at Apple Inc.
Apple Inc. uses the Apple brand to compete across several highly competitive markets. Apple's
brand has evolved as it has expanded its range of products and services.
In the early decades, Apple's brand was very much that of a challenger, bringing easy to use
computers to consumers and small businesses in a way that focused on the needs, individuality, and
style of ordinary people, rather than the conformity and technical mandates of big business.

Practically since its inception back on April 1, 1976, Apple has repeatedly captured the world's attentio
n thanks in large part to its rebellious underdog attitude and continuous efforts to reset expectations of
what's possible from consumer electronics.

They want every person who joins their team, every customer visiting their stores or calling for support
to feel welcome. They believe in equality for everyone, regardless of race, age, gender, gender identity,
ethnicity, religion, or sexual orientation. That applies throughout their company, around the world with
no exceptions.
In the past year they hired:
 11000 women globally, 65% more than in the previous year.
 In the united states, they hired over 2200 black employees: 50% increase over the last
year, and
 2600 hispanic employees: 66% increase.
In total, this represents the largest group of employees they’ve ever hired from underrepresented
groups in a single year. Additionally, in the first 6 months of this year, nearly 50% of the people
they hired in the US are women, black, Hispanic or native American.
-Tim Cook, CEO apple.
How do you offer a $500 USD phone to a country(india) where most the population won’t make that
annually? In order to compete with the primary Indian phone leader (BlackBerry), Apple has rolled out a
pricing plan for phones that allows customers to purchase phones over a longer-term payment plan. They
have also reduced the sale price of the phone itself to approximately $93USD when converted from
rupees. This is a
respectable move by the company but not yet enough to give them any kind of significant advantage. It
is instead interesting because Apple has developed a reputation for resisting adaption of their business
model to other places in the world. In more developed, western economies Apple has been known as the
high priced alternative to phones and created itself a position of dominance to command that price from.
Now we are seeing that they are willing to adapt their product quite a bit more to enter a market as large
as India. It represents a powerful exception to Apple’s norm, and a good one at that.

it’s all a matter of working towards making sure the store has an inviting appeal that matches its surrounding culture and environment. Apple prides itself on its unique corporate culture. It’s about ‘getting out into the street’ and feeling what the local feels. the role of evangelist takes on greater meaning. vice president of Apple Retail Development explains what makes Apple Stores so popular. who in turn will convince other people. Apple markets itself as a fast-paced. Apple was able to form what it refers to as a “Mac cult”—customers who are very loyal to Apple’s Mac computers and who will spread a positive message about Macs to their friends and families. because the local staff uses a personalized approach to communicate with customers. That creates insane loyalty and attachment. including those overseas. Apple also emphasizes that it does not adhere to normal work environments in which employees are at their stations from 9:00 a. four main principles contribute to integrity: honesty. what they have grown accustomed to. innovative.m. For each of these stores. respect. “Once a location is picked. Apple has tried to ensure that its employees and those with which they work display appropriate conduct in all situations.The secret of any global brand success is cultural understanding. By implementing these two changes. the Paris Apple Store is housed in a Haussmann-type building that is ideally suited to Parisians’ tastes in architecture. confidentiality. However. enthusiastic employees who are willing to spread the word about Apple. Evangelists believe strongly in the company and will spread that belief to others. employees felt that their input was important and that they were a part of something bigger than themselves. and collaborative environment committed toward doing 3 things “the right way. For example. Or at least. It bases its success on “creating innovative. evangelists are not only employees but loyal customers as well. lacking the layers of bureaucracy of other corporations. Apple has stores all around the world. high-quality products and services and on demonstrating integrity in every business interaction. Even the type of building matches the culture. In this way. Apple even had a chief evangelist whose job was to spread the message about Apple and gain support for its products. he instituted two cultural changes: he encouraged debate on ideas. They demand that suppliers treat workers fairly a nd ethically at all times. it ensures potential applicants that the organization has a flat structure. It has also made available on its website more specific policies regarding corporate . Instead. On its job site for corporate employees. and he created a vision that employees could believe in. Apple follows a strict customer service protocol. and compliance. Successful evangelism can only occur with dedicated.” The concept of evangelism is an important component of Apple’s culture. Apple has drafted a code of business conduct that applies to all its operations. as the name evangelism implies. to 5:00 p. Bob Bridger. Apple hopes to attract those who fit best with its corporate culture.” According to Apple. When Jobs returned to Apple. Apple employees are united in bringing equality. Therefore. Corporate evangelists refer to people who extensively promote a corporation’s products.m.” By offering both challenges and benefits to applicants. Ethics Around the globe. To more thoroughly detail these principles. Such feelings have created a sense of loyalty among many at Apple. which is tailored to each region. human rights. and respect for the e nvironment to the deepest layers of our supply chain.

