You’ve poured your heart and soul into your product or service, but your sales messages aren’t getting the traction you hoped for.

It can be frustrating when you know you’ve got something great to offer…

But can’t seem to get potential customers to bite.

You want to craft copy that hooks people in— like Apple, for example.

Whether you’re an iOS or an Android user, you’ve gotta admit that Apple’s marketing is awesome.

They’ve mastered the art of selling simplicity, emotion, and storytelling through their copy.

So, how do they do it?

Let’s take a look at 7 of Apple’s spellbinding techniques and how you can use them to create irresistible sales messages for your own business!

1. Say More with Less: The Power of Minimalism

Apple’s iconic “Think Different” campaign is a prime example of minimalist copywriting done right.

The campaign featured a series of ads with stark black-and-white portraits of influential figures like Albert Einstein, Martin Luther King Jr., and Amelia Earhart.

The beauty of this campaign was in its simplicity.

The phrase “Think Different” was the only text, set against these powerful images. 

This minimal approach didn’t clutter the message with unnecessary details. 

Instead, it let the visuals and the phrase speak for themselves.

What makes it work:

 The less you say, the more curiosity you spark.

Apple understood that leaving space for the audience to interpret the message made it even more powerful. 

Minimalist copy grabs attention because it stands out in a world of information overload.

How you can apply it:

Instead of over-explaining in your ads, focus on a few key points or even just one powerful line.

You can start by identifying the core values your brand stands for.

Speak to your audience’s identity and aspirations.

Keep the message simple but emotionally charged.

Use a simple, memorable tagline that highlights what makes your product unique.

Note:

Be cautious that your message isn’t so vague that it confuses your audience.

Make sure that the core benefit of your product is still crystal clear.

2. Sell the Experience, Not the Product

Remember Apple’s “Shot on iPhone” campaign?

Instead of showing off the fancy tech specs of the camera, Apple showed their audience all the possibilities they could do with it.

The campaign showcased stunning photos and videos captured by real iPhone users.

This highlighted the quality of the iPhone through real-world use.

What makes it work:

This approach builds authenticity and trust by letting real users demonstrate the product’s capabilities.

It shifts the focus from technical specs to the actual user experience.

Making it more relatable and convincing.

How you can apply it:

When writing your copy, try to think of real-life applications of your product to highlight its benefits.

The possibilities can be endless.

For example, you can show how your product can be used in different settings like:

• At work
• In school
• At home
• At social gatherings
• And many more

3. Use Active, Confident Language

In the 2018 and 2020 iPad Pro campaigns, Apple confidently proclaimed, “Your next computer is not a computer.”

This bold statement makes a clear, assertive claim seemingly leaving no room for doubt.

They confidently positioned the iPad Pro as a game-changer in the tech world.

What makes it work:

This kind of confident language grabs attention and makes the product stand out. 

Apple used the active voice which makes the message more direct and engaging.

It suggests that the iPad Pro is a revolutionary alternative to traditional computers.

How you can apply it:

• Use strong, confident language to make your product sound like a must-have.

• Choose direct verbs to make your message clear and engaging.

• Keep sentences short and avoid long-winded explanations.

• Don’t shy away from making bold claims about what your product or service can do, but make sure it’s backed by truth.

4. Be Relatable To Your Audience 

Apple’s “The Surprise” ad (2019) aired during the holiday season, showing a family using an iPad to create a heartfelt gift for their grandfather. 

The ad focused on everyday life and how technology fits naturally into emotional, human experiences.

What makes it work:

The ad is relatable because it taps into universal emotions—family connections, love, and creativity— without overemphasising the tech itself.

It shows how the iPad helps a family create something meaningful.

The simple storyline feels like something we’ve all experienced.

Like gathering with family, trying to entertain the kids, and sharing holiday memories.

How you can apply it:

Use the same language your audience would use. 

For example, if you’re targeting busy parents, address their daily struggles directly in your copy.

You can use phrases like, “When you’re juggling work, kids, and everything in between, our product. . .”

Show you understand their life by mirroring a challenge they face daily. 

5. Lead with Innovation: Introduce Something They Didn’t Know They Needed

Apple excels at creating products we didn’t even know we wanted.

Take the AirPods launch. 

No one was asking for wireless earbuds, but once Apple introduced them, they became a must-have accessory.

What makes it work:

Apple focuses on how its innovations simplify life.

The campaign effectively communicated how AirPods solved common problems associated with traditional wired headphones.

It also appeals to people’s sense of FOMO (Fear Of Missing Out) and wanting to be the first to have something new and unique.

How you can apply it:

Emphasise the “newness” factor your product can deliver.

Start with phrases that introduce your product as something fresh and groundbreaking.

Better yet, if you’ve patented your product or service, then that can be a huge selling point!

Note:

Don’t let the focus on innovation overshadow practical benefits.

Make sure your audience understands why the innovation is valuable to them.

6. Speak Like a Friend, Not a Brand

Apple’s “Mac vs. PC” ad series (2006–2009) became iconic for its friendly, conversational tone, and funny approach. 

With John Hodgman playing the awkward, inefficient “PC” and Justin Long as the cool, sleek “Mac,” Apple made a playful but clear case for their superiority.

Apple made the Mac seem fun, approachable, and easy to use while portraying the PC as more uptight and complicated.

What makes it work:

The tone of these ads is what makes them shine. 

Instead of corporate language, the ads kept things casual and humorous like 2 friends talking to each other.

It was both entertaining and informative.

By humanising the products, Apple made the audience feel like they were choosing a friend over a faceless machine.

How you can apply it:

Write your copy like you’re speaking to someone over coffee, not from behind a corporate desk. 

If it fits your brand, lighten the mood with playful language.

For example, if you’re a tech consultant, you might share a funny anecdote about a time you accidentally sent a project update to your cat instead of your client.

Note:

Going too casual or funny might make it harder for people to take your brand seriously, especially in more professional fields.

Keep a balance between playfulness and professionalism.

Take a Bite Out of Apple’s Playbook So You Can Create Copy That Leaves Your Audience Hungry for More

Apple’s success in copywriting comes from its ability to convey powerful messages in simple, customer-focused language. 

They nail it by talking about the benefits, hitting those emotional notes, and making a real human connection. 

Instead of just listing features, they make their ads feel personal and relatable.

It’s about telling a story that feels personal and authentic.

Make your product not just another option but something people really want.