Apple Brand image

Ipod Project

Brand Management

Vernon Stauble

Scott Lydon, Sara Gershbock, Tyler Morehead

iProject

iSTEVE

            Steve Jobs was born in San Francisco and given up for adoption to Paul and Clara Jobs in 1955. In 1966 the Job’s family moved to Los Altos, Steve attends Homestead High School and develops a taste for music like bob Dylan and the Beatles (later inspired the company name) and electronics.

            In 1971 Steve Jobs met future Apple cofounder “Woz” Wozniak. In 1972 Steve and Wozniak sold illegal tone generators called “blue boxes” earning $6000 before moving onto legitimate ventures. Steve enrolled in Reed College in September, but dropped out after a semester, but auditing classes. Steve also met Dan Kottke who later assembled and tested the first Apple computer. 

           In January of 1976, Apple moved into its first building in Cupertino, Creek Blvd. Jobs started with 45% shares of Apple with Wozniak at 45% and Ronald Wayne 10% who later opted to have his $800 returned as the risk was seen to be too high.  Jobs received an order for 50 computers from the Byte shop in Mountain view, California and fudged the order.

           Steve and Kottke exhibited the Apple 1 at a personal computer festival in Atlantic City, New Jersey while Wozniak worked on the Apple II. In 1978 Steve had his first child with his girlfriend Chris-Ann Brennan, and refused a paternal role in raising Lisa until a court order DNA test proved him the father. In 1979 Apple earned $47million in revenue.  In 1981 Andy Hertzfeld of Apple began designing operating systems for the Macintosh: an affordable alternative to the expensive Steve Jobs Lisa computer. IBM introduced the PC 5150, which Steve called inferior to Apple III even though business people preferred it. Time magazine highlighted Steve as a risk taker on one cover and his personal computer as “machine of the year” instead of him as “man of the year,” in another cover.  In 1983 Steve showcased the Lisa (Local Integrated Software Architecture) and meets PepsiCo executive John Scully, whom he wooed to Apple as CEO on April 8. In 1984 Apple launched its first Macintosh computer and advertised heavily for the super bowl and Newsweek magazine.

       In 1985 Lisa was repositioned as the Macintosh XL, but sales were unnaffected. Wozniak left Apple for CL9, and Scully relieved Steve as head of Mac division. A discouraged Steve kept one share of Apple and sold the rest.  Soon after, Apple laid off 1200 employees, and discontinues the Mac XL. Steve announced that he was leaving to start another computer company called NeXT.  Apple offered to help and invest.

        In 1986 Steve bought Pixar. In 1991, officiated by a Buddhist monk, Steve married Laurene Powell .  
        Michael Spindler replaced Sculley. Apple fired 2,500 employees. In 1994 Steve unsuccessfully tried to sell Pixar to Microsoft and others.

        In 1995, Toy Story became a hit, and Pixar's IPO sold 6.9 million shares. In 1996, largely persuaded by NeXT's main asset, the OS, Steve convinced Apple to buy NeXT for 427 million dollars, and Steve returned to Apple as an advisor. In 1997 Steve and Wozniak returned to revive Apple and advise Amelio, who later resigned. Steve declined an offer for the position of CEO because of his conflicting interest in Pixar. Steve simplified the product line from 48 to 10.

        At Macworld, Steve announced Apple's collaboration with its competitor: Microsoft, which tainted Apple's brand for avid Apple fans.

        In 1998, Steve significantly decreased the number of products in competing computer lines, killed projects like the Newton, software-licensing programs and select employees jobs at Apple. In 2000 Steve Jobs announced his intentions to become permanent CEO and not just interim CEO. Aside from his Apple successes, which are listed in the Brand History section, Steve experienced a large measure of success with Pixar, which released Monsters Inc, Finding Nemo, The Incredibles, Cars, Ratatouille, WALLE, UP, Toy story 3, Cars 2.

        In 2004, Jobs disclosed the fact that he had pancreatic cancer and planned to undergo an operation to remove the tumor. In 2006, Disney bought Pixar and Steve then bought a 7% stake in Disney. It was reported that Steve looked gaunt at the annual Apple World Wide Developers Conference and spectators were concerned for his health.

