Episode 003: Valiantly Defending Jobs
Exponent
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Apple Is Not the Cool Player
It's not an accident that the iPod commercials were built around the earpods, right? Those white strings or those white cords. Watch Apple's video from the iPhone last year when they talked about the iTunes Festival. They are all red. This is a $3.2 billion marketing play. It's challenging to say the least for a company to be cool for two generations. But like one of the most powerful brands in electronics slash music slash the sort of areas that Apple prides itself on dominating from a branding and coolness perspective. Right now that's Beats.
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