The Genius Apple Way to Talk About the Vision Pro (aka how they’re justifying the $3500 price tag)
Apple just released its latest and greatest product yet.
The Apple Vision Pro.
And just like a copywriting nerd, I’m doing what needs to be done.
Breaking down brilliant copywriting examples from its latest product page.
Let me show you how the PROs do it!
Now essentially, the Apple Vision Pro is a VR headset.
Yes, it might be the best one on the market but it’s nothing new.
What’s fresh is how Apple communicates.
Here are some of the best copy examples from the page!
1. Apps
It’s not VR.
It’s a way to free up your desktop.
The reframe is subtle.
But the perceived value is higher.
2. User Interface
It’s not just VR software.
It’s an infinite canvas where your apps live in your space.
How you say, not what you say.
3. Entertainment
Don’t just ask people to watch movies on a VR headset.
It’s cool but…
Do you know what sounds more immersive?
Bring a theater with you, no matter where you are.
Do it the Apple way.
4. Connection
On the same page = common phrase
In the same space = product-specific phrase
Mix known and unknown elements to make it relatable.
5. Privacy & Security
Saying “we don’t blink” for a product that has everything to do with your vision?
Now that’s how witty wordplay is done.
Learn context to use the right words at the right time.
Final takeaway from Apple’s new product page…
Knowing what to say is important.
But knowing how to say makes all the difference.
What other brands do you want me to review for their messaging & copywriting?
Let me know in the comments!
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