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apple case study
  “design as a company asset”




        8TH 11 2006 | Helsinki
      KORHAN BÜYÜKDEMİRCİ
        www.buyukdemirci.com
1983
The Apple Lisa was the first home computer with a GUI or graphical user interface.
Today: %75.6 US market
2006 1Q                          2006 1Q
US PC market share               Worldwide PC market share
               1) Dell 32.1%                 1) HP 16,3 %
               2) HP 23%                     2) Dell 16.1 %
               3) Gateway 6.4%               --------------
               4) Apple 6.1%                 3) Lenovo
                                             4) Acer
                                             5) Fujitsu siemens




2006 3Q                          2006 3Q
iPod market share                iTUNE         87 percent of all legally
              US 75 %            purchased and downloaded music in the
              UK 40 %            United States
              Japan 54 %                       5th online music store
              Canada 45 %        after Amazon in US. More than 2,9 mil-
              Australia 58 %     lion songs and 70 tv shows
welcome
Mission Statement: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer
in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, crea-
tive professionals and consumers around the world through its innovative hardware, software and Internet offerings.




                                                      iTUNE         87 percent of all legally
                                                      purchased and downloaded music in the
                                                      United States
                                                                    5th online music store
                                                      after Amazon in US. More than 2,9 mil-
                                                      lion songs and 70 tv shows
core values
 Design and innovation
   Ease & simplicity
        quality
product portfolio
            7 11 2006
               th




                       PC       Consumer              Professional            Education

                     Desktop    Mini, imac              Mac Pro                  imac

                     Laptop     Mac book             Mac book Pro

                                ilife, iwork,   Final Cut studio, Aperture,   ilife, iwork,
                    Softwares
                                  front row          Logic Pro, Shake           front row

                    Services      .mac                    .mac                  .mac
product portfolio
            7 11 2006    th




      Consumer Electronics, Home entertainment

          Music Player        ipod video ipod nano ipod shuffle ipod nano RED ipod U2

      Services `itunes`       photos, videos, musics, tv series, movies, podcasts

       Cinema Displays        Apple Cinema HD Displays 20’’ 25’’ 30’’

            HiFi              ipod home stereo

        MediaCentre           itv (coming on market 2007 1Q, steve jobs keynote speak on www.apple.com)
When I joined Apple the company was in decline. It seemed to have lost what
                                             had once been a very clear sense of identity and purpose. Apple had started trying
                                             to compete to an agenda set by an industry that had never shared its goals. While as
                                             a designer I was certainly closer to where the desicions were being made, but I was
                                             only marginally more effective or influential than I had been as a consultant. This only
                                             changed when Steve Jobs (co-founder of Apple) returned to the company. By re-es-
                                             tablishing the core values he had established at the beginning, Apple again pursued a
                                             direction which was clear and different from any other companies. Design and innova-
                                             tion formed an important part of this new direction.

Jonathan Ive
Senior Vice President of Industrial Design
design | business | technology
                                       INNOVATION & ASSETS



“GUI design”                          “itunes”               intel coreduo processor
Usability                             99¢ per song           production quality
Candy like Graphics                   free video’s           material quality
MAC OS X                              tv series              quality chipsets
                                      podcasting
“Product design”                      movies
Attractive visual look                videos
Modern fresh material                 .mac
Ergonomics
                                      “apple care”
“Coorporate identity design”
                                      “genius bar”
Strength                               Weakness
Design & innovation capabilities,      Expensive, compared to other competitives eg: Dell
Distinctive graphical user interface   Repair and service issues such as: ipod battery
Ease of use                            Wifi capabilities of Ipods
Own operating system
“windows parallel”
Reliability




Opportunities
Mobile Phone business
                                       Threats
                                       Linux, Microsoft vista
Home entertainment, digital tv         Microsoft Zune media player,
                                       Microsoft media center = FrontRaw
                                       Iphone vs. Ipod
                                       Ipod design became dull
experience
 •   The Product Experience
            functional attributes of the product, how well the thing works (e.g. special ingredients in a product)
            experiential features, how the product works (e.g. technologies in production process)
            aesthetics (design, colors, shapes of the product)

