Apple Irony

Apple’s Reality

The Apple brand persona as pioneering and independent began in the 1984 Super Bowl commercial, which was centered around the Orwellian concept of ‘big brother’ and showed Macintosh computers as a means to resist oppression.(Creating Powerful Brands; Chernatony, McDonald, Wallace)

Research  found that Mac users are ‘active, avant garde and early adopters positioning them as ‘Sociologically Elite’ (Sellers, 2008).

Does Apple’s position against FBI support this brand message?

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