        In 2007, Steve repositioned Apple Computer Inc. as just Apple inc.

        In 2008, Job's appearance at the WWDC renewed concerns about his health.

        In 2009, Steve announced he would take a medical leave of 6 months and Tim Cook took over as CEO. Steve underwent a successful liver transplant. In 2011 Jobs took an open-ended leave of absence, and Tim Cook became CEO. Apple exceeded Exxon as the world’s most valuable company. The only authorized biography of SJ written by Walter Isaacson was published in November 12, 2011. Steve Jobs resigned as CEO and Tim Cook replaced Jobs as CEO. Tim Cook held his first media event to announce the iPhone 4GS. The next day: October 5^th, Steve Jobs died of Pancreatic Cancer.

        Steve Job's salary was 1 dollar annually, 50 cents for one meeting and 50 cents for another, but he held 5.426 million shares in Apple outright. 

iBrand Timeline

January 9, 2001 Apple introduces iTunes for the Macintosh, a program that converts audio CDs into compressed digital audio files, organizes digital music collections, and plays Internet radio.

October 23, 2001 Apple unexpectedly announces the first iPod (codename Dulcimer) at a price of $399

November 10, 2001 Apple ships the first iPod.

Mid-November, 2001 Third-party developers begin to write workaround software that lets the iPod work with PCs

December 31, 2001 By the end of 2001, Apple has sold a total of 125,000 iPods.

March 20, 2002 Apple announces a 10GB / 2,000 song update to the iPod for $499. As of this date, the iPod is still a Mac-only product, though workaround programs for PCs are circulating and largely functional.

April 28, 2003 Big news: Apple unveils the updated “third-generation” iPod and the iTunes Music Store for Mac users

May 1-4, 2003 Retailers begin to sell third-generation iPods, and one week after launching the Mac iTunes Music Store, Apple has sold 1,000,000 songs.

June 23, 2003 Apple sells the one-millionth iPod, more than a year and a half after the release of the device.

October 16, 2003 Apple releases both iTunes and the iTunes Music Store for U.S.-based PC users, phasing out support for MusicMatch PC software in the process. Belkin and Apple jointly announce voice recording and digital photo storage peripherals for the iPod

January 6, 2004 Apple debuts the iPod mini, a diminutive 4GB version of the iPod available in five colors at $249

February 17-20, 2004 Apple ships its first iPod minis starting on Tuesday, and long lines form at stores for its official Friday on- sale date. Sell-outs and near-sell-outs are reported nationwide, and critical opinion quickly turns in the device’s favor.

October 12-14, 2004 Analysts report that iPod sales are 82% of all digital music players and 92% of all hard-drive based players; nearest hard drive competitor Creative has 3.7%. Over 2,000,000 iPods were shipped in the prior 3 months alone, and iTMS downloads hit 150,000,000, a rate of 4 million downloads per week.

February 2006 Itunes sells its one-billionth song

May 2006 Apple and Nike introduce Nike+Ipod, including an in-shoe sensor to track the wearer’s workout on their ipod Nano

June 2008 Itunes topped 5 Billion songs sold

September 2010 apple reveals new Ipod shuffle, the world’s smallest ipod

iProduct Changes and Modifications

     Because the perception of the ipod brand has to do largely with the experiences people have with the product, it is important to highlight main product details.

      Since its debut in 2001, the iPod has varied in size, thickness, and materials. While the first-generation (1G) and second-generation (2G) iPods featured a FireWire data port, generation (3G) iPods, fourth-generation (4G) iPods, iPod minis excluded it in favor of a bottom-mounted Dock Connector port.

      For the original collection of four, curved buttons surrounded the 1G and 2G iPods’ Scroll Wheels.  These were later transformed into circular buttons above the Scroll Wheel for the 3G iPod, and then integrated into the Click Wheel of the iPod mini, 4G iPod, and iPod photo. While the 1G iPod used a wheel that physically moved, each subsequent iPod used a touch-sensitive circle.

iFeatures History

December 2002 Apple unveils its first and only limited edition iPods, with opinion leaders like Madonna’s, Tony Hawk’s, or Beck’s signature engraved on the back for an additional $49. (Another iPod featured the engraved logo of rock band No Doubt.) At a total price of $548, these limited edition iPods were the most expensive ever sold by Apple.

