Apple Quote by Adam Lashinsky
““From Apple’s iconic “Think Different” campaign in 1997 featuring images of Gandhi and Einstein and Bob Dylan (and no Apple products) to its later silhouetted hipsters grooving to music on their iPods (with the ubiquitous white earbuds connected to white cords streaking down their lithe bodies), Apple has excelled at selling a lifestyle.””
About This Quote
Source Book: “Inside Apple” by Adam Lashinsky, 2012
Apple markets a cultural identity through aspirational imagery and music, not just products.
In simple terms: Apple sells a lifestyle, not just devices.
Key Takeaway
Focus on brand storytelling to shape consumer identity.
Themes
branding
culture
marketing
Mood
inspirational
analytical
Type
advertising
cultural
When to use this quote
- product launch
- advertising campaign
- brand loyalty
Key Concepts
lifestyle branding
symbolic consumption
Questions to Reflect On
- What emotions does Apple’s imagery evoke?
- How does lifestyle branding affect purchasing decisions?
A Different Perspective
Risk of alienating pragmatic consumers who value function over image.
