Editor's Comment: Fresh blood for post-Jobs Apple

Noelle McElhatton
Noelle McElhatton

After a suitable period of mourning for its deceased leader, Apple is back to reality.

'Being the richest man in the cemetery doesn't matter to me,' Steve Jobs once said, and it may be true that he was not overly concerned about his personal wealth.

However, when we look at Apple as a brand, the story is different. No one could ever accuse it of selling its products cheaply, but we forgive Apple this because anything with a lower-case 'i' in front of it turns out to be beautifully designed, reliable and just damn cool.

On the app front, however, Android is munching a nice bite out of Apple's market share. That's partly because it takes just a 10% cut of its app sales, versus Apple's 30%.

The challenge that Android is posing could explain Apple's recruitment drive for its App Store and a head of digital position (page 1). In the post-Jobs era, fresh blood will help Apple, one of The Marketing Society's Brand of the Year candidates (see page 14), become even more competitive.

Her majesty - the brand

Meanwhile, what should also pop up on that Brand of the Year shortlist but the British monarchy. What can it learn from mainstream brands?

Well, one mainstay for any brand worth its salt is innovation. First Prince Charles got into bed with B&Q et al. to promote sustainable living via his 'Start' website. However, this initiative was trumped by the Queen's visit to Ireland in May, an occasion unimaginable a few years ago. It was a remarkable achievement in an annus mirabilis.

Of course, successful brands don't neglect their traditions either; and April's wedding of the Duke and Duchess of Cambridge was the icing on the cake, if you'll excuse the pun.

Noelle.McElhatton@haymarket.com

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage