This is: Apple Inc.
The Apple Brand: cool, hip, trendy, innovator, high price for high quality, dependable, sleek....it is positioned as more trendy than Dell, HP, and other Windows/Microsoft based products.
Due to their "cool" status , they are able to offer their product at a higher price point. Their interactive style stores provide knowledgeable employees, training sessions, and better service than other technology/computer retailers. Their promotion is upbeat, simple, and effective.
In the past, Apple was recognized for its ease of use in comparison to Microsoft. However, over time Microsoft has attempted to move towards an easier interface, and in response Apple has continued to differentiate itself with its fast-paced, innovative technology. In the future, Apple must continue positioning itself in congruence with a youthful audience in order to stay fresh and popular. This may be a challenge for Apple according to recent studies..
"Apple is done and Microsoft's Surface is now down with the kids, according to a report by Buzz Marketing Group. The company specialises in youth marketing and has discovered that younglings are more into Microsoft's Surface tablet than Apple's competing hardware. This might be proof to show just how similar new generation of hardware is to predecessors, with little to excite consumers - teens in particular.
Microsoft has innovated with Windows 8 and its Surface RT tablet, which sports an attractive design and boasts an array of features. It has been a hit with both consumers and ourselves. But why has the younger demographic shown more interest in Microsoft's product than the trendy Apple? Buzz notes that Apple is now too popular to be popular and teens are into replacing iPhones and iPads with Samsung Galaxy smartphones and Microsoft Surface tablets.
"Teens are telling us Apple is done. Apple has done a great job of embracing Gen X and older [Millennials], but I don’t think they are connecting with Millennial kids. [They’re] all about Surface tablets/laptops and Galaxy."
The teenage demographic is an important one, which Nokia highlighted back when the company was joining forces with Microsoft on supporting Windows Phone. Should Apple be losing such mindset with young consumers could prove to be a slight dent in the company's sales numbers, with Microsoft picking up some points.
The software (and now hardware) giant has been jabbed by Apple in the past for being dull and not cool with consumers, particularly with the Mac vs PC commercials. With the refresh of Windows and other products and services, it's reports like these that will progress being made by Microsoft to rejuvenate its brand. Windows 8 is now alive with Live Tiles that update with real information, as well as improved user interfaces that incorporate bright colours and clever use of typography.
Could Windows and Microsoft be the new cool? We certainly believe so, and it would seem younger consumers are on the same wavelength.