Apple's commercials resonate with the passion of Steve Jobs to change the world. The differences are stark and the non-conformist nature of the Apple messages are infused with passion and daring individuality.
The key differences are what each are selling. IBM is selling a very product-centric solution with their PCs and typewriters, showing the benefits in limited terms, only focusing on the applicability of the technology to specific needs. While Apple is selling freedom, the ability to leave ones' mark on the world with intensity and passion. Apple is selling the Macintosh in the second ad, an iconic one of the hammer thrower which has since become a metaphor of nonconformity. The first one on celebrates the misfits,...
Coupling this message of uniqueness and a "change the world" message, Apple's brand skyrocketed in effectiveness and led to the most loyal customer base in high technology.
As of March, 2012 Apple has a market capitalization rate of $500B, astounding given the highly turbulent markets it competes in. This figure shows how effective their branding decisions have been and how effective it is to align your products with freedom, autonomy and feeling good about being different. IBM exited the PC business decades ago and even sold their laptop business to Chinese manufacturer Lenovo. Selling on features will do that to a company.