October 26, 2004 Apple debuts the iPod photo, a new version of the fourth-generation iPod that’s capable of displaying digital photographs and album art on its built-in color screen Ipod Nano comes out offering 5 colors.

September 2007 Multi-tri interface and built in wifi networking was introduced

September 2008 over 90 percent of cars offer Ipod assessability in Cars.

September 2010 new ipod touch with retina, face time video calling, Hd video recording and game center.

Apple Stores

       Apple store locations embellish Apple's brand image and positive associations. Numerous people stream into an Apple locations to meet with customer service “geniuses” to receive one on one tutorials on a daily basis. Most of the customers that meet with “geniuses” tend to be of the older generation, most likely purchasers for others. Every employee wears a blue shirt to visually differentiate themselves.                               
        Immediately upon entering the store, a customer walks past a non threatening security guard positioned to make customers feel special. The customer is soon greeted by an employee wearing a blue shirt who asks how the customer can be helped, in which case the employee will help the customer, or if the inquiry requires more advanced knowledge, the employee makes a reservation for the customer to see a genius who resides at the back of the store.  Guiding the customer to the back of the store causes the customer to pass every well displayed Apple product, which multiples the brand impressions of the visit and invites purchases.  

         Once a reservation is scheduled, a customer usually waits in the pleasantly lit Apple store and satiates their boredom by experiencing the new apple products, which are opened, ready for sampling, and set up on clean tables. Near the geniuses are the staple products such as batteries and impulse buys like new music software for iMacs.

         The decor is visually pleasing and simple just like iMacs. The interior decor function as a visual brand extension of imacs, as it is simplistic and shares the imac color scheme.

“On the location of Apple stores in high-end malls: the real estate was a lot more expensive [but people] didn’t have to gamble with 20 minutes of their time. They only had to gamble with 20 footsteps of their time.”

-Steve Jobs, CNNMoney/Fortune, March 8, 2007

iLoyal

      Ipod's brand loyalty is demonstrated by shoppers that sleep outside apple stores just before release dates. ipod’s brand success is part of a well-thought-out plan to deliver strong products and create an Apple culture.

      “Tragically ill-informed” about Apple products, Big-box sales staffers impeded upon Apple’s plan to set its very different products apart from its competitor’s products. Apple responded by creating stores strictly devoted to Apple products, the company has not only eliminated customer interactions with the ill informed staffers, it made an excellent customer-loyalty move.

      Apple stores are a friendly places where Mac and PC users alike are encouraged to play with and explore the technology that the company offers. Mac heads can not only get service, but also hang out with others whom enjoy Apple products equally. Apple stores excite customers and consumers about its product offerings.

Apple’s products complement and complete each other. Buy an iPod, and you can download music via iTunes. For the average user, Apple produces most Mac programs.      This sort of control over the entire user process, from hardware to software, strengthens customer loyalty. Apple users generally don’t have to stray to find products and solutions they want.

ipods and everything else Apple push a strong identification with everything young, up-to-the-minute and smart. In Apple’s “I’m a Mac campaign,” the Mac (personification) is smooth and confident, while PC appears uptight and old. As Steve Job’s puts it:

“We don’t stand a chance of advertising with features and benefits and with RAMs and with charts and comparisons. The only chance we have of communicating is with a feeling.”

-Steve Jobs, The Apple Way, 2006

Some consumers may not be ready to buy an Apple computer, but they’re willing to try the iPod or iPhone. Low price products introduce new customers to the Apple family. These satisfied costumers are more likely to consider buying an Apple computer in the future.

Proprietary formats: Apple products are often not compatible with other systems, where customer transitions are concerned. If a user has a digital music collection comprised entirely of. Aac files, it’s not likely he’ll want to start from scratch with a new MP3 player that won’t accept them. Instead, this customer will probably look at replacing his old Mac with a new Apple model when the time comes.

Media fodder: Media outlets, especially bloggers, love to write about Apple because Apple products make it easy. With leaked rumors about new developments, its very own expo and mysterious shutdowns of its online store, Apple gift-wraps news stories that are just begging for speculation and hype. By perpetuating this cycle of media frenzy, Apple reminds its customers that they’re excited about buying new Apple products now and in the future.

