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.
|Title of host publication||Institute for Advanced Studies on Science, Technology and Society: Yearbook 2016|
|Place of Publication||Graz, Austria|
|Publication status||Accepted/In press - 1 Jun 2020|
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.