Branding - Apple - The Story.

Branding 

Apple : How did they do it? 

History of Apple 

The fairytale of everyones favourite tech, start up company begun in ones garage involving 3 humble friends and some very clever ideas. Steve Jobs, Ronald Wayne and Steve Wozniak (3 21 year old, high school drop outs) started the company, Wozniak took just 10% of the company but back out 12 days later for $500 dollars, had he of stayed in the organisation, he’d be worth 72 billion dollars today. Jobs met his friends in a computer club, in Menlo park in California, it was at this club the inspiration was instilled to create technology in a much simpler format. in 1979, Jobs and Wayne clubbed together to create most advanced type writer we now all call computers, as it looked a lot different (quite like a television set), you can imagine everyones reaction to this new creation. Jobs priced the new computer invention at $666.66 dollars, but closed a deal with Byte Shop, in Mountain View, to supply them with 50 computers at $500 each and it was this purchase that really got the business off to a good start and in 1999 the Apple 1 sealed its place as the most collectable PC of all time. From then on the two masterminds continued to create technology keeping up to date with the newest electronics. In 1984 Jobs presented the ‘Macintosh’ as a business meeting, the Macintosh was the first affordable computer to offer a graphical user interface, replacing fusty text-based operating systems with an intuitive layout of folders and icons. The Macs famous Superbowl advert was an outstanding method of marketing which spread the word of the new computer marvellously. In 1985 the company now had a board of directors who actually voted for Jobs to be fired, they said when he got an idea in his head, it was his way or no way, and even John Scullay, the director of Pepsi at the time who was hired to ‘babysit’ Jobs, could not handle working with him. 

The first iMac was released in 1998 which had 2 assets no other computers on the market had in those days; It was a unit that required minimal set up and was simple to use, but it was also pretty. And good looking computers were non-existent in those days. When this computer was released in different colours, Apple announced that they taking were 3 times more than the previous years. In 2001 the iPod Mania was released, this formed a category of its own and was extremely popular. The iPod sold for $399. Apple's timing and its ingenious advertising couldn't have been more perfect either, the adverts consisted of the newest ‘freshest’ songs of the time, and since its debut 350 million iPods have been sold. While continuing to perfect Apple, Jobs also founded another tech company called NeXT, it was here Jobs picked up a few new tricks and came out with the Mac OS 10. Its ‘aqua’ look and soft edges was what consumers loved and the OS 10 continued to evolve, there were 9 different variations over the years ensuring stability, speed and easy. These were major selling points for Apple and helped them compete, if not better their rivals Microsoft in a very competitive year. In 2003, Apple launched its iTunes store offering legal music for 99 cents per song, this was an ideal way for Jobs to link the iPod and iMacs together. In its first week iTunes sold 1 million songs and had sold 50 million songs within the first year. From then on Apple has continued to release up-to date products and now has a range of 6 different iPhone variations, around 15 iPod variations and around 17 variations of computers. 

Clientele 

Apple now have a very wide target audience and has features in each product to help satisfy a variety of needs. I will now explain who the main kind of people are, that Apple target and how products satisfy each ones needs:

Teenagers - Teenagers are considered key customers for apple, they’re interest is forever growing of up to date technology and gadgets. iPods and iPhone’s are the most popular products with teenagers, mostly because they love socialising with friends via social media and gaming apps tend to appeal to them. 

Students - The apple products have many features which appeal to the ‘on-the-go’ student, their products are light, meaning carrying them to and from school is much easier. Products such as iPads, iMacs and iPhones are students most handy gadgets as they can record notes etc with these products in an organised way. 

Business people -  People that work in business are very intrigued by all Apple products and a wide range (iPhone/iMac/iPad) of products seem to meet their working needs. These products are used to finish work efficiently, used for research and projects and documents can be sent easily to and from clients. 

Young people/children -  younger kids tend to enjoy playing on the apple products. The colourful, inviting fonts tend to sit well with them and the products are very straight forward to use for a young child to understand. Many game applications can be downloaded easily for them to play on or parents can download learning games for their children. 

Adults - adults in general are a large target market for Apple. All their products help meet needs for people but they are most useful to adults for their everyday needs such as phone calls, map directions, internet connection, documents and cameras. By carrying a small device like an iPhone, these products can make anyones life easier. 

Effective Marketing Methods 

Apple explains that one of their best decisions was to focus on the aesthetics and looks of the products. They were aware that they had a product which worked better than any other on the market and was far more advanced technology than others on the market but understood that people like good looking things as well as efficient, high quality products. So they focused on the gorgeous curves and slick edges of each product to make them more visually pleasing. 

We are in a time where pricing strategies are slightly all over the place and big brand can ‘milk’ the situation slightly and charge ridiculous prices. Apple products are obviously expensive but the company justified why and explained very clearly as to why these prices were set. Apple are aware that they produce products for people that love the brand and match their price by explaining each benefit and future of the product. So many iPods, iPhones etc etc have been bought now that most people trust the lifespan and quality of the products. 

‘you don’t own a tissue, you own kleenex, you don't own an MP3 player, you own an iPod, you don't own a smart phone, you own an iPhone’ .. do you see what Apple are trying to do here? Apple have used very powerful marketing strategies to get the idea across that not only do they want to be market leaders, they want to own the market they are in. By doing this effectively they have now set a trend for the technology market and everything from now on is compared and usually put to the side for the apple products. 

Future Plans 

Obviously I can’t tell the future but can suggest a few rumours or ideas of where apple may take their brand in the future and what kind of products might be released. The latest range of products was the Apple watch. This didn't actually kick off to the start that was expended in comparison to the other product lines, currently all in store display area’s are discreet and are slightly drowned out by the bigger, more well know products. However a predicted AppleWatch2 should be released around this month. This product should be far more outstanding and have more valuable features such as wifi connection, prettier exterior and a longer battery life. 

Apple are expected to release more and more products, the iPhone 7 is due to drop in the up coming months, this product will have more useful features and be slightly different as features that aren't popular will be swiped. The home button is a feature people don't expect to see on the new iPhone 7, and a larger/clearer screen. 

Things like iPads and Apple TV will also continue to become more advanced as the years go on, but a personal prediction is that I believe apple will start selling actual TV’s and change the whole Television industry the same way apple did with mobile phones.