 •   The Look and Feel
             The look and feel includes the visual identity (name, logo, signate, packaging, store design, Web Sites)
 •   Experiential Communications
             Experiential Communications include the advertisement; it has to provide value, inform and entertain
      the customer (it differs depending on B2B or B2C)
 •   Customer Service
             It is important not to forget the aspect of customer service in the overall brand experience. Specifically,
      the cradle to grave aspect of the customer chain should not be broken--this ensures that the “brand promise”
      is not broken.
experience
•   The Product Experience

•   The Look and Feel

•   Experiential Communications

•   Customer Service
•
    1 The Product Experience visceral | behavioral | reflective
               ipod Platform




                   1D                                   Aluminium
                                     Glossy black plastic
                                     Glossy white plastic
                                     Chrome


                   2D                                 Basic geometries, organic forms
                                                      Circles, squares, rounded corners, organic shapes
•
    1 The Product Experience visceral | behavioral | reflective
               ipod Platform




                         3D    as simple as possible both visually and user interface
                               click wheel, soft feeling, clean looking, easy interface,
                               navigating while holding coffee with other hand
                               “click wheel can refer to old volume knobs or radio buttons”
•
    1 The Product Experience visceral | behavioral | reflective
               ipod Platform




                   4D       soft forms, make it more user friendly,
                            glossy shiny white it looks like candy
                            distinctive white headphones, emphasized by ads
                            eye catching 6 shiny colors
                            simple design
                            carry all your music everywhere
                            young, trendy, music lover
                            Ipod Nano RED(TM) public support & funding against AIDS in Africa
•   2 appleLook & Feel name & logo | packaging | store | website
       The
            experience




                                             apple’s current logos, simple (redesigned 1998)
                                             apple is not using “apple” name next to the logo




                                              Most Apple product names starts either “i” or includes “mac”
       iMac Mac Pro Mac mini                  i could be regarded at abbreviation for “intelligence”
                                               as used in movie “i robot”; “Mac” refers to old Apple Macin-
       MacBook MacBook Pro                    tosh computers




                                              In 2002, Apple gradually started using a variant of the Adobe
                                              Myriad font family in its marketing and packaging.Humanist
                                              sans-serif types have subtle organic shapes and monotone
                                              color, balanced by varying letter widths and open counter
                                              shapes. The voice of humanist sans-serif types is warm and
      Application of Apple Logo               friendly
•       2 appleLook & Feel name & logo | packaging | store | website
           The
                experience


                                                                                                        2005
                                   ipod shuffle package
                                   See through transparent
                                   package with ipod name
                                   and apple logo. No need
                                   for product photo.                                                   2006



                                                                                                           In 2006, package graphics replaced with real photos,
                                                                                                           scenes and 3 dimensional moving effects



    As ease & simplicity are the core of Apple Brand, packages are designed in these principles; Only picture & name of the product on white/black background.
•            2 appleLook & Feel name & logo | packaging | store | website
                The
                     experience



                                                                                 Package out experience of 3rd generation iPod 15GB




      “Designed by Apple in California” is written,




    http://www.ilounge.com/assets/images/reviews_apple/ipod15gb/setb/index.php
•   2 appleLook & Feel name & logo | packaging | store | website
       The
            experience


                          Interior design;
                          Wood has been selected for the exhibition tables
                          “natural feeling of wood gives warmth to space”
                          Glass is used to make space lighter and bigger,
                          Products has been placed on sidewalls to try
                          Walls are either white or covered with aluminium
                          “aluminium to give technological feeling”
                          Service;
                          Genius Bar & The Studio sections
                          Apple is asking its distrubutors to change their
                          names to Apple reseller, Apple centres are only
                          owned by Apple itself.
•   2 appleLook & Feel name & logo | packaging | store | website
       The
            experience



    Analysis Apple’s retail store strategy continues to evolve away from a store-front sales approach and toward making the stores into the techno-equiva-
    lent of the neighborhood bar -- a place to visit, meet friends, learn and have an enjoyable time. it was obvious that Apple’s retail stores didn’t operate
    like other stores. The staff’s hands-off attitude signaled that the company actually wanted visitors to come in, use the computers and other gear, and
    feel comfortable checking their e-mail.

