Apple
Category
Electronics & technology – computers, mobile phones, tablets, wearables, media players, software, home appliances
Key competitors
Samsung, Microsoft, Google
Tagline
Think Different
Owner of the brand
Apple Inc.
Brand Strategy Analysis
Brand Essence
Creating a better world through technology and design.
Brand Values
Innovation, design, creativity, humanity, simplicity.
Brand Character
Aspirational, creative, premium, edgy, cool, stylish, human.
Dominating Archetype
The Creator
Official
Brand Statement
Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today Apple continues to be a global leader in innovation with products like iPhone, iPad, Mac, and Apple Watch. Our software platforms (iOS, macOS, watchOS) provide seamless experiences across devices. Breakthrough services like the App Store, Apple Music, and iCloud continue to drive our success.
Brand
Evidence
Apple is the most valuable brand in the world, and its iconic products—such as the iPhone, iPad, Mac, and Apple Watch—have revolutionized multiple industries. Founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple has grown into a global leader in technology. Despite facing near-bankruptcy in the 1990s, Apple’s revival under Steve Jobs turned it into the powerhouse it is today.
The company’s success is built on its ability to improve existing technologies rather than inventing entirely new products. Apple’s strength lies in its ecosystem, a seamless integration of hardware, software, and services that create an unparalleled user experience.
Apple’s marketing strategy emphasizes emotional connection over technological superiority, positioning itself as an aspirational brand. Apple has moved from being a “challenger” brand to a leader, with its messaging focusing on innovation and creativity, promoting a lifestyle of simplicity and excellence.
Most
Important Campaigns
- “Hello Apple Vision Pro” (2024)
- “Data Auction” (2022)
- “iPhone 11 — Night Mode” (2020)
- “iPhone 7 — Morning Ride” (2016)
- “Think Different” (1998)
- “1984” (1984)
