Abstract
In the current world of media and communications, Apple is a significant point of reference now. Its advertising campaigns for the iPod Nano, the MacBook Ecolo or even the parodies of PCs have their moment of glory every time. The communication appears to be studied in detail, so that the target is successfully influenced for a long time.
For example, if we consider the advertising campaigns of apple, they always have the necessary scenario, the right colors, the right music and especially the right product with the technology we need, though they may not be too many of them.
With respect to communication within the company, it is embodied by one man: Steve Jobs. He is the instigator of the movement created by Apple. The keynotes, and conferences that launch products, are comprised of fanatical brand loyalists, permitting them to launch products with just a platform, a man and a PowerPoint presentation: and it works!
And of course two ingredients which are essential: the new technologies developed by Apple and the price! These may be the only advantages, but Apple is now well above its competitors in terms of image.
