Since January, I have been keeping track of Apple’s upcoming iPad 2020 Pro. It finally launched on March 24, 2020. Unfortunately, I couldn’t buy it for two reasons. First, I live in India, and second, the pandemic.

As much as I hate to admit it, I am still waiting for the iPad Pro 2020 to arrive in India, while my heart burns reading reviews posted by those enjoying it. Mind you, I have other alternatives to choose from, but I can’t get that iPad out of my head. I would rather wait for it than use another tablet.


You will say, “This is Apple we are talking about.”

I have never used any Apple product in my life. If I am lucky enough to buy an iPad in the near-future, that will be my first Apple product.

Why, then, am I going crazy for an Apple product and rejecting everything else?

And…I am not the only one.

Despite the spread of COVID-19 across the world, Apple’s sales inched higher in its fiscal second quarter, reporting $58.3 billion in revenue, up 1% from a year ago.

An expert would say, “It’s purely the way Apple markets its products that sticks in the mind of its users.”

I couldn’t agree more.

While waiting for the iPad, I was enchanted by each of its ads, especially those promoted on Twitter.

Knitting Apple Products to Daily Life

Each time I opened Twitter, a promotional iPad ad popped up showcasing different ways to use the iPad.

Being a writer, the one ad that touched my heart and stuck in my head was this:

“A New Way to Take Notes”

After watching this ad, all I can imagine is:


How easy my daily writing life would be after the iPad. I would be able to roam anywhere while taking notes on my handy iPad. I could even take notes while sleeping and watching TV. If I liked some points of any article or pdf, I could mark them, on the spot, with my iPad pencil. I could then access these markings from any device. Additionally, if a drawing pops into my head, I can draw it on the spot on my iPad and use these drawings to increase the glory of my articles.

One thing my mind (and my friends) always argues is that I can perform all these actions on a notebook or smartphone. I tried them too only to find that the smartphone screen is too small for my writing needs. Regarding notebooks, it’s time-consuming to take notes in a notebook and transfer them on laptop or desktop.

That’s the effect of this iPad ad – planting an idea of how easy it is to take notes with iPad.

But showing people how to use the products isn’t enough.

How Apple makes people care for the product is still a mystery.

Making Users Ache Daily for Apple Products

There’s not a single day that goes by when I don’t wish that I had an iPad.

I write day and night, jotting down notes and ideas in different notebooks with different colored pens. Each time I face any difficulty while taking notes, annotating on a web page, marking important words, making drawings or anything that I can’t do easily on desktop or laptop, it makes me ache more for the iPad and curse COVID-19.

Tasks relevant to writing are my daily struggle. Something I care about the most.

In their book, Made to Stick, Chip Heath and Dan Heath say, “The most basic way to make people care is to form an association between something they don’t yet care about and something they do care about.”

We users don’t care about what brands have, but we do care about solving our daily life issues, whether they are related to our work, family, health or finances. We care for the products that help us in day-to-day life rather than being a one-time thing.

Apple’s marketing strategies focus on the issues of everyday life and show how easily we can solve them with its products. By doing so, it makes us care about the Apple products on a daily basis, slowly engraving the idea on the subconscious mind.

But making people care can’t lead them to act (i.e. make purchase).

This is where Apple’s real magic works.

Apple’s Influence on Self-Identity

My identity is: I am a writer.

I am willing to do anything and everything that helps me become a better writer – articles, books, tools, etc. – are my top priority. It influences me to take action.

The authors of Made to Stick emphasize that the best way to increase the probability of people acting is by influencing their identity.

From the moment I saw Apple’s “note-taking” ad, I started seeing myself as a better writer, taking notes anytime, anywhere, and making drawings, researching and annotating on the spot, which would all help me write more words in a day without sacrificing quality. On the contrary, the iPad will increase my writing quality.

With its ads, Apple has cultivated an improved self-identity that led me to see a positive change I always wanted to achieve.

If it hadn’t been for lockdown, I would be writing this article on my iPad.

Want to have this influence on your customers regardless of your business?

How to Inculcate Apple’s Marketing Strategies in Your Business?

The good news is it takes a combination of SAS : acronym of three basic strategies to make people care about and purchase your product:

  1. Self-Interest (e.g. I want to write more words in a day)
  2. Associations (e.g. I care about my daily writing challenges)
  3. Self-Identity (e.g. I want to become a better writer)


Show your targeted audience how your product can help them with who they are, how it can solve their daily life issues and how they can be better than before. For example, an iPad can help me write more words in a day by solving my daily writing challenges, like taking notes anytime, which would make me a better writer.

Next time when you plan marketing strategies, don’t forget to include SAS in your content.