Transmedia

Greg Clayton

Prof. Cacoilo

Convergence

9 December 2015

The Apple Empire

​           In the context of consumer recognition and brand loyalty, the Apple trademark has globally established itself as a user-friendly product since the beginning of the online revolution.  From the launch of the Apple-1 Computer to their most recent product, the iPad, Steve Jobs and his brain trust have enabled their users to utilize a vast network of innovative electronic devices, which are constantly transforming the digital divide.  Apple developers have afforded their clients with the ability to multitask with the use of a single device.  Specifically, the iPhone, has created a social phenomenon in its instantaneous ability to access information and connect on a multifaceted level.  The iPhone, which was unveiled to the public on January 9, 2007 in a keynote address, collaborated with AT&T mobility and iTunes to produce the ultra-modern, general-purpose, wireless data carrier.  In addition to having a unique status in the commercial technological industries, the phone's profound marketing campaigns on commercials and social media sites, which include Facebook and Twitter, have attracted a diverse range of consumers.               According to statistics, there are currently an estimated 6.4 million and growing active iPhone users in the United States alone.

        Apple released the iPhone 6s in eighty countries and territories and is consistently finding new ways to integrate and market their product across transcontinental borders.  The iPhone comes equipped with a camera, portable media player, navigational tools and a variety of other applications, which are all easily accessible to users with the phone's multi-touch screen.  Simply, the phone merges different genres of entertainment, communication, business and games and is a source of state-of-the-art technology that links people together.  The diverse features, which are primarily available for free or a minor charge, have collaborated to create a compelling transmedia experience.  The well-known phrase, "The whole is greater than the sum of its parts," is particularly applicable with the invention of the iPhone.  The numerous icons each serve a distinct and valuable purpose in the phone's unique composition. As a result of its special features, the iPhone has been ranked as one of the largest engrossed products in the history of mobile technology.  Apple has been named the World's Most Admired Company by Fortune Magazine for the past three years.  Fortune magazine declared that the iPhone, "has single-handedly changed the way we do everything from consume music and access information to design products and engage with the world around us."(Elmer-Dewitt)  Moreover, it has been frequently noted that never in the history of the cellular industry has a phone created such an immense hype among people.  Eager customers even camped outside in order to be first to purchase the highly anticipated new phone.  The iPhone has introduced a revolutionary way for man and machine to interact simultaneously.

              While many people typically identify the concept of social media in terms of their computer, the Apple conglomerate far exceeded consumer’s preconceived notions with the introduction of the iPhone “smartphone”.  The iPhone provides an astonishing 100,000 and expanding number of applications, or “apps,” which are tailored to a variety of audiences.  Users can download a range of applications from the App Store, which is prominently located on the default Home screen of the phone.  The App Store allows developers to reach over tens of millions of iPhone owners around the world.  The most popular complimentary app is Facebook, which is a social networking site that allows users to create personal profiles and connect with other members.  There are even apps, such as Appsaurus, Appolicious, and Appitzr, which allows users to import their libraries of installed apps to generate a list of additional recommended apps.  Upon review of Apple's homepage on the iPhone, social networking apps constitute for approximately 2.5% of the total number of current active applications available.  There are a plethora of applications that constitute as social media functions.  A few of the obtainable application icons include Blinn, LivingSocial and Strands.  To further highlight each of these interactive media applications, Blinn, a social network, allows its users to frequently update their current physical location.  Blinn subscribers are easily able to access other users’ information, depending upon individual's privacy setting preferences.  Furthermore, people are able to converse though group chat rooms and personal messages.  LivingSocial permits its followers to review different forms of entertainment including video games, books, and music.  Fans can share the information on various social webpages and meet people with similar interests.  Lastly, Stands, a multi-protocol instant messaging service, informs people of others physical activity statuses on popular sites such as Digg, Flickr, Twitter and so on.  This app permeates online social media  by allowing multiple users to communicate with various training groups and helps people stay connected with friends and other networks.  Apple is extremely proactive in reassuring its fans that iPhone applications offer high-quality experiences that are distinguishable from other similar devices. Apple's designers profess that iPhone apps are superior to other Web programs as they are extremely interactive and accessible to a diverse demographic of people.  Therefore, Apple has maintained the power to encourage consumers to specifically purchase the iPhone versus competing smartphone platforms.

