Fate they say is not without a sense of irony
Laurence Fishburne as Morpheus – The Matrix
Strange it may seem, but just after I finished writing this entry and met a few friends for our weekly social gathering, someone walked away with my girlfriend’s bag that had the ‘apple of my ears’. My prized possession, to be sold to some cheap deal hunter over the internet! But in case if any of you come across, it is a white 30 GB iPod with the engraving ‘My girlfriend’s new job paid for this iPod’. ‘Hoping against hope’ I must say!
Anyway, I won’t let that ruin my post.
June 29th – The day which could potentially rewrite history with launch of the much awaited iPhone. After a long wait, a few lucky people in the US get their hands on the most coveted uber-cool gadget in recent times. Luckier are those employees of Apple who get to own an iPhone for free. But the unlucky ones to miss out are people living elsewhere. The scheduled launch for Europe and Asia is anticipated to be in December. A big day not only for gadget freaks, but also for shareholders of Apple, competitors etc. Nokia, Motorola, Samsung, Research in Motion, Sony Erricsson etc despite claiming to be relaxed about iPhone’s success primarily because it is a 2.5g phone in comparison with the technologically superior products available in the market, wait with bated breath to see how iPhone performs. Apple, in the meanwhile, has set realistic sights of acquiring 1 % market share by 2008. Skeptics are quick to latch on to iPhone’s features, functionality, security and the expensive pricing, and have been criticising the product ever since it was conceived at Apple labs. Nevertheless, Apple has always thrived on publicity and this publicity is sure to capture consumers’ imagination.
Personally, Apple has always fascinated me as a brand. It is an ideal example of a brand which has been extremely successful in the recent times. From its Macintosh PCs to the recent iPods and the iPhones, it has always projected itself as a unique brand through innovative products and advertising. For a technology intensive industry in which Apple participates, keeping a modernistic image is critical as products evolve constantly. Apple has leveraged itself as a brand in a way which benefits it to multiply its product range from computers to music players and phones without much ado. Apple is known for thinking different and consumers have always perceived Apple’s products as being sophisticated and original. People dont just buy an iPod or an iPhone, they buy the idea of what Apple stands for.Success of many products depends on how consumers influence each other’s decisions in buying process. Apple has been quick in realising this impact of social influence of buying behaviour and has developed products to cater to individual needs and preferences. It is this aspect of social influence that has driven the sales of every product Apple has offered. This is clearly evident from its Macintosh computers, which created a value and brand proposition paving way for other Apple products, which is easily accepted by consumers. To further amplify its product attractiveness, Apple has pioneered distinguished advertising campaigns to capture consumer acceptance.
One exemplary example is its recent commercial for iPod+iTunes. Featuring a brightly silhouetted Paul McCaurtney happily crooning the forty year old Beatle song, Dance Tonight across brightly coloured backgrounds, the advert reinforces the Apple’s brand perceptions. Beatles and Apple have been at logger heads over the use of the Apple name, as the Beatles music company was originally known as Apple Corps Ltd, resulting in a lawsuit. It was only recently that Apple paid out a hefty sum to Beatles and both the parties reached an agreement where Beatles agreed that they wouldn’t get into music business. After its successful defence, Apple invited Beatles to be a part of iTunes resulting in digital downloads of the entire Beatles catalog. Apple furthered its humongous intent by getting a Beatle to promote its brand.
The silhouette commercial featuring dark profiles of individuals listening to an iPod across brightly coloured backgrounds has been a clear winner for Apple’s iPod range ever since it was launched. In all previous adverts, iPods are distinctly featured in white so that they stand out against the brightly coloured backgrounds and dark silhouettes of people which also features Eminem, Wynton Marsalis apart from some unknown models. Although, Eminem and Wynton Marsalis are celebrities in their own rights, it is the iPod and the attitude of listening to iPod which takes the centre stage. But the new advert takes iPods to a new level. Most of us have grown up listening to Beatles and most of us own or fancy owning an iPod. A killer combination!
Advertising has an inescapable influence in the society through a variety of audio, visual, and print media. Organisations use advertising as a medium to further their marketing and communication objectives. As such, it plays a compelling role in generating the required product awareness among the customers and in influencing their decision to buy the product. It has an educative element of disseminating information about the availability of products and services which nurses a critical behaviour in the society. The behaviour which compels to buy, the behaviour which many people will exhibit today in the US and eventually around the world. I am sure this behaviour will be rightly rewarded by Apple and I hope everybody gonna dance tonight…