Apple’s tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
What is Apple’s tone of voice?
Apple maintains a casual and serious tone that’s respectful and enthusiastic. It focuses on the innovative design and functionality of its products. This friendly and knowledgeable approach positions Apple as an ally to its customers, helping them unleash their creative potential.
Apple’s tone of voice matches the Earnest Ally (CSRE), which is:
Casual (rather than formal)
Serious (rather than funny)
Respectful (rather than irreverent)
Enthusiastic (rather than matter-of-fact)
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Apple’s tone of voice in practice
I examined https://www.apple.com/iphone-14/ on 01/06/2023.
Apple’s tone of voice on the iPhone 14 page is confident, aspirational and polished. The copy’s written in a way that makes the iPhone 14 seem like the best phone on the market, and it appeals to users who want a device that’s both stylish and powerful.
Here are some specific examples of Apple’s tone of voice on the iPhone 14 page:
“The iPhone 14 is the most advanced iPhone yet.”
“With its sleek new design, powerful A16 Bionic chip, and stunning Super Retina XDR display, the iPhone 14 is the perfect phone for anyone who wants the best of the best.”
“The iPhone 14 is more than just a phone. It’s a way to capture your memories, connect with the people you love, and explore the world around you.”
Apple’s tone of voice on the iPhone 14 page is consistent with the company’s overall brand voice, which is known for being confident, stylish and innovative. This tone of voice helps Apple to connect with its target audience of affluent, tech-savvy consumers.
The evolution of Apple’s tone of voice
When discussing iconic brands and their journeys to stardom, it’s impossible to bypass Apple - a tech giant that redefined itself through the years. The story of Apple isn’t just about a company; it’s about a brand that forged an identity and imprinted it into our lives. Apple’s brand story is compelling, intriguing and instructive. Perhaps one of the most striking elements of this journey is the evolution of Apple’s tone of voice.
Humble beginnings and the power of ‘us’
In the 1970s, when Steve Jobs and Steve Wozniak founded Apple in a humble garage, they introduced a company grounded on the ethos of innovation, simplicity and accessibility. They aimed to revolutionise the world of personal computing, and their tone of voice reflected this intent.
While the Apple I’s initial advertisements were largely centred around a straightforward description of its features, the Apple II’s marketing marked a clear evolution in Apple’s communication approach. This campaign pivoted to place the spotlight firmly on the end user, moving beyond mere feature listings.
The tone was friendly and supportive, projecting a shared journey with the consumer. Messages like “Clear the kitchen table. Bring in the colour TV” and “You’ll learn to ‘paint’ dazzling color displays” epitomised this shift, painting a picture of how Apple II would integrate into daily life.
Through such messaging, Apple emphasised not just the product but also the experiences it enabled, fostering a sense of camaraderie between the brand and its users. The narrative became more about ‘us’ - Apple and its customers, venturing together into this new frontier of computing.
The emergence of ‘Think Different’
The ‘80s and ‘90s brought about a significant shift in Apple’s brand positioning. With the launch of the Macintosh in 1984, Apple’s tone took a dramatic, inspiring turn. The ‘1984’ Super Bowl commercial represented a rebellious voice that dared to defy the norm and positioned Apple as a beacon of individuality in a world of conformity.
This tone solidified with the iconic ‘Think Different’ campaign in 1997. Apple’s messaging now was that of an innovator, a pathfinder, a game-changer. This shift wasn’t just a marketing manoeuvre; it became Apple’s identity. It reflected a company that valued creativity, individuality and the audacity to disrupt the status quo.
The iPhone era and the language of revolution
The introduction of the iPhone in 2007 marked another pivotal point in Apple’s brand story. The unveiling was less of a product launch and more of a world-changing event. Apple’s tone of voice had evolved to the language of revolution. The messaging was bold, confident and compelling. It transformed Apple from just a computer company to a lifestyle brand.
The rhetoric of ‘changing everything’ became synonymous with Apple. The brand demonstrated a dominant and authoritative voice that was simultaneously inviting. This combination of power and warmth made Apple’s tone irresistible, crafting an emotional bond with consumers worldwide.
The modern Apple: purpose, privacy and planet
In recent years, Apple has used its influential voice to address broader social and environmental issues, embracing a tone that communicates responsibility and care. From championing user privacy to committing to carbon neutrality, Apple’s tone is now that of a global leader, aware of its influence and responsibilities.
Today, Apple speaks with a tone that marries its legendary spirit of innovation with a strong sense of purpose. It remains exciting and revolutionary, yet increasingly compassionate and committed. The focus now isn’t just about changing the world through technology but also about doing so responsibly.
Companies with a similar tone of voice
Apple’s communication style is most similar to the Earnest Ally (CSRE). Companies with a similar tone of voice include:
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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