Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

New Apple Lawsuit Shows Why You Need to Be Honest In Your Marketing

By Karisa Hamdi

New Apple Lawsuit Shows Why You Need to Be Honest In Your Marketing

When you look at Apple’s official marketing images for the iPhone XS and XS Max, do you notice the notch at the top of the screen?

If not, do you feel mislead by Apple for not prominently showing you that feature?

One woman from California did and has now started the process of suing the company claiming that it wasn’t clear that the iPhone had a notch from the marketing images.

While she’s taken it to an extreme, she wasn’t the only one to notice this trick.

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

apple-lawsuit

(Photo Credit: Apple)

Others were quick to call out the company for their marketing ploy; expertly placing the wallpaper background or showing the phone from a certain angle to hid the notch.



Where Apple Went Wrong

This may seem like a minor exclusion, but users with the phone have found that the notch tends to block out content when viewing a video, image, or even text.

This shortcoming makes Apple’s marketing move appear intentional and, in turn, deceptive.

Now, when it comes to marketing there’s a fine line between highlighting the good so people want to purchase your product and completely lying.

One may argue that the company wasn’t lying, but “omitting,” but Apple is definitely walking this line very closely with these marketing images and building trust is crucial to a strong customer base. 

This turns into a trust issue.

When you lie to people in your marketing, they may begin to not trust your brand and will feel less inclined to stay loyal or spend money with it.

In fact, according to an infographic from the agency Bonfire Marketing, 63% customers would more likely buy from an authentic brand than an inauthentic brand.  This shows just how important it is to be careful when you decide to omit the truth from your marketing campaigns.

The Lesson for Brands

As you create any marketing collateral, whether it emails, ads, images, etc. make sure you're not hiding important facts or information from potential customers.

If you’re not upfront and honest from the start you create a bad taste in their mouth, leaving them feeling tricked and unappreciated.

Instead, as you build out your marketing campaign you should be building trust to gain the respect from prospects so they’re more likely to go with your company as it comes down to making that final decision.

And in the end, it’ll get you further than a cheap marketing trick which in Apple’s case could result in a lot of money lost.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

Branding
Published on December 19, 2018

Recent Articles

4 questions for defining a winning value proposition in 2021
April 16, 2021 • 4 min read
From brand MVP to rebranding: 7 lessons from rebranding our startup 3 years in
March 22, 2021 • 11 min read
21 brand mission statement examples to inspire you
March 15, 2021 • 11 min read
6 logo design trends you can't ignore in 2021 (and 3 you should)
January 5, 2021 • 5 min read
6 best business YouTube videos you'll want to copy in 2021
December 22, 2020 • 4 min read
How does IMPACT's website strategy blueprint process work? (schedule and outcomes)
December 18, 2020 • 5 min read
How to make your company rebrand go smoothly, according to a graphic designer [Interview]
August 5, 2020 • 7 min read
What Netflix can teach us about font psychology and branding [Infographic]
July 18, 2020 • 4 min read
The 5 triggers of brand authority from DigitalMarketer’s Ryan Deiss [Video]
July 6, 2020 • 2 min read
Telling exceptional truths Ft. Katie Martell (Inbound Success, Ep. 146)
June 8, 2020 • 32 min read
Why investing $5.6M in one Super Bowl ad might not be as crazy as it seems
February 5, 2020 • 5 min read
Toy-R-Us attempts reinvention to match new consumer trends
December 3, 2019 • 2 min read
7 ways to generate leads & boost revenue with your company swag
November 12, 2019 • 6 min read
Seth Godin's 3 keys for leading a tribe [TED Talk]
November 9, 2019 • 4 min read
The perfect brew: 3 wicked 2019 Halloween marketing campaigns
October 31, 2019 • 4 min read
The psychology of design: The color yellow in branding and marketing
September 10, 2019 • 7 min read
The Psychology of Design: The “Color” White in Marketing & Branding
September 5, 2019 • 5 min read
The Psychology of Design: The Color Black in Marketing & Design
August 2, 2019 • 8 min read
Forever 21 Faces Backlash for Putting "Free Samples" of Atkins Diet Bars in Clothing Orders
August 1, 2019 • 3 min read
Firefox Reveals New Logo & Branding: An In-Depth Look
July 23, 2019 • 4 min read
The psychology of design: Orange in branding and marketing
July 12, 2019 • 5 min read
Lessons from the CEO: Content Marketing Success Stories from Across the Country
July 2, 2019 • 6 min read
How Fake Reviews on Amazon Affect Brand Trust
April 12, 2019 • 1 min read
11+ Lessons Every Marketer Can Learn from Verblio's Rebrand
April 12, 2019 • 14 min read
Here’s What We Can Learn from 7 of Recent History’s Biggest Company Rebrands
April 1, 2019 • 9 min read