5 Copywriting Tricks Apple Uses to Make You Want Their Products

Ever wonder why you get goosebumps watching Apple's product launches? Or why their website makes a $1,000 phone feel like a bargain you can't resist?

After analyzing 50+ Apple product pages, presentations, and ads, I discovered their secret sauce. And spoiler alert: it's not just about pretty pictures.

The $3 Trillion Dollar Writing Formula 💰✍️

When a company becomes the world's most valuable brand, you better believe their words are worth their weight in gold. Here are the psychological triggers they use to turn browsers into buyers...

1. The "You-First" Focus ✨

- "Your new superpower" instead of "Our new processor"

- "What will you create?" not "What we created"

- NEVER talks specs first; always benefits to YOU

Quick Test: Count how many times Apple uses "you" vs. "we" on their iPhone page. The ratio? 8:1. They're not talking about themselves—they're telling your story.

2. The Three-Word Punch 👊

Look at these headlines:

- "Light. Bright. Full of might."

- "Supercharged for pros."

- "Magic like never."

Notice something? Apple loves three-word phrases. They're short enough to remember, long enough to create rhythm. It's not accidental—it's science. Our brains process information in chunks of three.

3. The "Of Course" Technique 🤝

Watch this magic:

- "All-day battery life. Of course."

- "Waterproof? Of course."

- "Works with your existing apps? Of course."

They make premium features sound like obvious inclusions. It's not a feature—it's an expectation. And just like that, the $1,000 price tag feels justified.

4. The Future-Now Flip 🛹

Traditional copy: "We added a better camera"

Apple's approach: "Your movies now look like Hollywood films"

See the difference? They don't sell features—they sell the life you'll have five minutes after buying. It's not about what the product is, but who you'll become.

5. The "One More Thing" Hook 🪝

Ever notice how every Apple presentation saves a surprise for the end? That's no accident. It's called the Peak-End Rule:

- Build anticipation throughout

- End with an unexpected delight

- Make the memory sweeter than the experience

Result? You remember the excitement more than the price tag.

The Million-Dollar Question 🤔

Why does all this matter? Because these aren't just Apple tricks—they're psychology principles you can use in your business.

Think about it:

- When was the last time you made your customer the hero?

- Are you selling features or transformations?

- Does your copy pass the "of course" test?

Your Action Steps This Week:

1. Rewrite one product description using the "You-First" focus

2. Create a three-word punch for your main offering

3. List 3 "of course" features that make your price obvious

Remember: Good copy doesn't just sell products—it sells better versions of our lives.

Until next week,

TJR @ Brandzine

P.S. Want to master these copywriting tricks (and many more)? Join our private marketing community for $44/month and get weekly deep dives, live teardowns, and direct access to veterans who've grown 7-figure brands. Members also get early access to all our workshops and templates. Click here to level up your marketing game!