    The in-store theaters were also a clue that Apple wanted the stores to be a focal point for instruction and training on Macintosh computing and the
    digital lifestyle. The stores’ on-going and special events were also evidence of the company’s attitude that its retail stores were a gathering place.

    The stores also have “Switch At Six” workshops on weekdays, when Windows users can receive an introduction to the iLife applications, and then ex-
    plore how to use a Macintosh computer. On Tuesdays by appointment, the stores hold “School Nights At the Apple Store,” when students and teachers
    visit to showcase their Macintosh computer projects and accomplishments.
•   2 appleLook & Feel name & logo | packaging | store | website
       The
            experience




                                      Openning page of www.apple.com, 7TH 11 2006

               As usual white background with graytones, Clean, simple design, Mac OS style menu design,
                 More images than texts, supported by many ad videos and product explanation videos
•   2 appleLook & Feel name & logo | packaging | store | website
       The
            experience




                                        new product features, TV advertisements, all the first things to know about apple
                                                 online store, all apple products + 3rd company ipod suppliers + Canon digital cameras + printers
                                                           ipod+itunes section where you can download itunes and submenus for each ipod product
                                                                       info & trials & access to the .Mac account
                                                                                  Quicktime info & download & movie trailers
                                                                                               Online customer support
                                                                                                           Info on upcoming and existing operating system

            HotNews      Your Account      Download          Home         download      advncd search Leopard Sneak
           Get a Mac       View Cart     iTunes Store         Mail       movie trailers   downloads        peek
           Hardware       Saved Cart       This week      Adress Book      quicktime       manuals     Mac OSX Tiger
            Software     Order Status       Jukebox        Bookmarks        guide        specifications     Switch
           Made4Mac        Customer      Sync with ipod   Homepage       why quicktime    discussions     Widgets
            Eduction        Service       ipod shuffle       Groups         products         training    Downloads
              Pro                          ipod nano         icards       developer                       Server
           Mac@work                           ipod            Help                                       Developer
           Developer                                         Log in                                     Resources
          Where to Buy                                                                                   Feedback



            TV Ad’s,       Online                                                             Customer Care
                           services            Online services “virtual products”
              infos,                                                                          extensions, info
           campaigns       “physical
            about all      products”
            products
•     experiential communications yesterday | today
    3 apple experience


               “If you can point you can use a Macintosh” Ease & Simplicity are core values
•     experiential communications yesterday | today
    3 apple experience


               “Baked Apple” ad about customer service
•        experiential communications yesterday | today
       3 apple experience



    “Imagine that” ad about competitors. MacOS has been one of the main asset of Apple computers
•     experiential communications yesterday | today
    3 apple experience




                          1996 Apple advertisements, target customer looks quite different than today’s.
•         experiential communications yesterday | today
        3 apple experience
      The “Think Different” campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, winning admiration for creativity as well as
focused attention for new products.
•     experiential communications yesterday | today
    3 apple experience
•     experiential communications yesterday | today
    3 apple experience




                                   Where do we begin? PCs are for the stuff
                                   we have to do, like pie charts and spread-
                                   sheets. Macs are for the stuff we want to
                                   do, like photos, music and movies. On
                                   a PC viruses and crashing are “normal.”
                                   On a Mac, everything just works the way
                                   it should. And unlike PCs, a Mac comes
                                   really to do all the things you want, the day
                                   you bring it home. Sounds like differences
                                   get used to? Read on.
•     experiential communications yesterday | today
    3 apple experience




          Better Results in iMovie        MS Office in Mac                  Restarting Pc       Networking compatibility




        Out of the box, installation   Accident, powercord   Trust, many spywares for Pc   Fun stuff, Piecharts of holiday
•     experiential communications yesterday | today
    3 apple experience



                                      iPod Ad




                                  iPod nano Ad
•     experiential communications yesterday | today
    3 apple experience


                                                 “Completely Remastered” iPod nano Tv ad’s new 3d silhoutes styles
•   3 apple experience
      experiential communications

                                          BRAND PERSONA




        “Hi, I am a PC”                                   “Hi, I am a mac”
        I am boring, formal, cold, old,                   I am cool, trendy, young, friendly,
        unreliable, slow, not inspiring                   casual, reliable, fast, looking for fun,
•   4 apple experience
      customer service




                         The AppleCare Protection Plan is a uniquely integrated service and support
                         solution that extends the complimentary coverage on your Mac to three
                         years from the computer’s purchase date. This comprehensive plan includes
                         expert telephone technical support, global repair coverage, onsite repairs for
                         desktop computers(1), web-based support resources, and powerful diag-
                         nostic tools — all for one economical price.




