What the iPhone 17 Teaches Businesses About Marketing
The Lesson from Apple
When Apple releases a new iPhone, people don’t just wake up on launch day and decide to buy one. For weeks/months beforehand, they’re reading reviews, watching YouTube videos, comparing features, and asking friends for advice.
By the time the phone actually hits the shelves, most buyers already know exactly what they want. Apple isn’t convincing people on launch day—it’s cashing in on all the anticipation it built leading up to it.
Your customers act the same way. Whether you run a coffee shop, HVAC company, boutique, or accounting firm, people don’t usually walk in ready to buy on the spot. They research, compare, and plan before making a decision.
The Research Phase: Where Small Businesses Win
This “thinking about it” stage is where the real opportunity lies.
A Google study found that 53% of people always research before buying to make sure they’re making the right choice.
81% of retail shoppers do online research before purchasing.
Today’s customer checks three times more sources than they did a decade ago before making a decision.
Translation: your next customer is already looking for you. The question is, will they find you while they’re researching, or only after they’ve already picked someone else?
The Danger of Waiting Until “Launch Day”
Many small businesses don’t invest in marketing until sales slow down. But by then, you’re already behind competitors who have been building awareness and trust for months.
Waiting until people are ready to buy usually means:
Higher costs. Advertising gets more expensive when more businesses are competing at the same time.
Lower results. Customers choose the brands they’ve seen and trust, not the ones that show up at the last minute.
Lost momentum. It takes time to earn recognition. If you start too late, you’ll always be catching up.
How to Market During the Anticipation Stage
Build buzz before people are ready to purchase.
Be Found in Search
Run Google Ads for early searches like “best local accountant near me” or “affordable catering ideas.”
Create SEO-friendly content that answers common customer questions.
Stay Visible
Use affordable social media ads to stay in front of potential customers.
Share posts that build trust—behind-the-scenes stories, customer testimonials, or helpful tips.
Capture Leads Early
Offer a free guide, checklist, or discount in exchange for an email.
Use simple follow-ups (like email or text reminders) to stay top of mind until they’re ready.
Show Up in the Community
Sponsor local events, teams, or causes.
Participate in local Facebook groups or business networks.
The more places people see you, the more likely they are to choose you when they’re ready to buy.
The Key Takeaway
Apple doesn’t wait until launch day to market the iPhone. It creates buzz long before the product arrives, so the decision is already made by the time customers can buy.
For small businesses, it’s the same. Your customers are already researching. If you wait until they’re “in-market,” you’ll spend more money, face tougher competition, and get fewer results.
Start building awareness now. When the time comes for your customer to decide, you’ll already be the clear choice.
👉 Want help putting a plan together? Let’s talk about building a marketing strategy that gets you in front of customers before they’re ready to buy.
