The ‘Apple of (insert industry here)’

Tesla is the ‘Apple of electric cars’.

Vanmoof is the ‘Apple of electric bikes’.

Nest is the ‘Apple of thermostats’.

Although not an official idiom, I hear it often enough to have an opinion on the topic.

The Apple comparison is a rare thing - only given to truly remarkable products and companies. It's especially rare because it’s not created by the marketing team - it’s given to you by your consumers.

So how do you get your business to the legendary ‘Apple of’ standard? Here’s how:

You impeccably design every aspect of the product down to a tee; aesthetics, function, ease of use, hand feel, materials, longevity, etc.

And it’s not just the product itself. It’s everything that surrounds the product too; the website purchasing page, customer support experience, owner’s manual, packaging, box graphics, in-store experience, etc.

It may seem like a lot of work, but what you get in exchange is unwavering trust from your customers.

Consumer perception like that from Apple can’t be bought. It’s earned by providing amazing products and services, and by delivering it over and over and over again.

This is why Apple is a multi trillion dollar company (there are a few other reasons, but they aren’t as important as the one I’m trying to explain here).

Build trust with the product, not the marketing.

Marketing is words. Product is action. Action speak louder than words.

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