product prices before coming to this part. “If you’ve heard a lot of expert reviews, then we will put this product for under $ 1000 – $ 999.” After finishing the profit, the product price will be prominently displayed on the screen:
And over the next 60 seconds, Steve continues to tout the iPad’s technological goals. He mentioned the costs that make it cost and wants to make the iPad available to everyone. And while everyone was absorbed in the hefty price tag of the $ 999 product, Steve said, “But I have a more surprising announcement that the iPad’s starting price is only $ 499.” And rejoicing everyone at the price “we can all buy”.
And all of a sudden, we’re all willing to pay for a product for $ 499, and we’re not sure if it’s worth it. And all our care is to save 500 dollars.
According to general psychology, when we make a decision or a judgment, it is often based on the information we learn. Our brains also don’t like having to research all over again, but use exactly what we’re given to us. Although we know this is a flawed way of thinking, but among us it is difficult for anyone to avoid this case.
In addition, anchor therapy sometimes forces us to get used to / accept certain factors even though we know it is not suitable for ourselves. When information approaches us long enough and keeps us focused, right or wrong, it has a powerful effect on our mind. So in the case of this iPad, all that works for a miracle lasted only 60 seconds to emphasize the “cheap illusion for the product”.
Another study also showed that for people who are psychologically deceived by this anchoring method, even being told that you are being deceived does not affect their mood much.
The anchor method is not all bad, sometimes it helps us to speed up the decision-making process if we have good information and reduce the pressure on ourselves.
However, this method can definitely be an effective solution for marketers, helping customers fill in the gaps in understanding so that they can more easily choose products, not control their minds. customers in a negative way.
If marketers truly believe that their product has the power to improve customer lives the way Steve Job does, you can certainly reach a large audience. The anchor psychology technique can be an effective tool for optimizing revenue – this happens if you do it the right way.
If you truly believe in your product and its power to make people live better, as Steve did, you will want to put your product in the hands of so many people. The “anchor” can be the tool that allows you to maximize impact while also maximizing (or, at least, not losing) revenue – but only if you get it right.
Steve Jobs is a controversial figure. Not everything he did was right. Not all the prices of an Apple product are reasonable. Is the iPad too expensive, even at $ 499? Did it really improve the lives of so many people?
Ultimately, this anchoring method can make it possible for the customer to buy almost anything and is always efficient. Even so, we need to use it responsibly and in control.