As most of us probably know, Apple held its annual launch event last week where they announced what we can expect in their technology for the next year. This year’s launch included the unveiling of the iPhone 7, which was a bit more exciting than the launch that introduces the “S” version of past year’s phone.
Besides now seeing nearly every news outlets posting articles about what to expect, I also noticed Apple ads in my Twitter feed announcing the launch. I mistook these as actual tweets from Apple opposed to ads at first and was really surprised! Why, you ask? If you didn’t know, Apple doesn’t utilize social media for the brand as a whole. They have verified Facebook and Twitter accounts which don’t have a single post on them. And then if you visit instagram.com/apple there is no account associated with it… I find it hard to believe someone hasn’t snagged that account, which makes me believe Apple is the owner of the account, but has somehow worked out with Facebook/Instagram to not show the account at all.
And just because Apple doesn’t have social accounts for the brand as a whole, they do have social accounts for some of their other products, like iBooks and iTunes, although these accounts aren’t particularly active (their iTunes Twitter has a gap of nine months when they didn’t post anything).
Something else to note is that their other @Apple product social accounts don’t interact with users at all . On Facebook you can generally write a post on a page. Well you can still do that, I suppose, on the iTunes page, but it also says “Be the first to add a post.” I also find this hard to believe that of the 31 million people that have liked this page, not a single one has bothered to write a post, which makes me believe that Apple has to approve all posts and just doesn’t?
Here’s why I think Apple has stayed off social media (for the most part):
So, is this smart? For Apple, I think so. But for any other company? Probably not. Apple already has their brand built, and while I’m sure they still spend millions on marketing, social media is really not something they need to worry about at this point.