Apple Inc.
The Journey from a
Garage to Infinity
A presentation by Antarik Anwesan, Divya Nangia, Sakshi Shroff,
Sunakshi Soni and Tanvi Dube
Madhu Bala Institute of Communication and Electronic Media,
GGSIP University, Delhi
About Apple
Marketing Strategy
The Man behind Apple
I. Brand Loyalty
II.Effective Advertisement
III.Ignore your Critics
IV.Turn the Ordinary Into Something
V.Justify your Price
VI. Communicate in the Language of your
VII. Extend the Experience
VIII. Become the Name
Apple’s Own Ad
• The Media Arts Lab is a London advertising
agency like no other.
• Based at a discrete address on Charing Cross
Road, it is thought to employ more than 50
people but has only one client.
• Finding information about the media arts lab is
not easy – If you go to its website, there is just a
holding page with no mention that this is even
an ad agency. The only clue that this might be a
business of some significance is that there are
phone numbers for offices in London, Los
Angeles, Tokyo and Beijing.
• Amazingly, there is no other detail, no postal addresses, no
names of staff - and certainly no mention of its client.
• The reason is that this client is surprisingly secretive despite
being one of the world's biggest and most popular brands,
famed for introducing the iPhone, iPad, iPod, Mac and
• But Apple could also behave in ways that other consumer
brands would not dream of doing - by being arrogant and
secretive, not using an external PR agency, sometimes not
bothering to respond to journalists, and so on.
• Two characteristics made handling Apple's
advertising utterly different from any other
account: an obsession with secrecy and an
absolute autocracy
• Steve had the same relentless focus on detail
on communications as he did on his products.
Every letter, every TV ad, every poster that ran
anywhere in the world would be OK'd
personally by Steve.
• Ultimately, what stands out about Apple's
marketing is that so often it is the product that
is at the heart of the campaign. That has made
for deceptively simple advertising that
celebrates the particular device, without the
use of gimmicks. The product almost sells
itself - think, for example, of the iPod ads that
featured just dancing silhouettes and pumping
• Ron Johnson, the former Senior Vice President for
retail at Apple who just left to run JC Penney this
month, worked alongside Steve Jobs to build the
Apple Store to obvious success while many brickand-mortar stores are struggling due to the growth
of e-commerce .
• Each Apple Store allows you to test drive any product
and load it with your own apps and content, all while
an employee guides you through the process —
regardless of whether you plan to make a purchase.
Johnson said that he took away commission
incentives from the sales associate position so
employees would focus on helping customers find
the right product — "even if it's not an Apple
I campaigns
Advertising strategy
Apple focused on many categories while considering its
advertising strategy. It took into consideration the location of
the people, the usage and demand for certain technological
updates but just like its first product in the beginning every
strategy boosted after a minor setback.
“…because the customer doesn’t know what to expect
next, until we show it to them.”
-Steve Jobs
Think Different
• Apple’s one of the major, most successful
advertising slogan was “Think Different”.
• It was started in 1997 for Apple Computers by
the Los Angeles office of advertising agency.
• The words "think different" were created by
Chiat/Day art director Craig Tanimoto.
• The text of the various versions of this
commercial were written by Rob Siltanen and
Ken Segall.
Television commercials
Significantly shortened versions of the text
were used in two television commercials,
known as "Crazy Ones"
The one-minute commercial featured blackand-white footage of 17 iconic 20th century
They were:
 Albert Einstein
 Bob Dylan
 Martin Luther King
 Mahatma Gandhi
The commercial ends with an image of a young girl opening her
closed eyes, as if making a wish.
• The thirty-second commercial was a shorter version of the previous
one, using 11 of the 17 personalities, but closed with Jerry Seinfeld,
instead of the young girl.
• Another early example of the "Think Different" ads was on February
4, 1998, months before taking the colours out of the logo, where a
commercial aired with a snail carrying an Intel Pentium II chip on its
back moving slowly, as the Power Macintosh G3 claims that it is twice
as fast as Intel's Pentium II Processor.
Steve Jobs said this to explain the
strategy behind the slogan
“The minute that you understand that you can poke
life and actually something will, you know if you
push in, something will pop out the other side, that
you can change it, you can mould it.”
Print Advertisements
Two steps:
• Initially they were traditional showcasing
computers or electronics with the slogan.
They were published in magazines
like Newsweek and Time.
• Gradually they featured a portrait of one
historic figure, with a small Apple logo and the
words "Think Different" in one corner, with no
reference to the company's products.
Promotional posters from the campaign were produced in
small numbers in 24 x 36 inch sizes. They featured the
portrait of one historic figure, with a small Apple logo and
the words "Think Different" in one corner. The posters were
produced between 1997 and 1998. There were at least 29
different Think Different posters created.
In addition, around the year 2000, Apple produced the ten,
11x17 poster set often referred to as "The Educators Set",
which was distributed through their Education Channels.
The "Think Different" Campaign proved to be
an enormous success for Apple and therefore
used iMac personal computer and later
the Mac OS X operating system.
The spot would garner numerous awards and
accolades, including the 1998 Emmy Award
for Best Commercial and the 2000 Grand Effie
Award for most effective campaign in
Since late 2009, the box packaging
specification sheet for iMac computers has
included the following footnote:
Think different.
Some amazing
facts from the
life of
Simplicity is the
Ever tried opening an Apple
“End-to-end control in everything”
What’s this?
In a world where computers were as
big as a room and they worked on
command prompt, how would you
react if you are shown a computer
that you can hold in your hand?
The Pepsi Challenge
Do you want to spend the rest of your life
selling sugared water, or do you want a chance
to change the world?
iMac, iPod, iPhone, iPad, iBook
Why the obsession with ‘i’?
When the iTunes Store was initially launched
in April 2003, it was estimated that one million
songs would be sold in six months. No doubt,
One million songs were indeed sold. But not in
six months. It happened in just six 'days'!
But why iTunes???
Which came first?
The iPhone or the iPad?
But the idea?
Why white?
Second last question:
Steve Jobs had no knowledge of technologyhardware or software. Then, how did he bring
about Apple?
Simple, he knew how to talk!