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Home arrow Tuesdays with Tukaiz arrow Tuesdays with Tukaiz Blog arrow In Wake of Steve Jobs’ Resignation, Reflection on Apple’s Impact in Marketing and Advertising
In Wake of Steve Jobs’ Resignation, Reflection on Apple’s Impact in Marketing and Advertising

By now, it is likely you’ve heard that iconic Apple CEO Steve Jobs resigned from his position on August 24, reportedly due to his worsening health condition caused by pancreatic cancer. Jobs’ resignation prompted a swift reaction all across the Web, with much speculation but also much praise and reflection on Jobs’ tenure as head honcho of Apple. In particular, since the 1980s, Apple has been pushing the boundaries for its products, as well for the marketing and advertising it uses to sell those products. Many praise and reflection about Jobs and his role in Apple’s marketing and advertising have been cast in just the short time since his departure, and deservedly  so. From all accounts, Jobs had a heavy hand in influencing the creation of ads that make Apple stand out.

By now, it is likely you’ve heard that iconic Apple CEO Steve Jobs resigned from his position on August 24, reportedly due to his worsening health condition caused by pancreatic cancer. Jobs’ resignation prompted a swift reaction all across the Web, with much speculation but also much praise and reflection on Jobs’ tenure as head honcho of Apple. In particular, since the 1980s, Apple has been pushing the boundaries for its products, as well for the marketing and advertising it uses to sell those products. Many praise and reflection about Jobs and his role in Apple’s marketing and advertising have been cast in just the short time since his departure, and deservedly  so. From all accounts, Jobs had a heavy hand in influencing the creation of ads that make Apple stand out.

The ad industry went a little overboard with its praise and reflection. Forrester’s Josh Bernoff published a stirring piece about The Meaning of Steve, highlight how Jobs and company have changed the world five times in a very short amount of time. Then, the “top ten” lists started popping up, including Apple’s top ten ads during Jobs’ tenure, ten songs that Steve Jobs made famous, and Mashable’s ten most viral videos. Ad agency Ogilvy’s Steve Hayden discussed the challenge working with Jobs in Apple’s early days, including the infamous “1984” Super Bowl advertisement. Another article highlighted Apple’s use of mass marketing through its print and TV campaigns, along with brand awareness and value delivered through Apple’s retail store experience.

Not only has Apple leveraged traditional ways of marketing. The white earbuds that accompany all Apple products that play audio are marketing tools themselves; when you see those white speakers in peoples ears, you know it’s an Apple product. Apple’s own product packaging has mimicked its minimalist design, but are always high-quality and beautifully-designed. There is clearly a certain type of culture that’s been instilled in every part of the Apple business, from the people who design the products to those who sell them at retail. As long as this culture continues to thrive, we can likely expect stellar things from Apple in the future.

Consider this, as well: Through the creation of the Macintosh computer, Jobs and Apple sparked a desktop publishing revolution, which had a significant impact in the creative industries that produce much of the marketing and advertising we see today. Mac computers have impressive market share in design firms, ad agencies, print shops, and video production houses, largely due to the very early and stable adoption of the Mac in those types of companies. Apple continues to develop industry-leading professional software like Final Cut Pro, Motion, Aperture, and Soundtrack, which are all.

With Jobs out of his CEO position, there is indeed lots of speculation about what’s in store for the future of Apple, particularly around being able to innovate and come up with “the next big thing”. It remains to be seen how Apple will fare, but the company seems to be in good hands. Only time will tell if Jobs’ focus on strong marketing and advertising will continue.

 

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