The Apple Generation




When walking through any college campus, you will notice a common theme- the Apple logo. Apple has successfully created a cult around their brand; from the original Macintosh computer to the most recent iPhone X, society has followed the company closely. The yearly Keynote where Apple announces their latest lineup is covered in national news. Apple spent billions of dollars to construct an auditorium specifically for their Keynote appearances. The world is so anxious to learn about the upcoming releases that a simple Google search will yield thousands of pages of hypotheses, theories, and "leaks" of what the tech giant is working on. Cell phone companies work to keep up with the demand for the most recent iPhone- many carriers have started an "iPhone every year" program, where iPhone users have the opportunity to break a two year contract for the latest piece of Apple's technology. The hype around Apple today didn't just start with word-of-mouth; Apple targeted their advertisements to create an amazing brand experience and awareness for consumers.

PBS's documentary The Persuaders explores the culture around consumerism, how advertisers have adapted to the ever-changing market in today's world. During the film, they explore Apple's iPod advertisement and it's impact on potential consumers. The documentary highlights how Apple's advertisements create a successful brand experience.



The above advertisement connects to its audience. By using silhouettes, consumers are able to place themselves into the ad. The stark white headphones and iPod against the dark figures helps people connect to the message. Viewers can envision themselves in the advertisement as the figures, dancing to their own music and enjoying their very own Apple iPod. Everything about the advertisement creates a strong brand experience for the consumers. 

Today, Apple's brand experience is stronger than ever. From the iPod silhouettes to the most recent iPhone X advertisements, the tech company has generate a movement around it's products. Today's youth is being raised using nearly their entire line of products, effectively creating an Apple generation.


Over the past 15 years, Apple has maintained a high standard when it comes to brand experience. The above advertisement for the latest iPhone X caters to the more high-tech world we live in today. The sleek, bright display with the beautiful colors swirling around, the full OLED screen, and the slim design of the iPhone creates a desire within their target market for the latest technological masterpiece. Apple has successfully kept up with the evolution of the consumerism markets over the years- and it is certainly displayed through their brand loyalty. 

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