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A genuine pioneer, and
certainly the first (if not the only) company to make computers cool, Apple
was gradually squeezed towards the margins of the industry during the 1990s
by the combined
force of the ubiquitous PC and Microsoft's
Windows, itself based on Apple's own technology. But Apple is still cool, even
after all these years. Cooler than ever before in fact because of the
skill with which it has carved out a new niche
for itself in
downloadable music. Now it's not just the Mac but the iPod music player which
reigns supreme. Revenues from the iPod and
related services briefly overtook those from computers in 2006, but
the resulting surge of interest in the core brand, fed by the iPod and new iPhone, put Macs back on top in
2007 and 2008. See also iPod
and iPhone profile. Advertising Age estimated global measured
advertising expenditure of $447m in 2007, making Apple the world's #78
advertiser. Click here to access the Adbrands profile (subscribers only); or
subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..
Advertising: Which agencies handle advertising for Apple? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.
Competitors: see IT Sector index for other companies
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Apple
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