The company recognizes that there are limits to the use of multisensory branding. The branding must, after all, remain relevant to the product. For consumer electronics, taste and smell are relatively irrelevant, just as for a fast food chain they are critical and touch becomes largely irrelevant. So while touch, sound and sight are all relevant to Apple's branding, the other two senses are not and therefore do not play a role in the branding. Apple also makes use of sound as part of its branding. As with many companies today, Apple has recognized the appeal of music in creating a brand image. The company prefers to bolster its image as an innovator and a brand for creative people by using fresh sounds from relatively unknown performers. Snippets of the songs are used to create an emotional state during the relevant advertisements. The emotional state created is the one that the company wants consumers to associate with its brand. For this reason, it is unlikely that Apple will use a major, generic-sounding rock band, a death metal act or even a country artist in its commercials -- these sounds do not convey the brand image that Apple is trying to build.

Lindstrom argues that building a brand is a lifelong dialogue with the consumer. As such,...

Since at least the early 2000s when Apple first launched the iPod, it has produced a relatively consistent slate of advertisements that supports its particular brand image. There has been very little deviation with respect to the sounds that support Apple's image, just as there has been little deviation in the company's visual and touch presentation to the consumer as well.
Apple has taken some of the elements of Lindstrom's brand sense theory and applied them to its promotions of the past ten years. In doing so, Apple has succeeded in building a strong lifelong brand association with a large number of consumers. It has also rightly focused on the brand senses that are most applicable to its product. Apple does not pipe smells of apple pie into its stores because that would not create an association relevant to its products. Instead, it produces sleek products that convey the company's desired brand image to consumers. As a result, Apple has had tremendous success over the past ten years in building its brand. The company can be expected to continue along its current brand path, as that path has proven successful for the company in the past.