We go to the store because we want to experience the product in all its details before purchasing it. Of course, Apple is quite happy with these visits, but there are different effects it is trying to create on us.
So, what is the secret of the laptops in Apple stores standing at this angle, and how does it affect us?
Especially when you go to an Apple store in the morning, you may have noticed that all MacBooks are positioned at exactly the same angle.
If you haven’t noticed this, you can confirm this by visiting an Apple store. Employees who open the store work to be able to tilt all the screens exactly at the same level and use an iPhone app for this.
The app called Simply Angle acts as an automatic protractor-shaped protractor to detect what angle the phone is held at, which adjusts the angle of all MacBooks.
You may be hearing about Simply Angle for the first time right now. The reason is that it is no longer available on the App Store. One of the questions that cannot be answered is why such an important application for marketing strategy is no longer in use.
Apple employees were previously instructed to keep all laptop screens at an angle of exactly 70 degrees.
But after a while, this instruction changed and it was decided that this slope would be 76 degrees. The reason for this 6 degree change is the same as before. Customers looking at the MacBook are encouraged to adjust the displays themselves.
In other words, customers set the ideal viewing angle themselves. This naturally requires customers to contact the device. On the other hand, this is the main reason why all computers and iPads in the Apple Store are loaded with software and applications and connected to the Internet.
Apple wants us to experiment with apps and websites to experience the performance of its products. It should be added that customers in the Apple Store can spend as much time as they want with the devices and use the internet. It is not possible to see any employee pressuring you to leave the product in place anymore.
In fact, it is possible to associate this marketing strategy of Apple with the “Endowment Effect”. So how?
The possessiveness effect is a psychological phenomenon in which individuals tend to value things they are related to or do not have much more than what they have. This sense of ownership comes across in many ways in our daily lives and unwittingly influences us.
For example, personalized products are very useful at this point. Adding a customer’s name or initials anywhere on the product increases the buyer’s sense of ownership and loyalty to the product. In this direction, the customer will value his product much more, and if he does not have it yet, he will become eager to buy it and personalize it.
Another example where brands take advantage of this effect: Limited edition products.
By offering their users limited-edition products, brands create a sense of scarcity and help their customers feel like they will have something valuable and unique when they acquire it. Thus, the customer who is interested in that product will act more hastily to buy it.
And another marketing strategy from Apple: iCloud.
Apple offers the ability to store all the information of its users with iCloud, and after you do this, all your files are now safe. But only to be able to use it on another Apple product. This creates a deep sense of commitment to the iPhone and makes it very difficult for the customer to switch to another device or brand.
It seems that it is impossible to ignore the relationship between the marketing strategies of brands and psychology, and in fact, some ingenious plans lie behind some small details that are quite ordinary for us.
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