In my class last week (after a good Christmas break), my professor spoke about Apple withdrawing its IPhone 4S' from the Apple Stores in China, not due to low demand, but due to the exploitation by other businesses for selling it in the black market at a much higher price to meet the demand of the Chinese market (Wow! Chinese have money). In fact, the 5 Apple Stores in Beijing and Shanghai stopped selling the product. The suspension of selling the IPhone led to a customer throwing eggs, who was already quite irritated by the late launch of the product in China (which was almost after 3 months).
After researching about the I-Phone 4S issue in China, I got diverted towards the advertising used by Apple. They always focused their ads mainly on creativity and thinking outside the box. Their “Think Different” in the nineties and the “Switch” and “iPod people” in the noughties were significant campaigns. “Think Different” by advertising agency TBWA\Chiat\Day titled "Crazy Ones" was a sensation showing the world’s prominent figures who made a difference archiving something that changed the world. “Switch” showed a series 30 seconds video of persons switching from Windows to Max. “IPod people” had a series of ads that focused on the product rather than the people along with dark silhouetted characters against bright-coloured backgrounds.
Apple, under the leadership of Steve Jobs did manage to change the company profile. Today most of the creative people and businesses use an Apple computer for their work. The words “Think Different” is still the main aim of Apple. I have an Ipod that was gifted to me by my aunt for Christmas in 2009 and is still my best companion when I move around London. Apple did its work on me by impressing me with its product and I am now saving up to get my first Mac.
