Making magic: how Apple's 170 billion dollar brand capitalizes on the existential contradiction of our age

Research output: Chapter in Book/Report/Conference proceedingChapterResearch

Abstract

How did Apple become purveyor of some of the world’s most popular products, most valuable company in the world, and owner of the world’s most valuable brand? Taking for granted that brands are deeply influential in consumer decisions, my research examines what exactly Apple’s brand sells its consumers, beyond beautifully designed, highly functional products. This research is based on content analysis of all of Apple’s U.S. advertisements since 1976 through 2014; recent corporate materials like its website, press releases and company reports; and ethnographic research in Apple stores across the U.S. and Europe. My findings show that Apple’s corporate success is premised on its ability of its brand to offer solutions to the existential contradictions of our age via brand myths that suggest that its products improve our lives and society at large in a variety of ways.
Original languageEnglish
Title of host publicationInstitute for Advanced Studies on Science, Technology and Society: Yearbook 2016
EditorsGünter Getzinger
Place of PublicationGraz, Austria
Publication statusAccepted/In press - 1 Jun 2020

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Keywords

  • apple
  • Electronics
  • branding
  • advertising
  • consumerism

Cite this

Cole, N. L. (Accepted/In press). Making magic: how Apple's 170 billion dollar brand capitalizes on the existential contradiction of our age. In G. Getzinger (Ed.), Institute for Advanced Studies on Science, Technology and Society: Yearbook 2016 Graz, Austria.