Case Study : Apple 's Logo

Apple is an American multinational corporation which designs, manufactures and markets a range of consumer electronics and software products (Apple Inc., 2008). At the end of last fiscal year, Apple’s worldwide annual sales amounted to $32.5 billion, an increase of 35% from 2007 (Apple Inc., 2008). Not surprisingly then, was Apple voted America’s most admired company, also topping the global survey (Fortune,

Before there was Apple Inc., there were two young high school friends, Steven Jobs and Steven Wozniak. These two young geniuses were extremely interested in technology and electronics, and they used this passion to find employment. Jobs worked for Atari, and Wozniak worked for Hewlett-Packard. In April of 1976, in a garage with just $1,300, the two Stevens came together to form a dynamic duo. With Wozniak’s flair for computer design, and Jobs ability to look further into the future, they both created the Apple computer. Now branding began to emerge as Ronald Wayne became a 3rd founder of Apple Inc. since was responsible for creating the company’s first logo which he later resigned because he believed that the company would pose a financial risk. The new logo was created by Ron Janov designs. The company’s first president was Mike Scott. The company was not taken seriously until 1977 when the company came out with the Apple II, which was the “first personal computer to come in a plastic case and include color graphics,” at this point Apple Inc. became incorporated. The company continued to improve with the introduction of Apple III. In 1983, Apple Inc. became the fastest growing company in history, and at this time

Apple is a global company represented in many parts of the world, but born in the United States by computer wizards by the names of Steve Jobs and Steve Wozniak who founded the company back in 1976 (Capon, 2008). The organization deals with the design and sale of computer hardware, software and offers tech support to its customers. Examples of the hardware the company manufactures and sells include mobile phones, personal computers, iPads, tablets and iTunes with associated brands, like the MacBook and iPhones that represent Apple’s driving force towards its success. It is recognized as a brand leader in consumer electronics by the world in terms of quality and customer satisfaction and despite the wide product range, Apple manages each product in a distinct way that is a single business unit (Mittan, 2010).

Apple was established as an IT company dealing in exclusively in computers. However, competition in the technology sector forced the firm to focus on other consumer products. The diversification strategy has seen Apple’s sales grow tremendously in the last decade, earning the firm the No. 1 brand position at Forbes. The Apple brand is recognized on an international scale and enjoys a strong recognition thanks to its aggressiveness when it comes to creativity and innovation (Tar, 2013). It has a large number of loyal customers who would purchase the new products regardless of the market price, which guarantees profits from the new division.

Apples logo of a half-eaten Apple is known globally around the world. The logo represents the story in the bible where eve eats an apple from the forbidden tree. It is said that Steve Jobs was a Catholic and that was the true meaning behind the logo. The name also has interesting story

As one of the most well-known and respected companies in the world, Apple Inc. was one of the few companies to emerge from the recession stronger than ever. Started in 1976 as a computer business, most of Apple’s success has been attributed to its music- and video-related products and the iPhone. Quickly became known then as a company that made innovative consumer electronic products instead of just a company that made computers, it changed its name in 2007 from “Apple Computer” to “Apple Inc.”. As Steve Jobs, Apple’s former CEO and co-founder said, “The Mac, iPod, Apple TV and iPhone. Only one of those is a computer. So we’re changing the name.”

The success factors of Apple are obtained through meeting the appeal of the corresponding aspects of consumer behaviour that are Perception, Learning and Memory, Motivation an Values, The Self, Personality and Lifestyles, Attitudes, Attitude Change and Interactive Communications, Individual Decision Marketing, Buying and Disposing, Group Influence and Opinion Leadership, Income Social Class and Family Structure, Subcultures, Cultural Influences on Consumer Behaviour, and Creation and Diffusion of Culture. During the course of the 41 years of existence for the company, as the history background detailed above states most of these aspects were surely addressed in one way or another in order to maintain the on-going and everlasting success of the brand along with being able to recognize the failures and later turn them into successes as well. Apple has established its brand to meet the consumers’ perception by setting a standard that involves selection, organization, an interpretation of it sensations. This is made possible through the eye grabbing aesthetics’ characteristics of most its products and the logo that were designed to be visually appealing to create and immediate response of sensory receptors such as basic stimuli like light and colour. Through the aspect of Learning and Memory the use of repetition from associative learning to the brand name Apple is easier to be familiarized with. As it constantly being repeated, the term increases learning and generates more

Apple implemented the marketing concept by focusing on customers’ needs through imagination, design, and innovation creating an emotional brand for its customers. Even though Apple is a technological company it takes a humanistic approach to satisfying the needs of its customers far better than the competition.

One of the worlds most valuable company is Apple. Apple leads the world in innovation with iPhone, iPad, Macs and many other devices. It all started when the 21 year-old college dropout. It was no straight path for him to get to what he created. It was more like a windy road. It was evident from his early years that he had no grand plan to do what he has done. However, Steve’s windy road growing up, jobs found inspiration and creativity and most

The multi billion-dollar corporation, Apple Inc., designs and manufactures some of today’s highest technological gizmos and gadgets. Among their best known products are the Apple and Macintosh computers, iPods, iTunes, iPhones and iPads. Apple is one of the most powerful and influential high tech companies in the world. The success of Apple Inc. stems from the innovation and visions of co-founder and entrepreneur, Steve Jobs, the excellence of the stylish, user-friendly products, and the ability to create innovative products that consumer’s desire.

When Steve Jobs back to Apple and became CEO, Apple give marketing campaigns such as the successful “Think Different” and catchy slogan such as “The ultimate all-in-one design”,”It just works”, the other is highlighted “greenest lineup of notebooks”. From this start we can say that Apple want give new image that Apple is different than other digital product that we

Apple prides itself on offering innovative technology to a society that has become dependent on it. In markets inundated with companies offering similar products and services, Apple has had to rise above and distinguish itself from the masses. While their products have a cultivated a devoted-customer following (our family is one of them), their organization and the values it espouses are what will help them to remain a relevant and successful company in the tech world.

Nowadays, Apple has positioned itself to be an innovator in the personal computer industry and Apple has developed by offering modern products compared to its competitors. According to Apple’s mission statement last year, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.” (Business Management,

Apple has always been something of a trendsetter in the tech space. Its product history since Steve Jobs’s return in 1997 gives us a solid list of examples to choose from, from its very first iPod, to Apple’s PowerBook (and later MacBook) lines, to the iPhone and the iPad. Apple’s history is dominated by products that existed before Apple had a crack at them - but it was Apple who simplified them, made them appealing on a much wider scale, and ultimately made them objects of desire for the masses.

Design thinking and empathy is utilised by designers such as Apple’s Entrepreneur Steve Jobs as a solution orientated method to solve complex problems and find desirable solutions for clients. Steve Jobs constructed an aim of simplicity and creating technology which can be individually used by customers. Founded in 1976, Apple has been considered a leading designer of computer hardware and software, nevertheless by 2012 it had fundamentally reciprocated the computer, music and mobile industry through its sleek products, innovative stores, and new business models. This transformation was a result of design thinking and empathy which Bill Atkinson member of Apple’s development team described as an