Originally Posted by Ration Al
The Apple of today is different than 30 years ago. The Apple brand of today is a household word, not a niche, and as such requires less advertising to support the brand.
The 1984 ad was in support of a product launch. Nothing launched on Super Bowl Sunday this year. The ad was followed-up with a 20 page supplement to major print publications explaining the Mac and it's approach to computing, the job which today is being done by thousands of Apple Store employees that didn't exist back then.
The stores are giving Apple products more visibility every day than any Super Bowl ad could ever dream of providing at any cost.
Remember, according to Steve Jobs himself, Tim Cook's job is not to ask "What would Steve do" but just to "do the right thing" for Apple. Let Tim honour that request.
Good thing you are not in marketing. Apple requires less advertising to support the brand? Sure they do. They are already doing a lot less to support their brand. Samsung outspent them what 5 to 1 in 2013?
You know who else is a top brand but also spends in the top 10 for advertising? Quite a few household names that could also spend a lot less but they know better. Somehow they know you have to keep branding and advertising your product or service. Apple doesn't even rank in the top 10. I wonder if this could have anything to do with the lack of branding and now many thinking they just aren't as cool anymore? Maybe the constant branding by competitors always in consumers faces gaining mind share. Learning alternatives to apple.
ATT, Verizon, Chevrolet, Mcdonald's, Geico, Toyota, Ford, T-mobile, Macy's, Wal-mart
There are others that aren't in the top 10 that also brand and market despite being household words worldwide. Coke, Pepsi
As far as the stores giving visibility are you kidding me? They have less than 500 worldwide. Plus you have to go past one and then INTO one to gain any benefit from this. Stores are not marketing tools. There is a reason advertising is over a 1 trillion per year industry. But then again apple doesn't really need to be part of this. It's competitors are more than happy to let them outmarket and outbrand them.
So apple's iphone sales growth rate is slowing dramatically now. We can blame the product or the marketing. Plenty of phones being sold that are not apple still. Maybe it's both?