Apples unique products are communicated to customers through novel and provocative advertising.

Although Apples product development utilizes multiple branded partners, it broke with industry norms and turned down attractive financial incentive to keep customers focused on the Apple brand and not its compondent providers turned down co-marketing efforts (such as Intel stickers on its machines) that every other major competitor participates in with those same supplies. Good marketing requires a willingness to cannibalize your offerings if you have a superior option to bring to the market, which Apple has done by dropping the Mini when it introduced the Nano and allowing the iPhone to play music which would be a potential threat to independent iPod sales. Apples marketing strategy is a unique blend of tranditional and nontraditional elements. However, at the core, Apple has figured out how to attract and retain customers, to generate an enormous amount of word of mouth and brand appeal, and to build a business model, channel structure, and moat that give it a powerful competitive advantage. Start Up thinking about business, management group formed, business plan written - Apple Computer, Inc founded April 1976 and incorporated in Jan 1977 - Sold Apple I computer kit at Homebrew Computer Club - 1976-1998 rainbow apple logo by Rob Janoff. The color to humanize to company (2nd logo) - Slogan Byte into an Apple late 1970s - The personal computer industry in the 1970s and early 1980s catered mainly to hobbyists and early adoptors people who were willing to take on the challenge of learning about cmputers in order to realize major productivity gains at work consumer marketing was virtually unheard of. Products were introduced with little fanfare, and marketing efforts were directed almost exclusively at the trade press and industry insiders. Apple had great success marketing the Apple II to computer enthusiasts, and enjoyed a reputation as one of the more approachable computers for non-technical users; but it was clear that its future growth required reaching out to larger markets. The hiring of John Sculley had been one more in that direction. New versions of the Apple II aimed at more general markets gave the company experience in conducting broader advertising campaigns. - Regis McKenna was heavily involved in shaping the public image of Apple in its early years. The McKenna company played an integral role in developing the marketing strategy for the Mcintosh: they helped develop the notion of the knowledge worker as the Macs potential market, and also identified several key points about the Mac (Macmessages, as theyre called here) there were repeated endlessly communicated to journalists, highlights in press releases, and touched on by Apple officials in interviews.

During the first two years of the Mcintosh project, there was no marketing staff involved. The project was driven purely by technology. The Macintosh team and its budget were both small, and team members wanted to put all their time and money into development, not marketing. In 1982, though, the Macintosh group began adding some marketing people and holding strategy sessions. Four or five people met every two weeks to talk about positioning for the Mac. The meetings were mostly brainstorming sessions. It was decided that Macs target audience would not be a traditional market segment. Mac cut across the usual boundries and came up with what was caclled a concept market. Concept markets are divided along psychographic lines, that is, they included people with similar attitudes and beliefs. Target knowledge workers, the people who typically sit at a desk during the day; they create ideas, make plans, analyze data. One internal Apple marketing plan described knowledge workers this way: Knowledge workers are professionally trained individuals who are paid to process information and ideas into plans, reports, analyses, memos and budgets. They generally sit at desks. They generally do the same generic problem solving work irrespective of age, industry, company size, or geographic lovation. Some have limited computer experience-perhaps an introductory programmy class in college-but most are computer nave. Their use of a personal computer will not be of the intese eight-hour-per-day-onthe-keyboard variety. Rather they bounce from one activity to another; from meeting to phone call; from memo to budgets; from mail to meeting. Like the telephone, their personal computer must be extrememly powerful yet extremely easy to use. To convince customers and the media that Mac was indeed a new standard, Apple stressed its product features. Mac marketeers wanted to drive home the point that Mac was significantly different from other personal computers. They identified four key messages about the Mac. Then they repeated those messages over and over. The messages were: o Mac offers Lisa technology. o Mac uses a 32-bit preocessor. o Mac offers personal-productivity tools. o Mac comes in one box. The Mac marketeers spread these four messages everywhere: in meetings with the media, in meetings with dealers, in customer brochures. At the time of the products intorductions, every one of the 10,000 salespeople selling the Macintosh could recite the four key messages. Apple kept its messages clean and simple.

