'Think Different': the Ad Campaign That Restored Apple's Reputation

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.

* In 1985, Compaq and IBM do a research and development (R&D) and make move Apple into the mainstream by becoming low-cost producer and joint venture with IBM. This’s one of Apple failure moment and Apple Gross margin drop to 34%.

Apple Inc. is a software and electronics manufacture that was established in 1976, by Steve Jobs, Steve Wozniak and Ronald Wayne. The first computers the company manufactured were aimed at computer hobbyists, while they worked on making their computer simpler for the non-computer users. They later succeeded in creating the Apple II model which would become one of the most popular computers in the through

Apple is one of the most recognized companies in the world today. What makes Apple products most recognized is the forms of advertisements the company uses in persuading the consumers rather than of their pioneering innovations and aspiring ideas their products have to offer. Each advertisement by the company uses single or multiple propaganda techniques. One must understand that Apple was company that was not on top of the business world until the company started using propaganda in the 1990s (Nudd,Tim). The propaganda was a great success as it used catchy phrase such as "Think Different" copying the IBM 's "Think IBM" campaign. Despite not having new products on market, once this advertisement was aired using some of the world heroes including Gandhi, MLK Jr. and Albert Einstein, their sales grew and the company profited (Siltanen, Rob). Use of these influential thinkers was one way of idealizing the company with them. This is when it was realized by the company initially, the importance of the propaganda use in their advertisements. Apple continues to cleverly use a variety of propaganda techniques in order to maximize their commercial impact on the general public. This paper will further explore a few of the propaganda techniques used by Apple to increase their sales and generate higher revenues compared with its competitors.

One of the major challenges facing Apple was to get the appropriate replacement of the company’s visionary Chief Executive Officer (CEO) Steve Jobs who died on October 2011. The CEO was responsible for turning Apple into what it is today. Apple is in this case challenged to purse the strategies employed by Steve, that propelled the company to new heights, and which saw the company become a

Its best-known hardware products are the Mac line of computers, the iPod media player, the iPhone smartphone, and the iPad tablet computer. In May 2013, Apple entered the top ten of the Fortune 500 list of companies for the first time. 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. Apple Inc. is the largest publicly traded corporation in the world and the largest technological company in the world by means of market capitalization, with an estimated market capitalization of $446 billion by January 2014. As a result, Fortune magazine named Apple the most admired company in the world from 2008 to 2012 because it has legions of adoring fans.

Introduction The intention of presenting this report is to give a full strategic appraisal and evaluation of Apple Inc. In 1976, the company was founded in a garage in Santa Clara, California. The American multinational corporation mainly involves in designing and marketing consumer electronics, computer software and as well as personal computers. Differentiation is the current strategy position of Apple Inc. There are five main firms in the PC industry and among them; the world’s leading brand is Dell. Apple’s major target is to sustain their present strategic position and to take over the market position as a leader. The key stakeholders include Steve Jobs, employees, lenders and the government.

With the recent passing of Steve Jobs, there has been an intense spotlight focused on both the man and the company he built. Most of the attention has rightfully been focused on Jobs’ passion and creativity, as well as the remarkable period of innovation he preside. As a symbolic leader, the man not only once saving the company from bankruptcy but also building up a well-known brand that had integrate with our daily life – Apple.

“Brrr-ing!,” she heard her state of the art, space grey iPhone 6 plus ring. “Ding-Ding!,” it sings as he receives a Facetime call from a friend. “Take out your Mac.,” says about all of the Clinton High School teachers. Without the diligent work of Steve Jobs none of these actions would have been able to be carried out. Steve Jobs changed the landscape of America through Apple by turning a hobby into a career focused on providing products for the world, constructing “user-friendly” devices based off of the idea of simplicity, continuously supplying his consumers with new and improved devices or updates to counteract any mishaps, and always having a variety of devices depending on the consumers’ needs.

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,

Co-founded by Steve Jobs in 1976, the company was named under Apple Computers Inc. and its initial product Apple IIe gained relative popularity and success. The release of the Macintosh revolutionized the computer experience with a graphical user interfere and a pointer devise called the ‘mouse’ was launched in the same year. The company went public in 1980 resulting in its owners gaining immediate wealth. However, its company’s

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.

Even though Apple has encountered many setbacks, it continues to bring new and improve products to the market. Apple’s competitive strategy has been innovation. They have made an extraordinary effort developing, implementing, and executing its very unique strategy through innovation which has resulted in new product, and the enrichment of the existing ones. More specifically, Apple attempts to meet and supply the needs of a global market, by offering eager and enthusiastic consumers with innovated and high-quality products and services. Apple has employed a differentiation strategy linked to innovation with its three core products (computers, personal media player, mobile phones, tablets and other accessories). A key piece of their strategy involves meeting the needs of the converging digital electronics and computer markets. Apple has elected to implement its strategy by designing and developing proprietary operating systems and software technologies, thus allowing for strict protection of its intellectual rights.

Apple was established on April 1st, 1976 the creators of Apple Inc. are Steve Jobs, Steve Wozniak and Ronald Wayne their main goal was to develop and sell personal computers. On January 3rd, 1977 the company was incorporated to Apple Computer Inc. and on January 9th, 2007 it was renamed to Apple Inc. to reflect its shifted focus to consumer electronics and not only on personal computers.

Apple is an American multinational company that produces computer software, cell phones, personal computers, and other electronic products for consumers. Some well-known Apple products include: the iPhone, the iPod, the iPad, and the Macintosh line of computers. There are many Apple retail stores in America, as well as overseas. “Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system.”(What is Apple?).