Apple Inc. is an international company that designs, manufactures and markets personal computers, computer software and other electronics^1. In fact, it is the largest technology company in the world^2. Apple employees credit this success to the superior performance and features of it’s products ^3. On the contrary, skeptics claim that this is not the case; better options are available for cheaper prices^4. Which forms the question, why do people choose to purchase from Apple if superior products are available for lower prices?

The answer is simple; Apple has prevailing brand positioning. As we learned in class, brand positioning is how a brand captures a position in the consumer mind. Apple has created a strong sense of simplicity through their design and marketing^3. Customers feel as if they are pursuing a simplistic lifestyle through purchasing Apple commodities. Basically, achieving this lifestyle is an incentive for people to buy it’s products. Apple’s technology is not the source of their accomplishments, their brand positioning is.

Footnotes:

^1- Apple Inc. Overview: http://www.webcitation.org/query?id=1257008017205735

^2-Apple Passes Microsoft as World’s Largest Tech Company, May 26, 2010, Dylan Tweney: http://www.wired.com/epicenter/2010/05/apple-passes-microsoft/

^3- Apple website, Why Mac? http://www.apple.com/why-mac/

^4-Apple: It’s All about the Brand, February 2004, Leander Kahney, http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677