Growth Phase Starts when the investor writes the check; revenues climb, new products developed, more employees hired - Jan 1977 incorporated when Mike Markkok funded $250k - Apple II April 1977 at West Coast Computer Faire - By end of 1970s Apple had a staff of computer designers and production line

1980 went public 1981-1985 Lisa (1983, flop) v. Mac (1984) Macintosh Product Introduction Plan Oct 1983 o The primary worldwide marketing goal is simple and straightforward: establish Macintosh as the third industry standard product in the marketplace. o To achieve our major marketing goal we must capture the hearts and minds of six key groups: our customers, our sales force, our dealers, third party developers, industry analysts, and the press. o Advertising plan Make the introduction of Macintosh the biggest event in the history of personal computing. o Strategy Develop and implement a tease campaign which would take place from Jan 1-23 to build early interest and anticipation for the product. Mac 1984 commercial 1985 power struggle btwn Jobs & Sculley; Jobs resigned After Jobs departure from Apple, Sculley made many changes at the company. One of the first was a realignment of Apples marketing strategy. He, and the rest of the Apple board of directors were not particularly fond of the 1984 ad that had introduced the Macintosh during the Superbowl. Luckily, they were overruled by Jobs, Bill Campbell, Steve Wozniak, and Lee Clow. The Lemmings ad was unpopular amongst the board of directors and Sculley, but Jobs and his coterie overruled the board again. The ad ran and it was a flop. It offended many of the business people Apple was trying to court with the Macintosh Office and resurgent Macintosh. Sculley fired Chiat/Day, which had handled Apples PR for its entire history, and refocused Apples marketing strategy on more conventional ads. The abstract ads were still there, but they were augmented by ads that trumpeted features and price more than brand image. 1989-1991 first golden age of Macintosh A Macintosh Introduction 18-page brochure was included with various magazines in December 1983. Much of the intellectual guidance for the Macintosh introduction was provided by strategic marketing pioneer Regis McKenna. Traditional marketing was fine for mature markets, but for new technologies, a more comprehensive approach is necessary. The real goal is to own the market. This required defining who users are, making the case for one set of technological standards over another, constructing alliances and strategic partnerships. Markets for high-tech products dont exist, they have to be created. One essential tool was the sneak preview, in which journalists were given advance showings of a product, and often interviews with key developers or marketing executives, in exchange for agreeing not to publish until the launch date.

For a special post-election edition of Newsweek in November 1984, Apple spent more than $2.5 million to buy all of the advertising in the issue (a total of 39). Apple bought all of the advertising space in November/December special election issue of Newsweek in 1984, and devoted it entirely to promoting Macintosh. Apple also ran a Test Drive a Macintosh promotion in 1984, in which potential buyers with a credit card could ry a Macintosh for 24 hours and return it to a dealer afterwards. 1984 television commercial launching the Macintosh. Created by Ridley Scott. 1985 Lemmings aired at the Super Bowl 1988 Apple released a short film titled Pencil Test to showcase the Macintosh IIs animation capabilities.

In the 1990s Apple started the "What's on your PowerBook?" campaign, with print ads and television commercials featuring celebrities describing how the PowerBook helps them in their businesses and everyday lives. During 1995, Apple ran an infomercial called "The Martinetti's Bring Home a Computer" to sell Macintosh computers and promote its Performa line. The infomercial followed the fictional Martinetti family as they brought home their first computer and attempted to convince the father of the family to keep the computer by using it for various educational, business and other household purposes. In 1995, Apple responded to the introduction of Windows 95 with both print ads and a television commercial.

Decline declining sales, disappearing profit margin, debt grows - market share and stock slide after many failed consumer targeted products - Sculley was replaced by Michael Spindler - 1996 Spindler replaced by Gil Amelio as CEO, he made many changes including extensive layoffs - After multiple attemts to improve Mc OS, purchased NeXT, bringing Jobs back as an advisor - 1997 Amelio ousted by the board after overseeing a 3 year record low stock price and crippling financial loses Renewal Phase requires change and transformation the organization culture - Jobs became de facto CEO and began restructuring the product line. - 1997 apple joins Microsoft to release Office for Mac & Microsoft made $150 mil non voting investment in stock - 1997 Apple Online Store, tied to a new build to order manufacturing strategy - 1998 rollout of new iMac, discontinued colored logo - 1998 iMac slogan iThink, Therefore iMac

1997-2002 Think Different "Think Different" was an advertising

slogan created by the New York branch office of advertising agency TBWA\Chiat\Day for Apple Computer during the late 1990s. It was used in a famous television commercial and several print advertisements. The slogan was used at the end of several product commercials, until the advent of Apple's Switch ad campaign. Apple no longer uses the slogan, and its commercials usually end with a silhouetted Apple logo and sometimes a pertinent website address. As Steve Jobs slowly consolidated control of the company, one of his top priorites was a rejuvenation of Apples image. This ultimately took the form of the immensely successful Think Different campaign. The first duel of the campaign was that there would be no products in the ads. Clow and the rest of the creative team were very concerned with appearing to exploit the artists whos images they used. Instead of being paid, all of the participants were given money and computer equipment to be donated to the charities or non-profits of their choice. The print and billboard ads were also unique. Instead of sticking to Mac and general computing magazines, Apple bought space in popular magazines and fashin magazines. The new campaign was a turning point for Apple. Within 12 months, Apples stock price tripled.
1998-2005 return to profitability 2001 opened first retail stores in VA & CA; iPod announced

