Chatter: Apple’s brand and market expectations

Despite selling a record 51 million iPhones in its first quarter Apple fell short of the 54.7 million-benchmark set by analysts. It has sparked a conversation among tech types about whether Apple needs to figure out whether it wants to be viewed as a software-hardware hybrid or a strictly hardware business. Such conversations suggest that […]

Despite selling a record 51 million iPhones in its first quarter Apple fell short of the 54.7 million-benchmark set by analysts. It has sparked a conversation among tech types about whether Apple needs to figure out whether it wants to be viewed as a software-hardware hybrid or a strictly hardware business. Such conversations suggest that one of the greatest brands in the world is facing a crisis.

Here is the chatter on Apple’s image in light of its latest earnings.

Aaron Taube @ Business Insider
“If Apple were to make a Super Bowl appearance on Feb. 2, the ad could go a long way toward helping the brand articulate to the public a clear vision of what it is trying to be. Apple has understandably struggled to define itself in the post-Jobs era, as competitors like Samsung have introduced new products that challenge its status as the most innovative company in consumer tech.”

Jessica Lessin @ The Wall Street Journal
“The distinction matters. If it continues to be seen as a hardware business, Apple’s streak – driven by products like the iPhone and iPad – could run out quickly as smartphones and tablets get commoditized and consumer tastes change. It is a lesson learned by companies like BlackBerry-maker Research In Motion Ltd., whose tech hardware was quickly eclipsed by products from Apple itself.”

Bill Rigby @ Reuters
“What we need to see from them is some sort of new product development and it would be likely in the area of software, mobile payments and advertisements that would get us thinking that there is an opportunity for accretion. Hardware can only go in one direction and that’s flat or down. It has to be something in the innovation space and they have a lot of things they can do,” said JMP Securities’ Alex Gauna.

Brands Articles

Air Canada surprises Americans with 48 hours in Toronto

The brand's latest campaign aims to make Toronto a desirable layover stop

The sky’s the limit for storytelling at Mondelez

A sneak peak from Marketing Live about content so good it makes money

Eataly set to take a bite out of the Canadian market

First location will open in Toronto's Yorkville neighbourhood in early 2017

The inevitable winner in the emotional vs. rational ad debate

Why sticking to the facts is not enough when lies are everywhere

John St. wins Home Hardware

The Toronto agency beats out five shortlisted shops in six-month review

Trans-Canada Trail rebrands seeks to connect Canadians

Five-week digital campaign looks to build brand awareness of the 25-year-old trail

NHL’s Bill Daly explains use of virtual ads on rink boards

Deputy commissioner discusses sponsorship innovation at MES 2016

McDonald’s uses four-hour ad to promote McWrap

Bacon sizzling and lettuce drying are among the scenes in the fast food giant's film