friendly  Differentiates the brand  .Familiar  Easy to pronounce  Easy to remember  Unusual for the category  Connotes simplicity. non-threatening.

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Piece of art .highly stylized  Look-and-feel unmatched in computing  Innovation at its best  The product is an experience  .

Simple  Memorable  Garden of Eden? Tempting?  Don’t need to mention the name  .

Established ―Apple‖ as an innovative brand . it has done its job for a long time to come.      Short Says a lot Attitude Implies it is meant for creative people People who follow their convictions Despite not in use anymore.

as long as it is innovative and different  . phone . music provider.―Think Different‖ positioned Apple to play almost any role  Software & hardware developer. OS developer.

the element of ―I‖ (imac. ipod.Uses integrated identity to the fullest  Has integrated the consumer in the subbrands . iphone)  . ibook.

iPod arrived in October 2001  Brought the promise of pleasure to a world in transformation – from its comforting analog roots to a disruptive digital future  Changed Apple from a computer company to a consumer electronics giant deriving almost 60% business from music related business  .

The iPod experienced phenomenal success  It raises the customer from being a lowly ―buyer of music‖ and a lowly ―buyer of an mp3 player‖ to a superior identity: that of being a DJ — with the creative power of 10.000 songs  ―Halo‖ effect  .

A mind-set that demands choice  Musical voyeurism. Not to mention musical exhibitionism  New vocabulary: ―We shuffle our iTunes on our Nanos‖. Podcasting  .

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Here's to the crazy ones The misfits The rebels The troublemakers The round pegs in the square holes The ones who see things differently They're not fond of rules And they have no respect for the status quo .

glorify or vilify them About the only thing that you can't do is ignore them Because they change things They invent They imagine They explore They create They heal They inspire . disagree with them disbelieve them.You can praise them. quote them.

They push the human race forward Maybe they have to be crazy How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that's never been written? Or gaze at a red planet and see a laboratory on wheels? We make tools for these kinds of people .

While some may see them as the crazy ones. we see genius Because the people who are crazy enough to think that they can change the world. are the ones who do .

1984: Launch of Macintosh  iPod silhouette commercials  ―Get a Mac‖ campaign  Check on YouTube for more  .

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