...In this paper, I will be analyzing one the most successful campaigns in the history of advertising. In August ’97, Steve Jobs who had co-founded Apple Computers returned to the Company once again as its chief executive officer. Those were the times Apple was amidst crisis. Among many things that he addressed, the most important was to redefine Apple’s image in the global market. People were not ready to buy computers from a company who might not last a year. Jobs needed to change this image. Therefore the “Think Different” campaign was an attempt to change to consumer’s perspective for the company. With the “Think Different” campaign, the writers wanted to remind both their consumers and their staff, how Apple thinks differently, using rhetorical appeals of logos, ethos and pathos. It also symbolized the return of the genius that was removed from the company. Apple had lost the “creative” touch during his absence therefore it was very essential for him to create a campaign that would remind the consumers what Apple brand was all about. Through the campaign they hoped to gain their cool, hip image back. The writers used reasoning (logos), rhetorical appeal to stimulate audience’s common sense, beliefs and values by honoring revolutionary heroes and rationalizing that creative thinking produces positive change. The writer used pre-existing simple facts that drew conclusions in their favor. The visual elements included a set of historical influential people having...
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...differences between my sister and me that you could never imagine. We are just so different that if we did not have the same blood, I would think that we were not sisters. We are the total opposite of each other. We are not just different physically; we are also different in personality. We think differently. We have different types of hobbies. We enjoy different things. In other words, we are just two different types of person that apparently do not have anything in common. My sister name is Aracely. She is younger than me by four years. She is white and tall. She is the kind of person that is always in a bad mood. She gets mad really fast and sometimes for nothing. It is lie she is happy being mad. I don’t know why she is like that; to me she is just weird. My sister is the girl that always wants to be alone. She doesn’t care for going out or making plans for the weekend with her friends. She prefers to be in our room alone without being bothered. I am the opposite from her. I am older than her but I actually look younger than her. Physically I’m morena, and short. I am the kind of person that is always happy and laughing about everything. I do not like to be alone; I am not used to it. I’m the kind of person that always wants to go out on the weekends; I’m always making plans for going out, I just can’t survive being at my house a whole weekend without going out. My sister has a lot of different interests. She is the person that loves to spend time on the computer. Her hobbies...
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...socioeconomically and racially. The town has a large number of very wealthy people living alongside people with average incomes. Although, I moved away when I was only 8 years old, I remember playing in my neighborhood with people whose parents were from different parts of the world and spoke in languages other than English in their homes. This was my start to realizing that people can be different and still be the same. When I moved to Shaker Heights, OH. My parents said they had chosen this town because, it was just like Montclair. The town had lots of old pretty houses with people who looked different from one another from diverse backgrounds - some poor and some rich. It was exactly what they had described to me except for one thing. The people that I met, many seemed to have similar views on politics, racial issues and life. Although they were different, they weren't really. Living in Shaker Heights, they had lost something. My parents said that people in the Midwest were nice people and that everyone was simply trying to get along. I felt like that was not right. Why should I need to give up a portion of who I am to fit in. Although everyone looked and seemed like the people back home, a bunch of them were working to fit in locally. I think a diverse community means that we should celebrate differences and find things in common, not give up those differences trying not to stand out. I am not saying that everyone here is practicing this; but more than I would have expected based...
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...also worked for big computer company but he was not very serious about his college that is why he was dropped out of college in his early stage of course. Later he was introduced to Sub-Trainee computer club where he learnt making new parts of computer and he was also very interested in fonts which make enable to create his first own designed computer. 5. Taking Risks:- Steve Jobs was a risk-taker. This factor contributed very much to his successful carrier. He was not afraid to grab the challenge and he was always prepared to fail. But his determination to succeed was far greater than failure which makes him overcame his failures. 6. Think different:- Jobs always think differently n broadly. He believes in making new ideas of his own and always tried to find different ways to make them alive. This quality makes him totally different from others. 7. Sprititual life:- Steve Jobs was religious man. He believes in Buddhist religion. Religion played an important role...
