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What We Can Learn From Apple When it Comes to Marketing New Technologies


Matias Marquez

Matias is the CEO of ethos. He is a second-time founder focused on accelerating the mass adoption of digital assets by creating rich experiences for brands and their customers.

Matias is the CEO of ethos. He is a second-time founder focused on accelerating the mass adoption of digital assets by creating rich experiences for brands and their customers.

Apple has a knack for making products and new technologies desirable by almost everyone.

One of the latest examples of this is the Apple Vision Pro, their new headset which combines virtual reality and augmented reality into one device. The headset was announced at the Worldwide Developers Conference this summer, and it is expected to be available in early 2024.

The Vision Pro isn’t just a VR headset. It’s a device that can adapt to your environment, your preferences, and your interactions.

  • You can change the display using your eyes, hands, and voice.
  • It can run 3D apps, immersive movies, educational content, web surfing, and video games.
  • It can also take spatial photos and videos with just a click of a button.

But what also makes the Vision Pro great is the way Apple introduced it to the world.

We can all use this as a brilliant example of how to introduce new technologies to our respective audiences. Here are a few strategies Apple used to make the Vision Pro more accessible and attractive.

Use Simple & Familiar Words

One of the most important things Apple did was avoid using the term “virtual reality” in its presentation or marketing materials. Instead, they used the following phrases to describe the headset:

  • Mixed reality
  • Vision
  • Experience

This was a smart move, because virtual reality can sound intimidating to people who aren’t familiar with it. By using more familiar words, Apple made the Vision Pro sound more friendly and inviting.

For brands implementing digital assets, this is a great lesson. Use simple and familiar words instead of jargon.

For example, instead of calling your digital assets NFTs, you may want to reference them as digital collectibles or a name specific to your brand, similar to the naming of most loyalty programs.

Show Practical Uses for The Technology

Another thing Apple did well was to show how the Vision Pro could be used for practical purposes, not just for entertainment.

For example, they showed how the headset can replace monitors and use many of the same apps already used in the workplace, including Microsoft and Adobe applications – their so-called competitors.

They also demonstrated how the headset could be used for education, such as creating a 3D model of a heart to help students learn anatomy. By showing these use cases, Apple demonstrated how the Vision Pro can make lives easier and better.

This is a great lesson for all of us introducing digital assets. Instead of focusing on the technical features, focusing on how they can solve real problems or create real value for customers is the key.

For instance, now that digital assets can come with real-world utility, highlighting the exciting benefits holders will receive is important.  Examples can include passes to real-world events, exclusive video content, or access to purchase rare product lines which are only available to holders of your digital assets.

Partner With Trusted Brands

Apple also partnered with trusted brands that have loyal fanbases of their own. For example, they announced that Disney was an official partner with the Vision Pro and was creating exclusive content for the headset, including Marvel’s “What if…?” series. They also mentioned that hundreds of apps for the iPhone and iPad would be adapted for the Vision Pro, as well as new apps exclusive to the Vision Pro App Store. By partnering with Disney, Apple leveraged their popularity and credibility to boost its own.

In the context of a digital asset campaign, you could collaborate with popular brands in other verticals to expand the reach of your campaign and the benefits you are including within your digital assets. For example, if you are a brand that sells fitness apparel, you could feature a free 3-month membership to a gym or wellness center as an included benefit.

Another example could be, if you are a luggage and travel accessories retailer, you could include passes to airline lounges or additional points to an airline’s loyalty program.

As highlighted by these examples, the opportunities for cross collaboration are immense with digital assets and only really limited by imagination.

Pique Curiosity

As always, Apple created a sense of curiosity and excitement around the Vision Pro, both during and after the initial presentation.  

CEO Tim Cook initially did this by using the phrase “one more thing” to introduce the headset at the end of his presentation. This phrase is a classic Apple move that signals something big and unexpected is coming.

Apple kept the hype going by posting their video “Introducing the Apple Vision Pro,” which showed multiple use cases for the headset in action. The demos in the video showcased some of the most impressive experiences the headset could offer, such as watching 4K movies, playing games with realistic graphics, and interacting with 3D dinosaurs.

Digital asset campaigns can use the same excitement-building techniques Apple is demonstrating here. Instead of revealing everything at once, it is good to use teasers to build anticipation within your digital asset campaign. For example, use social media posts, newsletters, podcasts, or blogs to share snippets or previews of what’s coming next.

In addition of telling customers how great your digital assets are, it’s important to show them how other people feel about them. For example, use testimonials or reviews from real customers or influencers who have experienced the amazing benefits your digital assets come with.

How Digital Asset Campaigns Can Learn from Apple

Apple’s Vision Pro isn’t just a groundbreaking device. It’s also a masterclass in marketing new technologies to customers who may not be familiar with them. If you’re thinking about implementing digital assets within your brand strategy, you can learn a lot from Apple’s approach:

  • Focus on the benefits, not the features of your digital assets. Show how they can solve problems, enhance experiences, and delight customers.
  • Make sure your digital assets are accessible and welcoming. Be intuitive, avoid jargon, and provide a seamless integration to real-world benefits.  
  • Create a sense of wonder and excitement around your digital assets. Use storytelling, visuals, collaborations and emotions to capture attention and imagination. Show how they can open up new possibilities and opportunities.

By following Apple’s playbook, you can create a delighting and engaging customer experience that overcomes the jargon barriers, technological barriers, and connects well with a wide audience.

For more on AR & VR technologies, check out our fireside chat below.