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The marketing of Apple Inc. encompasses the company's advertising, distribution, and branding. After Steve Jobs returned to Apple in 1997, he made industrial design a key element of the company's branding strategy.
A second strategy Apple has is comparing their product with rival products in their advertisements. Ads that show the relative advantage the iPhone has over competitor products. They focus on potential switchers who currently are using another smartphone brand. The iPhone advertising campaign took flight in 2007 and has continued into 2019 ...
On September 30, 2013, Apple surpassed Coca-Cola to become the world's most valuable brand in the Omnicom Group's "Best Global Brands" report. [196] Boston Consulting Group has ranked Apple as the world's most innovative brand every year as of 2005. [197] As of January 2021, 1.65 billion Apple products were in active use.
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The success of the "Think different" campaign, along with the return of Steve Jobs, bolstered the Apple brand and reestablished the "counter-culture" aura of its earlier days, setting the stage for the immensely successful iMac all-in-one personal computer and later the Mac OS X (now named macOS) operating system.
The iPhone is a line of smartphones developed and marketed by Apple that run iOS, the company's own mobile operating system.The first-generation iPhone was announced by then–Apple CEO Steve Jobs on January 9, 2007, at Macworld 2007, and launched later that year.
The iPhone 7 and iPhone 7 Plus have high storage options. On October 27, 2016, Apple announced the new 13 and 15 inch MacBook Pro with a retina Touch Bar. On March 21, 2017, Apple announced the iPad (2017). This is the iPad Air 2 successor, equipped with a faster processor, and starts at $329.
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