Apple: The Company and Branding Strategy
Apple is no stranger to the consumer tech scene. Almost everybody uses or has used an Apple device at some point. The popular hardware and software company is best known for its MAC computer series, including the iPod, iPad, iPhone and much more.
Founded by Steve Jobs and Stephen Wozniak in 1975, the company started as a PC manufacturer in Job’s garage. The first computer they created was the Apple I, which costs $500 at the time. The company has since grown to become a household multinational brand worth $215.6 billion.
Apple’s Branding Strategy
Apple has maintained its position as the most valuable tech brand in the world by having a clear-cut sophisticated branding strategy. It focuses on its product and uses its exceptional technology as a competitive advantage.
- The Product Focus
In 1985, Jobs left Apple as a result of conflicts with the management. In his absence, the company suffered losses to other big PC companies such as IBM and Microsoft. At the time, Apple was making computer products that were outmoded and confusing. In 1996, Steve Jobs was called back to help the company.
One of the first things Jobs did was to discontinue all unprofitable product lines and restore the product strategy based on simplicity and exceptional user experience.
Today, product design is a key part of the overall branding strategy for Apple. From the flagship brands, such as the Macbook, iPod, iTunes, iPhone and iPad series, the company is very successful because of the user-friendly and highly intuitive nature of its products.
- Innovation and Pricing
Over the years, Apple has invested significantly in research and development to produce devices that are ahead of its competitors in the technology scene. The company has positioned its brand as a pioneer in premium quality technological products.
As a technology company, innovation is a key factor to staying ahead of the competition and being relevant to your customers. Apple’s product development is inspired by high innovative standards that increase its attraction and customer loyalty.
If the product is right, people will pay for it. Apple’s pricing strategy also positions it as a premium brand. While it is not exactly over-priced, it is not cheap either. The brand has managed to walk the fine line between luxury and affordability.
In addition, Apple products prove that they offer high value, making consumers almost insensitive to the price. Its advantages outnumber the conventional functions of other competing products, thus filling a demand gap in consumers’ lives.
- Customer Loyalty
It’s no news that Apple has attained a cult status among die-hard fans who have been known to queue up outside stores prior to its product launch. The company understands the needs of its users and utilises a collaborative branding strategy where there is a win-win for both parties.
Apple’s branding strategy can be said to focus on its product design, innovation, pricing, and customer relationships. Today, Apple is moving from not just being a product, but an experience for its consumers to enjoy.