                         online support through www.apple.com
•   4 apple experience
      customer service

                         ProCare. Taking care of you.           Free Apple Workshops
                         The novice you, who needs a little     Mad about movies? Passionate
                         help learning your way around          about pictures? Totally into tunes?
                         the Mac. The creative you, who         Our free, hour-long Apple Store
                         could use a few tips on editing and    Workshops let you extend your
                         burning your own DVDs. Even the        knowledge, boost your skills, and
                         hurried you, who needs a repair        meet people that share the same
                         turned around, pronto. ProCare         interests. Qualified Mac Special-
                         offers everything you need to get       ists present tips, tricks, and advice
                         the most out of your Mac — and         that’ll get you up to the next level.
                         out of yourself. All for only $99 a
                         year. So go ahead. Ask us about
                         ProCare. It’s only available at the
                         Apple Store




                         The place to go to help you bring      The place to go for advice, insight,
                         your creative projects to life.        and hands-on technical support.
                         Working on something wonderful?        Wondering how to use a new
                         If you’ve got the vision, we’re here   program, import your music into
                         to help with the details. Whether      iTunes, or go wireless? What if your
                         it’s a movie, a photo album, a         Mac or iPod needs to be repaired?
                         song, or a presentation, the crea-     Look no further than the Apple
                         tive professionals in The Studio can   Store Genius Bar, where you can
                         give you the technical expertise       talk face-to-face with a highly
                         and creative suggestions to help       trained Mac Genius. Our Geniuses
                         make it a reality. Use the new         will answer all your technical
                         online Apple Store Concierge to        questions, troubleshoot problems,
                         make a reservation at The Studio.      and explain it all in language
                         ProCare. It’s only available at the    that’s easy to understand.ProCare.
                         Apple Store                            It’s only available at the Apple
                                                                Store
near future



                                    Apple community
   emphasize on customers by openning more new stores


                                              iPhone
               entering mobile communications market


                                                    iTv
            to become the centre of home entertainment


                                       Mac OsX leopard
         more 3D graphic effects and internet integration
References

        http://www.designmuseum.org/design/jonathan-ive

        http://www.apple-history.com/

        www.apple.com

        http://en.wikipedia.org/wiki/Apple_Computer

        http://us.gizmodo.com/gadgets/portable-media/ipod-bar-japan-great-service-but-the-cocktails-need-work-139631.php