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...with yourself. Wallace is trying to bring control to these students he is giving the speech to with the “old fish explaining what water is to you younger fish” (Wallace 1), story because you lose control when you live in the fantasy of you being the “absolute center of the universe” (Wallace 2). How Baldwin tries to get his point across of having control is how he concludes what you can do when there seems to be an unchangeable injustice by giving the options of “the acceptance, totally without rancor..”(Baldwin 64) or “that one must never... accept these injustices as commonplace” (64). Even though they have the same idea of having control when it seems they achieve this through different examples and philosophies in their...
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...1. Executive Summary Apple as one of the most famous and successful corporations and brands in the world can attribute its past success to Steve Jobs and their employees. The whole organisation understands the companies (mainly Steve Jobs) vision and philosophy. In Apple, employees think that they can change the world and bring completely new values to the customers by design and innovation. They not only want to deliver these new values in a simple way, but also want to provide the customers with functionalities and features they need and that are competitive. Apple is capable of applying simplicity to the design and innovation of their products and at the same time considering customers' needs. While living this vision and philosophy, Apple does things different as compared to its competitors. Apple is going its own way and sets own industry standards and norms. Apple does not want to be an imitator but rather an innovator, with products and services that mean something special to their customers. The above described vision and philosophy is applied across the whole Apple organisation and all employees understand what Apple wants to stand for. Apple employees are dedicated and take on and fulfill their responsibilities accordingly. The question on hand is; Can Apple keep up its good performance and reputation after Steve Jobs' dead in 2011? 2. Introduction In the following sections, I will highlight some issues and threads that Apple will be facing with its...
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...Introduction Apple Inc. designs and manufactures computer hardware, software and other consumer electronics. The company’s most popular products include the Macintosh Computer, the Mac OS X, iTunes, iPod, the iPhone and the recently popular iPad. The company currently owns 284 retail locations in 10 different countries. April 1st, 1976 by Steve Jobs, Steve Wozniak first established Apple Inc. with the creation of the Apple 1, the first computer system with an encased circuit board. On June 5th 1977, Apple Inc. released the Apple II, the first ever computer made for non computer users, in essence, it was the first ever personal computer. The Apple II was the only computer at it’s time that was able to display not just text, but simple pictures and graphics. The Apple II later evolved through various different models to become the most popular home computer during the 80’s and 90’s. most elementary schools were using the Apple IIe as the standard computing equipment. By the time the Apple II line became obsolete, more than 2million computers had been sold worldwide In 1984, Apple released the fist Macintosh. Together with it, the most significant commercial release. The commercial featured a depiction of a future where “big brother” told everyone what to do and think leaving everyone with no freedom of choice. A female heroine representing Apple, frees the people from “big brother”. During that time, “big brother” was perceived to be IBM, while Apple was the heroine that gave...
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...Case Analysis 1 – Apple Computer: Research how Apple managed to reinvent itself over the years Question 1. What were some of Apple’s biggest successes and failures? Describe why. Apple has had plenty of successes and failures. Three of Apple’s biggest successes were the iPod, iTunes, and the iPhone. The iPod MP3 player introduced the world to a new technological advancement in October 2001. The iPod was so popular because it permitted access to thousands of songs and videos at the fingertips. The iPod is still a best seller 10 years later. I think the iPod has been a success because it has given customers relief from common CD problems, such as scratching, skipping, and misplacement. The iPod keeps customers’ musical library at their fingertips, which never scratches, skips, or becomes misplaced. iTunes is Apple’s popular media management software. iTunes has been successful by allowing customers to keep a library full of movies, music, mobile apps, ringtones, audio books, and podcasts. iTunes is the media management software that makes transferring data to the iPod and iPhone simple. I think iTunes has been a success because it has changed the way customers sort and keep track of their various music files, movie files, mobile apps, etc. The iPhone is Apple’s creation that launched the beginning of the smartphone phase. The iPhone does just about anything. It allows customers to download more than 120,000 high class apps, as well as use the built-in iPod. The...
