science

Marketing of Apple Inc.

Marketing of Apple Inc. is a science topic covered in the lgStudy science library. This page brings together a partial reference excerpt, illustrations, worked examples, real-world applications and a short study plan, so you can understand Marketing of Apple Inc. rather than just read about it. In short: The marketing of Apple Inc. encompasses the company's advertising, distribution, and branding. After Steve Jobs returned to Apple in 1997, he made industrial design a key element of the company's branding strategy.

Key takeaways

Marketing of Apple Inc. belongs to science; place it in that map before memorising details.
Learn the definition first, then one example that makes the definition concrete.
Connect Marketing of Apple Inc. to a quantity you can measure, compute or draw — that is where exam questions come from.
Reproduce the core statement of Marketing of Apple Inc. from memory before moving on to harder problems.

Reference excerpt

The marketing of Apple Inc. encompasses the company's advertising, distribution, and branding. After Steve Jobs returned to Apple in 1997, he made industrial design a key element of the company's branding strategy. Apple's public image has been shaped by several acclaimed advertisements made in partnership with TBWA\Chiat\Day, including "1984" and "Get a Mac". Many of Apple's product announcements occur during keynote speeches the company gives several times a year, at Apple Special Events or at Apple's Worldwide Developers Conference, that help reinforce Apple's brand.

Advertising

1984 (advertisement) Think different Switch (advertising campaign) Get a Mac

Brand partnerships Nike+iPod Apple Watch and Hermès

Branding According to Steve Jobs, the company's name was inspired by his visit to an apple farm while he was on a fruitarian diet. He thought the name "Apple" was "fun, spirited, and not intimidating". Steve Jobs and Steve Wozniak were fans of the Beatles, but Apple Inc. had name and logo trademark issues with Apple Corps Ltd., a multimedia company started by the Beatles in 1968. This resulted in a series of lawsuits and tension between the two companies. These issues were resolved when the companies settled their lawsuit in 2007.

Logo

Apple's first logo, designed by co-founder Ron Wayne, was a complex, hand-drawn design depicting Sir Isaac Newton sitting under an apple tree inside a picture frame, with a ribbon-banner reading "APPLE COMPUTER CO." ornamenting it. It was almost immediately replaced by Rob Janoff's "rainbow Apple", the more simplistic now-familiar design of an apple with a bite taken out of it, painted in the colors of the rainbow with the order rearranged so that the leaf on top was green. Janoff, who worked for Apple’s marketing consultant Regis McKenna, presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it. However, Jobs insisted that the logo be colorized to humanize the company. The logo was designed with a bite so that it would not be confused with a cherry. The colored stripes were conceived to make the logo more accessible, and to represent the Apple II's color graphics; McKenna credits them to Tom Kamifuji, “an artist who did kabuki figures in multiple colors all through that psychedelic age in the ’60s”. This logo has been erroneously referred to as a tribute to Alan Turing, with the bite mark a reference to his method of suicide. Both Janoff and Apple deny any homage to Turing in the design of the logo. On August 27, 1999 (the year following the introduction of the iMac G3), Apple officially dropped the rainbow scheme and began to use single-color logos nearly identical in shape to the previous rainbow incarnation. However, different color variants appeared on some 1998 Apple devices, one year before the single-color scheme was finalized. An Aqua-themed version of the logo was used from 1997 until 2003, and a glass-themed version was used from 2007 until 2013.

Brand loyalty

Apple customers gained a reputation for devotion and loyalty early in the company's history. In 1984, BYTE stated that:

There are two kinds of people in the world: people who say Apple isn't just a company, it's a cause; and people who say Apple isn't a cause, it's just a company. Both groups are right. Nature has suspended the principle of noncontradiction where Apple is concerned. Apple is more than just a company because its founding has some of the qualities of myth ... Apple is two guys in a garage undertaking the mission of bringing computing power, once reserved for big corporations, to ordinary individuals with ordinary budgets. The company's growth from two guys to a billion-dollar corporation exemplifies the American Dream. Even as a large corporation, Apple plays David to IBM's Goliath, and thus has the sympathetic role in that myth.

Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon", and Ive explained in 2014 that "People have an incredibly personal relationship" with Apple's products. Apple Store openings and new product releases can draw crowds of hundreds, and some wait in line as much as a day before the opening. The opening of New York City's Apple Fifth Avenue store in 2006 was highly attended, and had visitors from Europe who flew in for the event. In June 2017, a newlywed couple shot wedding photos inside the recently opened Orchard Road Apple Store in Singapore. The high level of brand loyalty has been criticized and ridiculed, applying the epithet "Apple fanboy" and mocking the lengthy lines before a product launch. An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. On September 30, 2013, Apple surpassed Coca-Cola to become the world's most valuable brand in the Omnicom Group's "Best Global Brands" report. Boston Consulting Group has ranked Apple as the world's most innovative brand every year since 2005. The New York Times in 1985 stated that "Apple above all else is a marketing company". John Sculley agreed, telling The Guardian newspaper in 1997 that "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade." Research in 2002 by NetRatings indicate that the average Apple consumer was usually more affluent and better educated than other PC company consumers. The research indicated that this correlation could stem from the fact that on average Apple products were more expensive than other PC products.

In response to a query about the devotion of loyal Apple consumers, Jonathan Ive said:What people are responding to is much bigger than the object. They are responding to something rare—a group of people who do more than simply make something work, they make the very best products they possibly can. It's a demonstration against thoughtlessness and carelessness.

Distribution

Apple Stores

… excerpt ends here. Continue reading the full article.

Illustrations

Worked examples

Example 1 — a first encounter with Marketing of Apple Inc.

Start with the simplest possible case. Write down what Marketing of Apple Inc. claims or describes in one sentence, then invent the smallest concrete situation in which that sentence is true. In science, the smallest case is usually a single object, a single equation or a single measurement. Check that every symbol or term in your sentence has a meaning in that case.

Example 2 — changing one variable

Take the situation from Example 1 and change exactly one quantity: double it, halve it, or set it to zero. Predict what should happen to Marketing of Apple Inc. before you calculate. Comparing your prediction with the result is the fastest way to find out whether you understand the idea or only the words.

Example 3 — an exam-style question

Typical questions about Marketing of Apple Inc. ask you to (a) state it precisely, (b) apply it to given data, and (c) explain a limitation. Practise writing all three answers in under five minutes; the third part is what separates a full-mark answer from an average one.

Applications of Marketing of Apple Inc.

In research: Marketing of Apple Inc. appears in science research whenever the underlying quantities have to be modelled precisely. Papers usually cite it as a starting assumption and then explore where it breaks down.
In technology and industry: Engineering practice reuses Marketing of Apple Inc. in design rules, simulations and safety margins. Knowing the idea lets you read a specification sheet and understand why the numbers look the way they do.
In the classroom: Marketing of Apple Inc. is common in secondary-school and first-year university syllabi. It links to neighbouring topics Apple Inc. advertising, Marketing, so understanding it makes those chapters shorter.
In everyday life: Look for Marketing of Apple Inc. outside the textbook — in sport, cooking, traffic, electronics or the sky above you. An example you found yourself is remembered far longer than one you were given.

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How to study Marketing of Apple Inc. in 20 minutes

Read the reference excerpt below once, without taking notes.
Close the page and write down what Marketing of Apple Inc. means in your own words.
Compare your version with the excerpt and mark what you missed.
Work through the three examples above with pen and paper.
Explain Marketing of Apple Inc. out loud to somebody else — or to Teacher Smith in the lgStudy chat.

Frequently asked questions

What is Marketing of Apple Inc. in simple terms?

Why does Marketing of Apple Inc. matter?

Because it connects several science ideas at once: it gives you a definition you can apply, a quantity you can calculate, and a way to check whether a result is plausible.

How should I study Marketing of Apple Inc.?

Read the excerpt, restate it from memory, then work through the examples and applications listed on this page. The five-step study plan above takes about twenty minutes.

What does this page cover?

It gives you a compact reference excerpt plus original lgStudy explanations, examples, applications and study material on Marketing of Apple Inc..