Education sales: Apple turns classrooms into showrooms by selling its products to schools and universities. If students go through school using Apple products, they become comfortable with the interface and familiar with the superior performance the brand offers. By creating this early exposure, Apple captures customers before they even know that they are customers. An Apple customer is much likely to become an ipod customer.

Products that deliver: Instead of adopting the philosophy: “the customer is always right,” or the polar opposite: “I know what’s best for you,” Steve jobs perpetuated the philosophy: “make the best product by carefully considering as many potential issues as possible and please customer’s issues before they manifest and therefore before a customer could complain.” He said it this way:

“We do no market research. We don’t hire consultants...We just want to make great products.”

-SJ, CNN Money/Fortune, February 2008

“When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel away more layers of the onion off, you can oftentimes arrive at some very elegant and simple solutions. Most people just don’t put in the time or energy to get there.”

-SJ Newsweek, October 14, 2006

Its products are therefore a result of both extensive research and strong design. This meticulous planning is a large contributor to Apple’s high customer-satisfaction rates. Easy-to-use products not only make customers happy, but eager for new products.

Outsourcing unpleasantness: With Apple products, the average consumer’s interaction with the company is intended to be low. Unless something goes wrong, you don’t have any reason to speak with an Apple customer service representative. Of course, the iPhone presented an opportunity that could have made Apple much more involved in a negative way. With a phone, interaction becomes multifaceted: with billing errors, quality of wireless service, contracts and a number of other factors that frustrate costumers. Apple was wise to build a quality product and let AT&T handle the service.

Consistency: All of Apple’s products have the same basic architecture, and easy to learn hardware so returning customers know their need for predictability will be met.

New innovations: Although Apples product architecture is consistent; its portfolio changes. By enabling customers to employ Apple in their living rooms, pockets and offices, Apple makes it easy to stay loyal to a brand they already like.

Attractiveness: From packaging to aesthetic design to user-interface experience, Apple makes its products accessible and attractive. Austere and vast colors like white, black and silver, a smiling icon and slick-looking hardware, Apple remind customers of its visual appeal

 iCompete

March 2003 Microsoft announces Media2Go portable video and audio players, originally targeted for a holiday 2003 release. The players will eventually be renamed Windows Portable Media Centers, deemed Microsoft’s “iPod killer,” and delayed until late 2004

October 27, 2003 running a month behind its expected launch date, Dell announces the Digital Jukebox (DJ) as a cheaper competitor to the iPod, and partners with MusicMatch to offer a music downloading service. (By December, Dell will announce that it has permanently stopped reselling iPods to focus on the DJ.)

November 2003 Complaints about iPod battery problems reach a fever pitch as the ‘iPod’s Dirty Little Secret’ video spreads across the Internet. Apple subsequently publicizes a cheaper battery replacement alternative for existing users.

iQuestion

1. What is the most important feature of the ipod and why?

            The most important feature of the ipod is legal digital music purchasing and its ability to pull many genres of music into the customer’s database.  The ipod arrived after Napster was shut down due to copywrite infringement. Unlike Napster, IRA endorses itunes because it capitalized on legal digital sharing. Unlike CDs, which are tangible, limited in capacity, and breakable, digital music is intangible and therefore perceived to be infinitely sheik in buyers’ minds. It is also more durable.  One of their unique features is the visual simplicity.  Ipods are like mini computers, with easy navigation and more complex hardware than competitors.

iTunes Music Store The service was first available (2003) within the United States, then expanded in June 2004 to the United Kingdom, France and Germany, and then on October 26, 2004 added Austria, Belgium, Finland, Greece, Italy, Luxembourg, The Netherlands, Portugal and Spain.

On April 28^th, 2003 All third-generation iPods function on either Macs or PCs. Apple’s iTunes Music Store launches with 99 cent per track / $9.99 per album pricing and a library of 200,000 songs, but isn’t yet available for PC users.

On December 1, 2004, Canada was added to the list for itunes. Negotiations for Australia, New Zealand, Japan and other countries remain underway.

