INTEGRATED MARKETING COMMUNICATION: APPLE INC.

WHY I CHOSE APPLE INC.
Apple Inc. is a company many people can never fathom. They are a very very admired company that many people tried to emulate but failed. Apple’s customers don’t usually buy their products based on the specifications and features of the products, they are usually bought simply because it’s from Apple. They have reached a cult status whereby their products sell simply by having the Apple logo on it. A big part of this is because of Apple’s iconic ex-CEO and co-founder Mr. Steve Jobs. He is an amazing businessman but he is not a computer genius. The computer genius was actually Steve Wozniak, the other co-founder of Apple. Steve Jobs’ job, pun not intended, was to sell
I believe this is the first time they are doing so and it was a big thing that everybody talked about though many were disappointed at the small discount given.

THE THREE COMMERCIALS
“1984”

The commercial starts by showing an army of people marching in grey, and an auditorium fill with these grey people watching a screen. On the screen is “Big Brother” giving a speech, presumably about being uniform and boring. Then it shows a female wearing bright coloured sportswear running with a sledgehammer towards the screen with “riot police” chasing her. She is presumably “Apple”, and she then threw the sledgehammer towards the screen which caused it to explode. Then the words start rolling upwards, saying: On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like “1984”. This commercial was to ridicule IBM for being boring and uniform. The “Big Brother” in the commercial is supposedly IBM and not Microsoft. The lady in bright sportswear is supposed to represent Apple, to show that they do not conform to the norm and they want to change the world by shattering Big Brother with the sledgehammer. After screening the 1-minute commercial on 22nd January 1984 at the Super Bowl XVIII, it went on to claim 4 awards and became known as the greatest commercial of all time. It might be because of the fact that in 1984, science fiction was a very hot topic and that’s why people loved the