Apple inc. Formerly Apple Computer Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The companies best known hardware products include the macintosh line of computers, the ipod, the iphone and the ipad.
Their core competence is that they deliver exceptional experience through superb user interface. The companies product strategy is based around this.
The New Apple Store, Bath, U.K
Apples sustains a price premium for nearly all of its products and this has arguably kept them afloat in some areas of their produce, for instance many people thought they would have exited the personal computer market several years ago.
Apple has also began to expand, opening key stores in key cities often in high end shopping centers. These offer a personal experience and advise from the many tech advisers that they have working on the shop floor.
The company maintains a monolithic identity. with every product produced associated with the word apple or the 'i'.
Apples design is something that has always been very sleek and beautiful. This can be found across all their products. The design in very contemporary and minimal with a form follows function ethos.
Apples branding strategy often uses emotions as a focal point to sell. the apple brand personality is all about lifestyle, imagination, liberty, regained, innovation, passion, hopes and dreams, and the-power-to-the-people through technology ethos.
The Apple brand personality is about the simplicity and the removal of complexity from peoples lives, people driven product design, and about being a really humanistic company-with a heartfelt conncection with its customers.
Apple is now one of the most successful and popular brands of this generation. it encompasses everything that is good about a brand and its identity and style.