In April of 1978, Apple Computer, Inc. was established and quickly became one of the most recognized brands across the world. Originally having a focus on computers alone, Apple Computer, Inc. began to flourish and create their place in the world of technology. In January of 2007, Apple Computer, Inc. became simply Apple, Inc. This change of name represented the power they had grown, the market they had come to spread across, and more importantly, the amount of products that have been added to their list of creations. Apple is different than any usual company. They are not PCs, but Macs, they are new and innovative, and this is because "Apple presents itself as unique. It invites users to think of themselves as revolutionary" (Martin and Sexton, 2). Apple has been known for these creations, their reputable approach to the world of technology, their ability to cater to the needs of their consumers, and also, their sleek and eye catching designs. Bulik quotes, McGuire as saying, "They don't build things people want or need-they build things people desire" (Bulik, 1). These designs have carried over from their products straight into their advertising campaigns. "It all starts with the design, and Apple has mastered the notion of design as the core differentiator of product" (Bulik, 1). These campaigns have become easily recognizable among consumers, whether they are Apple consumers or not. They have created a world that is unique and strong, one that appears to focus on the needs of the consumer. This focus and design have formed a world of trust and devotion that has the unique tactic of interpellating consumers by presenting the capabilities of products in a way that seems to ease the real world of the consumer.
Apple's image is well known, and it is said "that Steve Jobs has devoted as much energy to Apple's image as he has to its computers. He introduces television ads at his launch events as if they were new products themselves" (Levy, 80). These advertisements are simply past worlds that have been created by Apple, are often accompanied by music or voiceovers, but the visual alone is powerful and the topic of my focus. Each element of the advertisements is carefully chosen and placed, because "the choice of substance affects the nature of the ad and is an integral part of its identity" (Cook, 28).
