In a new video interview with Entrepreneur Magazine, former Apple CEO John Sculley discusses what exactly set Apple apart from its competition starting with the famous “1984” advertisement. Jobs’ vision for Apple’s marketing was selling experiences versus selling the product itself. It’s interesting to look at Apple’s advertising throughout its history through this lens. Its advertising seldom focuses on the technical specs of a product, but rather pushes an experience that you would want to be a part of.
The legendary “1984” advertisement is a perfect example of this theory, not even showing the product it was selling. Instead the audience is sold on an event that, even if they don’t know what it will be, they desperately wouldn’t want to miss out on. It’s a subtle trick which is still readily apparent in Apple’s marketing to this day.