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Spencer Paterno
Ms. Thiele
ENG101
11/4/15
Apples Identity and how its Perceived

How has Apple changed lives? Apple is a wealthy business, and has altered the way
people look at technology. Can Apple be deceiving the world? Can a great company like Apple
be hiding behind a mask? The reason they do is because they dont want to be looked at
differently. How can Apple, and companies like it, be corrupt and not have the world know about
it? Apple needs to be taught that they cant continue using their identity to hide their wrong
doings; they need to be changed in ways that will stop the terror that they have created.
Apple is a well known company with successful business skills. They arent what the
media says it is. Apple is perceived to be a company without wrongs and faults. I counter argue
that it is not the most truthful company, and they have created an identity for themselves that
misinterprets our meaning of Apple. Apple has tortured their employees in China, lied about their
safety, forced their way to the top of the business, and purposely called out other companies
saying Apple is better and more suitable for human wants. Although Apple has done these things
they may be able to change to change to fix their wrongs. Until they are they need to know that
its not okay to hide through the identity they have created.
Apple isnt as safe as they say it is to be. Recent news of celebrities getting their iCloud
accounts hacked into should prove that Apple does have their faults just like other companies.
The iCloud storage is not as safe as you think. Knowing that the things we give to apple isnt

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treated correctly can hurt the trust thats put into the company. How would you feel if you
exchanged your briefcase full of family heirlooms for a mere promise of safekeeping from an
unknown bank teller? (Berghel, Hal 12). Apple has said they keep things safe. How is it that
peoples accounts have been hacked into and personal information has been stolen or looked
over? They have not been trustworthy and they have failed to be the company they said they
would be. It is important to suggest this when thinking about Apple and their products.
How come after the lying Apple has done consumers still have the urge to buy their
product? Apple has created new technology that has helped people see the world differently.
They have discovered new apps to help with everyday life. Apple strives to become better in
producing technology that we as consumers want. They focus on building new products that will
see fit to our needs. As many problems as you find the apple products they have today they will
continue to fix in the future. They are always moving forward waiting for an idea of success to
come into play. Apple has set apart their selves from contending opponents in ways of extending
the boundaries of technology.
They have created so many products such as all the iPhone, iPad, Macbook, iWatch, etc.
They have revolutionized technology and what we are able to do with it. Taking to extreme the
power of technology and how it benefits us. Apple has revolutionized our world. Apple has
created job opportunities and in the stock market Apple posted quarter-after-quarter growth and
record-setting revenue numbers.(Bajarin, Ben) They have shaped they way people look at
technology in ways of branding and associating their product in everyday life. Think about a
business man not always having his phone on him. He would feel as if a part of him was gone.
Apple and other brands and companies have made us be reliant of our phones all the time. Thats

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why Apple has created such a user friendly phone. Anyone can pick up an iPhone and be able to
use it automatically. This is how we see Apple and what they are believed to be.
Steve Jobs has put a mask over Apple. The way Apple is seen can be from many
viewpoints. Some people say Steve Jobs was a legend by creating the Apple products. But what
people do not know is some of the ideas were not his thoughts. He is looked at as the centerpiece
of Apple. Thinking of how loved he was can change the way consumers look at Apple. He first
stole the computer mouse from Xerox (6 and Brownlee). He used their idea to create his own
mouse furthering his own success. From the beginning they have used their identity to get away
with things like this.
How come Apple is looked at as such an outstanding company? Besides the creation of
the iPhone and other devices like it they have changed the way we look at music. Apple has
made buying storing and playing music virtually effortless. ([36] Stross, 2005). The creation of
iTunes changed the world and how music was bought shared and transported. Now on the go you
can hear a song you like and instantly buy it. Effortlessly Apple has taken over the music
industry. Even more so you can still download music from a CD you have purchased and upload
it directly to iTunes. This changed the way music was played and looked at. Creating success for
Apple and dooming its contenders.
Apple is one of the most superior companies in the world. Its no wonder they are one of
the leading companies because of their outstanding products and determination to strive to
produce the best material they can. They continue to improve their product and produce more
that are exceedingly beneficial to us. But what makes Apple so recognizable? An iconic person
that we all have heard of is Steve Jobs. He had raised Apple up in the ways society sees it today.

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No other company could have had a greater spokesman than Jobs. He was recognized all over
the world, and when Steve Jobs is heard Apple comes into correspondence.
Apple has also made a name for itself. The Apple logo, being as simple as a bitten apple,
is one of the most recognizable logos in the world. (Blake, Nazarian, Castle 2) This implies
that not only do they have a powerful person to represent the company but the logo itself has
created popularity throughout the world.
Certain types of branding can lead us as buyers to think that certain companies are safe
and welcoming. Apple has been very peculiar with their logo. The only thing they have changed
about the Apple logo is the color. Back when Apple first started out it was a rainbow colored
Apple. Nothing says safe and fun more than colorful apples. Logos are what create the company
and set it apart from others. If a logo is used and designed effectively, can bring to peoples
mind the unique selling proposition of an organization, which inevitably promotes the company
on a sub-conscious level.(Poh, Michael). Even though the colors have changed the appearance
of the bitten apple has not, because seeing a bitten apple seems healthy to the world. So using the
apple as their main logo for their brand shows how safe and healthy it can be. Reeling society in
to think nothing harmful can come from a company with an apple for a logo. As we look at
Apple we understand that it is a company with wealth power and good products. Apple buyers
will tell you how much they love their iPhone and other Apple devices. But do people really
know what theyve been hiding?
Apple has manipulated consumers by creating their false image into seemingly hiding
their wrongdoings. Apple has had factories in China that have not been treated fairly in any
circumstances. They have exceeded Apple's mandated work limit of 60 hours per week and