Tim cook’s ethics come from his parents.  Privacy is another major concern for Apple Inc. and Macs. Many of Apple’s product components are manufactured in countries with low labor costs. director conflict of interest.  pushing people to replace or upgrade their technology whenever Apple comes out with an updated version. Apple Inc has realized the significance of globalization by spreading all ov er the world . and basically one’s whole persona. The government is considering passing legislation on mobile privacy. so mistakes can create serious ethical dilemmas. to how one works with labourand treats one’s employees. Apple has created a recycling program at its stores for old iPods. Apple may refuse to do additional business with suppliers who refuse to comply with Apple’s standards. Apple has undertaken different approaches to this problem. to the things one chooses to support. Consumers and government officials saw this as an infringement on user privacy. Consumers that trade in their old iPods can receive a ten percent discount on a newer version. Apple provides employees with a Business Conduct Helpline that they can use to report misconduct to Apple’s Audit and Finance Committee. mobile phones. The company builds its products with materials that are suitable for recycling. such as reducing its environmental impact at its facilities. As a multi‐ national corporation. Additionally. and it recycles 5 responsibly. actions which could have profound effects on Apple and other electronics companies. and guidelines on reporting questionable conduct.that extends from environmentally.governance. Apple’s brand hinges upon product quality. In 2011 Apple and Google disclosed that certain features on the cell phones they sell collect data on the phones’ locations.  Apple has taken steps to become a greener company. Since Apple is constantly releases upgraded products. it builds its products to last. The potential for misconduct is high due to differing labor standards and less direct oversight. the company admits that the majority of its emissions come from its products. Apple makes each of its suppliers sign its “Supplier Code of Conduct” and performs factory audits to ensure compliance. this could result in older technology being tossed aside. To emphasize its commitment toward responsible supplier conduct. Globalisation First of July 2013. However. Apple releases an annual Apple Supplier Responsibility Report that explains its supplier expectations as well as its audit conclusions and corrective actions the company will take against factories where violations have occurred. He relates ethics with leaving things better than how he found them. Apple has developed 417 retail stores in 13 countries and an online store avail able in 38 countries with global sales of $16billion dollars in merchandise in 2011. To encourage its customers to recycle. As a result.  One issue requiring consistent oversight is product quality. and the people he’s surrounded himself with.

” provides a hint. iTunes. Apple worked hard to harmonize and migrate its brand and its product strategy closer together. with the iPhone (with it's touch screen "gestures" that are re-used on the iPad). profitable new innovations. and the Apps Store all playing key roles. imagination. signifying Apple's move beyond being more than a computer company. to achieve today's position. Strategy ‐ Apple Brand Personality ‐Customer Experience ‐Apple Brand Architecture ‐ Apple Halo Effect ‐Corporate Market ‐Apple Watch ‐Original Mac Marketing Strategy STRATEGY - The company's product strategy is based around this. they aspire to do more things and to have the opportunity to create the best products in earth. Apple main tain an introspective. fingertips or wrist. passion. and power-to-the-people through technology. stimulate new ideas. hopes. this was a significant move. THE distinctive feature of each of Apple Pay and Apple Watch remains the customer experience of an elegant user interface and simplicity of use. . “Think Different. and launch successful. dreams and aspirations. innovation. The Apple brand personality is about lifestyle. streamline the design process. Apple has built an effective innovation system to harnesses creativity in its people. self‐ contained operating style that is capable of confounding competitors and shaking up entire industries Apple innovation leaders think in terms of platforms and pipelines and relentlessly push the pace of innovation. iBooks and App Store) to be a key part of the value proposition to Apple device owners. Steve Jobs. It has blended its digital content services (eg Apple Music. The starting point is how an Apple product experience makes you feel. be it on their desk. The company renamed itself Apple Inc. What is Apple’s fundamental soul? The company’s motto.Innovation Apple has always ben different as they have had a different perspective of the world. rather than Apple Computer. liberty regained. The Apple Brand Personality Apple has a branding strategy that focuses on the emotions. iCloud. Starting with a major re-vitalisation of the Apple brand when the iPod was launched in 2001. At the time. and (with iCloud and Siri in the background) Apple is making many services and functionality which consumers use accessible on whatever (Apple) device they happen to be using at the time.the largest one in the world. products that change live s and help shape the future. Competitors that chase Apple's latest release find themselves behind when just a few months later Apple introduces its latest and greatest offering. described Apple as a "mobile devices company" . The company is now defining itself more broadly than being just a devices company. lap. iTunes. Mac. Apple's co-Founder.

Conclusion. The success of the iPod has drawn even more people to Apple’s Mac Computer products. Siri highlights the marketing genius of Apple: speech control and interactivity are not new features on computers or phones. They let others do all the talking for them. Apple creates the want and solidifies the brand in that way. Its diversification. When Apple created the Siri "personal assistant" which gives these otherwise rather hard to describe voice interaction features a character. Apple does not adapt to customers. and about being a really humanistic company with a heartfelt connection with its customers. and product evangelism propelled it to heights that could not have been envisioned when Jobs and Wozniak sold their first computer kit in 1976. in fact.Siri's natural language speech processing and interactivity capabilities were introduced in October 2011 on the iPhone 4S. This does seem to have happened. HALO EFFECT: In a so-called iPod halo effect. smartphones running Microsoft's Windows Mobile operating system had very similar functionality to Siri for quite some time. . Customers come to Apple. Since the take-off of the iPod there has been a dramatic rise in Apple's computer sales and market share. One aspect of Apple's strategy seems clear: to use the popularity of the iPhone and iPad to break back into large corporations. SIRI. while consumers have shown no signs of reducing their admiration for Apple. How and where do they get their customer pulse? By being silent. and have Apple Mac back on the desks of large businesses  Did you know that Apple isn’t on social media? In fact. Through these qualities. collaborative corporate culture.The Apple brand personality is also about simplicity and the removal of complexity from people's lives. Apple customers constitute Apple’s advertising – Apple isn’t even involved. Maybe that seeming lack of social marketing strategy is. consumers were given a hook around which they could finally understand what voice interactivity was all about. The company has created a cult following of consumers who are intensely loyal to Apple products. In the last decade. Apple is positioned as being extremely helpful to people (and businesses) as they strive to achieve their goals. the strategy. Apple has excelled at keeping pace with the quickly evolving industry of computers and consumer electronics. The company shows no signs of stopping its momentum. For example. sell lots of those devices. people-driven product design. Customers adapt to Apple. Apple hoped that the popularity of iPod and iTunes among these new groups of customers would cause these segments to be interested in Apple's computer products.Apple appears optimistic about its future.