When you once used an Apple product or walked into an Apple Store, you would have an experience you couldn’t have anywhere else. First iTunes, then Apple TV - as we dreamt, we discovered the world was ready for something new.

Introducing Apple Dreams.

Due to the constant race of technological updates, a new Apple product is no longer viewed as magical, but rather newer and better. They’ve forgotten that this is magic. The marvel is gone and the marvel must come back and it starts with dreams.

Currently users are tired of subscription services, they’re not excited about paying monthly fees. To solve this issue, there needs to be a change in both state-of-mind of what is being sold, but also a change in vernacular. 

Apple is both equally a brand and a culture, we have to start selling our Dreams again, not our updates. What do you see, hear, have, learn and experience in your Dreams?

You’re not paying for a subscription service, you are simply accessing Apple’s Dreams.