Apple’s Investment In Global Marketing Translation
Apple stands as one of the most successful technological companies in the world. As of January 2023, three out of ten global smartphone users have an iPhone, a testament to the company’s mastery of international business. Yet, how was Apple able to strategically navigate the global market? Let’s delve into Apple strategy and see why marketing translation services were a key factor in Apple’s massive global success.
Apple’s Marketing Strategy For The USA
Back when Apple was new and first introduced to the United States, Apple’s marketing strategy was to create a division between PC users and Mac users. They did this by displaying the PC user in a commercial as a nerdy looking adult, and then displaying the MacUser as a cool hipster. This was done to catalyze the idea that Mac users are cooler than PC users. However, Apple knew that this advertisement would not work worldwide, so Apple decided to turn to professional translation and localization services to help them achieve their goal of going global.
Apple’s Marketing Translation For Japan
Due to the expertise of translation and localization companies, Apple knew that its American advertising strategy would not work with Japanese audiences. Therefore, the company’s initial ad had to undergo global business translation to better suit Japanese society.
After undergoing marketing translation services, the new commercial featured a duo from the Japanese comedy troupe, Rahmens, who presented the PC as primarily for office work while the Mac was for personal relaxation time over the weekend. Thankfully, due to Apple’s marketing content translation of the advertisement, the Mac proved to be a huge success in Japan.
Apple’s Marketing Translation For China
Due to Apple’s goal of creating a universal UI to appeal to a wider audience, Apple’s products did not have to undergo much technology and software translation. This also applied to Apple‘s website; it did not need to undergo much website translation and localization.
However, Apple needed to utilize a marketing translation service when they expanded to China to ensure that none of their products offended Chinese audiences. Luckily, Apple was able to catch that their colors used in the industrial design of its products would not sit well with China, so they changed its color to properly localize their products for the Chinese market.
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