Apple advertising & marketing assignments

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Apple is the greatest corporate comeback story of modern times. Despite being the first (if not the only) company ever 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. But after a difficult decade, when the company's long-term future sometimes looked bleak, the business experienced an extraordinary resurrection after 2001. Initially carving out a new niche for itself in downloadable music, Apple became not just cool again, but cooler than ever before. The huge success of the iPod music player had a significant knock-on effect on sales on Mac computers, but it was nothing compared to extraordinary popularity of its successor, the iPhone, which has almost singlehandedly reinvented the business of wireless communications. The subsequent launch of iPad ushered in a completely new age of mobile computing, driving the company's market value to heights that would have been unthinkable even ten years earlier. The untimely death of presiding genius Steve Jobs in 2011 did nothing to halt Apple's extraordinary rise. Under his successor Tim Cook, the unstoppable global demand for iPhone had established Apple as the world's most valuable corporation by 2015 and the most widely respected technology developer. Sales of iPhone finally began to slow in 2016, but rising prices and continuing improvements in its features have kept the device as the world's most valuable handset brand. Nevertheless, fierce competition has eroded Apple's market share: it slipped to 3rd place in global smartphone sales during 2019 behind Samsung and Huawei. Subsequent hardware devices - such as Apple Watch - have proved only modest hits compared to iPhone. Instead, Apple has turned its attention to keeping its large established userbase entertained with an aggressive push into software, services and now entertainment. The company launched its own subscription-based streaming channel, Apple+, in 2019. Services are now the group's second largest revenue stream after iPhone. In a rare third-party acquisition, Apple purchased high-end headphones manufacturer Beats Electronics in 2014. Otherwise, all products are marketed under the Apple brand. After dipping slightly in 2019, revenues hit a new high for the year to Sep 2020 of $274.5bn. Net income remained slightly below 2018's peak at $57.4bn. Sales of iPhone have continued to fall, slipping to $137.8bn (from a high of $165bn). However, revenues from Mac, iPad, wearables etc, all rose, while Services set a new record of $54bn.

Capsule checked 29th October 2019

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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

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Which agencies handle advertising for Apple? Find out more from Adbrands Account Assignments

Who makes marketing decisions for Apple? Find out more from Adbrands Account Assignments

Who are the competitors of Apple? See IT and Consumer Appliances. Also Best Global Brands

Historical profile information for Apple

Recent stories from Adbrands Update:

Adbrands Daily Update 28th Jan 2021: Apple set new records for the first quarter of its new financial year. The spectacular popularity (and price) of iPhone 12 and a pandemic-inspired surge in demand for other products pushed revenues for the quarter to Dec 2020 over $100bn for the first time. Final figure was $111.4bn, an astonishing 21% leap over the year ago quarter, setting Apple on-course for annual revenues well over $300bn for the year. Profits of almost $29bn were also a best-ever performance. There were strong increases in all regions, but none more so that China where revenues soared by 57%. Another outperformer was iPad, whose steady sales declines abruptly reversed with a 41% year-on-year increase. However the bedrock remains iPhone with sales up 17% to almost $66bn. All other products lines reported revenues increases in the region of 20%.

Adbrands Daily Update 9th Dec 2020: "Journey Into Sound". We wouldn't normally bring you two in two days from the same advertiser, but Apple's latest drop is pretty out of this world. Well, frankly, it would have to be for a pair of headphones retailing at $549! (Intriguingly, the UK version is a bargain at £549, with no dollar-exchange mark-up, unlike Europe where they cost €629). It's hard to conceive, but at that level Apple's first own-branded over-the-ear headphones actually relegate the company's already ultra-pricy Beats range into entry-level status. The ad, from director duo Vania & Muggia is a trip, a sensory experience in its own right.

Adbrands Daily Update 8th Dec 2020: "An Apple Original". TBWA\Media Arts Lab has added an interesting twist to the usual style of programme portfolio commercial in this new campaign for Apple TV+... Although some viewers might be reminded of Droga5's recent ads for The New York Times, which offered a similar combination of visuals and self-correcting typescript. Still, as ads of this sort go, it's certainly a cut above, and does a fine job of selling the quirks (such as they are) in Apple's original programming. Now they just need to make it easier for us folks with slightly older smart TVs to access the app direct rather than streamed from a mobile. (Definitely NOT recommended!)

Adbrands Daily Update 13th Nov 2020: "You Love Me". Apple-owned Beats Electronics unveils a haunting, challenging, incendiary spot from agency Translation. At this time of a still deeply Disunited States it throws down the gauntlet to Trump supporters or any other non-Black Americans who love rap music or sports: You love Black culture. But do you love me? "The influence of Black culture extends beyond their demographic, and yet their voices are often muted when it comes to attribution and opportunities," says Translation's founder & CEO Steve Stoute. "Beats, Translation and everyone involved wanted to create a piece that would let our next generation know that they are seen and they are heard and they are enough." Melina Matsoukas directed, with a beautiful score from Beyonce's sister Solange Knowles and narration by rapper Tobe Nwigwe.

Adbrands Daily Update 28th Oct 2020: "Make Movies Like The Movies". Apple makes another bid to establish iPhone as the new go-to tool for moviemakers on a budget with this entertaining spot from star director Kim Gehrig. Itself made on an iPhone 12 Pro no doubt. Added bonuses include luminous photography from Oscar-winning DP Linus Sandgren - best known for 'La La Land' and 'First Man' - and an original score by Danny Elfman. The film serves as a useful little compendium of tips and handy accessories to convert your smartphone into a professional filmmaking tool. Some of those video rigs are especially interesting. It's always impossible to know where Apple's ads originate, but we'd hazard a guess this one comes from TBWA\Media Arts Lab rather than Apple's inhouse agency.

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