Apple vs Costco: Tone of Voice Compared

A side-by-side comparison of how Apple and Costco communicate — tone words, language style, sentence structure, and taglines.

In short

Apple (Technology) and Costco (Retail) play in different arenas — and it shows in how they speak. Apple sounds innovative, aspirational, writing in commanding language, while Costco sounds ethical, reliable, writing in commanding language. They share no tone words at all. Apple's tagline, "Think Different", captures its voice; Costco answers with "Do the right thing".

Voice comparison

DimensionAppleCostco
Tone wordsInnovative, AspirationalEthical, Reliable
Language styleCommandingCommanding
Sentence typeCommandCommand
TensePresentPresent
ExpressionImaginativeStraightforward
Tagline"Think Different""Do the right thing"

What Apple and Costco share

Apple and Costco share no tone words.

Where they differ

Apple leans innovative, aspirational. Costco leans ethical, reliable.

Positioning & strategy

DimensionAppleCostco
Brand messageTechnology as a tool for human potentialDeliver value while doing right by people
MissionCreate tools for the mind that advance humankindContinually provide members with quality goods at the lowest possible prices
Core conceptCelebrate Creative ThinkingBusiness with Integrity
Core tensionConformity vs. CreativityProfit vs. Ethics

Frequently Asked Questions

How is Apple's tone of voice different from Costco's?

Apple uses an innovative, aspirational tone with commanding language, while Costco uses an ethical, reliable tone with commanding language. They share no tone words.

What is Apple's tagline and what is Costco's tagline?

Apple's tagline is "Think Different". Costco's tagline is "Do the right thing".

Do Apple and Costco target the same market?

Not directly — Apple operates in Technology while Costco operates in Retail.

Is Apple or Costco more figurative in its messaging?

Apple's messaging is imaginative, while Costco's is straightforward.

Browse 3,202 brands by sector

  • Technology brand voices
  • Food & Beverage brand voices
  • Consumer Goods brand voices
  • Finance brand voices
  • Sports & Fitness brand voices
  • Fashion brand voices
  • Travel & Hospitality brand voices
  • Healthcare brand voices
  • Investment brand voices
  • Automotive brand voices
  • Industrial brand voices
  • Services brand voices
  • Entertainment brand voices
  • Retail brand voices
  • Cryptocurrency brand voices
  • Beauty brand voices
  • Luxury brand voices
  • Energy brand voices
  • Media brand voices
  • Gaming brand voices
  • E-commerce brand voices
  • Insurance brand voices
  • Education brand voices
  • Home & Garden brand voices
  • Real Estate brand voices
  • Aerospace brand voices
  • Design brand voices
  • Telecom brand voices
  • Home
  • Compare brands
  • Top lists
  • Taglines
  • Glossary
  • About