Former Apple CEO John Sculley said that Apple co-founder Steve Jobs was successful in creating desire in Apple products because Jobs sold experiences, not products. Highlighting the Apple 1984 Super Bowl commercial, Sculley said in his interview with Entrepreneur Magazine that the ad didn't talk about specs or features, but an overall experience.
Jobs loved the "Cola wars" between Pepsi and Coke and leveraged some of those techniques to highlight the experience.
Scully said:
In fact, in many ways, Apple is not a high tech company as much as an experience marketing company.
What do you think about Apple's advertising today?
Source: Entrepreneur Magazine
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