My name is Jobs, Steve Jobs. One of the builder of the modern world. He co-founded Apple and made it fail just to bring it back to life harder than ever. Apple was not always cool. To become cool they had to change the way they were working. Apple did not get it right the first time. They thought it was about power, but in fact it was about Cool. The Macintosh and all the products that were released when Steve Jobs was not working for apple anymore were missing the main factor, Coolness. And when Steve Jobs came back he understood, and then came the iMac, the iPod, the iPhone, and the iPad. Apple sure did went through a lot to get to where it is today. Even their logo had to be redesigned.
Apple was not always an Apple. It once had a avatar very different from the one we all know today. Apple's first logo was not cool. It had Newton under a tree and an apple about to fall on his head. It does makes sense since the company was named after that story that made Isaac Newton invent Physics and was the first event to the modern world. Customers do not care about the meaning of the logo if it is not cool. They did not have any professional marketers to give them a proper image for the company but the Apple I made them enough money to hire someone. The logo did not live a very long life.
To Apple or not to Apple? Apple chose the right decision by changing their logo to an Apple. Apple’s logo became cool. The logo was filled with the colors of a rainbow. It shows happiness and is esthetically appeasing. It stayed the same for a long time until it changed to the logo we all know today. Apple needed to be cooler, and their old logo was not pulling it off. That is why they decided to change. Without the change, apple might have never come that far.
Steve did not do his Job. He worked very hard on the Macintosh but it did not hit the public like he expected. Apple lost their coolness with the T.V. ad for the Macintosh. The Macintosh was the most powerful computer at that time and the best one, but it was too expensive. Steve wanted to transfer a message in that advertisement, he wanted to tell the world to free from the monopoly they are imprisoned in. He is referring to how IBM was monopolizing the market. The advertisement was not cool to the public since many liked IBM and though the Macintosh was too expensive. Apple was inspiring the people to be rebels, the rebel was imaged by the girl different from the other trying to break what others believe in. So the Macintosh did not sell. Steve Jobs was fired from his job, and apple entered the worst years in its history.
Apple’s banana years. It was not the apple we all know, it was different. Apple did not understand that what people wanted was as simple as cool. Apple was not cool in the years steve jobs was not working. They came out with a few products. On the picture are some of the products, they are very ugly and not attractive. Nothing more than a IBM computer. They even had a tablet but it was very not cool. It did not work very well. Apple was about to fail so they decided to buy Steve’s new company, NexT, and with the company came Steve Jobs.
Music at a whole new level! Apple saw the opportunity in the Music world and how cool music was and they took it. Apple’s level of coolness grew in 2001. The idea already existed, but apple pushed it forward. Bring your whole music library in your pocket. It was small, very small at that time. And it could hold a very large amount of music. The back of the iPod was metallic, and that gives a very cool look to the iPod. It was very popular, everyone had to have one. Individuals who had one were cool. Having an apple product was then consider being cool. And Apple started to make more money than ever.
The against monopoly company, becomes the monopoly. Apple is, in 2007, a monopoly in the handheld devices. Not only for the iPod, this time they came out with a bigger gun, the coolest phone in the world, the iPhone. It was the first smartphone and it was able to do preety much anything a computer does. There is that same metallic back to it and also the software was very cool and simple. People were so seduced by how cool the device was, there were lines of people in the apple stores around the world. And apple became the new monopoly they were trying to fight in 1984. Apple is now the coolest company the world knows and people will buy anything they sell because it is signed Apple. But that is not enough for them, they want more than that. So they pushed the handheld business further.
The future is today. Apple is now the coolest company in the world with their newest product, the iPad. Apple is getting cooler than it already is. In 2010, apple announced their iPad. Apple believes that tablets are the future of computing. It is a very interesting design, very thin, very sexy, and not expensive. The iPad is monopolizing the tablet industry and Apple is growing cooler every year. In this advertisement apple is playing some happy music and showing how nice looking the iPad is. Showing cool people using the iPad to make people thing that by using the iPad, they become cool. And Apple is not finished, they have the good formulae and they will use it until another company finds better formulae to be cool.
Apple had it all. It went from cool to uncool and back to cool again. And now they are leading the world in computers. From their logo changes, to their products there are selling to the public. They all failed because they were not cool enough. They use to fight monopoly and now they are the monopoly. Everyone in the world wan a apple product, to show off or for its ease of use. But now that the genius behind the success of the company left, Steve Jobs. Will the company continue on its kill streak or will it go the same path than between 1984 and 1997?
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