        http://digg.com/apple/Huge_Archive_of_Apple_Ads

        http://www.duncans.tv/2005/apple-think-different

        http://www.dpto.com.br/historia/mac/mac.htm

        http://www.thinksecret.com/news/retailcommunity.html
Apple Brand Experience

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Apple Brand Experience

  • 1.
  • 2. apple case study “design as a company asset” 8TH 11 2006 | Helsinki KORHAN BÜYÜKDEMİRCİ www.buyukdemirci.com
  • 3. 1983 The Apple Lisa was the first home computer with a GUI or graphical user interface.
  • 5. 2006 1Q 2006 1Q US PC market share Worldwide PC market share 1) Dell 32.1% 1) HP 16,3 % 2) HP 23% 2) Dell 16.1 % 3) Gateway 6.4% -------------- 4) Apple 6.1% 3) Lenovo 4) Acer 5) Fujitsu siemens 2006 3Q 2006 3Q iPod market share iTUNE 87 percent of all legally US 75 % purchased and downloaded music in the UK 40 % United States Japan 54 % 5th online music store Canada 45 % after Amazon in US. More than 2,9 mil- Australia 58 % lion songs and 70 tv shows
  • 7.
  • 8. Mission Statement: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, crea- tive professionals and consumers around the world through its innovative hardware, software and Internet offerings. iTUNE 87 percent of all legally purchased and downloaded music in the United States 5th online music store after Amazon in US. More than 2,9 mil- lion songs and 70 tv shows
  • 9. core values Design and innovation Ease & simplicity quality
  • 10. product portfolio 7 11 2006 th PC Consumer Professional Education Desktop Mini, imac Mac Pro imac Laptop Mac book Mac book Pro ilife, iwork, Final Cut studio, Aperture, ilife, iwork, Softwares front row Logic Pro, Shake front row Services .mac .mac .mac
  • 11. product portfolio 7 11 2006 th Consumer Electronics, Home entertainment Music Player ipod video ipod nano ipod shuffle ipod nano RED ipod U2 Services `itunes` photos, videos, musics, tv series, movies, podcasts Cinema Displays Apple Cinema HD Displays 20’’ 25’’ 30’’ HiFi ipod home stereo MediaCentre itv (coming on market 2007 1Q, steve jobs keynote speak on www.apple.com)
  • 12. When I joined Apple the company was in decline. It seemed to have lost what had once been a very clear sense of identity and purpose. Apple had started trying to compete to an agenda set by an industry that had never shared its goals. While as a designer I was certainly closer to where the desicions were being made, but I was only marginally more effective or influential than I had been as a consultant. This only changed when Steve Jobs (co-founder of Apple) returned to the company. By re-es- tablishing the core values he had established at the beginning, Apple again pursued a direction which was clear and different from any other companies. Design and innova- tion formed an important part of this new direction. Jonathan Ive Senior Vice President of Industrial Design
  • 13. design | business | technology INNOVATION & ASSETS “GUI design” “itunes” intel coreduo processor Usability 99¢ per song production quality Candy like Graphics free video’s material quality MAC OS X tv series quality chipsets podcasting “Product design” movies Attractive visual look videos Modern fresh material .mac Ergonomics “apple care” “Coorporate identity design” “genius bar”
  • 14. Strength Weakness Design & innovation capabilities, Expensive, compared to other competitives eg: Dell Distinctive graphical user interface Repair and service issues such as: ipod battery Ease of use Wifi capabilities of Ipods Own operating system “windows parallel” Reliability Opportunities Mobile Phone business Threats Linux, Microsoft vista Home entertainment, digital tv Microsoft Zune media player, Microsoft media center = FrontRaw Iphone vs. Ipod Ipod design became dull
  • 15. experience • The Product Experience functional attributes of the product, how well the thing works (e.g. special ingredients in a product) experiential features, how the product works (e.g. technologies in production process) aesthetics (design, colors, shapes of the product) • The Look and Feel The look and feel includes the visual identity (name, logo, signate, packaging, store design, Web Sites) • Experiential Communications Experiential Communications include the advertisement; it has to provide value, inform and entertain the customer (it differs depending on B2B or B2C) • Customer Service It is important not to forget the aspect of customer service in the overall brand experience. Specifically, the cradle to grave aspect of the customer chain should not be broken--this ensures that the “brand promise” is not broken.
  • 16. experience • The Product Experience • The Look and Feel • Experiential Communications • Customer Service
  • 17. 1 The Product Experience visceral | behavioral | reflective ipod Platform 1D Aluminium Glossy black plastic Glossy white plastic Chrome 2D Basic geometries, organic forms Circles, squares, rounded corners, organic shapes
  • 18. 1 The Product Experience visceral | behavioral | reflective ipod Platform 3D as simple as possible both visually and user interface click wheel, soft feeling, clean looking, easy interface, navigating while holding coffee with other hand “click wheel can refer to old volume knobs or radio buttons”
