Apple has come a long way since Steve Jobs. I think Steve would be incredibly proud of the job Tim Cook has done. While there are so many areas Apple has improved, the product launch has been fascinating to watch.
In September 2023, Apple introduced the iPhone 15. And while the presentation was no different from the standard they’ve got us all used to in the last few years, here are some big business lessons from them:
1. Repetition
Apple uses repetition. While repetition looks like you don’t have something else to say in real conversations, it is different in sales conversations.
Not like you repeat the same thing the same way. Instead, you repeat the same thing in many different amazing ways. This is especially true when repeating with different tonalities to relay emphasis.
I watched the entire iPhone 15 presentation and there are some words or phrases that are accidentally stuck in my head for the next few days. In sales presentations, you have to repeat yourself a lot, especially when people are looking forward to you saying something.
2. Language
Apple invents new words to talk about their products. They kind of avoid words that put them on the same level as other phone makers. Their choice of words is really spectacular. This is what I am most impressed with.
Using a new language can spell disaster if you are new or just starting out in the market. Apple has certainly gotten to the point where they lead the conversation in technology. This is why we can learn the new words they introduce and find it fascinating.
Startups and upcoming businesses should avoid that by all means. But this doesn’t mean they can’t pick a lesson from here. While you may not be able to use your own language or words, you can upgrade a name. If you raise the bar on something in the industry and everyone adopts that, that positions you as a leader.
So, you may not be able to name things. But you can upgrade a name. Don’t overthink this. For example, everyone calls it a box. You can decide to start calling yours, boxpack.
