How Apple’s marketing strategy targets our DNA

How Apple’s marketing strategy targets our DNA

By Thomas Douane
As Steve Jobs steps down from his position at Apple, he leaves behind a legacy that doesn’t seem to be lost on anyone considering how many retrospective pieces have been published. However, this media storm is unsurprising. Jobs’ roller coaster career with the company and ultimate redemption borders on a fairytale and has led to a consumer base that identifies with Apple tech at an almost genetic level. One undeniable element Jobs brought back to the ailing company was a design philosophy based on things humans recognize as objectively beautiful. Apple designs appeal to something deep within us, far past the aesthetic surface. There are things we mechanically recognize as beautiful, things we immediately if subconsciously find comforting or soothing.

It’s an important lesson for any industry: How can you get in tune with the most basic functions of your audience? Bloggers often publish list pieces due to the cursory nature of reading on the Internet. Media content providers calibrate the length of their video production to the attention span of their target demographic.

Here are the top three ways Apple has effectively tapped into our biological attraction, making their products more appealing to our deeper sensibilities.

The Golden Ratio

Apple screens are exactly the dimension of a Golden Rectangle. The Golden Rectangle is known in many arts and mathematics circles as an aesthetically pleasing ratio. It occurs in nature and throughout history. Apple intentionally uses this ratio in its displays because of Jobs’ obsession with taking all the great things from history and bringing them into the business aesthetic of his company.

Heartbeat Light

The gentle pulsating light that undulates on the front of Macbooks indicating that they are asleep is not set to any arbitrary timer. It is intentionally designed to simulate the beating of the human heart, a pattern we are introduced to as embryos that’s reinforced throughout our lives as sequences of DNA, tidal flows, and subconscious cognitive states like when we go to sleep at night.

Prosthetic Quality

In the 21st Century, we have an innate relationship with technology. As we move away from the conformity of sitting at a desk with fingers curled over a keyboard, we are adapting a more human form with our use of technology.

Apple products have innovated in a way that is effectively turning technology into an extension of the human form. Obviously, we are not able to key in codes on our forearms to contact people, but in extreme forms of symbiosis people can experience an event, whip out their phone, send out a tweet and get a response in less than 60 seconds.

This is not limited to Apple products, of course, but the smartphone as we know it is basically Apple’s idea. This radical, trendsetting idea has somehow managed to popularize tablet computers – a newer breed of devices that some experts believe will bring an end to traditional PCs. This technology ecosystem is the nascent form of the increasing prosthetic role these devices play in our lives.

Thomas Doane is a content manager for SmallBox Web Designs.


  • ipad programming
    Posted at 00:18h, 20 September Reply

    Frankly speaking, I’ve never though about such interpretation of Apple’s popularity. But it surely makes sense. The Golden ratio is used in all Apple devices, the lights on MacBook… Steve Jobs did a great job. And whether you love him or hate him (as well as Apple) you can’t but admire him. It’s a fact.

  • Jim
    Posted at 05:32h, 20 September Reply

    fascinating article. I had no idea that mac designed their screens in accordance with the golden rectangle. I have been buying mac products for the past 15 years. They design such amazing products unlike their competitors who don’t appear to have the same finesse.

  • Mia
    Posted at 06:45h, 20 September Reply

    Steve Job’s legacy is impressive, and most remarkable of all is that he created in our minds new necessities.

  • Industrial Sewing Machine
    Posted at 05:29h, 21 September Reply

    Yeah. Apple is so good in making everyone think that an iPad or iPhone is a necessity. If only every business could learn their tricks.

  • How towork lower abs
    Posted at 16:45h, 21 September Reply

    Apples marketing is unbelievable. The heartbeat light is very cool. Love the post very interesting.

  • Pete
    Posted at 13:59h, 25 September Reply

    But how long can Apple remain the leaders? So fer they have brought to market so many covet-able gadgets and left the rest of the industry playing catch-up but it will only take one other company to bring an idea to market and it will be Apple that need to follow the leaders.

    • bonnie
      Posted at 16:40h, 25 September Reply

      I agree with you Pete. I think with Jobs bowing out, several of his right hand men and women will be leaving to start/helm their own companies. I’m hoping that innovation that’s been so locked up in Apple for so long will start to propagate throughout the business community. We need it!

  • New Games Release 2011
    Posted at 08:58h, 29 September Reply

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  • Plastic Boxes Packaging
    Posted at 04:52h, 17 October Reply

    You write/blog under a user name, not your real name. Creating a profile with photo and all that is optional. You have to advertise your site if you want people to go to it regularly. You can advertise it on free things MySpace, or related sites that would contain your link (that might not be free).

  • Husnain
    Posted at 12:04h, 28 October Reply

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  • California Free mls
    Posted at 10:03h, 29 October Reply

    Apple still affects its users across the world. Steve Jobs was a brilliant person who contributed so much to computer lovers. Apple has produced the best products in the world so without Jobs its users will certainly feel a big difference.

  • document storage manchester
    Posted at 05:20h, 28 November Reply

    Typically the Marketing VP or Manager or Director (senior marketer) is responsible for the marketing plan, although she/he also has input from other departments such as sales, operations, finance, product development. In a small business, one person can be responsible for developing the marketing plan.thanks

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    Posted at 02:15h, 20 November Reply

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    Posted at 02:19h, 10 December Reply

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