Apple - History, Brand Value, and Brand Strategy - BeNextBrand (2024)

In the world of technology, we are habituated to hearing numerous brand names. Those brands have developed various flagship products that are useful in our daily lives. But have you ever given thought to who were the initial brands that revolutionized the way we use gadgets today? Well, Apple is one such example.

Contents

  • Apple History
    • The first ever sell-off
    • The change of hands and breakthrough
      • Sudden decline
  • Apple Brand Value
    • The retail chains
    • The Apple SKUs
  • Apple Brand Strategies
    • The Halo Effect
    • The benefit
    • Siri (Virtual Assistant)
    • Green Energy
      • Conclusion
    • Similar Posts:

Apple History

Apple Inc., currently headquartered in Cupertino, California, US, was founded in 1976 by founders Steve Jobs, Steve Wozniak, and Ronald Wayne.

Initially started as an Apple Computer company, the company’s first product was the legendary Apple Computer I, created by the self-taught electronic engineer Steve Wozniak in a garage. But Apple Computer I consisted of only the motherboard and lacked the basic peripherals such as mouse and keyboard.

  • Apple Computers, Inc. WasFounded on April 1, 1976, by College Dropouts Steve Jobs

The first ever sell-off

Their product was sold at $666.66 in July 1976. On January 3rd, 1977, Apple Inc. was incorporated without Ronald Wayne. Twelve days after having co-founded Apple Inc., Wayne, before leaving, sold his share of the company to Steve Jobs and Wozniak for $800. Then Mike Markkula stepped in and provided funding of $250,000 during the initial days of Apple.

After five years after the initiation of the company, the revenues doubled every four months. From the initial year 1977 to the year 1980, the annual sales saw a rise from the initial $775,000 to $120 million with an average growth rate (annual) of 540%.

The change of hands and breakthrough

After that, Apple II was invented in 1977, and Apple III in 1980. After the success of the company in the following years, Jobs began with the idea of implementing GUI(Graphical User interface) in the future computers and began developing Apple Lisa.

Then came Macintosh, and one button mouse revolutionized the personal computer industry for good. Former PepsiCo CEO John Sculley became the CEO of Apple in 1983, and Steve Jobs left the company.

Sudden decline

Apple saw a gradual decline after Jobs left the panel, and stocks began declining with time. In 1997, Steve Jobs took hold of his founded company, and his aim was to make the company profitable again.

Under his leadership, Apple released its bestselling trademark products: Mac OS X, iPad, iPhone, iMac, MacBook, and iTunes. In 2011, Steve Jobs announced his retirement, and Tim Cook took over the CEO position.

Apple Brand Value

During 2016–2017, the net sales increased by 6%. As per the statistics report for 2019, Apple has generated a revenue of approximately $260,000 billion.

It has an operating income of around $63.930 billion and a net income of around $55.256 billion. Apple has 137,000 employees working under the umbrella.

The retail chains

It has opened up more than 500 retail outlets worldwide and established a strong global presence. Apple has been credited as one of the most valuable companies and highly profitable giants in the tech industry. It is highly known for brand loyalty and high-standard hardware and software support. After Samsung and Huawei, Apple is third in smartphone manufacturing.

In the US market, Apple became the first company to have surpassed the valuation of $ 1 trillion and the first publicly traded US company in 2018. It has been estimated that more than 1.4 billion products have been sold and used worldwide.

Apple was ranked in 4th position on Fortune 500 ranking scheme. Apple has the highest market value, $ 960 billion, among the top 100 largest companies in the world and the ultimate brand value of Apple in 2019 was $ 310 billion.

The Apple SKUs

Apple iOS: As per Apple, there are currently 1.4 billion iOS users globally.

iPhone: There are 950 million iPhone users currently globally.

MacBook: There were 19.50 million units sold globally, as per the 2017 report. There was an increase in revenue to $26 billion.

Mac OS X: Mac OS X accounted for 8 percent of the global computer operating systems market as of September 2017.

Apple First: Apple Watch captured 50% of the market for wearables in 2018.

Apple Brand Strategies

Apple’s branding strategies focus on human emotions and customer preferences. Apple believes in innovation and creative inputs and has proven to be a visionary in the tech industry.

