Apple Tone of Voice — Innovative & Aspirational

Tagline: "Think Different"

Industry: Technology / Electronics

Sector: Technology

How Apple Communicates

Apple gives an order without ever raising its voice. "Think Different" is grammatically a command, but it lands as a belief you are invited into — two words carrying a whole worldview, said with the confidence not to shout. It states a conviction and trusts you to follow it.

Tone Words

Apple's brand voice is defined by the following tone words: Innovative, Aspirational.

Communication Style

Language Style: Understated
Sentence Type: Command
Tense: Present
Expression: Imaginative

Apple Brand Story

"Think Different" challenges the norm and encourages individuality, embodying a clear divide between conformity and creativity. The tone is aspirational yet direct, urging people to embrace their unique perspectives. This command-like language instills a sense of urgency and purpose, pushing boundaries while supporting the idea of human potential. The emotional resonance lies in the call to action, inviting everyone to contribute to a more imaginative world.

Brand Message

Technology as a tool for human potential

Brand Mission

Create tools for the mind that advance humankind

Brand Positioning

Core Concept: Celebrate Creative Thinking

Central Tension: Conformity vs. Creativity

About Apple

The Apple Store is a chain of retail stores owned and operated by Apple Inc. The stores sell, service and repair various Apple products, including Mac desktop and MacBook laptop personal computers, iPhone smartphones, iPad tablet computers, Apple Watch smartwatches, Apple TV digital media players, software, and both Apple-branded and selected third-party accessories. The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve Jobs, after years of attempting but failing store-within-a-store concepts. Seeing a need for improved retail presentation of the company's products, he began an effort in 1997 to revamp the retail program to get an improved relationship with consumers and hired Ron Johnson in 2000. Jobs relaunched Apple's online store in 1997 and opened the first two physical stores in 2001. The media initially speculated that Apple would fail, but its stores were highly successful, bypassing the sales numbers of competing nearby stores and within three years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so. Apple has expanded the number of retail locations and its geographical coverage over the years, with...

Frequently Asked Questions About Apple

What is Apple's tone of voice?

Apple uses a innovative, aspirational tone of voice. Their communication is understated, typically using command-style sentences in the present tense. Their tagline "Think Different" exemplifies this voice.

How does Apple communicate with customers?

What is Apple's brand message?

Apple's core message: Technology as a tool for human potential Their mission: Create tools for the mind that advance humankind

What is Apple's slogan?

Apple's slogan is "Think Different". It carries their innovative, aspirational voice.

What is Apple's mission?

Apple's mission: Create tools for the mind that advance humankind

What makes Apple's brand voice unique?

Apple stands out through their innovative, aspirational communication style. Their central brand tension, "Conformity vs. Creativity", shapes how they communicate across the Technology sector.

What language style does Apple use?

Apple uses understated language, with imaginative messaging, in command-style sentences, using the present tense.