Apple : What Makes It As Iconic As It Is Today

“It’s more fun to be a pirate than to join the Navy” – Steve Jobs

Apple is one of the most valuable companies in the world. In 2018, Apple made history by becoming the world’s first $1 trillion company. Apple was founded by Steve Jobs and Steve Wozniak in 1976, by launching its first ever product, the Apple I, which was a computer built by Wozniak. Starting off with just a computer, the brand went on to create innovations like iPod, iPhones, Final Cut Pro, Apple Pay.

The 1984 release of Macintosh and ‘Pepsi’ guy, John Scully serving as the CEO of Apple, were the two major turning points for the brand. Apple’s “1984” Macintosh is referred to as one of the best ads of all time. Apple’s storytelling it the biggest strength for the brand. It never highlights the actual product, instead, they focus on the experience. The power of Apple lies in its brand that has create a hardcore loyal fanbase over four decades. Apple buyers are probably the most loyal customers any brand could have, who are simply disinterested to buy any alternative – that’s what makes Apple a strong brand.

While Apple wanted to create a machine that makes technology simpler for the users, Jobs was on a mission to create top-class experience for its users. He wanted to sell what’s never been sold. Apple has always positioned them to be thinking in future, to be unique, to ‘think different’. Despite not making many changes in its technology, Apple continues to rule to the tech market through its service and above all ‘branding and marketing’. Customers rarely buy an iPhone for its features or specification; they buy it because it’s Apple.

Apple has positioned itself as a premium brand in the market today. The core value of Apple is what Jobs said, “Design is not the what it looks like or what it feels like. Design is what works.” Apple keep customer as their top priority. For instance, their ‘Shot on iPhone’ campaign, which showcased photos and videos shot by real customers. Not only does it emphasize on the quality and versatile features of an iPhone camera, also focuses on user’s experience.

Jobs’ belief in simplicity, creativity and continuous innovations is the key to the brand’s survival. The change to the multicoloured Apple logo to simple single coloured logo added sophistication. The shift of the company name from Apple Computers to Apple. Inc. has broadened the vision of customers. To build a brand like Apple, one needs a leader like Steve Jobs and employees who would follow their leader. That, indeed, what makes Apple an iconic brand.