Conclusion

Apple.com is orderly and comprehensive.  It provides a wealth of information related not only to Apple’s computers and operating systems, but also to its accessories such as iTunes, the iPod, and the iPhone.  This all-inclusive format makes it clear that Apple considers itself to be much more than just a computer company.  It also provides direct access to free software updates and downloads and includes an organized support section that leaves no question unanswered.

The only area of concern with Apple is its marketing strategy, which could be construed as unethical or anticompetitive.  In 2008, Apple easily outpaced Microsoft in net sales (compare Apple’s 35% increase with Microsoft’s 18%), and feedback generally favored Mac OS X Leopard over Windows Vista.  Despite having prevailed over Microsoft in recent times, Apple still felt compelled to run the aforementioned string of anti-PC “attack ads.”  Considering Microsoft was busy gearing their ads toward Seinfeld fans and its own dissatisfied Vista users, Apple was quickly subjected to accusations of elitism, unfair tactics, and smug intentions.

Overall, though, Apple’s website unquestionably achieves its rhetorical goals.  The site’s savvy design and flawless organization echo the company’s intentions to satisfy the needs of its audience and further bolster brand loyalty, all the while remaining receptive to newcomers and converts.