Marketing Principles and Practices - (2013_14) Essay

Marketing Principles and Practices - (2013_14) - Essay Example It also started to employ more designers who made up an efficient production line that produced Apple II computers (Lusted, 2012.p.100). Apple II computers were one of the most successful micro PCs. In 1984, Apple released the Macintosh. The next flagship product was launched in 1998, the iMac, which remains the fastest-selling PC in history. Since then, the company has released other technology dictating products such as the iBooks and PowerBooks. At the turn of the century (early 2000s), Apple shifted its focus to design and production of mobile electronic devices. In 2001, the first mobile electronic device was released, the iPod. The iPod which was a palm sized music player became the best selling portable music player in history. Another defining moment came in 2007, besides the change of name to Apple Inc. the company also released the cutting edge iPhone and the iPod Touch. Shortly after, in 2010, Apple launched the iPad. By 2012, Apple had become an iconic brand and one of th e most popular cool brands (Gogerly, 2012.p.21). It is important to note that the success of Apple Inc. has not been without major challenges. It is documented that after the success of the Apple I and the Apple II home computers, Apple struggled to remain a viable company, especially after the resignations of its founders. After financial failures such as the Apple Lisa and the Newton PDA, it was not until Steve Jobs rejoined the company that it found its niche, both with computers and other electronic products (Lusted, 2012 .p.100). Presently, Apple’s products have changed the way people all over the world access technology, communicate, and entertain themselves. These aspects have become synonymous with the company that it becomes hard to think of them and not think about Apple Inc. With the launch of the iPod that set up Apple Inc. in the 21st Century Apple became one of the hottest companies in youth culture. According to cool hunters, these are researchers who track buy ing trends among young people, Apple has continually surfaced in their conversations (Kahney, 2005.p.62). One of the major reasons explaining the appreciation of Apple was the fact that most celebrities whom the young perceive as cool use its products. The company’s slick advertising has also helped raise its profile and contribute to the cool image. Besides the cool image to the youth, Apple Inc. has been able to produce products for everyone. What Apple ‘means’ to most people is a combination of ever-advancing technology and a certain elegance of design and function (Middleton, 2012.p.16). In return, Apple products are pleasing to the eye and to the touch, as well as being simple and generally intuitive in the way they work (Middleton, 2012.p.16). Apple has a reputation for leading-edge technology and attention to detail, particularly style detail. Very few other brands generate such interest and inspire the number of brand ambassadors that Apple does. Apple cu stomers believe that the company really cares about the way the use the technology and about the way people look while using the technology (Masterson & Pickton .p.431). Brand Concept-Apple Inc. The concept of a brand leaves its own mark-a signature-that imparts its own meaning. It is this concept which is generally the force behind brand creation. A brand without its own unique signature would just not