Do you own an Apple product? According to Forbes, Apple is the most valuable company in the history with a market capitalization of US$623.5-billion. Inevitably, Apple is one of the most successful and innovative corporate ever. The company’s best-known product is the Macintosh, the first personal computer in the market. Besides, under Steve Jobs’s leadership, Apple has marketed a variety of other amazing IT products, such as iPod, iPad, iMac and iPhone.

What is the secret to Apple’s long term success? What makes Apple products to be so tempting?

The answer is the good brand positioning and value propositioning strategy of Apple. In branding positioning, the point of difference of the Apple products are the aesthetical design of the Apple products, iTunes and easy-to-use operation system called iOS. None of the rivals can copy its remarkable products’ design and elegant interface.

In value propositioning, Apple promises its customers high quality, most innovative and beautiful designed IT products which grant the Apple product users a “better lifestyle” and a high level of user experience. Furthermore, Apple has a branding strategy that focuses on the emotions. Apple provides meticulous customer support which is parallel to the objective of the company of “putting the customer first”. Once Apple product is discovered as defective, Apple will act as soon as possible to fix the problem. This earns Apple customer’s loyalty.

Also read ” Why Apple is now No.1 company in the world”: http://www.msnbc.msn.com/id/44090899/ns/business-us_business/t/why-apple-now-no-company-world/#.UHPJe03A9RI