The Impact of Apple's Advertising Marketing on People Between the Ages of 20 and 30

This report examines the impact of Apple's promotional activities on purchase intentions among consumers aged 20–30, focusing on four key areas: physical retail stores, the "Shot on iPhone" campaign, product launch events, and the brand narrative shift from Steve Jobs to Tim Cook. Using a mixed-method approach, the study collected 50 valid questionnaire responses and conducted five semi-structured interviews with young Apple users. Findings indicate that Apple's retail stores enhance brand trust through tangible evidence and atmosphere, yet only 34% of respondents rated the in-store experience as highly impressive. The "Shot on iPhone" campaign effectively communicates creativity and authenticity (60% awareness), but user participation remains low. Product launches generate global excitement and influence purchase decisions, though signs of "innovation fatigue" are evident among younger demographics. The evolution from a revolutionary to a more pragmatic brand narrative reflects Apple's adaptation to a mature smartphone market, but also risks diluting its distinctive appeal. Overall, Apple's value‑bundled marketing positively shapes brand identity and shopping willingness, yet strategic adjustments—such as fostering interactive communities, creating layered recognition for creators, and balancing innovation with practicality—are recommended to sustain engagement and counteract fatigue. This research provides empirical insights into how symbolic values influence consumer behaviour in the premium electronics sector.