Case study provided by The Brand Council.
In 1977, the Apple II put the company founded by school friends Steven Wozniak and Steven Jobs on the map. In the new personal computing market that was emerging, it was the biggest selling computer ever. As PC ownership soared with IBM imitations running Microsoft's Windows operating system, saturating the market, Apple began to focus on niche creative and scientific industries such as design, publishing and biotechnology. It quickly developed a legion of loyal fans and became renowned for being incredibly powerful whilst fun and intuitive. From there Apple's G3 processor made its computers the fastest of their kind, with the launch of the G4 processor breaking further speed boundaries.
Apple's first laptop computer, the PowerBook, was launched in 1991 for working on the move. Updated versions became ever slimmer and more powerful evolving into the Titanium PowerBook, which boasts a 15.2-inch screen. The iBook is in essence a scaled down PowerBook but is a more affordable range aimed at home and educational use.
Although Apple promoted itself for business and personal use, it was the former that it became best known for until the release of the iMac in 1998, which changed its key focus and the fortunes of the company. This revolutionary computer turned industry convention on its head and heralded a new direction for Apple, characterised in its advertising with images of world-changing individuals such as Albert Einstein coupled with the strap line, 'Think Different'.
Like absolutely nothing before it, the iMac was an all-in-one unit with the hard drive and monitor contained in a singular, curvy semi-transparent case. The removal of a floppy disk drive arguably signalled the end of floppy disks as useful media -- if files fitted on one then they could be emailed. By far the most fundamental challenge to PC convention, however, was the styling -- replacing standard grey and beige plastic with first turquoise, then 'fruity' colours such as grape and key lime. Homes, offices and classrooms across the world embraced the iMac's funky shape and colours, rapidly becoming a style icon and must-have fashion accessory. Subsequent releases have included psychedelic and Dalmatian patterns and are as likely to find their way into style bibles as any conventional fashion brand.
Apple has gained its edge through the way in which it continues to push technology that excites and exceeds expectations, generating anticipation even before people realise what it is capable of. The launch of the next generation, super sexy iMac was no exception and even challenged its own formula. The long awaited 15-inch flat panel iMac has a tiltable screen which appears to hover in the air above its base. This is also the first iMac to incorporate a G4 processor and 'SuperDrive' that can burn both CDs and DVDs.
Other key products in Apple's range include the ultra-fast silver G4 PowerMac and accompanying 22-inch digital flat-panel Apple Cinema Display. Apple's iPod is a portable MP3 player that can hold up to 1,000 songs. AirPort is a wireless system that enables Mac users to surf the net, send and receive email, print and share files without the restriction of wires. Free software applications from Apple such as iTunes, iMovie and iPhoto let you organise and edit digital music, video and photos. Major third-party applications are also widely available for Macs. In 2001 Apple released its latest operating system, OSX, incorporating its groundbreaking 'Aqua' interface.
Apple has led the way in computing, software and hardware innovations for quarter of a century. Every system upgrade, industry shattering processor speed and must have product extension affirms the real core of Apple's offering - coolness.
漏 2002 The Brand Council
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