Apple Computers was created in 1976 by Steve Jobs and Stephen Wozniak, and it transformed the personal computer market. Apple Computers Inc is one of the computer industry's pioneers. It resulted in a variety of changes in the industry, some of which may still be seen today. Other computer firms utilised the company's products as a model for establishing their product's specs and physical attributes. It may also be used as a gauge for how well items are created. The firm provides a variety of items for the many markets it serves. The company's goods provide a unique experience.

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Apple is one of the most well-known brands in the planet. The secret to Apple's success, according to marketing gurus from across the world, is its brand, not its goods like the MacBook or iPhone. The Apple brand is built on emotion and experience, and its basic principles of creativity, innovation, and design reflect this.

Apple is a perfect example of an emotional brand

Customers of Apple don't simply appreciate their interactions with the company and the products it offers; they adore it. Apple establishes long-term relationships with its consumers, resulting in loyalty and great experiences.

Apple's approach revolves around three key elements:

1 – The corporation promotes a humanistic corporate culture with strong corporate ethics, community participation, and charitable giving. The fundamental principle of Apple was to give people power via technology. People are constantly at the centre of everything.

2 – Through advertising and product design, the corporation has developed a distinct visual and linguistic lexicon. This is especially true with Apple, whose goods and advertising are easily identifiable.

3 – The business has established a "heartfelt relationship" with its clients. This may take many forms, ranging from building trust to fostering a sense of community around a product. Apple's goods are made for people: "Take the iPod, for example, it gives computers an emotional, sensual experience."

From Steve Jobs' charisma to the idea that its goods are produced for a love of technology, Apple has always exhibited a human touch.

How Apple made emotional branding work for them

Customers are more inclined to remember—and purchase—good-feeling items and services.

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Do you know what the phrase "unboxing" means? Simply said, unpacking is the practise of people filming themselves unwrapping their freshly acquired Apple items. Why? They like the items because they make them feel fantastic.

Unboxing films provide a candid and unvarnished look at things, while also putting the 'unboxer' at the centre of a brand's community. Nobody tells these individuals to make these films, but Apple supports a user experience that extends well beyond the point of purchase, which is why when you search for unboxing videos on YouTube, you'll discover a slew of results with a stunning number of views.

The enormous popularity of the Apple brand, of course, leaves the company with a daunting reputation to uphold. All of Apple's technologically advanced goods are not only meant to meet the brand promise but are also essential to the company's continued profitability.

When it comes to brand loyalty, emotion is crucial

Your marketing plan is likely to miss the point if there is no emotional connection with your audience, no matter how engaging or imaginative your brand promotions are.

It is this emotional bond that has developed such brand loyalty among Apple consumers, allowing them to charge so much more for their products than their competitors.

To conclude

Apple's brand positioning has changed over time, but the current brand remains true to these early promises.

Apple's key competency continues to be providing amazing customer experiences through excellent user interfaces. The iPhone (with its touch screen "gestures" that are re-used on the iPad), Mac, iCloud, iTunes, and the Apps Store all play major roles in the company's product strategy. THE CUSTOMER EXPERIENCE of a beautiful user interface and ease of use remains a distinguishing element of both Apple Pay and Apple Watch