Apple Inc: A Semiotic Analysis

Improved Essays
Signs are a commonplace feature of daily life. A sign is defined as anything that can be used to represent something else. (Berger, 2013). Commodity signs are a crucial part of consumer culture. These signs can be found on websites, in advertisements or even in a company’s logo. The principles of semiotics and the criteria for a successful commodity sign can be seen in the logo for Apple Inc.

Semiotics is the study of signs and the meanings and codes created by these signs. The pioneers of semiotics were Ferdinand de Saussure and Charles Peirce. Saussure separated the sign into two parts: the ‘signed’, which is the immediate viewing the sign and the signified which is the concept one attaches to the signed. (Asa Berger, 2005). There are three
…show more content…
Karl Marx offered an analysis of the importance of economics in society’s history and the functions of capitalism. Capitalism is an economic system typified by privately owned corporations with little government restriction on trade. Exchange value and cost value are also analysed by Marx and the relationship between these values and capitalism. Exchange value refers to the market value of a product in a society and use value is the use of that product within said society (Sturken and Cartwright, 2001). Advertising emerged as the primary strategy for both creating and promoting the need for goods, encouraging people to purchase more than they need. (Sturken and Cartwright, 2001). Advertising seeks to imbue physical products with values and traits they don’t naturally have. This not only encourages one to buy the product but also by the belief that this specific product or brand will improve their life in some way, regardless of exchange or use value. A brand’s perceived value is critical to its success. The modern definition of a brand encompasses more than the product and a logo. A brand aims to establish an emotional connection with its buyers, to in order to secure that customers business over their competitors. A strong consumer community and a sense of imagined lifestyle is critical in constructing the ‘commodity self’ which is the belief the one’s identity is defined by their …show more content…
Rob Janoff presented two designs to the company: a rainbow striped apple and that same apple with a bite taken out of it. This logo (the signifier) signified the hippie ideals and counterculture but also represented that Apple monitors were in colour, a first for personal computers. (Lusensky, 2014) There are also obvious religious comparisons able to be drawn from this sign, particularly in the story of Adam and Eve, who ate forbidden fruits (apples) from the tree of Knowledge in the Garden of Eden. This signifies a yearning for knowledge and well as a sense of indulgence in that knowledge. (Lusensky, 2014). The bite taken out of the apple could perhaps be a nod to the non-conformist nature of the society at the time. It’s unexpected and suggests the consumer can expect something different and exciting, as opposed to the market competitors. This logo was used for twenty-two years. In 1997, when Jobs returned to the company, the rainbow stripes were abandoned for a more streamlined, monochromatic look, in order to fall in line with Jobs’ new vision for Apple and the new slogan that is still synonymous with Apple today: “Think

Related Documents

  • Improved Essays

    We all know that famous saying, “An apple a day keeps the doctor away,” but have many of us considered why apples? Why not a banana a day or a kiwi a day? Your grandmother may have praised the benefits of apple pectin and told you to eat an apple when you were constipated. And it’s true, the fiber in the pectin is great at getting things moving again. But did you grandmother know apples were actually a superfood?…

    • 981 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    This is achieved if the consumer identifies with the brand. The reliance of the consumer is solely a psychological factor since this is a self-conscious feeling that the consumer has about a certain brand. • Quality of Service – The quality of service that a customer gets while purchasing the product, is one of the most crucial factors that can help us determine brand loyalty. The more satisfied a customer is with the quality of service that is given to them, the more will be the chances of the consumer to buy the product again. In order for a company to succeed in gaining brand loyal customers, they need to pay close attention to the quality of service they give to the customers.…

    • 1676 Words
    • 7 Pages
    Great Essays
  • Improved Essays

    Apple Consumer Needs

    • 738 Words
    • 3 Pages

    I would suggest that they continue to use the cash to develop more devices that are strategically designed from the user’s perspective as it seems to resound with consumers in a consistent way. I would also suggest that they create a marketing strategy combo combined with retail store features that are different, distinctive and are perceived as extremely better than their competitor. Corporations that are progressive in nature should embody prestige, quality and innovation (Bley, 2004). The company can better meet customers’ needs and wants by producing quality products that take on an iconic nature that customers are fascinated with on the regular. Thus, this builds an intense consumer appetite for the next innovative device that is predicated on easy use and integration that is highly uncomplicated (Bolton, 2006).…