2.       Apple continues to operate a closed system i.e. music downloaded from iTMS (itunes Music Store) can only be played on ipods.   Do you recommend apple continue this strategy, or it should open its system to users of any type of digital music player?  Why would sharing itunes music store with non-apple products hurt business? 

             We attribute the ipod’s large mark up to its exclusivity. If Apple opened its products to sharing with other non-apple products, it would remove a barrier of entry for competitors with cheaper models and Apple would have to lower prices. Many customers have difficulties with the ipod because they cannot easily transfer songs from ipods to other products and interpersonally, however, the mark up gained from exclusive use of ipods and itunes likely outweighs the dissatisfaction customers might have.  In addition Apple’s customer service easily compensates for that customer dissatisfaction.  Also many customers don’t mind being loyal to the ipod because of its numerous features and programs offered by apple.  When uploading itunes on your computer itunes will search your computer for songs in other formats and convert them all to AAC, which is a format with valuable properties.

3.       Has Apple done a good job of marketing the ipod or have they relied too heavily on word or mouth or buzz to grow the brand? 

            Apple previously advertised more but now they are relying more on word of mouth.  Any time Apple comes out with and advertises new technology, other Apple products sell too.  Apple raises the barriers to entry for competitors through innovation, (consistently coming out with new versions of products) avoiding debt, possessing money.  In pleasing their geeky following with innovations that cater to tech bloggers internationally, they have created a loyal community that has staked its word, image and allegiance with Apple.  Influencers look to these reference groups looking at alternatives and persuading decision makers or making decisions themselves.  Computers inherently market themselves and create loyalty because if a computer can make it three or so years and work well during those, then costumer loyalty is a given for many people.  Apple can survive on word of mouth for a long time. Apple advertises heavily to its customers with a homepage every time they log on the Internet. Without a foothold of customer loyalty and heavy advertisement to customers, word of mouth might have failed, even now, Apple or Mac is generic.

4.       Apple has extended its distribution network to include Circuit city, and Best Buy.  How important are these outlets to apple, should they be concerned with not having full control over the customer service experience, control that they have in the Apple stores?

           

            Circuit City and Best Buy uphold the integrity of the high end/qualitative position of the ipods by having a kiosk only for Apple products.  This helps with Apple’s distribution while preserving the important image Apple has developed. Apple separates itself with the kiosk and different price that adds perceived distinction. Best Buy has fine customer service and in my opinion sometimes better than Apple.  Because of Apple’s higher price and salesmen paid on commission (not a highly publicized fact) the salesmen will be more likely to speak highly of Apple, above their competitors.

October 2002 by this point, retailers Best Buy, Dell, and Target have all started to sell iPods. Sensing the appeal of high-capacity music players, Creative releases the Nomad Zen Jukebox as a cheaper but larger competitor to the iPod.

In April 2008, Apple Passes Wal-Mart to be the number one music retailer

5.       What should Apple do next to sustain ipod sales?  Create a new ad campaign; introduce a new version of the ipod that plays video games? 

            Apple has massive funds; it shouldn’t limit itself to one next step.  We think that video games are a place that Apple can expand in.  Apple has to take the video game world with a storm in order to gain a foothold in market share because video game consoles have large contracts and histories of development.  They should do something with high graphics, motion sensitive, multiplayer options, game play that correlates to the geographic location, such as games that might allow users to interact and play with strangers in a cafe.  They should transfer the bump technology onto the video game consoles.  The process of ipod and apple creation is innovative in consistent increments.  Video games would be a large jump in another direction and they would get stomped on unless they take the gamer world by storm. 

Elements of iBrand Equity

A Symbol is a Mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship. Symbols allow people to go beyond what is known or seen by creating linkages between otherwise very different concepts and experiences. All communication (and data processing) is achieved though the use of symbols.

A Logo is a Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. It is affixed, included, or printed on all advertising, buildings, communications, literature, products, stationery, and vehicles. Not to be confused with a brand, which identifies a product or family of products. Also called logotype.

iLogo/Symbol

Steve Jobs worked in an apple field, admired the Beatles who used the apple for their record label, and believed apples to be the most perfect fruit. He and Steve Wozniak were trying to decide on a name for the company and they decided if it couldn’t be decided that day, then the company would be named Apple.

