Apples advertisements communicate a fundamentally different message than other members of the consumer electronics industry; they consistently

convey principles of freethinking individuality as well as a disdain for conformity. These beliefs are upheld in Apples products, in its communications and in the demeanor of its employees Steve Jobs allegedly walked around the office barefoot even after the company had achieved Fortune 500 status. Also unique to the company are its customers: the loyal and almost fanatic nature of Apple consumers has learned them the extreme title of Apple Evangelists. A brands functional qualities and emblematic values are elements which help the brand appeal to consumers minds and emotions. Apples brand personality revolves around principles of imagination, innovation, freedom, passion, and the notion of power to the people through technology. Another essential quality of the Apple brand personality is simplicity andease of use. Through the elimination of unnecessary complexity from peoples lives, Apple demonstrates its user-focused product design, which distinguishes it from other computer companies. With distinctive visual and verbal vocabularyexpressed through innovative design, Apple has generated brand emotions and connections to the lifestyle of its customers a lifestyle of independence, superiority and simplicity. Establishing this link between specific products and a way of living can foster a consumer base consistent throughout its entire lifetime, which is particularly potent in an industry built upon constant technological update and advancement. Furthermore, Apple frequently uses themes that highlight elements of counterculture, showing freethinking personalities like Einstein and Lennon to emphasize the fact that Mac users Think Different (see below). This strategy, in addition to offering simply-designed products that eliminate unneeded complications from the experience of technology, persuades consumers to become extremely loyal Apple customers. No wonder more than 100 million iPods have been sold; no wonder Apple has a greater market share than Dell, another tech company once praised for its advertising; and no wonder that within the confines of luxury PCs, or those costing more than $1,000, Apple controls 91 percent of the market.