Customer and brand loyalty are very strong, and customers prefer using Apple products due to various facilities. One of the topmost features is Apple’s security and seamless service. From a brand architecture viewpoint, the company maintains a master brand identity.

The Halo Effect

Apple was earning substantial profits from their flagship products, such as iPhones and MacBooks, but they thought of expanding their company and ventures to gain a better hold in the tech market. Then came up with the iPod Halo effect.

The brand wanted to accumulate and drag customers into products like iPods and Mac OS and create a different market segment that would entice them to venture into other Apple products. This strategy proved to be an effective one.

The benefit

The benefit of this strategy was that people became more interested in other Apple products and the sale of iPhones and MacBooks rose dramatically. As a part of the branding strategy, Apple renamed its flagship, Mac OS X, to OS X.

Siri (Virtual Assistant)

Siri was one such creation of Apple in speech processing and voice modulation. In mid-October 2011, Siri was enabled with features such as interactive inputs and outputs and voice recognition features, and it was first introduced in iPhone 4S smartphone.

In 2012, Siri was introduced to iPads, Apple Watches, Apple TVs, and macOS Sierra. Siri then became a household name and started gaining immense popularity.

The way Siri has been marketed by Apple paved the way for more brands to develop similar technologies. Later Google came up with Google Assistant for Android phones which has the same features as Siri.

Voice modulation and AI interactivity have been furthermore researched and developed after that. Siri was a marketing hit, and one of a tech company’s best advertising and marketing campaigns ever run.

Green Energy

Apple is now powered by green energy, and the company has invested a huge sum in deploying and using green energy. The usage of solar panels and the Fort Churchill solar project has contributed largely to the usage of green renewable energy and helped the giant reduce its carbon footprint gradually.

Apple also issued a $ 1.6 billion climate bond which will help other climate-related projects by financing them and helping them thrive in the future.

  • According to Walter Isaacson’s Biography of Steve Jobs,Jobs Came up With the Name Simply Because He Liked Apples

Conclusion

The tech industry giant has made some remarkable inventions and positively changed the tech industry’s ecosystem. Since its inception, Apple has been through a lot of internal and external changes, but the one thing that made Apple a giant is customer loyalty to the brand.

This is an inspiration for other brands in the same industry, and Steve Jobs has been regarded as the idol of many budding entrepreneurs. The way Apple functions is expected to rise in the future, and many innovations are yet to be unfolded by this magic brand.

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Apple - History, Brand Value, and Brand Strategy - BeNextBrand (1)

Rahul Panchal

Marketing | Branding | Blogging. These Three Words Describe Me in The Best Way. I Am a Self-Taught Marketer with 10 Years of Experience. Helping Startups/ It Companies/ and Small Businesses to Enhance Their Business Through Branding and Marketing Ideas. On A Mission to Help Small Businesses to Be a Brand.

Apple - History, Brand Value, and Brand Strategy - BeNextBrand (2024)

FAQs

What is the brand strategy of Apple? ›

Simplicity. Creativity. Humanity. They call these their three lenses, and, according to Tor Myhren, VP of Marketing Communications at Apple, “If a product is not made up of these things, it's not Apple”.

Why Apple is a value brand? ›

With a brand value of $947.1 billion, Apple stands out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio. Apple is a phone, a watch, a laptop, a tablet, a streaming service, a protector of digital privacy, all of which resonate with consumers.

What is the history of Apple company? ›

Apple Computers, Inc. was founded on April 1, 1976, by college dropouts Steve Jobs and Steve Wozniak, who brought to the new company a vision of changing the way people viewed computers. Jobs and Wozniak wanted to make computers small enough for people to have them in their homes or offices.

What are the 4 brand strategies? ›

Here are four common brand growth strategies for businesses looking to extend their services or product offerings. The four brand strategies are line extension, brand extension, new brand strategy, and flanker/fight brand strategy.

