The "Apple" Image

"It's a really powerful brand," said Robin Rusch, editor of the Brandchannel.com, which awared Apple "Brand of the Year" in 2001. "The overwhelming presence of Apple comes through in everything they do."

Apple's new, rejuvenated brand has not only made them internationally known, but its also created an almost "'cult-like" following. Rusch goes onto say, "Without the brand, Apple would be dead."

Apple's branding focuses on a person's emotions in ALL aspects of the campaign. It's about "lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations." The brand also focuses alot on the concept of "simplicity."

No we all know Apple's marketing campaigns about the Mac vs. PC. However, in the PR area of Apple, there is also a "Switchers" campaign as well. This campaign features "real" people, not actors, who have switched from a PC to a Mac. They explain their reasons why and the benefits as well as the cons of that switch. These types of campaigns by Apple are part of the reason why they have such a huge following. Many people can relate to Apple products because they are marketed to the average Joe as well as the tech-savvy and business oriented individuals.

Last year, an event occurred in China involving the iPhone that many wonder whether it was a brilliantly planned PR campaign or just an unbelievably lucky accident. The story goes that a British man opened his brand new iPhone to find images of a young Chinese lady on his phone. The pictures were eventually traced back to a worker who was taking pictures in order to test out the camera. Anyways, the news story blew up in China and negotiations immediately started between Apple and China Mobile to bring the iPhone to China. The customer base in China for the iPhone would be astronomical in size and profit.

Apple's brand image can best be seen in their iPhone product. It's innovative, fresh, new, imaginative, simple, and provides the user with an infinite number of possibilities. It's also sleek, somewhat exclusive, and the first of its kind.

"Innovation distinguishes between a leader and a follower," Steve Jobs, Apple CEO.

CEO Steve Jobs

"Nobody has tried to swallow us since I've been here. I think they are afraid how we would taste." -Steve Jobs (Apple shareholder meeting)

Many wonder how its possible that one man remade computers, music, movies and phones, but all of that has made Apple CEO Steve Jobs the epitome of a successful CEO. During his time as CEO he has revamped an recreated the entire Apple brand, making it one of the most successful companies of 2009.

"There's an old Wayne Gretzky quote that I love. 'I skate to where the puck is going to be, not where it has been.' And we've always tried to do that at Apple. Since the very very beginning. And we always will." -Steve Jobs











Apple's Biography of CEO Steve Jobs

Steve Jobs is the CEO of Apple, which he co-founded in 1976. Apple leads the industry in innovation with its award-winning Macintosh computers, OS X operating system, and consumer and professional applications software. Apple is also leading the digital music revolution, having sold more than 200 million iPods and over eight billion songs from its iTunes online store. Apple has also entered the mobile phone market with its revolutionary iPhone.

Steve also co-founded Pixar Animation Studios, which has created eight of the most successful and beloved animated films of all time: Toy Story, A Bug's Life, Toy Story 2, Monsters, Inc., Finding Nemo, The Incredibles, Cars and Ratatouille. Pixar has won 20 Academy Awards and its films have grossed more than $4 billion at the worldwide box office to date. Pixar merged with The Walt Disney Company in 2006 and Steve now serves on Disney's board of directors.

Steve grew up in the apricot orchards which later became known as Silicon Valley, and still lives there with his wife and three children.

Steve Jobs Commencement Speech at Stanfords Graduation....
An Inspiring Man Not Only in His Work, But in His Words As Well

Investor Relations

Apple's Annual Report:

You would think that because Apple is a multi-billionare dollar company with hundreds of thousands of shareholders that they would willingly create a very glossy and sheek Annual Report. Au contrar! Infact, Apple doesn't even make an annual report. Especially with Apple's popularity and massive business growth in the past few years they would love to share that information with their shareholders. Unfortunately, the only thing to be found on the Investor Relations link on the Apple website is the SEC 10-K filing. And to be honest, what investor, let alone any human being would want to read that? I can't think of a single person!

With Apple being an uber-techy yet customer-simplicity focused company, the press releases regarding 4th Quarter Earnings were pretty basic to understand. It basically stated that comparing itself to its competition it was monumentously successful. Also, even with our economy in such a downslop, Apple had their highest yearly profit in decades. They do admit that this profit is largely thanks to the iPhone. There was no quote from the CEO but there was on from the CFO explaining how happy Apple was with their success this past year.

"We are thrilled to have sold more Macs and iPhones than in any previous year," said Steve Jobs, Apple's CEO.

Suggestions
I would definitely suggest that Apple go back to 2006 (when they still made reports) and create some type of Annual Report, or at least a letter to their investors. With hunderds of thousands of individuals purchasing stock in Apple, they should be able to know what is going on with their companies profits and losses. And moreso because of Apple's success they should want to share the news in order to create more positive opinions of their company.