Apple Brand Shadowing

Introduction

Using knowledge gained through Brand and Agency shadowing of Apple Computers and its appointed agencies this essay will examine and assess possible working arrangements in place to managing their Integrated Marketing Communications and their overall advertising and communication strategy and tactics.

Company History

Steven Wozniak and Steven Jobs had been friends at High School, and they kept in touch after graduation. They both ended up dropping out of school and getting jobs for computer companies in Silicon Valley.

Apple Computers was born in 1976 when Steven Wozniak designed what was to become Apple I. Steven Jobs then insisted that they try to sell the machine. Hobbyists did not take the Apple I very seriously, and Apple did not begin to take off until 1977, when Apple II debuted at a local computer trade show. The Apple II was the first personal computer to come in a plastic case that included colour graphics. This made it an impressive machine for the time. Orders for Apple machines were multiplied by several times after its introduction.