Apple Inc.
Apple Inc. i. Plan 1. Apple Inc. overview 2. Basic marketing communications 2. Apple Inc. history 3. i. Philosophy 4. i. Promotion
Apple Inc. ~ is an American multinational corporation ~ designs and markets consumer electronics, computer software, and personal computers ~ established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977 ~ worldwide annual sales of $65. 23 billion
i. Name ~ the company was previously named Apple Computer, Inc. , for its first 30 years, but removed the word "Computer" on January 9, 2007, to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. ~Jobs suggested the name «Apple» because of, in that case, its phone number could be higher than Atari’ s in a telephone directory ~ «Macintosh» — the favourite sort of apples of Jef Raskin, the creator and exmanager of project «Macintosh»
Apple Inc. i. Logo Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. Almost immediately, though, this was replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. In 1998, with the roll-out of the new i. Mac, Apple discontinued the rainbow theme and began to use monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various products, packaging and advertising. An Aqua-themed version of the monochrome logo was used from 2001– 2003, and a Glass-themed version has been used since 2003.
Apple Inc.
Apple Inc. i. Slogan • Apple's first slogan, "Byte into an Apple” (the late 1970 s) • From 1997– 2002, Apple used the slogan "Think Different“ Although the slogan has been retired, it is still closely associated with Apple also has slogans for specific product lines — for example, "i. Think, therefore i. Mac" was used in 1998 to promote the i. Mac, and "Say hello to i. Phone" has been used in i. Phone advertisements. "Hello" was also used to introduce the original Macintosh, Newton, i. Mac ("hello (again)"), and i. Pod.
Apple Inc. history • 1970 s: The early years. Apple I (1976) and Apple II (1977) • 1980 s: Apple III and Macintosh (1984) • 1990 s – 2000 s : expansion into the new electronics markets
Apple 1 Apple 2
Macintosh Apple 3
i. Pad i. Mac (unibody) i. Phone 4
i. Philosophy (A) Approach customers with a personalized warm welcome. (P) Probe politely to understand customers needs. (P) Present a solution for the customer to take home today. (L) Listen for and resolve any issues or concerns. (E) End with a fond farewell and an invitation to return.
i. Promotion Apple’s marketing policy is quietly aggressive. For example, the users of browser Safari are offered to install i. Tunes and Quick. Time ~ Exhibition Macworld | i. World is a trade-show with conference tracks dedicated to the Apple Macintosh platform. It is held annually in the United States, usually during the second week of January. Originally Macworld Expo and then Macworld Conference & Exposure, the gathering dates back to 1985. ~ Magazine Macworld is the most widely read Macintosh magazine in North America and a trademark of Mac Publishing
i. Commercials Apple's product commercials gained fame for launching musicians into stardom as a result of their eye-popping graphics and catchy tunes. First, the company popularized Canadian singer Feist's"1234" song in its ad campaign. Later, Apple used the song "New Soul" by French-Israeli singersongwriter Yael Naïm to promote the Mac. Book Air The debut single shot to the top of the charts and sold hundreds of thousands of copies in a span of weeks.
