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Brand Promise

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Brand Promise Brand Promise
Apple’s Promise to Customers

Apple Inc. leads the market of computers and smartphones in today’s society. "Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings." This is the company’s promise to customers and mission that they stand by. Apple first took this promise public in a commercial during the 1984 Super Bowl, comparing Apple to IBM computers. This commercial only aired once, but was the beginning of a whole new era of technology.(Cole, 2013)
Apple’s mission statement is “We will be the coolest, most creative, intelligent, and adventurous, socially engaged and admired selves”. Steve Job made this a mission that is reachable and upheld for more than 18 years. The company slogan “Think Different” has made Apple standout against the rest of competitive market. “Think Different” allows apple consumers to increase their cultural capital and raise their social standing. (Farfan, 2015)
Culture capital is a fairly old concept defined by Pierre Bourdieu. This concept represents all goods material and symbolic, without distinction sought after. This holds true to Apple products. Customers that own an Apple IPhone are considered to have a high social class. The Apple IPhone is priced so that middle to higher end lower class can purchase this product. With this being said many people view having a device such as an IPhone that they will be looked at as having a higher social status than what is true.
“The promise is that every year, without needing to buy new hardware, your experience will get better. The way it delivers upon that promise is by releasing new software innovations for all its hardware (Macs, iPhones, iPads, etc.) on an annual basis. If you’re an Apple customer, you can expect that every single year Apple will look to solve current and future problems by making your computing products more useful and more functional through software updates.”(Bajarin, 2012) No other company can stand up to Apple’s promise. Google and Microsoft are two similar companies that still cannot hold up to Apple’s demand. Microsoft does a good job with the updates, but generally they are only released every three years. Google struggles immensely with this promise: even a year after its most recent software release, less than 10% of Android devices are running the latest software. (Bajarin, 2012) With Apple, customers can expect a change or upgrade every six months to a year.
Apple controls its end-to-end user experience so therefore cuts out the middle man and allows the company to make all software and hardware updates on their own. This allows for updates every year and by not using any other company’s software which limits product failure. This is why Apple’s brand promise holds true to its products and has repeat customers. The fact that Apple can keep up with technology, makes this company ahead of the rest. References
Bajarin, B. (2012, June 12). Why Only Apple can promise a Better Experience to Customers Every Year. Time. Retrieved from http://techland.time.com/2012/06/12/why-only-apple-can-promise-a-better-experience-to-customers-every-year/
Cole, N. (2013, September 7). Apple’s Seductive Brand Promise: Culture Captial and Social Mobility [Blog post]. Retrieved from http://thesocietypages.org/socimages/2013/09/07/apples-seductive-brand-promise-cultural-capital-social-mobility/
Farfan, B. (2015). What are the Company Mission Statements of Largest Retail Electronic Stores. Retrieved from http://retailindustry.about.com/od/frontlinemanagement/f/What-Are-Company-Mission-Statements-Largest-Retail-electronics-stores-Companies.htm

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