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...When I think of Apple Computers, I think of being in elementary school and going to the library for computer lab. I would sit quietly at my workstation and play a game on a green mono-chromatic screen with a worm that chomped on letters to improve my spelling and grammar skills, trying to get to the apple. Apple, Inc. has made leaps and bounds from the before mentioned computer to my current i-Products that do everything short of walking my dog. No worries, I’m sure that I have an app for that. Apple, Inc. began April 1, 1976 by Steve Jobs and Steve Woznaik. To date, some of their largest successes include the operating system of the Mac, iPod, iPhone (all generations) and the much anticipated iPad. Apple products peaked in its success because of its innovation. There seems that every six months there is a new product on the horizon; products are more effective, and produced more efficiently to compete in both domestic and international markets. For the past six or seven years it appears that everything Apple touched has turned into gold, but that has not always been the case. They have also experienced a few rotten apples so to speak. The early handheld Newton tablet and the gaming machine Pippin and Apple TV are a few to name. The main reason for the failures of these products was “just didn't live up to consumer expectations and market demands. As the following list demonstrates, flops often get reworked and find successful implementations in later, more...
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...Apple's biggest successes and failures? Describe why. I believe Apple's biggest success was the beginning or Apple's initial offer Apple I in 1976, this was mostly a prototype since there where only around 200 Apple I computers produced; they were all hand-built by Apple co-founder Steve Wozniak. While Steve Jobs handled the distribution and marketing of the Apple I, he was responsible for devising clever advertising tag-line: "Byte into an Apple." That was the beginning of Apple's innovating strategy, first out the door with the interactive graphical microcomputer, that Steve Jobs used to build upon, trough successes and failures. To Steve Wozniak it was about the product, reducing cost, simplicity, etc., but to Steve Jobs it was about to embark on building Apple computer corporation, a culture, a vision, at each reiteration he would discover a new principle of innovation, but I believe he would not truly understand that, until some twenty four plus years later, it will be interesting to see whether Tim Cook the new COO of Apple, keeps Apple on course, on the vision. Now, let's look at some of Apple's important success, like Mac OS X, server version was introduced in 1999, while the desktop version was introduced in 2001. Then there was iTunes, this was the BIG one, truly a innovative idea that would put Apple over the top (regardless that Apple is proprietary in nature), as one of the innovating companies, along with the iPod, also introduced in 2001, the iPod offered consumers...
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...Apple looks invincible at first glance. For years now, the company has been delivering products that customers can't wait to get their hands on, and most of its competitors have been unable to answer with products of their own that can match the same level of quality and buyer appeal. The iPhone maker seems to have it all together. But a closer look at Apple reveals something much different. The Cupertino, Calif., company isn't necessarily in the greatest position right now, and there's no indication that things will turn around any time soon. The iPhone is now outclassed by the Samsung Galaxy S; Chinese government-controlled media seems to be turning on Apple, accusing it of arrogance and criticizing its warranty policies as onerous. Now Tim Cook seems a little too willing to run Apple as a business, rather than an innovative company. Apple is simply facing more threats now than ever. It would be a mistake not to acknowledge that Apple's market situation has changed. Read on to find out about the threats Apple will face and why the company's position in the technology industry might not be as cemented in success as some think. 1. Apple's China problem Apple has a very big problem that the company doesn't like talking about much: China. Android is the dominant force in the mobile space in China, and even the government has announced plans to build its http://www.eweek.com/print/mobile/apple-faces-10-threats-to-future-growth-prosperity 1/3 Apple looks invincible at first...