What are the 5 brand strategies? ›

Five Different Types of Branding Strategies
  • Company Name Branding. Well-known brands leverage the popularity of their own company names to improve brand recognition. ...
  • Individual Branding. ...
  • Attitude Branding. ...
  • Brand Extension Branding. ...
  • Private-Label Branding.
6 Aug 2018

What is brand value example? ›

A list of values is a great way to brainstorm what is essential to your brand mission. If your mind goes to quality, consider values like accuracy, attention to detail, consistency, craftsmanship, excellence, expertise, and precision.

What is brand and brand value? ›

Brand value is the monetary worth of your brand, if you were to sell it. If your company were to merge or be bought out by another business, and they wanted to use your name, logo, and brand identity to sell products or services, your brand value would be the amount they would pay you for that right.

What is Apple's values statement? ›

Apple's mission is “to bring the best user experience to its customers through its innovative hardware, software, and services.” And in a manifesto dated 2019 Tim Cook set the vision specified as “We believe that we are on the face of the earth to make great products and that's not changing.”

What is Apple's mission and values? ›

Vision – We believe that we are on the face of the earth to make great products, and that's not changing. Mission – Bringing the best user experience to its customers through innovative hardware, software and services. Apple's vision statement is clear, concise, and to the point.

Why Apple is the most successful company in history? ›

The reason behind that—and behind Apple's success—is that its devices are beautiful to look at and a pleasure to use. That's why the company has such a powerful brand and lofty stock valuation. The marketing helps, and the media and fan frenzy never hurt.

What is Apple's brand name? ›

Apple Inc., formerly Apple Computer, Inc., American manufacturer of personal computers, smartphones, tablet computers, computer peripherals, and computer software.

How Apple became the most valuable company? ›

Apple Cultivated Recurring Revenue

True wealth doesn't come from launching one big product or making one big deal. It comes from tapping into streams of revenue that keep producing profits month after month. Nobody is better at this than Apple. It started in 2001 with iTunes, a free music player with a built-in store.

What are the 7 branding strategies? ›

Now, let's arm you with some of the best branding strategies with real-world examples.
  • Co-Branding. ...
  • Product Branding. ...
  • Cultural & Geographic Branding. ...
  • Corporate Branding. ...
  • Personal Branding. ...
  • Retail Branding. ...
  • Service Branding. ...
  • Offline Branding.

What are 3 branding strategies? ›

  • Product Line Brand Extension Strategy. In this product line brand extension strategy, a new brand is launched in the market after consolidating your brand's name in a related field. ...
  • Multi-Brand Strategy. This is one of the branding strategies, multiple brands run within the same market. ...
  • Brand Extension Strategy. ...
  • New Brand.
13 Sept 2021

What is brand strategy with example? ›

A brand strategy is a company's strategic plan that includes specific goals and helps marketers shape a certain image in customers' minds. It allows a brand to generate more conversions, increase its value, and dominate the market.

What are the 7 brand elements? ›

These seven elements of a strong brand will help you cultivate a strong, positive brand image to tell the world the right story.
  • Purpose-driven. ...
  • Unique. ...
  • Knows its target market. ...
  • Stays on-brand at all times. ...
  • Authentic. ...
  • Thick-skinned.
2 May 2018

What is the brand strategy? ›

A brand strategy is the holistic approach behind how a brand builds identification and favorability with customers and potential customers. A brand strategy encompasses several different brand elements like voice, storytelling, brand identity, brand values, and overall vibe.

What are the seven 7 components of branding strategy? ›

7 Components That Comprise a Comprehensive Brand Strategy
  • #1. Give Your Brand a Goal. ...
  • #2. Promote Consistency. ...
  • #3. Make Emotional Connections. ...
  • #4. Encourage and Reward Loyalty. ...
  • #5. Make Adjustments. ...
  • #6. Embrace flexibility. ...
  • #7. Learn from your competitors.
2 Oct 2015

What are brand values list? ›

Brand values list: 100 examples
AccessibilityEaseHonesty
CleanlinessExcitementKindness
CollaborationExperimentationLeadership
ComfortExpertiseLearning
CommunityFairnessLoyalty
20 more rows
18 Jul 2022

Why is brand value important? ›

Brand value is important because when people perceive that a brand is distinct and aligns with their personal values, it's a really powerful competitive advantage." So, brand value refers to the worth of a brand to the consumer.

