Prominent tech companies like Apple, Samsung, and Xiaomi are known for being notorious for consistently introducing new smartphone models, leaving marketers scrambling to adapt and adjust their marketing strategies.
Last Tuesday, September 12, 2023, Apple held a major launch event, announcing the release of the brand new iPhone 15 on September 22, 2023. As usual, Apple’s brand-new iPhone 15 comes with its very own unique set of features and specifications which could have a major impact on marketers and businesses—especially in the b2b niche.
In fact, Apple has truly become a benchmark for some of the products in marketing—which every tech marketing company desires to learn. So, as a business, you might want to know how can your company earn such a huge return on investment (ROI) and garner such an enviable brand reputation.
Today, let us show you how you—as a marketer and a business enthusiast—can learn from Apple’s brand-new iPhone 15’s game-changing features.
How to Leverage Apple’s iPhone 15’s Key Features?
So, before we discuss a few specific things that B2B businesses can learn from Apple, let us first discuss a few of the most notable features and how they can be used for your marketing efforts:
Light detection and ranging (LIDAR) scanner is a form of remote sensing method. LIDAR technology collects measurements by using laser light. In fact, these functions are used in the production of 3D models and maps of objects and surroundings or environments.
To explain it further, the LIDAR scanner is a new depth-sensing technology that can be used to create more immersive augmented reality (AR) experiences. This could be used by marketers to create interactive product demos, provide customer support, or even create new marketing campaigns.
So when the LIDAR scanner is built directly into Apple’s iPhone 15 device, it helps the camera to take sharper photos especially during the night or in dark conditions/areas. As I’ve mentioned earlier, the scanner taps into the AR which combines the real world and the virtual world. So, with AR, your iPhone 15 can act as your virtual; tape measure, scan and recreate 3D models, show you how your new furniture would look in your home, and place you into AR games.
How can marketers leverage this feature?
The LIDAR scanner in iPhone 15 can actually be used by b2b marketers to create a more immersive and interactive AR experience. This could be used for a variety of purposes, such as:
- Product demos;
- Virtual trade shows;
- Customer support;
- Sales training; and
- Marketing campaigns.
Additionally, this could be a powerful tool that can be used to create innovative and engaging marketing campaigns. Here are some specific examples:
- For a construction company, for example. In fact, some architects, engineers, and builders are now utilizing LiDAR scanners using their iPads or iPhones with the help of an app.
- Another industry that could utilize the LiDAR scanner is the manufacturing companies. They could use the LiDAR scanner to create an interactive AR training simulator for new employees which would allow employees to learn how to operate machinery and equipment without having to put themselves in danger.
- In addition to these are the healthcare companies. Healthcare service providers could utilize the lidar scanner to create an interactive AR guide for patients which would allow their patients or clients to see the medical scans in 3D and get a better understanding of their condition.
- Lastly, the retail company. Retail companies, for example, could use the lidar scanner to create an interactive AR shopping experience that would allow customers to see products in their own environment and try them on virtually.
The cinematic mode uses a depth-of-field technique to preserve your video’s subject focus while generating a wonderfully blurred foreground and background. The topic of the video is automatically detected and kept in focus during the recording; if a new subject is discovered, the point of focus is automatically transitioned. You may also modify the point of focus manually while recording or afterward in the Photos app.
How can marketers leverage this feature?
Cinematic mode is a video feature in a new brand new iPhone 15 that allows users to create videos with a shallow depth of field, similar to what you would see in a Hollywood movie. This could be used to create more engaging and visually appealing video content for your marketing campaigns. You can use cinematic mode by;
- creating product demos—that allow your customers to see products in their own environment which could be a great way to help customers understand the benefits of a product and make a purchase decision.
- creating explainer videos—that are easy to understand and visually appealing which can be a great way to educate your customers/clients about your products or services.
- creating case study videos—that showcase the success of your products or services which can be a great way to build trust and credibility with potential customers.
- creating social media content—that will capture the attention of your target audience which can be a great way to promote your products or services and generate leads.
- creating marketing videos—that are more visually appealing and engaging which can help you to stand out from the competition and attract more customers.
How will the new privacy features affect marketers?
The iPhone 15 also comes with a number of new privacy features, such as App Tracking Transparency (ATT). ATT gives users more control over how their data is tracked by apps. This could make it more difficult for marketers to collect and use data, but it could also lead to more trust and transparency between marketers and consumers.
Mail privacy protection
Mail privacy protection in iPhone 15 still prevents email senders from tracking when and whether their emails are opened. For B2B marketers, this means that you will no longer be able to rely on open rates as a metric for measuring the success of your email marketing campaigns.
iCloud private relay
iCloud private relay in the new Apple iPhone 15 encrypts users’ web traffic and hides their IP addresses, making it more difficult for marketers and advertisers to track them across different websites. This could make it more difficult for B2B marketers to target their ads to specific audiences.
How B2B Businesses Can Learn from Apple’s iPhone 15
Now, as a marketer who’s willing to learn a lot from Apple’s brand-new iPhone 15 and earn a huge return on investment (ROI), here are a few specific things that you can learn:
Focus on innovation:
As we all know, Apple is constantly innovating and pushing the boundaries of what is possible. So, you, as a marketer, can learn from Apple’s focus on innovation and strive to continually improve your products and services.
In fact, according to Deloitte’s innovation study, companies that invest in innovation are more likely to grow their revenue and profits than companies that don’t.
This means that you should be willing to take risks and try new things, even if they don’t always work out. It also means being open to feedback from customers and employees and using that feedback to make your products and services better.
This makes Apple a great example of a company that is focused on innovation. They are constantly releasing new products and features that improve the user experience.
