Apple Branding Essay Example

more innovative. Although Apple has been successful at outpacing competitors in innovation, historical probabilities suggest that even greater technology can evolve. Keeping competitors away through lawsuits increases the chances of a competitor creating a game-changing technology (MaryAnne, 2012). In 2003, Apple introduced an advertising campaign that featured iPod Silhouettes.

According to Jones (2005), the iPod was unique in the computer world as it emphasized individuality and personal space rather than togetherness or community spirit. Apple utilized centricity to provide iPod users with a feeling of control over their own space. In 2007, Apple capitalized on the successful marketing of the iPod to launch the iPhone. Pederson (2008) states that the marketing strategy for the iPhone mainly highlighted its features and usage rather than its technical aspects.

The iPhone was distinct from the iPad but maintained all the features loved by iPad users. Apple's marketing of the iPod and iPhone turned them into cultural icons that resonate with most mobile technology consumers. Apple's marketing management now faces the challenge of upholding Apple's cultural standing without a new and groundbreaking product. According to Peter Burrows (2012), Apple has shifted its advertising strategy by employing expensive celebrities to endorse their products.

Apple launched a commercial campaign during the 2013 NFL football playoffs, featuring the Williams sisters in a sexually suggestive advertisement. The change in marketing strategy can be attributed to either the absence of new, innovative products or an effort to expand their presence in current markets. The previous advertising strategy employed silhouette ads that targeted a wide audience. However, the use of celebrities indicates a shift towards a segmented marketing approach, aimed at captivating

fans of these famous individuals.

The discussion surrounding Apple's future success is fervent, with many drawing parallels to Microsoft in the 1990s. Similar to Microsoft, Apple has encountered fierce competition but has successfully cultivated a devoted customer base and an exceedingly desirable product that will maintain popularity for years ahead. As a stock trader, my assessment of a company's triumph hinges on the growth of its stock price. UBS analyst Milonuvich posits that the recent 15% decline in Apple's share price should be perceived as a temporary setback akin to halftime in a game.

Despite speculation that the stock price of Apple may be over, we believe it will rebound next year according to Milunovich in 2013. The death of Steve Jobs might have indicated the end of Apple as an innovative growth engine, but the legacy and products created by Apple will still generate significant profits in the upcoming years. According to Whitney in 2011, the iTunes store alone is projected to bring in $13 billion in annual revenue, establishing Apple as a major source of income.