The first logo was of Isaac Newton and a banner that read “Newton… a mind forever voyaging through strange seas of thought” Jobs decided the logo needed to be more simple, and better at signifying a brand, so Rob Jannoff designed the rainbow apple which later became the monochrome logo seen in different colors.

All the highlighting shapes maintain simplicity and the principle of commonality with a circle surrounding similar icons, and the same textures behind the image. iOS symbol is set apart from the others in image because it represents a different section of the feature hierarchy.

When people see the apple and Microsoft icon, the associations they have are:

Ironically Bill Gates owns about half of apple’s shares yet people only associate Bill Gates with Microsoft. Both brands have brand line associations “windows, Mac, ipod, office, and word,” and associations with their founders and leaders: Steve Jobs and Bill Gates, which reflects brand equity.

Its notable that Apple’s symbol is a picture that represents a revelation, a desirable fruit and people associate positive things while Microsoft is the company’s name, representing the company therefore people associated it with corporations, and offices. My friend Gretchen Stankey, a graphic design specialist and logo creator told me that images, will always inspire stronger recognition and recall than words.

The ipod brand should have more symbols that represent all the positive traits of ipods, like its speed, ease, and capabilities. Though these traits are likely well known to consumers there is room for reinforcement with symbols. The apple symbol is memorable because apples are already ingrained in consumers minds, not so meaningful but a lot of the meaning of computer components would bore consumers anyway, it is highly likable; Apple reminds consumers of the second most popular fruit in America (http://blogs.mercola.com/sites/vitalvotes/archive/2011/06/14/second-most-popular-fruit-in-us-is-widely-contaminated-with-pesticides.aspx),

Apple is very non-specific to computers so it is highly transferable, as long as positive associations are held with apples, the name will be adaptable.

Steve Jobs ran into some trouble because the name he chose was not protected without a settlement with his idols. In 1978-1981 Apple corps (owned by the Beatles) filed suit against apple computer for trademark infringement. 1981 the suit was settled and an estimated 50-250 million which was actually 80,000 was paid to apple corp. with the condition that apple computer never enter the music world and apple corp. never enter the computer world.

In 1989-Apple corps sues apple again when Apple computer adds midi and audio recording capacities in its computers, claiming violation of the previous suit.

In 1991-A settlement involving payment of $26 million to Apple Corps was reached but the settlement outlined each company’s respective trademark rights to the term “Apple:” Apple Corps held the rights for creative works whose principal content is music while Apple had the right to use Apple on “goods or services...used to reproduce, run, play or otherwise deliver such content.” Apple computer agreed it would not distribute these materials.

In 2003-2006-Apple Corp sued Apple Computer again for breach of contract for using the Apple logo for itunes, which Apple Corps contended, was a violation of the previous agreement. Some speculated that if Apple computer lost this case Apple computer would be forced to offer a much larger settlement enough to infringe on business operations. Apple Corps rejected a $1 million settlement. In 2006, Justice Edward Mann ruled that “no breach of trademark infringement had occurred:” basically because Apple computer only was delivering the music not creating it to sell (clause 4.3 of their previous agreement). CEO of Apple Corps rejected the judges decision and announced intentions to file an appeal, thereby suspending Apple Corps expected payment of UK2m for Apple Computer’s legal costs and an interim payment of UK1.5m.

In 2007-Apple CEO-Jobs hints of bettering relations between the two featuring Beatles content heavily in his keynote presentation of the iphone. People start to anticipate the Beatles on the itunes store and on February 5 in 2007 Apple Inc. (previously Apple computers) and Apple Corps announce a settlement under which Apple inc. will own all the trademarks related to Apple and will license certain of those trademarks back to Apple Corps for their continued use. Apple will continue to use its name and logos on itunes. Apple inc bout the trademarks for $500 million US. Steve commented, “We love the Beatles, and it has been painful being at odds with them over these trademarks. It feels great to resolve this in a positive manner, and in a way that should remove the potential of further disagreements in the future. CEO of Apple Corps Neil Aspinall said, “It is great to put this dispute behind us and move on. The years ahead are going to be very exciting times for us. We wish Apple Inc. every success and look forward to many years of peaceful co-operation with them.”