    • 738 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Customer Engagement

    • 928 Words
    • 4 Pages

    Increased Brand Loyalty. The level of customer engagement can prevents a customer from shifting into another brand, especially if we think the high number of available choices and the extensive competition. Moreover, it can be stated that the level of customer engagement can be a differentiator in the purchase decision process (Tripathi, 2014). c. According to Van Doorn and his associates (2010) an engaged customer also expresses high levels of customer loyalty. Therefore, influencing consumer’s engagement with a brand or organization is the best way to retain them or increase their loyalty.…

    • 928 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    If they truly want to make it back to where the company once was their marketers need to bring back the humor, simplicity, emotional attachment, and innovation that they once had. Now when a consumer sees an advertisement on television it is usually mocking Apples new products or pointing out what Apple doesn’t have. “Apple is so dominant that its voice-activated assistant Siri gets tweaked in biting Microsoft spots comparing Dell’s XPS 10 tablet to the iPad, while Samsung…

    • 2889 Words
    • 12 Pages
    Superior Essays
  • Improved Essays

    Business Strategies

    • 1159 Words
    • 5 Pages

    While Tim Cook also believes in Steve Jobs’ former method of new and innovative products, he has been utilizing Apple’s significantly sized market share of loyal customers in order to provide only incrementally changed products while knowing the company’s large and loyal user base will upgrade to the newest devices being produced. Dr. Panos Mourdoukoutas asserts that, “Under Tim Cook, Apple has been churning out new versions of old products that are destined to reach their limits, as was the case with Sony’s (NYSE:SNE) products in the early 2000s. Tim Cook’s Apple has yet to launch a new product that may replace the iPhone, the iPad and the MacBook.”2 The business model of Apple has shifted from the Steve Jobs to the Tim Cook era; Steve Jobs emphasized the construction of brand new innovative technologies whereas Tim Cook has only been producing slightly improved versions of existent Apple…

    • 1159 Words
    • 5 Pages
    Improved Essays
  • Superior Essays

    Having an economy without rent seeking and monopolies also encourages industrialization as people can freely apply their knowledge to contribute to the progress of the economy. Stiglitz cites the zero game that Microsoft used to shut out Netscape. All along, Microsoft had not seen the necessity to have a holistic web browser until Netscape came. With their advent, Microsoft made their browser available to the public for free and under the competition with a free product, Netscape crumbed. This is again seen when Google charged Apple blocking certain apps on its operating system.…

    • 1415 Words
    • 6 Pages
    Superior Essays
  • Improved Essays

    Brand Strategy is simply long-term marketing supporting the image of a company or organization which based on the target audience. Brand strategy must include the understanding of the consumer’s needs and wants of the brand. For some, they believe that they can sell a product without developing an effective brand strategy. Although a product or service is supposed to represent a positive experience and with a strong brand strategy it will successfully launch off of the market. When a consumer purchases a product, it is not based solely off of the product, they have to keep in mind the price and especially the brand.…

    • 918 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    When customers view the firm’s products to be replaceable, this would mean that other firms’ products offer a higher customer-perceived value. However, through the use of RM, it differentiates the firm’s products from its competitors, hence, placing it in a better position to compete against its competitors. Apart from that, it is assumed that loyal customers act as advocates for the firm. By consistently working on developing customer loyalty, firms are indirectly creating net promoters that may even be more effective than the rest of their marketing efforts. These net promoters who are the satisfied customers will then spread positive word-of-mouth to their acquaintances and are more likely to repurchase from the firm.…

    • 1149 Words
    • 5 Pages
    Great Essays
  • Superior Essays

    It helps to improve the long term relationship with the customer if the brand able to benefit to customer. Values; Every brands has their own values. While company builds the brands they have some specific values and norms. Brands should have values towards their customers because it helps to earn trust of the customers. Personality; It means the set of customer’s characteristics with the brand.…

    • 1237 Words
    • 5 Pages
    Superior Essays