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company dorms with as many as 20 people in a three-bedroom unit. (Krzykowski, Brett 10) not
only that but there was an explosion last May that killed four and injured another 18 at the iPad
plant in Chengdu. I understand that Apple isnt the main cause of this but they are the ones who
put people in those factories and in those living conditions. How come Apple can get away with
such tragedies and still be a beloved company? Because consumers see them as such a healthy
and strong company that even they cant see through the mask Apple is hiding behind. They have
gone too far without cleaning up their mistakes that they need to be showed that just because
they are a wealthy and large company they dont get a free pass on hurting people theyve put in
danger.
Apples way of using their power is unpredictable. They have used their ability to look
good even when they arent doing any good. Other companies have also done this, such as
Samsung. Samsung and apple have been in a constant battle to be the best phone. They also have
tried to force their way to the top cutting down Apple using techniques that go against what is
right, and for what money fame? Making their selves look as if they are a happy image but
instead they too are hiding behind reality. For example android using their friendly robot to show
that they are interactive and want to help. Apple has done this too but they have harmed us more
than we think. Apple has showed us that their product is the best product on the market. That
may be true but it doesnt change the fact that they have harmed people in China. They also have
changed the views of society.
They use their ads to draw in people to buy their product. In Apples recent ads for the new iPad
pro, iPhone 6s, and 6 plus then you have witnessed how Apple has used their ads to make people
want to buy their product. They use a sleek cut in and outs in their commercial. They have
showed the people what they want to see and even more. Consumers of iPhones know that you

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cannot just take off the back of the iphone to take out the battery when it goes bad. In their new
commercial Apple shows what the inside of the new iPhone looks like. They show the design of
the phone what kind of new technology it uses to make it faster, simpler, and easy to use. This
reels in buyers who want a phone with the capabilities of an iPhone. And since Apple is such a
big brand they dont look at any other options for phones.
Apple using their ads has forced us to believe that Apple is what people need in their
lives to look and to feel higher in class. The way apple has used their ads have changed our
perspective on what is popular and what is not. Being a teenager in high school I can personally
say that people will judge you by the phone you have. A study has shown that 82% of teenagers
when first introduced look at each others phone (Subramanian). People will use that against
each other and see one another differently than who they really are. I say that is wrong. People
should not be judging each other on what kind of phone they have or if it is new or old. Society
needs to start looking at character and personality not phones. People with an iPhone might think
they are higher than others just because Apples ads have told them so. One specific example is
their Get a Mac, campaign. The debate between Mac and PC, played out on the bright white
canvas of Get a Mac, deflects attention from the reality that consumerism only fully serves the
market and its makers; for the project of self, it merely provides as false hope of selfactualization. (Livingstone, Randall 4). Apple has created images that tell us they are better than
the rest of the companies. They will continue to, in a way, bully their competitors to show
dominance over the market. People should not be judging others by what phone they have, or
chewing down businesses that threaten the market.
Apple has ruled the market not by persuasion buy by force. One of the reasons
Apple is where they are today is because of extreme measures. They did have a good product

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however they watched every other company burn before throwing their selves to the top. The
MP3 business crashed because of the free music available on the internet and so Apple saw their
opportunity to become larger and they did. They then used their product to make even more
headway in the market. I understand that they have worked hard and produced good products to
be in the position they are in, but over using their power of being a successful business is not
right. They need to be set right on what they have done to wrong us.
Apple cant be compared to any other business. They have been a leading business not by
way of manner but by force. They have changed the way technology is put into our phones and
what people are searching for now. They have created a blind spot that ordinary people cannot
see. They have manipulated us to believe that Apple is a company that would never do anything
wrong in the world and when they do they will deny whatever is thrown at them.
To say the least Apple should not be trusted. They are manipulating and have lied to the
people. If they are let go with the crimes they have committed whos to say they wont do it
again? They make people believe what they want them to believe, and that is they are a friendly
company with no mistakes. The truth needs to be told and shared with the world. People need to
see that Apple isnt the all wonderful company its set out to be. They have tortured employees
with long work hours and hurt families in the explosion. Its time to be stopped. Apple cannot get
away with their action just because they are a high end class business with a lot of money.

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Livingstone, Randall. "Better At Life Stuff: Consumption, Identity, And Class In AppleS Get A
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Emeraldinsight. Dempartment of Marketing, The Peter J. Tobin College of Business, St
Johns University, Queens, New York, USA, 2008. Web. 15 Oct. 2015.
Krzykowski, Brett. "Bruised, Not Beaten." Quality Progress 45.3 (2012):10. ProQuest.
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stealing it from Xerox. Hardware. Cult of Mac, 17 May 2011. 11 Nov. 2015.
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Poh, Michael. "Logo Evolution of 25 Famous Brands." Hongkiatcom. Web. 1 Dec. 2015