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September 02, 2021

The gospel according to Apple

Ask marketers why Mac and iPhone users are so loyal, and they all cite the same reason: Apple's brand.

Apple, of course, is the classic emotional marketer. It’s not just intimate with its customers, it's loved, and there is a real sense of community among users of its ubiquitous products.

In fact, Apple users constitute a ‘church’ of sorts, writes Andy Jordan in the New York Times. But, as with any religion, not everybody is a true believer. Apple’s pricing tricks, for instance, rankle some observers. 

“Steve Jobs is a master of using pricing decoys, reference prices, bundling, and obscurity to make you think his shiny aluminum toys are a good deal,” according to Ben Kunz, director of strategic planning at Mediassociates.

Click here to read his take on how ‘sneaky-smart’ Apple protects its space. 

His conclusion: “Apple makes us willing to pay more to do the same stuff we did 30 years ago: Read magazines, type messages, watch shows, make phone calls. The communication breakthroughs are mostly an illusion, but with shiny aluminum in our hands, who cares what it costs?”

Despite this, for the third year running, Apple has been named the World’s Most Admired Company in voting conducted by Fortune. According to the magazine, Apple won the 2010 vote by the highest margin ever for a No. 1.

Is Apple really that much worse than Disney or Nike when it comes to preaching the gospel? Do you feel manipulated? Or are you happy with your shiny purchases?

By Gordon Powers, MSN Money



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Gordon PowersGordon Powers

A long-time fund company executive, Gordon Powers now heads up the Affinity Group, a financial services consulting firm. Gordon was a personal finance columnist for the Globe & Mail for many years, has taught retirement planning...

James HaversJames Havers

James is the senior editor of MSN Money living in Toronto. He has worked for the Nikkei Shimbun (Tokyo),,, Canadian Business and other publications. Havers turned to journalism after teaching overseas.

Jason BucklandJason Buckland

The modern-day MC Hammer of money, Jason can often be seen spending cash that isn’t his with the efficiency of a Wilt Chamberlain first date. After cutting his teeth as a reporter for the Toronto Sun, he joined the MSN Money team with...