Apple Computers Inc Advertising Campaign

Martin Holroyd 0712797

Apple Inc Advertising Campaign


What is “Apple Inc” and what do they do?
Originally “Apple Computer Incorporated” was first founded in April 1st 1976, in Cupertino, California by Steve Jobs, Steve Wozniak, and Ronald Wayne. It first began as a computer designing, manufacturing, and developing company and produced its first “Apple I personal computer kit”.



The company then went on to develop products from a variety of mediums, including mp3 players, media players, and their first mobile phone in February 2007.


Apple Advertisements

Apple Logo
The first ever Apple Inc logo was created in 1976 and was used for over 30 years, til 1998 when they changed to colours to black. The idea was taken from Sir Isaac Newton sitting under an apple tree, when then developed in a rainbow apple with a bite taken out of it, by Rob Janoff.

1976

1998


Television Advert
1984 - The first Apple advert was made in 1984, giving birth to the first ever “Macintosh” or MAC for short. The advertisement was based on George Orwell's novel, ironicly titled Nineteen Eighty-Four, and was aired during the January 1984 Superbowl. Here is the advert as it was originally shown:



The success of the commercial reflects the growing market share of the IBM PC and IBM PC compatible, which grew from an 8.57% market share in 1982 to a 26.42% market share in 1983. It is frequently voted highly in many Advertising charts. For example, Advertising Age named it ‘Commercial of the Decade’ the 1980s.

More info on the “1984” Ad found here: http://en.wikipedia.org/wiki/1984_(television_commercial))

1985 – One year on from the first commercial ever, the second in the line named “Lemmings” was shown. Unfortunately many consider this to be a failed advertisement in comparison to the 1984 ad, and didn’t attract anywhere near as much attention as the first.
The advertisement can be found here:



More info on the “Lemmings” ad found here:
http://en.wikipedia.org/wiki/Lemmings_%28television_commercial%29


1990 – The next line of Apple products are advertised with the campaign named “What's on your PowerBook?” It features a number of celebrities telling the public how they use their “PowerBook” (Newest Apple product in 1990).
Many of the adverts are found in this short video:




1995 – A new slogan was produced in 1995 to be the mainframe for the following ads to work around. The slogan was named “Think Different”, produced by New York branch office of Advertising. Even today the “Think Different” is the main focus of Apples advertising and identity. They promote themselves to be different from other companies in the same field.



Here is one of the inspiring television adverts from this campaign:



More information on this can be found here: http://en.wikipedia.org/wiki/Think_Different


2001 – The advertising campaign “Switch” was launched by Apple in June 2002. Its basic message was to change from the Microsoft Windows format to Apples own Operating System, the Mac. They also involve many popular celebrities, talking about the reasons to switch to Mac systems.



More info can be found here: http://en.wikipedia.org/wiki/Apple_Switch_ad_campaign


2006 – In early 2006 they went from a subtle ‘switch’ ad campaign to a full scale Pc vs. Mac campaign. The campaign promotes Apple as a company who is fun loving, and not only for work, and portraits PC’s as boring, dull and hard to use. The UK versions of these adverts use the famous duo “Mitchell and Webb”



Apple Slogans


Mac Desktop Slogans

"iThink, therefore iMac." (1998)
"The iMac to Go." (1999)
"Where did the computer go?" (2004)
"From the creators of iPod." (2004)
"The most affordable Mac ever." (2005)
"Now showing. The new iMac G5" (2005)
"Small is Beautiful" (2006)
"The new, all-in-one iMac" (2007)
"You can't be too thin, Or too powerful." (2007)

Laptop Mac Slogans

"The plot thins." (1999)
"Two Brains are better than one" (2000)
"Less is more" (2003)
"The world's fastest computer" (2003)
"Sends other UNIX boxes to /dev/null" (2003)
"Higher Resolution. Better Mileage" (2005)
"Meet the family. Now complete." (2006)
"Everything" (2006)
"Same lovable MacBook. New lovable speed." (2007)
"Vroom with a View." (2007)


Conclusion
Apple Inc has produced many good quality adverts through the decades they have existed, which promote there products in a way which is completely original and unqiue to them. Apple Inc appear to be one of the leading adverting brands of this century and everything they’ve done, and continue to do is innovative and totally original. Therefore I conclude Apples advertising campaign to be of a high success rate.