Latest in Advertising

Image credit:

Former Apple CEO John Sculley: Steve Jobs sold experiences, not products

Share
Tweet
Share
Save

Sponsored Links

In a new video interview with Entrepreneur Magazine, former Apple CEO John Sculley discusses what exactly set Apple apart from its competition starting with the famous "1984" advertisement. Jobs' vision for Apple's marketing was selling experiences versus selling the product itself. It's interesting to look at Apple's advertising throughout its history through this lens. Its advertising seldom focuses on the technical specs of a product, but rather pushes an experience that you would want to be a part of.

The legendary "1984" advertisement is a perfect example of this theory, not even showing the product it was selling. Instead the audience is sold on an event that, even if they don't know what it will be, they desperately wouldn't want to miss out on. It's a subtle trick which is still readily apparent in Apple's marketing to this day.

You can watch the 3:24 interview with Sculley below.

In this article: advertising, john sculley, steve jobs
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.
Comment
Comments
Share
Tweet
Share
Save

Popular on Engadget

Two men plead guilty to running large illegal streaming sites

Two men plead guilty to running large illegal streaming sites

View
The best plug-in smart outlet

The best plug-in smart outlet

View
After Math: Microsoft pulls back the cover on Project Scarlett

After Math: Microsoft pulls back the cover on Project Scarlett

View
FDA clears an interoperable, automated insulin pump

FDA clears an interoperable, automated insulin pump

View
Study suggests vapers are 1.3 times more likely to develop lung disease

Study suggests vapers are 1.3 times more likely to develop lung disease

View

From around the web

Page 1Page 1ear iconeye iconFill 23text filevr