What is the value of brand strategy? ›

Brand values are "what" your basic beliefs are in what really matters, which guide how things should be done. They are NOT about your products or services. They articulate "what" you stand for and are infused into every aspect of the company (i.e., brand, business, behaviors, decisions, employees, messaging, etc.).

What is brand value based on? ›

Cost-Based Valuation

This method calculates brand value based on how much it costs to build the brand. So, you'd add up all the expenses incurred in brand-building from the very beginning. Things like contracts with branding agencies, promotions, trademarks, salaries of employees who focus on brand, marketing, etc.

What is Apple's brand personality? ›

Apple has a branding strategy that focuses on the emotions. The starting point of Apple brand personality is how the product makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.

What was Apple's first slogan? ›

The idea was first introduced in the 1997 TV commercial. “Think Different” is still on Apple products today, 23 years after the TV debut. Crazy Ones is hands-down one of the best one-minute commercials in history.

What is apples brand vision? ›

Apple's vision statement is: “To make the best products on earth and to leave the world better than we found it.

What are the five core values of Apple? ›

Below you can find the original Apple core values:
  • One person, one computer.
  • We are going for it and we will set aggressive goals.
  • We are all on the adventure together.
  • We build products we believe in.
  • We are here to make a positive difference in society, as well as make a profit.
11 Jan 2016

What are Apple's goals and objectives for the year 2022? ›

To bring the best user experience to customers through innovative hardware, software, and services.”

What is Apple biggest success? ›

iPhone is Apple's most valuable product and has, since 2008, been its main source of revenue. Even though Apple has diversified its product line with Watch, AirPods and services, iPhone is still responsible for 50% of its revenue.

What was Apple's first success? ›

It was incorporated by Jobs and Wozniak as Apple Computer, Inc. in 1977 and the company's next computer, the Apple II, became a best seller and one of the first mass-produced microcomputers. Apple went public in 1980 to instant financial success.

What is the most successful company in history? ›

During the 17th century, the Dutch East India Company cornered the booming spice market and pioneered trade routes between Asia and Europe. It is widely considered the most profitable corporation ever created.

Why is it called Apple brand? ›

According to Apple co-founder Steve Wozniak, Jobs had just returned from a farm in Oregon, described by Jobs as an “apple orchard,” and suggested they name their company “Apple Computer.” Wozniak further elaborated in his autobiography, iWoz, that they both tried to think of more technical-sounding names, but were ...

Why is the Apple logo successful? ›

No logo can bring you success on its own. It always has a brand attached to it (even if your company is one-week-old). Apple's logo is so successful not only because it's simple and elegant. More important than that, it reflects the brand's values and triggers the right associations.

What is the most valuable Apple product? ›

Apple 1: $900,000

The Apple 1 is much more than just a piece of retro tech. It's a piece of history. The first batch of Apple 1 computers were actually hand-assembled by Apple co-founder Steve Wozniak himself. The Apple 1 was never cheap, it originally went on sale in 1976 for $666.66.

Is Apple the most valuable company in the world? ›

Oil giant Saudi Aramco is now the world's most valuable company.

When did Apple first become the most valuable company? ›

iPhone maker Apple, the world's most valuable company, became the first company in the world to clock market capitalisation of $3 trillion on the first trading session of calendar year 2022. Apple shares surged as much as 3 per cent to hit record high of $182.88 on the Nasdaq, data from the stock exchange showed.

Why is Apple's strategy successful? ›

Apple's success lies in a strategic vision that transcended simple desktop computing to include mobile devices and wearables. Both performance and design are key drivers of the Apple brand and its ongoing success.

What are brand values? ›

Brand values can be defined as the foundational beliefs that a company stands for. They refer to the “ideals” guiding the brand's actions, such as environmental protection, diversity, solidarity, or transparency.

What is brand strategy example? ›

It involves creating marketing campaigns or changing a brand's image to appeal to an audience that a company didn't previously target. For example, a physical bank mainly has middle-aged customers. To gain more revenue, the bank decides to target a new audience of younger customers.

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