  • 19. 1 The Product Experience visceral | behavioral | reflective ipod Platform 4D soft forms, make it more user friendly, glossy shiny white it looks like candy distinctive white headphones, emphasized by ads eye catching 6 shiny colors simple design carry all your music everywhere young, trendy, music lover Ipod Nano RED(TM) public support & funding against AIDS in Africa
  • 20. 2 appleLook & Feel name & logo | packaging | store | website The experience apple’s current logos, simple (redesigned 1998) apple is not using “apple” name next to the logo Most Apple product names starts either “i” or includes “mac” iMac Mac Pro Mac mini i could be regarded at abbreviation for “intelligence” as used in movie “i robot”; “Mac” refers to old Apple Macin- MacBook MacBook Pro tosh computers In 2002, Apple gradually started using a variant of the Adobe Myriad font family in its marketing and packaging.Humanist sans-serif types have subtle organic shapes and monotone color, balanced by varying letter widths and open counter shapes. The voice of humanist sans-serif types is warm and Application of Apple Logo friendly
  • 21. 2 appleLook & Feel name & logo | packaging | store | website The experience 2005 ipod shuffle package See through transparent package with ipod name and apple logo. No need for product photo. 2006 In 2006, package graphics replaced with real photos, scenes and 3 dimensional moving effects As ease & simplicity are the core of Apple Brand, packages are designed in these principles; Only picture & name of the product on white/black background.
  • 22. 2 appleLook & Feel name & logo | packaging | store | website The experience Package out experience of 3rd generation iPod 15GB “Designed by Apple in California” is written, http://www.ilounge.com/assets/images/reviews_apple/ipod15gb/setb/index.php
  • 23. 2 appleLook & Feel name & logo | packaging | store | website The experience Interior design; Wood has been selected for the exhibition tables “natural feeling of wood gives warmth to space” Glass is used to make space lighter and bigger, Products has been placed on sidewalls to try Walls are either white or covered with aluminium “aluminium to give technological feeling” Service; Genius Bar & The Studio sections Apple is asking its distrubutors to change their names to Apple reseller, Apple centres are only owned by Apple itself.
  • 24. 2 appleLook & Feel name & logo | packaging | store | website The experience Analysis Apple’s retail store strategy continues to evolve away from a store-front sales approach and toward making the stores into the techno-equiva- lent of the neighborhood bar -- a place to visit, meet friends, learn and have an enjoyable time. it was obvious that Apple’s retail stores didn’t operate like other stores. The staff’s hands-off attitude signaled that the company actually wanted visitors to come in, use the computers and other gear, and feel comfortable checking their e-mail. The in-store theaters were also a clue that Apple wanted the stores to be a focal point for instruction and training on Macintosh computing and the digital lifestyle. The stores’ on-going and special events were also evidence of the company’s attitude that its retail stores were a gathering place. The stores also have “Switch At Six” workshops on weekdays, when Windows users can receive an introduction to the iLife applications, and then ex- plore how to use a Macintosh computer. On Tuesdays by appointment, the stores hold “School Nights At the Apple Store,” when students and teachers visit to showcase their Macintosh computer projects and accomplishments.
  • 25. 2 appleLook & Feel name & logo | packaging | store | website The experience Openning page of www.apple.com, 7TH 11 2006 As usual white background with graytones, Clean, simple design, Mac OS style menu design, More images than texts, supported by many ad videos and product explanation videos
  • 26. 2 appleLook & Feel name & logo | packaging | store | website The experience new product features, TV advertisements, all the first things to know about apple online store, all apple products + 3rd company ipod suppliers + Canon digital cameras + printers ipod+itunes section where you can download itunes and submenus for each ipod product info & trials & access to the .Mac account Quicktime info & download & movie trailers Online customer support Info on upcoming and existing operating system HotNews Your Account Download Home download advncd search Leopard Sneak Get a Mac View Cart iTunes Store Mail movie trailers downloads peek Hardware Saved Cart This week Adress Book quicktime manuals Mac OSX Tiger Software Order Status Jukebox Bookmarks guide specifications Switch Made4Mac Customer Sync with ipod Homepage why quicktime discussions Widgets Eduction Service ipod shuffle Groups products training Downloads Pro ipod nano icards developer Server Mac@work ipod Help Developer Developer Log in Resources Where to Buy Feedback TV Ad’s, Online Customer Care services Online services “virtual products” infos, extensions, info campaigns “physical about all products” products
