Sure, Apple knows how to create great products. But -- and this is crucial to the success of any company -- Apple also knows how to sell those products. Through dazzling images. Through creative videos.

And through words.

Words that paint pictures. That spark emotions. Words like vibrant. Dramatic. Maximize. Superfast. Dazzling. Words intended to turn wants into needs and make you covet an iPhone 12 even though you love your iPhone 11. 

After all, it's "new" -- a word Apples uses 23 times in its ad copy for the iPhone 12.

Yet "new" comes in a distant second to two words Apple uses a total of 90 times in the same copy:  

You and your.


  • "So whether you take photos by day or by moonlight, you'll get a level of detail and color that wasn't possible before."
  • "iOS 14 is packed with shortcuts that get you just what you want, right when you want it."

  • "Sound moves around you in 3-D space, so you feel like you're inside the action."

  • "iOS shows you an app's privacy practices before you download it. When you use Apple Pay, your card number isn't shared with merchants."

By comparison, Apple only uses "we" seven times, mostly referring to reduced carbon footprints and greater sustainability. 

Apple's marketing focus is on the customer. How new features -- bigger screen, better display, faster processor -- will benefit you. How new features -- tougher glass, better water resistance, auto-aligning charging magnets -- will solve your problems. 

Why? The goal of any sales copy -- and in a broader sense, of any marketing strategy -- is to help potential customers picture themselves using your products and your services. That's why Apple uses "you" and "your" so frequently.

Because understanding features is nice ... but what Apple really wants is for you to imagine yourself taking advantage of all of the features of your iPhone.

Do that, and your wants are much more likely to seem like your needs.

And needs generate more sales.