Apple is a technology company founded in 1976 that designs, develops, and sells consumer electronics, computer software, and online services. It was originally founded by Steve Jobs, Steve Wozniak, and Ronald Wayne to sell personal computers. Over the years, Apple expanded into other product categories like music players, smartphones, and tablets. Some of its most popular products include the iPod, iPhone, iPad, and Mac computers. Apple is known for its emphasis on design and innovation.

1. THE IIS UNIVERSITY
Deemed to be university
Presentation on
APPLE Inc.
Submitted by:-
Submitted to:-
Nishant jeevan Dr.

3. APPLE Inc.
INTRODUCTION
• Apple was founded by Steve jobs, Steve wozniak and Ronald
wayne on April 1, 1976.
• Designs, develops and sells consumer electronics, computer
software, and online services.
• It was incorporated as Apple computer Inc. on January 3, 1977
and was renamed as Apple Inc. on 9 January 2007.
Steve jobs Steve wozniak Ronald wayne

4. Headquarters of Apple Inc. (California)

5. Apple
operates 510
retail stores
across 25
countries
and regions.

9. HISTORY
• 1976- Apple was Founded on April 1, 1976.
Apple 1 first demonstrated, 8 KB of RAM.
• 1984- Macintosh was introduced.
128 KB memory
• 1985- Steve jobs forced out of company
• 1994- Apple allied with IBM and Motorola in the AIM alliance.
• 1997- Steve jobs Returns to apple ‘Think different’ campaign was created.

10. Continued..
• 1998- IMac released
• 2001- Apple announced the opening of a line
of Apple retail stores.
In October 2001, Apple introduced its first iPod
portable digital audio player
• 2007- Apple changed the name to apple. Inc.
The first version of the iPhone became publicly
available on June 29, 2007.
• 2010- The Apple iPad was announced on
January 27, 2010.

11. Evolution of apple logo

14. Interesting Facts About Apple Company
FACT#1 . Apple’s first logo was Newton’s picture.
FACT#2. Every third person employing Apple is Indian.
FACT#3. Apple MacBook's battery can also save you from
gunshot because it is Bulletproof.
FACT#4. Apple was the first to create a digital color camera.
FACT#5. Smoking near Apple computers voids the warranty.

15. BRAND ELEMENTS
• Name - Apple is associated with products of high quality, using
innovative technologies based on creativity and imagination.
Steve Jobs once told the secret behind the name, he said that once he was
coming back from an Apple garden and thought that it could be the brand
name as it is “Fun, spirited and not intimidated”. And the rest is history.
• Logo - Everybody is aware of the logo element of Apple. the
bitten apple.
Why is it a bitten apple? Just because the primary version of apple was
very similar to a cherry. So they created a distinct design so that everybody
could acknowledge the picture of Apple.
• The slogan - “Think different” Just 2 words and the game has
been changed.
Not everybody can be different, so Apple allowed them to be different w
their products. Now whoever has Apple, he/she belongs to a top
community of Apple owners. So be different, but at first “think different”.

16. • Celebrity/athlete endorsements - Apple uses famous people in
their ads. For example the use of U2 and Coldplay in commercials
to push people to buy iPods.
• Packaging - iPhone was the first smartphone that had that kind of
small and easy packaging style Apple always uses a white box with
the Apple logo on it to package its products.
• URL - They advertise a lot their latest products, whether it is
AirPods or the brand new iPhone

17. BRAND PERSONALITY

18. The personality of Apple is Sophistication.
• People express their own personality or an idealized one
by the brands that they chose.
• Apple has a non-corporate, artistic,
sophisticated, creative personality.
• This is based in part on the perception that Apple has an
unpretentious, irreverent and somewhat off-the-wall but
also sophisticated personality.

19. Even though Apple is a technology
company, its brand is very
sophisticated.
When Steve Jobs returned in the late
1990s, the company placed a heavy
emphasis on design for its hardware,
software and retail stores.
Apple products are elegant, as is its
packaging, software and marketing.
As Steve Jobs used to say
“Simplicity is the ultimate
sophistication”.

20. BRAND POSITIONING
• Apple’s Brand Strategy - Apple communicated this positioning
through one of its most successful marketing campaigns till date:
‘Think Different’.
One example of apple is when all personal computers were gray and dull, they
came out with the fun and colorful iMac.
• Product design - “Simple is different” –
Apple has always lived by this motto and have
never attempted to overdo things in its product
design.

21. • Interface design - Apple radically change the interface but keep
the product’s physical design unchanged, the iPhone 4s –
introducing Siri, being an example.
• Interior design -. Apples retail stores basically visualizes brings a
creative lifestyle to life through a combination of product and retail
design.
Simple and minimalistic
Apple has started following Human
Interface, that enables them to
make application interfaces more
intuitive, learnable, and consistent.

22. • Price - If you are paying a premium price, you expect an unmatched
product quality And this is what is expected from Apple as a brand.
‘YOU GET WHAT YOU PAY FOR’
• ROI - So what’s the value (in monetary terms) that Apple brings in
for its customers.

