Apple Brand Audit Indeed, some heavy books can easily be written about this business. Without exaggeration, we can say that Apple is one of the brightest technology companies that appeared in the 70s of the last century. Through innovative technology and aesthetic design, Apple Inc. has earned a unique cult-like reputation in the consumer electronics industry. In 2014 the company ranked first in the world by market capitalization. The brand concept is built around the slogan “Think Different” (Linzmayer, 2004). A. BACKGROUNDHistory The history of Apple begins thirty years ago, when the two friends Steve Jobs and Steve Wozniak decided to found their own company for the production and release of computers. The company not only produces numerous high-tech devices, but also has a great brand ideology behind it. The following chapters will examine each of the factors that determine Apple's success. Brand image The meticulously crafted image of Apple products as a unique and unrepeatable product has contributed to the fact that it has become almost a cult object. In 2011, according to the assessment of the research agency Millward Brown, Apple TM became the most expensive brand in the world, estimated at 153.3 billion dollars. Brand Communication Strategy Apple probably has the best PR department in the world. This is especially significant during the development and launch of new products, because in any technology company you cannot call such resonance with your own innovations. Before users can see the new Apple product for the first time and touch it, the company carefully plans all its public appearances and mentions of the same, monitors leaks, organizes briefings for privileged journalists, closes the presentation at which can only be entered by invitation, and finally, it organizes early testing for pre-selected positive-minded members of the media. Nothing to do, on the rare occasions when Apple does not check the initial promise, it corrects it by using its powers to provide elaborate answers