With Steve Jobs stepping down from the CEO post at Apple, is inevitable we look back at the history of such an iconic company. Marketing, at Apple, has always been a differentiating point and key to their eventual dominance of the electronics consumer market and their resurrection in the personal computer industry.
While Brand Republic’s post “Appointment to view: Apple’s History of Marketing” takes us back to the early days of Apple advertising the Apple-1 in 1976 until today’s iPad commercials, Tom Hormby’s “Think Different – The Ad Campaign that Restored Apple’s Reputation” is a great analysis of the role marketing played in lifting Apple from almost demise to what became the greatest turnaround in that company’s history.
There’s been speculation about Apple’s ad spend but it is clear that Apple’s marketing has always followed a set of guiding principles, no matter how much money they had for the marketing budget at the time.
For more about Apple’s best ads, check out Advertising Age’s “The 10 Best Ads to Come Out of Steve Jobs’ Reign at Apple” and Marketing Week’s “Apple: A History in Ads”.
You may also want to check out this video showing the original marketing group at Apple at the launch of the McIntosh reminiscing about the old days, telling tales and sharing some insider stories of what it was like to work at Apple in the early days.
Finally, Guy Kawasaki’s book “The McIntosh Way” talks about his career as a McIntosh Evangelist, the early efforts of Apple to dominate the personal computer market, and more. His book is now offered as a free download.