Steve Jobs introducing new iPod nanos in 2006
World dances to Steve Jobs’s tune is an article showcasing how Steve Jobs, founder and former CEO of Apple, revolutionized the music industry with his creation of the iPod and iTunes. This article reminded me of our study of brand positioning and value proposition, because Jobs succeeded in creating a strong identity for Apple and a permanent place in the music industry.
I believe Apple’s brand proposition and positioning are key. With a target market not limited to solely youth, who are the brand’s biggest users, Apple prides itself on providing vast, simple to use products in the music sector that aims to create choice for its consumers. iTunes, for example, gave consumers “the ability to cherrypick the tunes they wanted and the feeling of control”1 with its “flat 99-cent-per-song-fee”1. In my opinion, Apple has arguably one of the best brand positions in history, which stemmed from great innovation on Jobs’s end.
Apple has existed without lack of negativity over the years, taking criticism from music powers such as Jon Bon Jovi, who “directly blamed Jobs for killing the music industry”1. However, Apple has continued to empower its brand, which deserves credit following Jobs’s tragic death last week.
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References
1. Abram, Malcolm X., Akron and Ohio, and McClatchy. “World Dances to Steve Jobs’s Tune.” The Vancouver Sun. The Vancouver Sun, 8 Oct. 2011. Web. 9 Oct. 2011. <http://www.vancouversun.com/technology/steve-jobs/World+dances+Steve+Jobs+tune/5523320/story.html>.