Apple has become so popular now that people need to line up days before the new products released. I found this article in my friend Yan Kai’s blog. In Yan Kai’s blog post “The Apple at the Summit”, he mentioned the theme “Think Different” of Apple. Instead of producing something that is already existed, Apple is trying to produce a new product, or market in a different and innovative way. From the marketing perspectives, it is always easier to be top in a new prospect instead of being top in a mature industry. For example, Apple developed “Siri” in phones. Even thought for real, Siri does not have much realistic function, it is an innovation in smart phone industry. It is a point of disparity. This is also one of the reasons that Apple can surpass Coke to become the world’s best brand.

Article: http://www.cbc.ca/news/business/apple-surpasses-coke-as-world-s-best-brand-1.1873259

Link to “The Apple at the Summit”: https://blogs.ubc.ca/yankaing/2013/10/03/the-apple-at-the-summit/