Brand Promise

In: Business and Management

Submitted By coneal
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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…...

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