How Apple Leverages Product Branding, Making Vision Pro Cool
Hello everyone. Yesterday’s discussion about headset adoption piqued Neil’s interest in Apple’s branding opportunity with Vision Pro and the idea of how to sell "coolness" for the face. Before we get to that discussion, there was one branding-related item worth touching upon in content streaming land.
Last week, we talked about Warner Bros. Discovery looking to license HBO shows to Netflix. In the forum, one member shared a different view than mine. Warner Bros. Discovery can license its less premium content to Netflix, which lacks a premium brand. “Netflix’s cash is used to strengthen their [mass market] positioning, something Max can be OK with as Netflix has seemingly cemented its massmarket segment dominance while Max is showing no ambitions to steer away from premium programming. Max can then use the extra cashflow [from Netflix] to pour it into its premium content and further boost its premium-mass market brand.” You can check out the full comment here.
Such a view makes sense to me in a world where Warner Bros. Discovery didn't have its own paid streaming option. If the concern is found with Max containing premium and non-premium content brands, one option is for Warner Bros. Discovery to offer three different streaming services (Discovery $5 per month / Warner $10 per month / HBO $20 per month) with an attractive package discount when getting all three. While this will jeopardize near-term revenue, it helps the company's long-term direct-to-consumer relationships.
How Apple Leverages Product Branding
Apple has a long history of leveraging product branding to strengthen its ecosystem. The classic white wired EarPods hanging out of one’s ears went on to define a generation of consumer electronics. In recent years, Apple has doubled down on the product branding strategy. The following examples have anchored Apple commercials, advertisements, and marketing.
iPhone
Home button (still found with the iPhone SE)
iPhone X notch
iPhone 14 Pro / Pro Max Dynamic Island
iPhone back camera layout
Apple Watch
Rectangular display
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