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Steve Jobs himself can be seen as a large part of Apple’s branding success. Steve Jobs is Apple. Some brands use superstars – Apple used Steve. His work in driving forward the development of products that are both functional and elegant, has earned him a devoted following. Today, Apple computers are recognised for their innovative, easy-to-operate GUI and reliability, which includes resistance to viruses.

This is due to a smaller user base, which equates to a smaller target. In addition, in the average hacker’s code of ethics, Microsoft is seen as the baddies, and Linux and Apple as the goodies, resulting in fewer viruses being targeted at Apple’s operating system. Moreover, Apple computers did not suffer from the Y2K syndrome because someone used his noodle when writing the code for the date line. I think Y2K was a case of Revenge of the Nerds.

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The fact that countries where very little was spent on tackling the Y2K bug (such as Italy and South Korea) fared just as well as those that spent much more (such as the United Kingdom and the United States) has generated a heated debate on whether the absence of computer failures was the result of the preparation undertaken or whether the significance of the problem had been overstated. In recent years, Apple Inc has branched out, introducing and improving upon other digital consumer electronics. With the introduction of the iPod, iTunes application program and the iTunes Store, the company has made forays into consumer electronics and music distribution. Apple focused its development on the iPod line’s unique user interface and its ease of use, rather than on technical capability. The Apple iPod, like the iMac, has become a fashion accessory and is sold alongside lipstick, clothes and other fashion goods.

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For Valentine’s Day 2009, Apple Online Stores offered free engraving on the iPod which comes in nine vivid colours with a curved, all aluminium and glass design. Teenagers think it is the ultimate status symbol that outclasses all other MP3 players and Apple’s famous brandmark is often displayed on vehicles, signifying the owners’ status as an iPod owner. iPods have won several awards, ranging from engineering excellence, to most innovative audio product, to fourth-best computer product of 2006, and PC World says that the iPod line has “altered the landscape for portable audio players”. Several industries and companies such as Sony Ericsson and Nokia are modifying their products to work better with both the iPod line and the AAC (Advanced Audio Coding) format.

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In addition to their reputation as respected entertainment devices, iPods have also become accepted as business devices. Government departments, major institutions and international organisations have turned to the iPod line as a delivery mechanism for business communication and training – Duke University in the United States has provided iPods to all incoming freshmen since 2004. Interestingly, in 2006 analysts downgraded Apple’s forecast earnings, citing the market saturation of the iPod as the reason. They were wrong; in April 2007, it was announced that Apple had sold its one-hundred-millionth iPod and, by September 2008, more than 173-million iPods have been sold worldwide, making it the best-selling digital audio player series in history, with a market share of 73%.

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