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Apple Computer 

Brand Value: $13,648 Million 

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 Snapshot

Brand Value - Methodology

Books: Eric Schlosser writes Fast Food Nation

Events: Foot-and-Mouth; September 11th US rocked by attacks; US launches war on terror

Films: Lord of the Rings; Harry Potter and the Philosopher’s Stone

Music: Destiny’s Child sings “Survivor”

Apple

Although Arthur C Clarke’s: 2001: A Space Odyssey was not being played out in the real world of 2001, the cult book and film had become a source of inspiration for the most significant innovation for years. Apple’s iPod, launched on October 23, 2001, had taken its name from the pod bay doors on the Discovery One spaceship in Kubrick’s film.

The Apple iPod destabilised the very foundations of the music industry by enabling consumers to download thousands of digital files of their favourite tunes and put “1000 songs in your pocket.” Apple focused on the small size, power, design and ease-of-use of its new digital music device. Once more, Apple had proved that a focus on design and innovation was a winning combination.

Crucially, the iPod was paired with an online music organisation tool and store called iTunes making it easier for consumers to download their favourite tunes. By the end of 2001, iPod had sold 125,000 iPods.

An entire ecosystem has emerged around the music player, quickly helping Apple to dominate the market. From car charger to docking stations and speakers, alarm clocks, there are even prams and belts with docking stations.

It may have caused less excitement among consumers, but Microsoft launched a significant new product with the launch of Windows XP, a new operating system for PCs. Meanwhile, Peparami’s animal was winning advertising awards.

2001 was also the year the bubble burst for the booming internet industry with the dotcom crash. As web start-ups like Boo.com crashed and burned, the ones with stamina and cash reserves battled on.

 What do you think?

To celebrate our 50th Anniversary we have already chosen 50 Golden Brands from 1959 to 2008, but now we want you to help us choose the Golden Brand of 2009 which will be awarded at our 50th Anniversary Gala Dinner on November 16 at the Battersea Evolution.

Which brand do you think is worthy of our Golden Brand of 2009?

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 Latest comments

''It's a Mini Adventure''

What about the Mini's relaunch in 2001 - changed small car packaging and marketing forever! And a new phrase enters the vernacular.

Posted by Emma Sherrard on 2/10/2009 | 2:43 PM

Apple is for IT shy folk!

When all is said and done Apple products are incredibly expensive for what they are. It's a triumph of style over practicality.....with the possible exception of the iPhone. In today's world the computers are a joke!

Posted by Jim on 2/8/2009 | 9:45 AM

Apple

My Apple laptop has profoundly changed my life style.

Posted by Paul on 2/5/2009 | 2:25 PM

stolen

the brand is faaaaaantastic, too bad they stole the logo from the Beatles

Posted by jaap on 8/22/2008 | 6:07 PM

That's real brand !

Apple => modern marketing...Apple adds value, creates positive experience through the different contacts that consumers have with the brand ! Congrats marketing team !

Posted by Marcelo Diogenes on 8/21/2008 | 11:26 PM

Superb brand!!!

The best brand in the world!!!

Posted by Sherzod on 7/7/2008 | 12:52 PM