I’ve recently immersed myself in Apple’s latest keynote, and the revelation hit me like a ton of bricks – the audacity of simplicity steals the show.
It’s out there, blatantly audacious yet subtly brilliant, making me wonder – why don’t more tech giants embrace this apparent magic trick?
Apple has deciphered the code that eludes many – the art of conversing in a language devoid of tech jargon and peppered with everyday simplicity. In the digital chaos of gigabytes, terabytes, and yottabytes, Apple emerges as an oasis of simplicity, despite showcasing some of the most cutting-edge products on the planet.
Surprisingly others noticed too. Let’s take MKBHD’s video, for example. Marques offers a fascinating glimpse into Apple’s linguistic strategy. They’re selective about their vocabulary, never using buzzwords like “virtual reality” when introducing products like the Vision Pro headset.
Their language is a calculated blend of branding control, competitor avoidance, and relatability. Apple’s preference for in-house terminology, such as “machine learning” over “AI,” underscores their commitment to a brand narrative that resonates with customers, not technocrats.
Apple rarely draws direct comparisons with competitors. They focus on individual progression, not the rat race. They name their features in a way that deters comparison (think “ProMotion” and “Touch ID”) and subtly sidestep detailed specs in favour of qualitative descriptions.
Case in point? The Vision Pro headset, which, despite being a VR headset, was positioned more towards an augmented reality experience. This is Apple – masterfully controlling brand perception and steering clear of direct comparisons.
This brings me to Shama Hyder, CEO of Zen Media, who recently highlighted Apple’s conscious choice to avoid the term “AI.” It’s a curious strategy for a company at the forefront of technological innovation that brilliantly aligns with Apple’s brand narrative.
Terms like “AI” and “Metaverse” are mired in controversy and fear, eliciting images of rogue robots and rampant technology – a far cry from the safe, secure, and user-friendly image Apple has painstakingly built over the years.
Apple’s narrative is comforting, relatable, and, above all, plain. Their language is a symphony of simplicity, which, according to Hyder, should serve as a lesson to tech firms – the complexity of your technology should be inversely proportional to the simplicity of your narrative. After all, technology is a tool, and if the language describing it is daunting, it fails its purpose.
Folks in Web3, take note, please.
The art of simplicity isn’t about shunning complex terms but knowing when and where to use them. Apple knows its audience isn’t limited to tech nerds; it’s the everyday individual seeking to capture beautiful moments, listen to their favourite tunes, or even track their Netflix snack run.
So, they keep it simple and relatable – they promise ‘stunning photos’ instead of delving into camera specs and a ‘super fast’ phone rather than throwing around processor speeds.
Apple’s language strategy isn’t just about pleasing customers; it’s a carefully crafted brand positioning tool. They’ve consistently projected themselves as a consumer-friendly brand that prioritizes user experience. Remember the iconic 1984 Super Bowl ad? The message was clear – Apple is for the everyday person, a tool for liberation from the ‘Big Brother’ of complex technology.
Moreover, Apple’s simple language is a powerful perception management tool. It subtly shifts our view of their products from mere devices to tools for creativity, connectivity, fitness, and fun. They’re not just gadgets but an integral part of our lives.
So, while awaiting the next Apple keynote (and maybe a step-counting fridge), let’s celebrate the power of simple language and salute Apple for making technology speak human. Because, at the end of the day, isn’t that what innovation should be about? Making our lives more enjoyable, one ‘super-fast,’ ‘stunning-photo-taking,’ ‘revolutionary’ device at a time.
Historically speaking, keeping it simple is not an Apple strategy. Brands like IKEA and Google have also championed it. IKEA built its brand on the concept of making home furnishing simple and accessible, using everyday language to explain their products and instructions.
Conversely, Google revolutionized the search engine landscape by offering a simple box with a promise: “Just type what you’re looking for.”
These brands, like Apple, have harnessed the power of simplicity. They understand that people often crave to feel understood and catered to in a world of increasing complexity. They want to avoid using a new language to use a product or service. They want an experience as simple as diving in and getting what they need.
So, whenever you find yourself overwhelmed by tech jargon, remember: there’s beauty in simplicity. The next significant innovation may be a return to plain, simple language. I, for one, would welcome it with open arms. And I bet a lot of you would, too.
