Known for their unique design and use of ground breaking technology, the Apple empire has grown from strength to strength over the years. Their nonconformist advertising strategies have allowed them to build an established brand identity and dominate the smart phone market.
The brands ambition to stand out from the rest of the market has seen them redevelop aesthetics to create desirable, luxury products.
Let’s take a look at some of the advertising campaigns and products that have helped define the brand.
A is for Apple
This advert shows one of the very first images of the colour logo being used. This layout design goes against the grain in terms of standard newspaper adverts. From the offset Apple used short punchy tag lines to retain attention.
This 1997 advert featured a number of history mavericks including Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon and Muhammad Ali. ‘Think Different’ was an advertising slogan for the company. By associating the brand with these special individuals who have changed the world in some way, helped position the brand and products superior to the rest.
Sorry, No Beige
Complete with a dig at the conventional computer systems, this 1998 iMac ad introduced the colourful nature of the new product. This was the beginning of the brand clearly remodeling aesthetics to stand out.
With a slow progression the iPod finally made its way into the mainstream market. The carefree dancing in the ‘Silhouette’ campaign accompanied by the song – Are You Gonna Be My Girl by the band Jet, exemplified the functionality and fun elements of the product.
There’s an App For That
After the success of the iPod, Apple delved into a new age. The company was now a powerhouse and by 2009 apps were a pretty big deal and a big part of their offering. Their phrase ‘There’s an app for that’ got so popular that it was trademarked by 2010. Apps are still on the increase today with many people finding fame and fortune through this concept.
The Notebook People Love
This clever advertising showed how users customise their laptops. The visuals were used to promote the fact that the laptops are actually used. The spot-motion style kept the ad as sleek as the brand.
Their engaging advertising has maintained users loyalty and their unique offering continues to keep users coming back for more.
Here’s how Apple have displayed the elements that make up their last 40 years.