First off, Apple has been a marketed brand since their 1984 SuperBowl commercial. They have done such a fantastic job at integrating their brand in the world that many people recognize the Apple logo without difficulty. That half-bitten fruit is everywhere, could be some type of allusion.

Today, at the WWDC summit, Apple reveal what they have been working on for the past year. The new upgrades include an iOS6 mobile operation system, FaceTime activity without using Wifi, and its new Maps application which will replace the Google Maps app we have on our phones now. The Google Map feature is “among the iPhone’s most popular features since its debut in 2007” (Sarno & Rodriguez, LA Times).  This important feature allowed Google to own a valuable part of Apple’s bestselling phone.

But not anymore. “In iOS 6 we have built an entire new mapping system from the ground up. And it looks beautiful,” said Senior VP for iOS Scott Forstall. “We’re covering the world.” Certainly the iPhone’s new Map application is going to improve its brand image because it’s virtually a GPS system  in the palm of your hand. The application will work with Siri to “offer voice-controlled, turn-by-turn navigation, letting motorists use it to guide them through unfamiliar neighborhoods” (Sarno & Rodriguez, LA Times). With this app, there will be advertising opportunities for local businesses to put themselves on the map.

Google and Apple have been fierce competitors with each other. Although the iPhone remains the best-selling single smartphone in the U.S., most major phone manufacturers are producing devices using Google Inc.’s Android software. “Taken together, Android devices made by Google-owned Motorola Mobility, HTC Corp., LG Corp. and Samsung are far outselling the iPhone” (Sarno & Rodriguez, LA Times). To keep the Apple audience happy, they must be coming up with more fresh, interesting ideas than Google. Apple has built their brand by driving innovation into their products, and they must keep that legacy.

To ensure that legacy, they are going to market their products with more expensive price tags. The new MacBook Pro with high-def retina display (as seen on the new iPads) will run you at least $2,199 for a model with 8GB of memory. Well, there goes my bank account.

Siri is going international – not only will she be able to speak English, she will know how to respond in Italian, Spanish, Korean, and Mandarin/Cantonese, tapping into that Chinese market and the growing popularity of Apple products from across the sea. Siri will be able to keep you updated with sport game scores and stats; no more looking it up on your phone. Also, you will be able to ask Siri to update your Facebook status and tweet or launch an app. The world of IMC is growing by the sound of a human voice and very rapidly.

Some people have said that their announcement today was a flop. People were expecting news about Apple TV and newer releases of Apple products. People are speculating that a new iPhone 5 will be released in October of this year, we’ll see. Were you disappointed by the “new upgrades” the Apple executives shared this morning in San Francisco?

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