Brand Identity

'Think different.'

Apple Inc. is a very reputable brand that produces high quality electronic products, computer software and provides online services. It is one of the most luxurious electronic brands in the market but the users ranges from teenagers to elderlies in their 60s. As shown, it is a very popular brand with its sleek and high-end products that are loved by most people.

The brand was established in 1976 when Steve Jobs, Steve Wozniak and Ronald Wayne started selling the Apple personal computer kit. The company has been focusing on producing computer hardware and software until 2007, when its company name changed from Apple Computers Inc. to Apple Inc. It started to produce mobile devices since then and widened its market.

The products are largely used in daily life, for instance, the iPhone is a smartphone that can be used for phone calls, texting, internet, taking photos/video and more. The iPhone 5C launched in 2012 set a new record of selling over nine million devices in the first day of launch. It reinforces the popularity of the brand. On the other hand, another popular product is iPad, a tablet that enables users to watch movies or videos on a larger retina monitor comparing to the original iPhone. People use it as portable computers to be used conveniently in conferences and meetings. Therefore, it is much loved by businessmen and even teachers.

The products are said to be produced in America until 1990s, after that the manufacture line has extended to overseas. According to the New York Times, the industrial skills of foreign workers have 'outpaced' the American counterparts that 'made in USA' is not a good option for producing its products.

Moreover, the brand's slogan 'Think different.' suggests the creativity and refreshing feeling of the brand. The photos used on its official website are sophisticated and look professional, which allows consumers to trust their products and helps to build up its brand image.

The slogans on its adverts and website are simple and straightforward, such as 'The New Macbook' and 'The watch is coming.' which are short but powerful. Also, the message is delivered to the consumers accurately while enhancing the clean, professional image of the brand.

According to the Apple website, all products include an unlimited complimentary support within the first 90 days of purchase. Also, the costumers could buy a one-year limited warranty and AppleCare protection plan in addition to further protect their products.

Apple Inc. has experienced rebranding in 1997 to improve its brand image and gain more costumers. The conversion started by changing its logo from a colourful, fun colour to a more sophisticated silver, suggesting expertise and profession. Moreover, not only the logo, the company has developed different products other than computers to attract even more consumers, such as mobile apps with App Store and music with iTunes. This change has transformed Apple Inc. into a more diverse company which produces high quality products that are user-friendly.