Companies around the world use many different marketing strategies to get people to choose them and make money for themselves. Some strategies are instantly noticeable and distract users from the brand rather than attracting them, while some tactics attract businesses. can make billions.

Cupertino technology giant Apple has been using it for years. with a simple but effective strategy He earns billions of dollars more every year. Moreover, many Apple users are not even aware of this strategy.

Apple’s “ladder” strategy, by sequentially listing the prices of products that are very similar in performance but have a different “premium quality” feel. This allows you to make the most of the budget allocated to a particular product.

In short, you leave the Apple Store, where you are going to buy a simple iPhone 14, by purchasing a 1TB iPhone 14 Pro Max. However, this tactic It’s not just Apple. Especially with technology giants such as Samsung, Huawei and Sony, many small and medium-sized companies belong to the bottom of this strategy.

The biggest reason why we show Apple as an example the fact that the company has adapted almost its entire marketing system to this ladder. Moreover, the Cupertino-based tech giant is marketing this strategy so successfully that almost no Apple user even notices it.

Let’s create an example story to better understand this ladder strategy:

To make the story more understandable and not involve taxes, you can specify the prices of the products. Based on US Apple Store prices we are going to construct.

You are looking for a suitable candidate to replace your long-term non-functioning tablet, and the 10th generation iPad is both $449 It grabs your attention with its price and features. You finally decide to buy this iPad, but there’s a small problem: the $449 iPad only gives you 64GB of storage. Since you know that this storage will not be enough for your tablet, which you will use for many years, worth $599 You choose the 256 GB model. However, the iPad Air, which is much more stylish, high-quality and powerful, immediately grabs your attention. In addition, the price is $599.

Just when you decide to buy it, you see that it also has 64 GB of storage space. Pushing your budget a bit more and saying “it has to be good and have a lot of storage”, the 256 GB iPad Air for $749 you add to your cart. Just when you’re about to buy it, the iPad Pro begins to entice you this time. 11-inch iPad Pro with 128 GB of storage $799 you see it is. For the last time, choose the 128 GB iPad Pro by increasing your budget and you pay.

At the end of this little adventure, you wanted to buy an iPad for $449, you might buy an iPad Pro by paying $799 without even realizing it. Moreover, the difference between the two iPads is not as great as you might think. According to research by YouTuber Joseph Mavericks, the standard iPad model is available to users. 88% “usability” while only the 11-inch iPad Pro 98% “usability” offers. In other words, the difference of 350 euros that you pay does not actually give you much.

So why do people fall into this “trap”?

Of course, although the users exposed to this situation describe it as a trap, there is actually nothing illegal about this tactic. You just fall victim to a cleverly thought out and planned marketing strategy. If it is one of the main reasons why you fall for this strategy Even the design of Apple’s device is accordingly.

For example, there are minor differences in color, aesthetics and size between the 10.9-inch iPad and the iPad Air, which appear almost identical at first glance. In addition, there are users who feel that they are using a more premium device as the price of the product increases wanting to “reward” themselves psychologically with a high quality product. This makes almost everyone an open target for such marketing strategies.

And even people who have nothing to do with shopping, who shop once a month “I’ll take the best while I have it” Because of his idea, he can fall victim to this and similar strategies.

“But won’t we be able to shop comfortably without falling victim to this strategy?” Let’s take those who say:

While such marketing strategies are prepared in great detail and aim to take users from the bottom of the ladder to the top, there are of course still a few ways to comfortably shop away from these strategies. To achieve this, the first thing you need to do Determine exactly what you need. This way you don’t have to spend extra money on extra features that brands advertise.

In addition, You must set a minimum and maximum budget limit for the product you are going to buy. And no matter how tempting you are with the products you see, you shouldn’t cross these boundaries. Finally, perhaps the most useful thing you can do is read objective reviews and user reviews of the products you want to buy.

After performing these three steps, it becomes more or less clear in your head which product you need exactly. At the moment instead of the top models which seem more premium most suitable for your needs If you prefer the product, remove such marketing strategies and make your shopping with your own choice.