case study of apple brand experience. this presentation analyses Apple`s consistent message across the different brand channels, from web to store to the device etc. This presentation is done part of my Master thesis and it includes my opinnions about Apple.
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
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 oļ¬erings.
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
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 shuļ¬e ipod nano RED ipod U2
Services `itunes` photos, videos, musics, tv series, movies, podcasts
Cinema Displays Apple Cinema HD Displays 20āā 25āā 30āā
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 eļ¬ective or inļ¬uential 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 diļ¬erent 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
āGUI designā āitunesā intel coreduo processor
Usability 99Ā¢ per song production quality
Candy like Graphics free videoās material quality
MAC OS X tv series quality chipsets
podcasting
āProduct designā movies
Attractive visual look videos
Modern fresh material .mac
Ergonomics
āapple careā
āCoorporate identity designā
āgenius barā
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 Wiļ¬ capabilities of Ipods
Own operating system
āwindows parallelā
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
ā¢ 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)
ā¢ The Look and Feel
The look and feel includes the visual identity (name, logo, signate, packaging, store design, Web Sites)
ā¢ Experiential Communications
Experiential Communications include the advertisement; it has to provide value, inform and entertain
the customer (it diļ¬ers depending on B2B or B2C)
ā¢ Customer Service
It is important not to forget the aspect of customer service in the overall brand experience. Speciļ¬cally,
the cradle to grave aspect of the customer chain should not be broken--this ensures that the ābrand promiseā
is not broken.
16. experience
ā¢ The Product Experience
ā¢ The Look and Feel
ā¢ Experiential Communications
ā¢ Customer Service
17. ā¢
1 The Product Experience visceral | behavioral | reļ¬ective
ipod Platform
1D Aluminium
Glossy black plastic
Glossy white plastic
Chrome
2D Basic geometries, organic forms
Circles, squares, rounded corners, organic shapes
18. ā¢
1 The Product Experience visceral | behavioral | reļ¬ective
ipod Platform
3D as simple as possible both visually and user interface
click wheel, soft feeling, clean looking, easy interface,
navigating while holding coļ¬ee with other hand
āclick wheel can refer to old volume knobs or radio buttonsā
19. ā¢
1 The Product Experience visceral | behavioral | reļ¬ective
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. ā¢ 2 appleLook & Feel name & logo | packaging | store | website
The
experience
appleās current logos, simple (redesigned 1998)
apple is not using āappleā name next to the logo
Most Apple product names starts either āiā or includes āmacā
iMac Mac Pro Mac mini i could be regarded at abbreviation for āintelligenceā
as used in movie āi robotā; āMacā 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. ā¢ 2 appleLook & Feel name & logo | packaging | store | website
The
experience
2005
ipod shuļ¬e 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 eļ¬ects
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. ā¢ 2 appleLook & Feel name & logo | packaging | store | website
The
experience
Package out experience of 3rd generation iPod 15GB
āDesigned by Apple in Californiaā is written,
http://www.ilounge.com/assets/images/reviews_apple/ipod15gb/setb/index.php
23. ā¢ 2 appleLook & Feel name & logo | packaging | store | website
The
experience
Interior design;
Wood has been selected for the exhibition tables
ānatural feeling of wood gives warmth to spaceā
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
āaluminium to give technological feelingā
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. ā¢ 2 appleLook & Feel name & logo | packaging | store | website
The
experience
Analysis Appleās 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 Appleās retail stores didnāt operate
like other stores. The staļ¬ās hands-oļ¬ 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 storesā on-going and special events were also evidence of the companyās attitude that its retail stores were a gathering place.
The stores also have āSwitch At Sixā 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 āSchool Nights At the Apple Store,ā when students and teachers
visit to showcase their Macintosh computer projects and accomplishments.
25. ā¢ 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. ā¢ 2 appleLook & Feel name & logo | packaging | store | website
The
experience
new product features, TV advertisements, all the ļ¬rst 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 speciļ¬cations Switch
Made4Mac Customer Sync with ipod Homepage why quicktime discussions Widgets
Eduction Service ipod shufļ¬e Groups products training Downloads
Pro ipod nano icards developer Server
Mac@work ipod Help Developer
Developer Log in Resources
Where to Buy Feedback
TV Adās, Online Customer Care
services Online services āvirtual productsā
infos, extensions, info
campaigns āphysical
about all productsā
products
27. ā¢ experiential communications yesterday | today
3 apple experience
āIf you can point you can use a Macintoshā Ease & Simplicity are core values
28. ā¢ experiential communications yesterday | today
3 apple experience
āBaked Appleā ad about customer service
29. ā¢ experiential communications yesterday | today
3 apple experience
āImagine thatā ad about competitors. MacOS has been one of the main asset of Apple computers
30. ā¢ experiential communications yesterday | today
3 apple experience
1996 Apple advertisements, target customer looks quite diļ¬erent than todayās.
31. ā¢ experiential communications yesterday | today
3 apple experience
The āThink Diļ¬erentā campaign, launched in 1997, was a central factor in Appleās recovery from ļ¬nancial diļ¬culty, winning admiration for creativity as well as
focused attention for new products.
32. ā¢ experiential communications yesterday | today
3 apple experience
33. ā¢ 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 ānormal.ā
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. ā¢ experiential communications yesterday | today
3 apple experience
Better Results in iMovie MS Oļ¬ce in Mac Restarting Pc Networking compatibility
Out of the box, installation Accident, powercord Trust, many spywares for Pc Fun stuļ¬, Piecharts of holiday
35. ā¢ experiential communications yesterday | today
3 apple experience
iPod Ad
iPod nano Ad
36. ā¢ experiential communications yesterday | today
3 apple experience
āCompletely Remasteredā iPod nano Tv adās new 3d silhoutes styles
37. ā¢ 3 apple experience
experiential communications
BRAND PERSONA
āHi, I am a PCā āHi, I am a macā
I am boring, formal, cold, old, I am cool, trendy, young, friendly,
unreliable, slow, not inspiring casual, reliable, fast, looking for fun,
38. ā¢ 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 computerās 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 ā all for one economical price.
online support through www.apple.com
39. ā¢ 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. Qualiļ¬ed Mac Special-
oļ¬ers everything you need to get ists present tips, tricks, and advice
the most out of your Mac ā and thatāll get you up to the next level.
out of yourself. All for only $99 a
year. So go ahead. Ask us about
ProCare. Itās 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 youāve got the vision, weāre here program, import your music into
to help with the details. Whether iTunes, or go wireless? What if your
itās 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. Itās only available at the thatās easy to understand.ProCare.
Apple Store Itās 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 eļ¬ects and internet integration