Apple began with Steve Jobs and Steve Wozniak marketing primarily at trade shows, and now the iPhone has made it $4 trillion firm with ubiquitous advertising. But throughout, Apple has used sometimes terrible branding to sell us all on its products.
Iconic Apple marketing, L-R: original logo, “I’m a PC” campaign, and the famous six-colors logotype — images credit: Apple
Iconic Apple marketing, L-R: original logo, “I’m a PC” campaign, and the famous six-colors logotype — images credit: Apple
Today you know that every smart strapline like “thinpossible” or “Awe Dropping” has been user-tested, surgically examined by committees, and only put out when Apple is certain it’s the greatest thing ever. That’s far from unreasonable or even unusual, but it’s a striking difference to how it used to be — and even to how the entire name of the company was chosen.
This is a case of where you can pick from at least a handful of origin stories, usually involving Steve Jobs driving by an apple orchard. Or maybe living on one.