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 26th May 2021

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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 21st May 2021: "Tracked". Apple continues to hype the sophisticated privacy settings of iPhone in a fine new campaign from TBWA\Media Arts Lab, which humourously illustrates the implications of data sharing with this particular user's growing crowd of nosy hangers-on. However, one of the greater pleasures of this ad is its backing track. Forgive a little wander down memory lane but Delta 5 were an unfairly over-looked almost-all-girl band who emerged from Leeds University in the late 1970s in the wake of the Gang of Four. Commercial success eluded them but they delivered a handful of great singles before splitting. It's a great pleasure to witness their debut 'Mind Your Own Business' finally generate some decent royalties.

Adbrands Daily Update 21st Apr 2021: "Mission Implausible". Apple rarely features its own corporate presence in its advertising, so this new Mission Impossible-themed spot to launch an even-more-high-powered iPad Pro, is unusual in many ways. Not only is that Apple's instantly recognisable circular HQ but also... well, why don't you wait and see what the other corporate in-joke is in the closing scene. We will disclose only that it elicited a huge laugh in the Adbrands office and a cry of "Yeah, You wish...!" Implausible indeed.

Adbrands Daily Update 15th Mar 2021: "Jump". Like the Oscars and even the Golden Globes, the Grammys TV broadcast has evolved into a mini-Super Bowl, encouraging some advertisers to roll out special, like-minded campaigns that might benefit from what is still a higher than average viewing audience. (The bigger worry is that generally these event broadcasts no longer attract the eyeballs they did before). Arguably the star of last night's awards broadcast was this joyful spot from Apple and TBWA Media Arts Lab for AirPods. This builds upon the approach of earlier campaigns 'Stroll' and 'Bounce' (also by director Sam Brown) in which a walk in the street is transformed by AirPods into a wholly elevated experience. This time, the budget looks significantly bigger - in terms of extras and set-ups, this is a very substantial production - and there are some brilliantly inventive visual tricks. None more so than the repurposing of a neon sign and a barbers' pole. Yet the anchor to the piece is the spectacular athleticism of champion Double Dutcher Kengo Sugino.

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.

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