The company Apple Inc. is an innovative company operating in the sphere of multimedia and high technology as the 7th largest global manufacturer. It is present in both hardware and software production. It also provides online services (iTunes).It is very important to know and understand Apple's history, which lead the company to becoming one of most famous brands. Apple Computer Inc. was founded by Steve Jobs and Steve Wozniak on April 1976. Their first computer called Apple I was built in their garage in California. It was the first personal computer to be combined with a keyboard and a monitor for display. They produced about two hundred units which were sold through word of mouth at $666.66 each. Initially, their goal was just to make applications available to the general public. The idea was to design a computer that everyone could use. Between 1977 and 1981, Apple II was a comfortable success. Subsequently, through the development of the computer industry, the company grew, and developed its vision. Their main objective now became to present the best products at the right time, and at a very competitive price. Apple now displays its presence on the high technology market, and boasts the reputation it deserves.
In 1981, Apple launched the Macintosh which was the most famous computer brand around the world for a long time. Its advertising, entitled ‘1984' and diffused for the Superbowl, is still one of the most famous commercials. From 1990 to 1998, the prices in the PC industry decreased constantly, and the competition became harder. At the same time, Microsoft launched Windows 95 which would soon crush Mac OS. However, Steve Jobs returned to direct the board and introduced new initiatives. The arrival of the iMac presented a restart for the company, and the Apple's fans community. In 2001, the iPod signaled the start of the diversification which continues with the iPhone, and the iPad. Apple continued to give up its computer hardware department, and has used the Intel CPU since 2005.
[...] It always knew how to combine its origins in the computing History, with the future: Old and legend for trust and quality New and vision for innovation and creativity The first and maybe most important corporate brand level is the logo, represented by a bitten apple, which has been evolving since its creation in 1977 by Rob Janoff. This logo is very simple an easily recognized by consumers. Brand lovers are also known to invent stories about the origins of this logo. [...]
[...] http://www.eco-conscient.com SWOT ANALYSIS Apple's Strengths: iTunes: which energize the sales of iPod Growth of the turnover and benefits Ability to innovate: Strong R&D department and technology leader Considered as an expert in quality software and hardware industry Brand perception Brand loyalty: Apple's first time customers buy other new Apple products. Brand community Steve Jobs, CEO and visionary Apple's Weaknesses: Steve Jobs: can Apple work without its guru? We did see that what happened when he was sick: the share fell. [...]
[...] In fact there is a very negative attitude towards Microsoft and all its representation, whereas the attitude towards Apple is very positive. This attitude is a very good point for the brand equity because it is source of loyalty. Apple has a culture of opposition. For a long time, it was a competitor of IBM so Apple created a logo design in opposition to theirs. Last year Apple was in competition with Microsoft. Thus Apple did a lot of commercials or viral videos on the internet, to compare both companies. [...]
[...] So we could ask ourselves why exactly is Apple so famous and how does the brand manage its equity. Then we'll try to outline creative and relevant directions form management of Apple. We all know that the personality of Apple focuses on emotion, dreams, creativity, difference, simplicity (very easy to use, no complexity) but also power through technology. The products coming out every year are more and more impressive. They are smaller and lighter than ever for laptops and more and more sophisticated for the Iphone or the Ipad. [...]
[...] The Apple brand personality is also about simplicity, the removal of complexity from people's lives, and being a really humanistic company with a heartfelt connection with its customers. The first observation is that as the brand is growing, these associations are multiplying. Secondly, the brand has very positive associations in the consumer's mind. Attributes of the brand: Apple is a very innovative brand as we have all seen this last decade. We saw some new products such as iPod arriving on the market and becoming revolutions in the consumer's daily life and households. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
