Apples Reinvention

Apple started as an innovation in the garage of the parent’s home of Steven Jobs with the help of Steven Wozniak. This product they developed was innovation turned into invention. Through this process the Macintosh computer was created. The Macintosh was the first of its kind and as the Apple Company grew its culture was like a family. “Employees wore Apple logos on their clothes, had Apple bumper stickers on their cars, and spoke warmly of the Apple Family.”(Jossey-Bass p. 56) Apple, like many companies needed to capture the market. Apple went through a reinvention, a brand makeover to broaden its appeal. “Apple may get credit for bringing the personal computer to the masses, but for many years, its high prices and hodgepodge of software and operating systems meant the brand was accessible to few outside the design world. A hip clientele, to be sure, but a limited one. Easy-to-use and affordable PCs, meanwhile, were accessible to the masses.” (Johnson, 2008) Apple had attracted a niche of designers because from a hardware and software perspective Apples are well thought out products and have attention to detail. Other PC manufacturers had an advantage because while Apple was limited, PC’s were very accessible to anyone and they were more affordable. Apple had a great product but failed to make them available to a wider customer base. Apple needed a brand makeover “Apple's brand makeover resulted in broadening its potential market share, Adamson says.”Apple got back to its core DNA, which wasn't about a piece of technology or a piece of software. It was about ease and elegance of use. Ease of use became the lens through which they put everything.” (Johnson, 2008) With the introduction of the iMac and following with the iPod Apple had redefined its place in the eyes of the consumer and its products were affordable, accessible and easy to