What is Apple's Secret Weapon? (Hint: It Isn't Low Prices)

March 14, 2023

Steve Jobs

As buyers of products and services, we think we’re buying what’s being sold, but most of the time, subconsciously, we are actually buying why it’s being sold.

Some companies aim to be the lowest-priced option (think Walmart or McDonald’s).

Other businesses (and nonprofits too) strive to connect with customers on a personal level. Sharing your “why”—your purpose, your cause, what you believe—is the very best, most authentic way to do this.

Apple Products


Emotional Connections

Consider Apple with their iMac, iPhone, and iPad.

Many, if not most Apple customers are cheerleaders and fans of everything Apple, and they happily pay a higher price for a phone, computer, or tablet when they know less expensive options are available.


Because Apple fans don’t care that much about the price they pay for Apple products. They care more about how Apple makes them feel.

The premiums Apple collects have made them the most profitable company in the world since 2015, with $99.8 billion in net revenues in 2022.


Fine craftsmanship, simplicity, beautiful design…and that’s just the packaging!

Apple products radiate quality.

You know you’ve purchased something special because Apple products make you feel special.

“I've learned that people will forget what you said, people will forget what you did,
but people will never forget how you made them feel.”   - Maya Angelou

In his popular book Start with WHY, Simon Sinek describes Apple’s “why” in this way...

“Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly…And we happen to make great computers. Wanna buy one?”

This is Apple’s “Why.” It’s their secret weapon.

Does it work?


The Power of WHY

We’ve all heard stories about rabid Apple fans standing in line overnight, in the rain and snow, 24 hours and more before the newest gadget is released, just to be among the first to get it.

These same fans proudly open their MacBooks in public places, like airports and coffee shops, just so everyone can see the glowing apple and know how proud they are to use a product they love so much.

Apple Mac-Book

In his book Insanely Simple, Ken Segall, Apple’s former ad agency creative director (and the person credited with putting the “i” in iMac), said...

“It’s Apple’s devotion to simplicity that forms an unbreakable connection with its customers and inspires customers to evangelize to colleagues, friends, and family.”

Do your customers share this devotion? They could.

But before they’ll line up in the rain to buy your products and services, you’ll have to craft a clear statement of “why” you are in business: Why you do what you do, day in and day out. Why you exist.

A powerful statement of purpose that tells people why they should care.

If you haven’t done this yet, you’re not alone.

Most businesses don’t know their why. Most don’t even know where to start.

Do you?

Freedom Focused Logo

To be a Freedom Focused business, it's critical to know what your core values are as an organization, i.e. what you stand for and believe in, to maximize alignment, cohesion, and the efficiency of your team and operations.

It's also critically important to establish a crystal clear vision for your business and to share that vision with your team so they know how the work they do each day fits into a larger picture of where the organization is headed.

Knowing your "why" is no less important.

Take 18 minutes to watch Simon Sinek's explanation of the importance of "why" to your business in one of the most watched TED Talks of all time,  "How great leaders inspire action."

To discover your organization's "why", consider "WHY Coaching" from Simon Sinek's organization or, for the cost of a book, you can work through the process of WHY discovery on your own.

In doing so, you will be moving your organization closer to Freedom Focused, with greater personal and professional freedom for yourself and your team, and most definitely staying...

Focused on your freedom!

Listen to the podcast episode: #037 Apple Computer’s Secret Weapon

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