Tim Cook today announced the new iPad3 and a host of amazing improvements on an already successful game changing innovative device. The announcements today once again push the iPad out in front of it’s competitors. Of course, this is all part of the course of any company in the technology and digital space to keep inventing and improving existing technology and setting itself apart from the others. Apple does this so well. Apple has a certain magical aura around it’s image in the consumers eye. This I feel is reflected in what he said at the end of his presentation today.

 

“It’s the privilege of a lifetime for me to work with the most innovative people on Earth. Only Apple can deliver this kind of innovation in such a beautiful, integrated, and easy to use way. It’s what we love to do, it’s what we stand for.”

 

In this single statement he reveals how the very core of the Apple brand is about beauty, simplicity, ease of use. He also shows something about how they as a company view themselves in the World. Like the consumers the Apple products employees have a very clear message in their minds, how can they make something better and more desirable that falls inline with the brand values. This is what the company stands for, it is what raises it’s thinking and products up to a higher standard than I believe most companies are willing to invest in, for fear of uncertainty and returns. Apple has always taken gambles and sold beautiful products that it believes people want. They appear to be right this time.


I was even looking at the logo evolution recently and liked the update that was shown today for this talk. It is a nice modern interpretation of the fantastic rainbow logo Rob Janoff did for Apple back in 1975.


It shows that Apple knows what it stands for, and tries constantly to add to it’s brand image and the story it wants to tell, of itself to the public. Apple has made it’s fair share of mistakes and bad assumptions about products but they have been very consistent with their brand and that is something that I think makes the company a very compelling idea to get behind. They try and improve the way people interact with technology. This is what Jim Collins in his book “Good to Great” would refer to a “Hedgehog Concept”, and idea that drives every decision and path you follow as a company. What can we best the best in the World at, it seems Apple is the best at innovating and selling those ideas to people. Who doesn’t want to consider themselves as someone whom thinks differently and creatively at the World. Buying into Apple is adding to your personal interpretation of yourself as that type of person.

 

I don’t regard myself as one of the brand faithful followers of Apple but I can’t help but like their products and their brand. You won’t find me queuing at 3am for a new iPad3 at the Apple store, but I am certainly going to be drooling from the window.

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