23. BRAND SPONSORSHIP
• In 1984, Apple has signed up for the first time to become a
sponsor of the Super Bowl Host Committee, Daniel Roberts
at Yahoo Finance reported.
• Back in 2008, it became a sponsor for TV talent show
"American Idol’’.
• German football club Bayern Munich have signed an
exclusive partnership with Apple Music as music streaming
service steps up its push into sports marketing.
• UK luxury-goods maker Burberry has launched a new channel
on Apple’s music, becoming the first sponsor to do so as the
electronics giant looks to take on Spotify.
• Apple Sponsoring 2016 'Fashion in an Age of Technology' Met
Gala.
• Apple sponsoring Scholarship Recipients Luncheon :Build brand
recognition with women technologists beginning their careers.

24. BRAND BUILDING BLOCKS

25. SALIENCE - Category identification, needs satisfied
PERFORMANCE -
‘THINK DIFFERENT’
Apple isn’t selling you an MP3 player. They are inviting you to experience
the Apple lifestyle and to become part of the iPod community.
The focus on what people do and show how they feel using Apple’s stuff.
IMAGERY-
• Greater support for multi tasking
• User friendly
• Speed performance
• Unique Operating system
• Serviceability
• Long lasting
• Social status
• High end product
• Brand loyalty
• Exclusivity
• Cutting Edge technology
• Steve jobs as face of the brand

26. 59% of iPhone users admitted to having ‘blind
loyalty’ to the brand.
Apple stores are the place for brand fans and
customers to shop,talk,learn and admire the firms
product.
Apple branded merchandise is also founded
everywhere.
JUDGEMENT- FEELINGS -
RESONANCE -
• High quality
• Quality at the premium price
• High service costs
• Product centric rather then
customer centric
• Intense active loyalty
• Customer loyalty
• Feeling proud, Comfortable,
satisfied
• Possessing a premium product

27. BRAND EQUITY SOURCES
Brand Awareness- Effective branding leads to being
recognized and standout. This means your product’s logo
and marketing efforts should be providing knowledge and a
level of enthusiasm that gets people excited to try your
offerings.
• Trust- Consumers trust their standard of excellence, which
demonstrates how their branding influences perception.
Brand Loyalty- Customer retention and brand
loyalty is essential to what keeps your business
running. loyal customer base would pay almost
twice the price to get their hands on the phone.
We guess that’s how “Apple Fanboys” emerged!

28. Perceived Quality - Apple iPhones are renowned
for their quality. Consumers can see and feel it, with
time this gets them to trust the brand and lead to
better brand equity.
• Brand association
• Brand assets - Brand assets are the designs, writing, and media that are
the brand owner’s intellectual property.

29. BRAND EXTENSION STRATEGY
Apple started by making personal computers (Mac), and then jumped into
personal audio (iPod) and then jumped again into smartphones (iPhone). Those
were all good moves because now 62.21% of Apple’s sales come from iPhone.

30. Apple was able to transform the company’s new
position when it launched the new and improved
iMac. Apple also revitalized some of its products like
their music players in which they release models
of newer generation in order to satisfy the changing
needs of its customers.
BRAND REVITALIZATIION
STRATEGY
• In the case of Apple,
brand revitalization entails
modification or changing
their products or some
features in order to deal with
the changes in the new
market of today.

31. BRAND ENDORSER
• Dwayne Johnson
• Dwayne “The Rock” Johnson teamed up
with Apple for a new commercial
promoting Siri.
• Shah Rukh Khan
• Shah Rukh Khan has been appointed
as the brand ambassador for Apple
Inc.

32. National advertisement
• Tap in middle to start the video

33. International advertisement
• Tap in middle to start the video

34. BIBLIOGRAPHY
• Levy, S. (2020, October 22). Apple Inc. | History, Products, Headquarters, & Facts.
Encyclopedia Britannica. https://www.britannica.com/topic/Apple-Inc4
• Statista. (2020, October 30). Apple revenue breakdown by product 2012-2020.
https://www.statista.com/statistics/382260/segments-share-revenue-of-apple/
• L. (2013, September 13). Brand identity elements. Lesliekorteweg.
https://lesliekorteweg.wordpress.com/2013/09/13/brand-identity-elements/
• H. (2019, April 14). Positioning of Apple | Apple Segmentation, Targeting and
Positioning. Heart Of Codes. http://heartofcodes.com/positioning-of-apple/
• Chaithanya, V. (2016, March 30). CBBE APPLE Presentation. Slideshare.
https://www.slideshare.net/VinayChaithanya/cbbe-apple-presentation
• Sydney Business. (2020, November 20). How Apple can teach us about brand equity.
Marketing Matters. http://mktg-matters.blogspot.com/2016/10/how-apple-can-teach-
us-about-brand.html
• Finkle, C. (2020, October 12). Brand Extension Examples. BMB.
https://brandmarketingblog.com/articles/good-branding/brand-extension-
examples/#:%7E:text=Brand%20extensions%20%2F%20category%20extensions%20sho
uld,Apple’s%20sales%20come%20from%20iPhone.
• Asr, R. (2011, October 8). Brand revitalization at apple. Slideshare.
https://www.slideshare.net/RbkAsr/brand-revitalization-atapple

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