Apple has created one of the strongest brands out there in a relatively short amount of time. Products are known to be of sleek modern design, efficient and reliable. Moreover, Apple provides excellent customer service through always kind and knowledgeable staff. Products are accessible as anyone can try them out in the store and see first hand the benefits of having the product.
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The recently introduced iPad 2 has created much buzz in the technology world even tough the new features are not all that remarkable. It seems that as long as it carrries the Apple brand, the product will be successful. The big part of Apple’s success is their marketing startegy. Their ads are very informative and are successful at building desire for the product. At this point there isn’t any competitor on the same level as Apple, as they have managed to differentiate themselves quite well from their biggest competitor,Microsoft. As Michelle Wan pointed in her blog post, secrecy of the Apple products plays a huge factor in the amount of interest it generates. Nobody know what it will look like, speculation and hype builds up, people are planning to line up in the wee hours of the morning to get their hands on the product. Also they strategically limit the availability of the product. Limited production may be harmful for many companies as customers may get frustrated and decide to purchase another product from competitor but this does not apply to Apple as in this case, the shortage just generates more buzz. Apple has succeeded at creating such a strong brand in the industry that it seems unstoppable with its continuing expansion of product lines and categories.
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**I recently came across a comment made on a youtube video for Apple Ad that sums up perfectly how Apple is everywhere around us:
“I tried to upload a video response I burned to iDVD from iMovie, but couldn’t because my friends don’t have iWeb on their PCs. So after I left iWork, and finished a report on my iPad about my iBook while listening to iTunes with my new iBuds, I tried using my iCam and made a nice iPhoto, but when I tried to transfer it from my iMac to my iPhone- I found I couldn’t because my iLink was broken. I got so mad at iLounge that I threw my iPod & it made an iBrick….What is wrong with my iLife?”