Abstract
In this world full of technology and computing, largely dominated by Microsoft, Apple arrived to gain market shares after years of representing 7% of the worldwide computer sales but also 72% of worldwide MP3 players sales.
Since 1976, Apple has diversified its products and imposed its brand as a symbol of innovation and quality.
The success of Apple is not only due to its innovation but in an important way to its marketing and communication strategy. The company was one of the first to think globally for its communication with a unique message "think different".
In the last 10 years, the Apple communication has changed in order to answer to the market and the demands. But its main message has always been the same, it strives to think different and manufactures unique products.
In 1984, Apple started selling computers with an already included operating system. This was a real revolution to include an operating system ready to use. In those days, computers were not affordable for everybody due to the cost of the operating system.
Apple was the first to do that. This was its huge advantage.
In order to introduce this product, Apple chose to use suspense to introduce its new computer with this ad "On January 24th, Apple Computer will introduce Macintosh and you'll see why 1984 won't be like 1984".
