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Unable to compete on either price or selection, Apple has comfortably settled in on being number two in the computer market, but that doesn't negate their being number one in the hearts and minds of those in the know. The paper shows that whether they admit it or not Apple promotes and encourages a cult-like devotion to their products. The paper examines reasons for consumers' devotion to Apple, including its emphasis on individuality, power, ease and community, as well as using classical musician Yo Yo Ma as their spokesperson.
From the Paper:"The Apple world is tidy, clean, and simple. It emphasizes four things, individuality, power ease, and community. It's gone from the incandescent colors of two years ago, when lower-priced IMACS and IBOOKS dominated its pages two years with ibooks back to whites, deep sea blues, and soft grays. It portrays the soft aesthetic of a futuristic world in harmony while maintaining what could be called a neoclassical look. Their style of type, geometrical design conscious of the golden rule of proportion, along with their choices of colors recalls the temples of ancient Greece. That the OSX symbol for their operating system appears countless times like some Latin acronym gives it a Roman look."
Cite this Essay:
Apple Computers (2003, April 01) Retrieved September 19, 2020, from https://www.academon.com/essay/apple-computers-23183/
"Apple Computers" 01 April 2003. Web. 19 September. 2020. <https://www.academon.com/essay/apple-computers-23183/>