Apple gets storytelling

In a post by Eric Ratinoff, he talks about how Apple uses storytelling to its advantage when introducing their product line to customers via the Apple Website.

Apple gets storytelling in that they have identified the elements of storytelling and have applied them to videos of their products on the Apple Website that tell the story of the product, whether it be an iPhone or a MacPro, from start to finish. Apple brings their products to live through storytelling.

Eric is right in that Apple is genuinely excited to be sharing a story about the process and development of its products as well as a reiteration of its philosophy. He states that Apple's investment in sharing their stories reflects and appreciation of the investment and commitment that customers make when they purchase a product.

The stories Apple shares with its customers pass along the tech specs of its products in a way that is easily comprehensible and reassuring. Apple reassures its customers the thought and time committed to making the product and thus reenforces the quality of Mac products.

The use of storytelling here makes it easier for Apple to share their products with consumers and for consumers to share Apple stories with their friends and family. Apple's stories contain a captivating beginning, engaging middle and conclusive ending that keeps us wanting more.