Apple has just released the iPhone 6. And with it the frenetic rush of avid fans desperate to be one of the first to sample the new kid on the block. Talk about creating your own market.

So what makes this giant so successful?

Really it boils down to a very simple philosophy that will catapult any business into greater things.

They create an experience… they create raving fans.

In the words of Steve Jobs, they put a ding in the universe.

And it doesn’t matter what touch point they have with their customers. They are all about creating a positive experience that make people feel so good they keep coming back for more. After all, why wouldn’t they?

Emotional engagement is what it’s all about. And there’s a few key ways in which they do this. One of the first things that gets me in is that  Apple keeps it simple. And that makes us all feel good. Easy to use for Gen Z right through to the baby boomers and even beyond. Because it just makes sense. Intuitive they call it and it is. There is elegance in simplicity.

And then there’s their customer service. If I can’t work it out there’s a genius who can and it costs me next to nothing. Some of the best and most accessible customer service anywhere in the world in drop dead gorgeous stores they’re quite an experience in themselves. And they’re flooded with applicants desperate to gain employment. Fans who want to take their association with Apple one step further because they love the experience. I’m told any prospective employee is grilled extensively about their leadership and problem solving skills. After all, they don’t sell their products. Rather it’s Apple’s philosophy to solve customer problems… even those they don’t know they have.

Then they do quality over quantity. Rather than develop everything from fridges to televisions like their competitors, Apple stick to a recipe that works and just keep improving on their four basic products. They are leaders in their field. They don’t make anything they don’t want themselves. They are iconic. And almost everyone wants a piece of the action.

At the end of the day, Apple invests in creating such a positive experience that their customers become customers for life.

How will you create raving fans in your business?

Where can you put a ding in the universe?