"Switch" was an advertising campaign launched by Apple on June 10, 2002. "The Switcher" was a term conjured by Apple, it refers to a person who changes from using the Microsoft Windows platform to the Mac. These ads featured what the company referred to as "real people" who had "switched". An international television and print ad campaign directed users to a website where various myths about the Mac platform were dispelled. Apple has promoted the iPod and iTunes with several advertising campaigns, particularly with their silhouette commercials used both in print and on TV. These commercials feature people as dark silhouettes, dancing to music against bright-colored backgrounds. The silhouettes hold their iPods which are shown in distinctive white. The "iPod nano - Completely Remastered," series of ads for the 2nd generation iPod nano have a totally different design. The background is totally black. The colored iPod nanos shine light and glow, showing some of the dancers, holding the iPod nanos while a luminescent light trail made by moving iPod nanos. This is to display the fact that the 2nd generation iPod nanos are colored. The silhouette commercials are a family of commercials in a similar style

that form part of the advertising campaign to promote the iPod, Apple's portable digital music player.
2003 iTunes store introduced 2006 intel based Macs Power Mac, iBook, PowerBook retired during transition

In 2006, Apple released a series of twenty-four "I'm a Mac, I'm a PC" advertisements as part of their "Get a Mac" campaign. The campaign officially ended in 2010. The ads, which are directed by Phil Morrison, star actor Justin Long (Accepted) and author and humorist John Hodgman (The Daily Show) as a Macintosh (Mac) and a PC, respectively. Right from 1984, Apple had been advertising the Mac by comparing it favorably with the bigger cometitors. Its ads took a dig at rivals products. The Get a Mac campaign was launched on May 2, 2006 and sought to convert many of the users of other operating systems like Windows to Apples Mac personal computers. According to Michael Gartenberg, Research Director, Jupiter Research, The ads are little different in tone from what Apple has taken in the past. Theyre humorous by dont come across as particularly arrogant or elitist. They seem to be doing what they are supposed to: generate buzz about Macs. Another motive behind the new advertising campaign was to dispel any misconceptions that consumers might have about Mac computers. The campaign was targeted at the average computer user who could easily be persuaded to shift from a PC to a Mac. The campaign was credited with leading to an increase in the sales of Macs from 1.3 million units in a quarter in 2006 to 3.36 million units in 2010. The share of Macs in the total sales of Apple too increased from $7,375 million in 2006 to $17,479 million in 2010. The campaign was hailed for projecting the differences between Macs and Windows with dignity and humor. In April 2009, Justin Long revealed that the "Get A Mac" commercials "might be done".[5] In May 2010, the "Get A Mac" was officially ended and the web pages began to redirect to a new "Why You'll Love Mac" page with more features on the Macintosh hardware and software. Why you;ll love a Mac to promote its iMac brand of personal computers. The campaign made a pitch in favor of Macs through a series of straightforward, single-sentences. The main theme of the new campaign was to reason with potential customers by focusing on five keep areas supporting the Mac. In what was sen as a dramatic shift in Apples advertising policy, the new campaign unlike its earlier Get a Mac and other campaigns, did not focus on comparing its products with that of its competitors.

2003-2006 stock increased tenfold 2006 market cap suprased Dell 2007-2011 2007- Apple computer, Inc drops Computer to Apple, Inc. Computers were no longer the main focus due to shift to mobile electronic devices 2010 iPad; market cap exceeded Microsoft for the first time since 1989; shares hit an all time high $300 2011 Jobs announced indefinite medical leave of absence; iCloud is last product launch Jobs attended before death; Jobs resigned in Aug 2011; replaced by Tim Cook and Jobs became Apples chairman 2012 stock rose to a world record $624 bil

Apple debuted a new series of ads produced by TBWA\Media Arts Lab during television broadcasts of the 2012 Summer Olympics opening ceremony. The ads portrayed people in everyday situations being assisted by an employee from the company's Genius Bars. The ads were widely criticized, with some, including former TBWA\Chiat\Day creative director Ken Segall remarking that it portrayed Apple customers as clueless.[7][8][9] The ads stopped airing after two weeks, with some reports claiming that they were only intended for a short run.[9] The spots were subsequently removed from both Apple's official website and YouTube channel.[8]
iPhone slogan Say hello to iPhone Apple still adheres to a number of the principles that Regis McKeena has expounded: o High-tech marketing has to be all encompassing A company has to market/communicate to everyone in its marketplace, and has to e active in creating and defining the discourse around that product. o Markets are made, not won Company has to be creating the product and defining its market at the same tim, in the same process. o Influencers are key

Hello was also used to introduce the orginal Manintosh, Newton, iMac (hello (again)) & iPod