Overview

Apple Inc.'s website is an extension of its brand: its chief function is to maintain and support the company's established clientele while simultaneously working to expand it.  Thanks to its variety of streamlined, intuitively designed products, Apple has accumulated a remarkably high level of brand loyalty—among the highest of any company in the country.  It has succeeded in attracting a specific demographic of users, many who now refuse to use any computer other than a Mac.

What does such staunch customer loyalty suggest about Apple’s approach to marketing, and how does this manifest itself in its web component?  In the following posts, we will closely examine the components of Apple’s website to determine the relationships that exist between the design of the website, the nature of its content, and its overall credibility.