Chapter 10: Product Concepts

     Today, many of Apple's products may seem similar in terms of design and functionality, but the most common denominator among them is the operating system. Mac OS is present in the personal computer product lines, where iOS is optimized for the lines of mobile devices. The way in which Apple designs its products is to make them as convenient and easy-to-use as possible, each product fulfilling a number of needs outside of its main functionality.

     It is easy to look at the price of an Apple product as label it as a shopping product, simply because it is often more expensive than it's competitors. However, these prices are just as often justified by the amount of improvement on device specification without sacrificing the familiarity of the conveniently designed operating systems.

     Many of those who regularly use Apple products would rarely ever even consider purchasing a substitute. This may continue to become less likely as the use of cloud computing increases, with Apple products being able to now share files and documents across all devices under the same account. This creates a system in which the consumer inadvertently builds a commitment to the brand as they continue to expand their data over the "device network."

     Over the years, Apple's ads have evolved but have always maintained an image of quality mixed with "coolness." The Apple store is perhaps the greatest symbol of the company's emphasis on appearances. The stores are usually all white, elegant, and spacious, with a sense of grandeur and sophistication with a minimalist approach. Altogether, these factors make Apple's products visually enticing and physically desirable.