Apple and Samsung Brand Positioning
1.0 Introduction
APPLE
Apple Inc., formerly Apple Computer, Inc., which is a multinational corporation that creates consumer electronics, computer software, and commercial servers, and a digital distributor of media content. On 1 April 1976, Apple was established in Cupertino, California and incorporated on 3 January 1977. The founders are Steve Jobs and Steve Wozniak who started with a Apple’s computer company in the year 1976. Apple has expanded into a very complex company that specializes in much more than just computers in the last decade. Due to the iPod product, Apple has successfully to break the barrier and ultimately becoming the dominant market leader of music players in the year 2001. In the year 2007, Apple started to join the phone industry. It’s widely successfully in the phone industry. In addition, Apple has named by the fortune magazine which is the most admired company in the world in the year 2008 until 2010.
Apple has manufactured few products which are Mac line of computers, iPad tablet computer, iPod music player, iPhone smartphone, Apple TV and Software. Based on our assignment, we are choosing Apple as our brand and specific to the iPhone 5 product which compare another brand’s product. Apple has manufactured 6 generations of iPhone product which is iPhone 1st, iPhone 3G, iPhone 3GS and iPhone 5. iPhone 5 is the latest smart phone that produced by Apple. On 12 September 2012，Apple was held an event to introduce the iPhone 5 to the market at San Francisco. On 14 September 2012, Apple has begun taking pre-orders and it has received over two million orders within 24 hours and it was started to supply available at launch on 21 September 2012. iPhone 5 has improved quality and design. It is comes with white and black colour. According to the Philip Schiller who is Apple’s senior vice president of Worldwide Marketing, iPhone 5 is the most beautiful consumer device that they are ever created and he also mentioned that they are packed an
APPLE
Apple Inc., formerly Apple Computer, Inc., which is a multinational corporation that creates consumer electronics, computer software, and commercial servers, and a digital distributor of media content. On 1 April 1976, Apple was established in Cupertino, California and incorporated on 3 January 1977. The founders are Steve Jobs and Steve Wozniak who started with a Apple’s computer company in the year 1976. Apple has expanded into a very complex company that specializes in much more than just computers in the last decade. Due to the iPod product, Apple has successfully to break the barrier and ultimately becoming the dominant market leader of music players in the year 2001. In the year 2007, Apple started to join the phone industry. It’s widely successfully in the phone industry. In addition, Apple has named by the fortune magazine which is the most admired company in the world in the year 2008 until 2010.
Apple has manufactured few products which are Mac line of computers, iPad tablet computer, iPod music player, iPhone smartphone, Apple TV and Software. Based on our assignment, we are choosing Apple as our brand and specific to the iPhone 5 product which compare another brand’s product. Apple has manufactured 6 generations of iPhone product which is iPhone 1st, iPhone 3G, iPhone 3GS and iPhone 5. iPhone 5 is the latest smart phone that produced by Apple. On 12 September 2012，Apple was held an event to introduce the iPhone 5 to the market at San Francisco. On 14 September 2012, Apple has begun taking pre-orders and it has received over two million orders within 24 hours and it was started to supply available at launch on 21 September 2012. iPhone 5 has improved quality and design. It is comes with white and black colour. According to the Philip Schiller who is Apple’s senior vice president of Worldwide Marketing, iPhone 5 is the most beautiful consumer device that they are ever created and he also mentioned that they are packed an
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