In Greek mythology, the ‘Hesperides’ are nymphs that reside in a garden of delight where golden apples grow. Two examples of Apple logo trademark disputes are Apple versus New York City’s ‘GreeNYC’ logo and Apple versus Woolworths’ ‘apple-y’ logo. “Are there any other stories with an apple?” I’d ask, leading them another step back. In short, apple symbolism is not only prominent in our most common version of the Biblical creation myth, but it predates that myth. "Macintosh was always bigger than the product," Steve Hayden, the ad's copywriter, told AdWeek. Marketer Marc Gobe, author of Emotional Branding and principal of d/g worldwide, said Apple's brand is the key to its survival. Detail: “The Garden of the Hesperides” by Frederic Leighton, 1892. Since the dawn of storytelling, man has used the apple to visually symbolize all manner of things, including knowledge, immortality, abundance, the fall of man, and more. There has been a lot of speculation on what Apple’s logo symbolizes, and just like every great logo, it’s open to interpretation. It's a big tribe, everyone is one of them. Apple's flat-screen iMac, for example, was marketed as though it were created personally by Steve Jobs and Jonathan Ive, not by factory workers in Asia. Its founding ethos was power to the people through technology, and it remains committed to computers in education. Gobe cited Nike, which sparked customers' ire when it was revealed the company's products were assembled in sweatshops. ", Steve Manning, co-founder of Igor, a brand consultancy in San Francisco, California, said even a seasoned professional like himself is seduced. At the time, its products were lackluster, its branding a mess. "That's one of the reasons Apple has been rebranded -- to rejuvenate the brand.". It's got nothing to do with innovative products like the iMac or the iPod. But what does it mean? Rob Janoff, the designer of the Apple logo, claims that he didn’t explicitly intend a Biblical reference in the Apple logo meaning when he created the logo in 1977. It’s such a primary symbol to us that we almost take the Apple logo meaning for granted. Marketing experts like Marc Gobe argue that Apple's brand is the key to the company's success. Jean-Marie Dru, described by Adbusters as the "ad industry's current wonderkid," also believes that brands thrive or perish based on the ideals they espouse. Sound familiar? WIRED is where tomorrow is realized. "I own four Macs. It's no coincidence that during the late 1980s and early 1990s it was a marketing executive from Pepsi, John Sculley, who turned Apple into the biggest single computer company in the world, with $11 billion in annual sales. Is there anything unusual about it?”, Here’s where the fun starts. Gobe noted that Apple has always projected a human touch -- from the charisma of Steve Jobs to the notion that its products are sold for a love of technology. The brand is all they've got. Apple, on the other hand, comes across as profoundly humanist. Completely. Sculley marketed Apple like crazy, boosting the advertising budget from $15 million to $100 million. Once Adam and Eve had their first taste of knowledge, they knew that they were naked, and they were ashamed. "Expressions of almost spiritual faithfulness to the Mac, although heartfelt, weren't a purely spontaneous response to a sublime creation," he wrote. Then I’d ask a student to recall the plot: “The witch gives Snow White a poison apple that kills her.”. In our standard telling of the Christian creation myth, Eve is tempted to eat forbidden fruit from a tree in the Garden of Eden. * The company has a unique visual and verbal vocabulary, expressed in product design and advertising: This is true of Apple. Apple likes their symbol so much that they’re very protective of it, and they don’t like when other people attempt to use apples in their logos. "Apple is about imagination, design and innovation," Gobe said from his office in New York. "People talk about technology, but Apple was a marketing company," Sculley told the Guardian newspaper in 1997. Somewhere they have created this really humanistic, beyond-business relationship with users and created a cult-like relationship with their brand. The breakthroughs and innovations that we uncover lead to new ways of thinking, new connections, and new industries. The apple has historically been used as a standard symbol in visual depictions of the Garden of Eden (as seen above), and thus accounts for its place in our common knowledge of the Biblical creation story. Gobe, who hails from France, formulated this view while researching his book, in which he tells how brands have established deep, lasting bonds with their customers. Klein, author of No Logo, argues that companies like Apple are no longer selling products. They are selling brands, which evoke a subtle mix of people's hopes, dreams and aspirations. If you’re building a website, you might use an apple icon to simply represent a ‘food’ or ‘health’ category in the navigation. This symbol is one of the oldest and most potent in Western mythology. It's got nothing to do with products.". Apple's famous "1984" Super Bowl ad, for example, was expressly political: It's message was, give power to the masses. The similarities of these myths reveal a fundamental aspect of storytelling. The most valuable asset of the most valuable company and the force behind the most successful product of all time. "The battle of brands and products will be, above all, a battle of ideas," he wrote. Members of the Mac's original engineering and marketing team told me all about it. To revist this article, visit My Profile, then View saved stories. 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