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.
Voice comparison
| Dimension | Apple | Costco |
|---|---|---|
| Tone words | Innovative, Aspirational | Ethical, Reliable |
| Language style | Imperative | Imperative |
| Sentence type | Command | Command |
| Tense | Present | Present |
| Expression | Figurative | Literal |
| 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.
Frequently Asked Questions
How is Apple's tone of voice different from Costco's?
Apple uses a innovative, aspirational tone with imperative language, while Costco uses a ethical, reliable tone with imperative 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".