Apple iPhone 5s Marketing Communications Campaigns

1.Apple Brand : Background

Apple’s ethos

• To create things that are a pleasure to use as well as being visually attractive and technologically innovative (hellotank.com) • Steve Jobs as CEO pushed Apple forward by breaking new ground and changing the way we live in the developed world.

Apple’s brand

• Apple remains a leader in innovation with a loyal customer following. • The brand helped the company to generate $40 in profit in 2012. • According to Forbes, a brand can be rated by its financial value and consumer loyalty putting it in number 1 position. • The brand is worth $87.1 billion- 59% more than its closest rival Microsoft. www.forbes.com/sites/kurtbadenhausen/2012/10/02/apple-tops-list-of-the-worlds-most-powerful-brands/ Key Dates

• 1976 Founded by Steve Jobs and Steve Wozniak with just $1,300, • 1980 Apple was floated onto the stock market • 1982 Apple’s sales reached $1 billion a year • 1991 PowerBook line of notebook computers was released. • 1994 Power Macintosh line was released. • 1997 Steve Jobs was brought back to Apple and named interim chief executive officer. • 1998 iMac was released. • 2000 Steve Jobs, firmly in command as CEO. • 2001 The iPod was launched Apple opened its first retail store in Virginia • 2005 Video iPod, the fifth generation of the device, was released and pushed total iPod unit sales to 30 million. • 2007 First version of the iPhone became available • 2008 iPhone 3G was launched • 2010 iPhone 4 and the iPad was launched • 2011 iPad 2 was launched • 2012 iPhone 5 was launched http://www.referenceforbusiness.com/history2/31/Apple-Computer-Inc.html#ixzz2JSwHt1Ja 2. Promotional activities iPhone 5
Apple created a media buzz and