Tom Dougherty, CEO – Stealing Share
21 July 2020
AirPods Pro missing marketing opportunity in COVID-19 world
Covid-19 has ushered in a new sense of normal for all of us, including us at Stealing Share. Gone are the blistering brain-storming sessions at our oval-shaped table. In its place, Zoom meetings have taken have taken over. Thing is, concentrating on Zoom meetings while home can be tough – what with a world of distractions and noises at our disposal. This, ultimately, is why Apple’s AirPods Pro rule the day.
The pro version, compared to the earlier model, is in a category of all its own. With a simple setting, you can switch pods into noise-cancellation mode. Quickly, the world of distraction is erased and you are dedicated to work at hand. Another switch toggles the pods into transparency mode, so you can hear both the pods and the world around you clearly. With subtle amplification techniques, the AirPods Pro are more like Aftershokz bone conduction headphones. (If you haven’t tried these out, do so immediately.)
Interestingly, the champion of brands, seems to be missing a logical place to be marketing AirPods Pro — business minded consumers, like myself. At current, the pods are dropped into the standard wheelhouse of cool Apple advertising. Take a look:
“Brand is what ultimately creates preference. Apple has that. But if the rise of Zoom is any indication, AirPods Pro own a leverage that can increase market share.”
AirPods Pro appeal reaches far beyond music
It’s a stylish groove that punctuates device specification alongside hip dancing. It fits the Apple brand focused on simplicity and being different than the rest. I’m not suggesting Apple go away from that. But the marketing opportunity of attracting those working from home, and using Zoom, is staring Apple right in the face. Right now, its marketing focus features listening to music. What about listening to co-workers?
AirPods Pro are perched to take on the business world. They are a tool that can effortlessly enhance working experiences at home (which is what professionals need). They have quickly become a necessity in my work life and for many others.
Brand is what ultimately creates preference. Apple has that. But if the rise of Zoom is any indication, AirPods Pro own a leverage that can increase market share.
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