Another symbol is the universe on screensavers, which represents thinking outside the box, and vast expansiveness, beauty and novelty.

iCharacter

Apple really doesn’t have many if any characters. Make a character named Mac, Mac Jobs (Steve Jobs brain child, for commonality) A more distinct character for their commercials have him interview with people on shows, perhaps a comedian who would also be a spokesperson.

iJingle

More Jingles, they don’t have any other than the C Major chord heard when the computer opens. While I respect the simplicity and quiet of having sound only when the Mac turns on—I actually find it annoying because there is no way to turn off that sound really. I think the effect of more sensations like music would enhance brand associations and ingrain apple deeper into consumers’ brains in a positive way.

One barrier to their owning musical property might have historically been their restricted access to music because of their common trademark with Apple Corps.

iSlogan

Slogans are great; they maintain the principle of commonality, emphasizing variety and consistency throughout.

Internal Branding: the importance of a common goal.

“The thing that bound us together at Apple was the ability to make things that were going to change the world. That was very important.”

-SJ, Smithsonian Institutional Oral and Video Histories, April 20, 1995

“What are the great brands? Levi’s, Coke, Disney, Nike. Most people would put Apple in that category. You could spend billions of dollars building a brand not as good as Apple. Yet Apple hasn’t been doing anything with this incredible asset. What is Apple, After all? Apple is about people who think “outside the box,” people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get the job done.”

-Steve Jobs, Time, August 18, 1997

From the beginning Jobs wanted to change the world. “change the world” became his internal branding slogan. He persuaded Scully to join Apple by asking him if he wanted to sell Pepsi all his life or if he wanted to join Apple and “change the world.”

The principle of Simplicity: iSimple

“As technology becomes more complex, Apple’s core strength of knowing how to make very sophisticated technology comprehensible to mere mortals is in even greater demand. The Dells of the world don’t spend money; they don’t think about these things.”

-SJ, New York Times Magazine, Nov 30, 03

“If we could make four great product platforms that’s all we need. We can put our A team on every single one of them instead of having a B or C team on any. We can turn them much faster.

-SJ, Keynote address, Seybold Seminars, March 1998

“There’s a very strong DNA within Apple, and that’s about taking state-of-the-art technology and making it easy for people...people who don’t want to read manuals, people who live very busy lives.”

-SJ, Guardian, September 22, 2005

“Regarding the simplicity of the iMac: If you go out and ask people what’s wrong with computers today, they’ll tell you they’re really complicated, they have a zillion cables coming out of the back, they’re really big and noisy, they’re really ugly, and they take forever to get on the internet. And so we tried to set out to fix those problems with products like the iMac. I mean, the iMac is the only desktop computer that comes in only one box. You can set it up and be surfing the Internet in 15 minutes or less.”

-SJ, Macworld Expo, March 13, 1999

“We’ve reviewed the road map of new products and axed more than 70 percent of them, keeping the 30 percent that were gems. The product teams at Apple are very excited. There’s so much low-hanging fruit, it’s easy to turn around.”

-SJ, Macworld Expo, January 6, 1998

“Mobile devices are really important to people. It’s not like this is an obscure product category that affects just a small part of the population. People have seen in the demos and our ads something they instantly know they can figure out how to use. People throw technology at us constantly, and most of us say ‘I don’t have time to figure that out.’ Most of us have experiences with our current mobile phones and can’t figure them out.”

-SJ, USA Today, July 28, 2007

Apple headed by Steve Jobs worked really hard to make less. The principle of Simplicity is exhibited mostly in the aesthetics of packaging, product and store, use of the product, and the product lines themselves.

Simplicity translates into ease of use. Also, the fewer the products, the more assets can be put towards their production. It is also important to know which products are especially important to consumers and recognize how others have failed; don’t try to make a prized product high in prominence to consumers, low in prominence to the production team.

iPackage

The ipod packages are safe to use; biodegradable; nearly as small as the product so they are easy to store; adaptable to the brand, with images of the sides of the simple product set on a white back drop; and have reasonably sized lettering and not much of it.

The sheik packaging is in line with the preferences of the market, which like simplicity, coolness, and the appearance of high value. The packages are magnetized and need to be demagnetized by clerks so customers don’t set off the theft alarms, only thieves.