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...The Apple Inc. Almost everyone who uses cell phone, computer or mp3 will know Apple. Apple Inc. has been one of the most famous companies in the world. It takes a great success in build its own world. Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, to sell the Apple I personal computer kit. (Wikipedia). The Apple Inc. is not always success. In 1981, because of the IBM’s success, Apple III only produced 90,000. The computer named Lisa was produced in 1983, but because of the expensive price and lack of the software, Lisa failed. But with the Macintoshis producing, the Apple Inc. became better even though it is not as well as the top time. In 2001, Apple Inc. published an operating system called Mac OS X. During many years, not every year would have great results, but now, Apple has won great success in computer, phone, media and TV. Steve Jobs was an American businessman and inventor widely recognized as a charismatic pioneer of the personal computer revolution. He was co-founder, chairman, and chief executive officer of Apple Inc. (Wikipedia). Undeniable is Steve Jobs is a genius. He had great feeling and idea, courage to change and kept innovating. So Apple Inc. succeeds in the early year, but his opinion about management was different from other people, and IBM’s rise made Apple failed. Steve Jobs quit from the Apple Inc. But Steve Jobs’s leave did not help Apple Inc anything, instead Steve Jobs earned success in carton and won famous...
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...Many people assume if they sell their products at prices much cheaper than competitors, customers will choose to buy their products. Is this statement true? Do such strategy adopted by Apple Inc? Not at all. Apple Inc believes in different strategies. Cheap can sometimes represent a less quality product. Most of the products Apple Inc were priced at generally twice as expensive than competitor's product price. What about Apple Inc products more expensive can attract customers to buy it. The answer to this question is because Apple Inc created the product and customers not only love it but feel terrible to have it. They will feel very jealous if of them first use Apple Inc...
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...Application of Theories Company Researched: Apple Inc. Theory: The issue being addressed that gave rise to employing these theories The article that was published in CBS news claims that Apple has distinct culture. Apple Inc. is rapidly moving towards employee empowerment. Steve Jobs taught his company to think differently than everyone else. Apple Inc encourages their employees to stand out. Unlike other companies, Apple knows that having few high quality products and marketing them effectively, is better than having many low quality products. Apple is taking the approach of industrial design, hardware design, and high quality operating systems (Tobak, 2011). Because of Apples beliefs, the company asks each of its employees to make a difference personally within the company. Innovation is the key to creating a successful company. Employees with Apple Inc must innovate in technology as well as marketing. Apple Inc understands that by empowering the employees to think outside the box, it creates a stronger foundation for the company to grow on. Because Apple Inc has empowered their employees to make such a difference, Apple has been able to successfully come up with new innovative products on a consistent basis. Some of the products include but are not limited to the iPod, iPhone, iPad, and many more. Apple has also been very successful in their marketing strategies, unlike many of their competitors. Today Apple is one of the world’s leaders in Electronics...
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...Apple Pricing Review Apple iPod – When introduced on October 23, 2001, the original iPod costs $399 and included 5GB of storage capacity. Shortly after the original iPod introduction, Apple announced a 10GB iPod for $499 on March 20, 2002. Given the new product introduction of the iPod, the excitement surrounding the iPod justified the prices demanded, and Apple had no difficulty moving product. In July 2002, a 20GB iPod was introduced for $499; however, Apple lowered the price of its 5GB and 10GB to $299 and $399, respectively. When the iPod was early in its product lifecycle, Apple was able to charge a premium price; however, once the initial excitement of the iPod had exhausted, Apple realized they could no longer sell at its initial premium pricing. I think Apple also realized that there was a price ceiling for an iPod, and anything over $500 would not be well received by the marketplace; this forced Apple to drive down the asking price on iPods. Apple has been able to manage pricing of its iPods by offering different models (Original, Shuffle, Nano, Touch, etc.), as well as different storage capacities (2GB, 4GB, 10GB, 20GB, 30GB, etc). By offering various models and storage capacities, Apple can market an iPod in just about every price category. Apple has been able to uphold its iPod as superior to competitors, so is able to charge a premium for its product. As a result, I think Apple has been very successful in managing its price, because they’ve accomplished...
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