  • 27. experiential communications yesterday | today 3 apple experience “If you can point you can use a Macintosh” Ease & Simplicity are core values
  • 28. experiential communications yesterday | today 3 apple experience “Baked Apple” ad about customer service
  • 29. experiential communications yesterday | today 3 apple experience “Imagine that” ad about competitors. MacOS has been one of the main asset of Apple computers
  • 30. experiential communications yesterday | today 3 apple experience 1996 Apple advertisements, target customer looks quite different than today’s.
  • 31. experiential communications yesterday | today 3 apple experience The “Think Different” campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, winning admiration for creativity as well as focused attention for new products.
  • 32. experiential communications yesterday | today 3 apple experience
  • 33. experiential communications yesterday | today 3 apple experience Where do we begin? PCs are for the stuff we have to do, like pie charts and spread- sheets. Macs are for the stuff we want to do, like photos, music and movies. On a PC viruses and crashing are “normal.” On a Mac, everything just works the way it should. And unlike PCs, a Mac comes really to do all the things you want, the day you bring it home. Sounds like differences get used to? Read on.
  • 34. experiential communications yesterday | today 3 apple experience Better Results in iMovie MS Office in Mac Restarting Pc Networking compatibility Out of the box, installation Accident, powercord Trust, many spywares for Pc Fun stuff, Piecharts of holiday
  • 35. experiential communications yesterday | today 3 apple experience iPod Ad iPod nano Ad
  • 36. experiential communications yesterday | today 3 apple experience “Completely Remastered” iPod nano Tv ad’s new 3d silhoutes styles
  • 37. 3 apple experience experiential communications BRAND PERSONA “Hi, I am a PC” “Hi, I am a mac” I am boring, formal, cold, old, I am cool, trendy, young, friendly, unreliable, slow, not inspiring casual, reliable, fast, looking for fun,
  • 38. 4 apple experience customer service The AppleCare Protection Plan is a uniquely integrated service and support solution that extends the complimentary coverage on your Mac to three years from the computer’s purchase date. This comprehensive plan includes expert telephone technical support, global repair coverage, onsite repairs for desktop computers(1), web-based support resources, and powerful diag- nostic tools — all for one economical price. online support through www.apple.com
  • 39. 4 apple experience customer service ProCare. Taking care of you. Free Apple Workshops The novice you, who needs a little Mad about movies? Passionate help learning your way around about pictures? Totally into tunes? the Mac. The creative you, who Our free, hour-long Apple Store could use a few tips on editing and Workshops let you extend your burning your own DVDs. Even the knowledge, boost your skills, and hurried you, who needs a repair meet people that share the same turned around, pronto. ProCare interests. Qualified Mac Special- offers everything you need to get ists present tips, tricks, and advice the most out of your Mac — and that’ll get you up to the next level. out of yourself. All for only $99 a year. So go ahead. Ask us about ProCare. It’s only available at the Apple Store The place to go to help you bring The place to go for advice, insight, your creative projects to life. and hands-on technical support. Working on something wonderful? Wondering how to use a new If you’ve got the vision, we’re here program, import your music into to help with the details. Whether iTunes, or go wireless? What if your it’s a movie, a photo album, a Mac or iPod needs to be repaired? song, or a presentation, the crea- Look no further than the Apple tive professionals in The Studio can Store Genius Bar, where you can give you the technical expertise talk face-to-face with a highly and creative suggestions to help trained Mac Genius. Our Geniuses make it a reality. Use the new will answer all your technical online Apple Store Concierge to questions, troubleshoot problems, make a reservation at The Studio. and explain it all in language ProCare. It’s only available at the that’s easy to understand.ProCare. Apple Store It’s only available at the Apple Store
  • 40. near future Apple community emphasize on customers by openning more new stores iPhone entering mobile communications market iTv to become the centre of home entertainment Mac OsX leopard more 3D graphic effects and internet integration
  • 41. References http://www.designmuseum.org/design/jonathan-ive http://www.apple-history.com/ www.apple.com http://en.wikipedia.org/wiki/Apple_Computer http://us.gizmodo.com/gadgets/portable-media/ipod-bar-japan-great-service-but-the-cocktails-need-work-139631.php http://digg.com/apple/Huge_Archive_of_Apple_Ads http://www.duncans.tv/2005/apple-think-different http://www.dpto.com.br/historia/mac/mac.htm http://www.thinksecret.com/news/retailcommunity.html