For example, the iPhone 15’s LiDAR scanner feature, as I mentioned above, will enhance developers’ experience to create more immersive AR experiences. This is just one example of how Apple is constantly innovating and pushing the boundaries of what is possible.
Let’s talk about another example if you are from a software company. As a software provider, you can do it by developing new features for its products that make them easier to use and more efficient.
Another example is for a manufacturing company. To innovate in a manufacturing company, you should develop new products that are more durable and sustainable, or if you are from a logistics company you could develop new ways to deliver goods more quickly and efficiently.
No matter what industry you are in, there are always ways to innovate. By focusing on innovation, you can make your business more successful and better serve your customers.
Put the customer first:
Apple puts the customer first in everything they do and this is what you need to learn to make sure that your products and services are designed to meet the needs of your target customers or clients. It means understanding their needs and wants and then designing your products and services to meet those needs. It also means providing excellent customer service and support.
In fact, there are many benefits to putting the customer first. For one, it can help you to attract and retain customers. When customers feel valued and appreciated, they are more likely to do business with you again. Putting the customer first can also help you to build a strong brand reputation. When customers have a positive experience with your company, they are more likely to recommend your products and services to others.
This is true and backed by the study of Bain & Company, in which they found that a 5% increase in customer retention can lead to a 25% increase in profits.
There are also some specific examples of businesses in different industries when it comes to putting the customer first.
In the healthcare industry, hospitals are focusing on providing a more personalized and patient-centered care experience. For example, some hospitals are using telemedicine to allow patients to see doctors remotely, and others are offering online scheduling and appointment reminders.
In the technology industry, companies are focusing on developing products and services that are easy to use and meet the needs of their customers. For example, Apple is known for its user-friendly products, and Google is known for its focus on customer feedback.
Putting the customer first is not always easy, but it is essential for any business that wants to be successful.
Create a seamless user experience:
Apple is known for creating products that offer a seamless user experience and you, as a marketer and B2B business, can learn from Apple’s focus on user experience and create products and services that are easy to use and navigate.
It is an experience where the user does not have to think too hard about how to use the product or service, and they can complete their tasks quickly and easily.
In fact, a study by Deloitte found that 89% of consumers say that a seamless user experience is an important factor when deciding whether or not to do business with a company.
Apple is known for its user-friendly products and services which makes it easy to use and navigate, even for users who are not tech-savvy. So, to create a seamless user experience, you need to make sure that your website and/or mobile app is user-friendly—which means having a clear and concise design, easy-to-navigate menus, and large enough text buttons.
Also, you should use consistent design elements throughout your website and/or app to help your users or audience learn how to use your product or service more effectively.
Additionally, you should use clear and concise language, which means you should avoid using jargon or technical terms that your audience may not understand.
“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.“
Moreover, you should provide helpful error messages and feedback so that when your audience or users make a mistake, it would help them understand what they did wrong and how to fix it.
Lastly, you should test your product or service with users to get feedback as it will help you identify any areas where the user experience can be improved.
Build a strong brand:
Apple has built a strong brand that is synonymous with quality and innovation which every marketer and B2B business can learn from. A strong brand is one that is well-known, respected, and trusted by consumers.
As the study by Nielsen found, 59% of consumers are willing to pay more for products from brands they trust. That being said, a strong brand is essential for any business that wants to be successful, regardless of industry.
In order to build your brand, there are a number of things you need to do which include developing a clear and concise brand identity for your business. Start by defining your brand’s mission, values, and target audience plus a strong visual identity for your brand such as a logo, tagline, and color scheme.
Think about it, how did Apple make the brand name ‘iPhone’ for their smartphone?
Also, you need to be consistent with your branding, be honest and transparent, and get involved in your community.
Market your products effectively:
Apple is very effective at marketing their products. They use a variety of channels to reach their target audience and generate excitement about their products. So, if you want to succeed—regardless of your industry, you need to market your products effectively.
In fact, a study by HubSpot found that companies that invest in marketing grow their revenue 50% faster than those that don’t.
First things first, you need to understand your target market. Who are you trying to reach with your products? What are their needs and wants? Once you understand your target audience, you can tailor your marketing messages and campaigns to appeal to them. Also, you need an effective multi-channel marketing approach—be it social media, paid advertising, email marketing, and content marketing. You need to choose the right marketing channels that are most likely to reach your target audience and that align with your budget.
Additionally, your content marketing should be informative, engaging, persuasive, and relevant to your target audience and to the products you are selling.
Lastly, make sure that you make adjustments as needed based on your results. Keep in mind that marketing is an ongoing process, so it’s important to track your results and make adjustments to your campaigns as needed.
Of course, marketing differs based on each industry’s products and services. In the healthcare industry, for example, hospitals are using social media and paid ads to connect and reach patients and provide them with information about their services.
Another example is from the technology industry, companies are using content marketing to educate potential customers about their products and services.
No matter what industry you are in, there are always ways to market your products effectively.
Apple is known for its innovative products and its focus on the customer experience. The iPhone 15 is no exception, and it comes with a number of new features that marketers and businesses can learn from.
One of the most important things that marketers can learn from Apple is to focus on innovation. Apple is constantly striving to create new products and features that improve the user experience. As a marketer, you should be willing to take risks and try new things, even if they don’t always work out. You should also be open to feedback from customers and employees and use that feedback to make your products and services better.
Another important lesson that marketers can learn from Apple is to put the customer first. Apple puts the customer first in everything they do, and this is what you need to do to make sure that your products and services are designed to meet the needs of your target customers. It means understanding their needs and wants and then designing your products and services to meet those needs. It also means providing excellent customer service and support.
Overall, the iPhone 15 is a great example of how technology is constantly evolving and how businesses need to adapt to new technologies in order to be successful.