Apple Case Study

From Individualism to Environmentalism

Apple has always been one of the best companies in the world at understanding the psychology that underlines The Fingerprint Strategy. They understand the desire for a product that is not only created for the individual but is also a statement of individuality.

Look at this original advert from 1984 used to introduce the Macintosh computer. In many ways this is the same message of wildly successful "I'm a Mac and I'm a PC" that we see today.

Steve Jobs understands that design and individuality is key in order to sell at consistently higher prices than their competitors. They have never sold on low prices or by adding lots of features to bulk up the offering. Even in 1984 they were tapping in to a desire not to be pulled into an Orwellian world of conformity (PC's), whereas today they are marketing some of the most innovative and environmentally progressive products on the planet.

Whether it is technology, groceries or real estate, the premium consumer is looking for something that uniquely appeals to them. If you can learn this, maybe you will really understand how Steve Jobs became Steve Jobs!