              Another reason why the Apple franchise has generated such a massive network of followers is because of its support for third-party web developers.  Apple helps encourage and facilitate the creation of custom-made applications, which are developed by novice techies.  The sheer volume of available applications reflects the vast amount of creative talent that has contributed to the success of the iPhone.  In February 2008, Apple executives announced that a Software Development Kit, or more commonly referred to as SDK, would be made accessible to third-party program developers.  Once the application has been developed and deemed appropriate for mass distribution, artists are free to determine their own price for the application to be purchased in the App Store.  Furthermore, the program creators can decide whether or not to charge customers for downloading their application. Although some of the web-base applications were created by Apple engineers or have involved partnerships with corporate content providers, a significant portion of the iPhone's apps were designed by the grassroots efforts of amateurs.  These entrepreneurial-minded individuals have produced a universe of limitless possibilities for applications that appeal to a broad range of audiences.  There are apps which are geared towards shoppers, business professionals, religious affiliations, travelers, sports enthusiasts, and an almost infinite number of other special interest groups.  The iPhone empowers, rather than constrains consumer participation with its frequent transformations.  One of the most prominent social networking tools on the iPhone is the "Bump," which was single-handedly created by two University of Chicago business school students.  The premise of the Bump, which combines location-based technology and WiFi, is a convenient method to share contact information between users by simply "bumping" the mobile phones together.  The Bump accelerates the process of social interaction between individuals.  This specific app, along with an assembly of other applications which were created by ordinary people, have simplified the ways in which people are able to exchange information.   In Henry Jenkins book, "Convergence Culture: When Old and New Media Collide," the author highlights the concept of "co-creation."  He affirms, "In co-creation, the companies collaborate from the beginning to create content they know plays well in each of their sectors, allowing each medium to generate new experiences for the consumer and expand points on entry into the franchise" (Jenkins, Henry.  2006).  In regards to the iPhone, as a result of the intersection between the corporate industry and grassroots modes of input, Apple has developed a mutually beneficial relationship with its customers, and moreover, immeasurable continued success.

              Apple’s marketing strategies for the iPhone coincide with the typical approaches of other software industries; however, the available marketing tools have drastically expanded in recent years, especially in the area of social media.  The process initially entails a company to conceive and develop a product, which they believe a consumer will desire.  The second step involves the integration of a persuasive marketing campaign to attract a substantial customer base.   Lastly, the ultimate goal is to continue to create new products and upgrades to retain customer loyalty and increase revenue.  The creative advertisements for the iPhone are informative, contemporary and to many, genius.  Thorough their innovative marketing techniques, which include commercials, celebrity endorsements, brand placement and corporate sponsorships, the iPhone’s image has become well-known throughout the consumer marketplace.  The iPhone commercials generally consist of catchy musical scores, visually stimulating graphics, and aesthetically pleasing image frames, which attract a wide range of viewers.  In turn, their memorable ads resonate with diverse audiences and persuade individuals to purchase the mobile phone.  For instance, Apple recently released an iPhone commercial which incorporates the usage of Facebook.  The ad demonstrates how simple it is to navigate with the iPhone and also reaches out to fans of the social networking service.  The narrator of the commercial announces,  "If you love Facebook so much that you check it every time you're near the computer, just think about how great it would be to check it, well, every time you're nowhere near the computer.”  According to Facebook, people who utilize Facebook on their mobile devices are twice more active on the social networking site than non-mobile users.  By assimilating the Facebook brand with the industry giant and advertising leader Apple, the iPhone has gained additional recognition and popularity among mainstream American culture and throughout the world.

​        In present day, the iPhone is often considered to be one of the greatest creations of all time.  The portable wireless carrier is no larger than the size of a hand, yet contains an inconceivable amount of data.  The numbers of applications are growing at an exponential rate and will likely surpass the million mark in the next several years.  The iPhone enables its users to connect via voice communication, text messaging, photo sharing, social media sites, and through a surplus of unique applications.  Although users are generally only able to utilize a single application from the phone's interface at a time, there has been speculation that the upcoming iPhone OS 4.0 will permit users to operate several functions at once.  This new iPhone, which is scheduled for release in the next few months alongside other innovative handset models, will support multitasking by allowing numerous applications to run simultaneously.  According to Google, the iPhone generates 50 times more search requests than any other mobile handset.  Apple’s development of the iPhone is a phenomenon that will likely continue to attract future generations of consumers for many years to come. 

 

Works Cited

Elmer-DeWitt, P. (2015) How the iPhone changes its owners. Available at: http://fortune.com/2015/09/29/apple-iphone-easily-absorbed/ (Accessed: 9 December 2015).

Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. Print.