The buzz piano started in 2009. Here an article published in the press, then again in a loop on the blogs. There’s a rumor, back in all directions on thousands of websites. And little by little certainty, or almost: Apple will launch a “tablet”, an object halfway between the computer and the phone, something like a giant iPhone, necessarily revolutionary! One photo appeared on the site Gizmodo. But is it craft? Mystery.

MacRumors says he called “islation, exhuming a repository of domain name dating from 2007. And Valleywag has proposed $ 100 000 (71 000) who would provide additional clues about the object that is fantasizing the whole community “Applemaniaques. Stéphane Richard, number two of France Telecom, has even dropped, January 11 on Europe 1 radio that his group would distribute the machine in France. But Apple’s side, nothing has been officially confirmed. Radio Silence. The firm merely to announce at the last moment, a special press conference, January 27. As usual, it will be held at the Moscone Center in San Francisco. But the big day, who knows if Apple executives did not go out of their sleeve quite another electronic gadget … Mystery.

Only the firm to the apple can do so speak of it without lifting a finger. To generate such a passion, a kind of devotion. “We finally have our church,” rejoiced a client on the opening day of the first Apple Store in France in early November. In fact, for his admirers, Apple is a religion. It’s Masses: the “keynotes”, held once or twice a year in San Francisco, historic birthplace of the brand. His great officiating guru and founder Steve Jobs. A show exceptional man who knows his book ads for the trigger end and standing ovations.

The brand also has its myth. The launch in 1984, the Macintosh, the first computer truly designed for the common man. The death struggle with the software publisher Microsoft and the manufacturer IBM in the 1980s. Financial difficulties in the early 1990s. The resurrection with the return of Steve Jobs, who had been dismissed in 1985. Then came the impressive list of successes. The iMac, launched in 1998. The digital music player iPod in 2001, became almost a generic with 70% market share. The iPhone, launched in 2007, became a social phenomenon – when they were discovered, some professionals have dubbed the “Jesus Phone” … And of course almost Christlike Steve Jobs fed the legend of a miracle pancreatic cancer in 2004, it must move away a few months in 2009 for a liver transplant. But it is again in charge.

How did the group succeeded in creating and maintaining such fervor? Firstly thanks to the quality of its products, designed to be simple to use – the technology must be forgotten. Beauty is also a central concern. Jonathan Yve, head of design, works directly with Steve Jobs. It improves ergonomics, create new gestures, like sliding the thumb on the knob of the iPod, expand the image of the iPhone by opening two fingers on the screen. Then borrow the packaging codes of luxury. And finally, Apple Stores are designed like jewel cases to make, with their large tables of blond wood and glass staircase. As a result, “Apple products are more expensive than others because it is an emotional value” for Cathelat Bernard, a sociologist and founder of the Center for Advanced Communication (CAC).

Side advertising campaigns are often regarded as no-fault. “Apple has staged initially in the role of David against Goliath, IBM and Microsoft. This immediately creates sympathy. Then it became the battle against Big Brother,” said Mr. Cathelat. It started with advertising spot “1984″, based on the novel by George Orwell, to launch the Macintosh. Directed by Ridley Scott for the agency TBWA Chiat Day, it will remain etched in memory American advertising. Working with TBWA continued in 1997 with the “Think Different”, illustrated with portraits of Gandhi and Einstein, even hanging on the walls of the Louvre. It must then maintain the image conformist Apple when Steve Jobs, recalled flying has yet to introduce novelty.

Will subsequently campaigns for the iPod and, since 2006, the spots with the owners of PC computer as needy. In addition, the Microsoft ads are pale. “Apple has a goal: high-end, and this translates into 4% of the global market. It is an elitist model: the group does not lower its prices. Ours is much more popular: we aim, with a wide choice of PC, hundreds of millions of customers, “argues Eric Boustouller, President of Microsoft France.

Ultimately, this gives a very consistent brand. “Apple uses a single sign, apple, to embody the company and products. Immediately identifiable, universal, but very specific, because the apple is bitten,” said Cyril of Charentenay, co-head of the design agency Nude. At that point, increasingly, products, Apple’s name disappears in favor of one symbol. “The design has integrated communication. It’s almost a new language that could do without words,” advance Rémi Babinet, chief of the creation of Euro RSCG. A textbook case for advertisers and competitors.

This marketing genius is largely due to Steve Jobs. This is neither an engineer nor an inventor, but a “pro” marketing coupled with a visionary, which detects the technologies that can change the way people work and entertain themselves. Today, young people, Apple has become the epitome of the “trendy”. “My cousin Steve Jobs is as cool as U2!” Testifies Frigara Olivier, former deputy editor of SVM Mac.

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