updated 12:10 am EST, Tue February 15, 2005
Brand helps drive Apple
Recent music announcements at the mobile phone industry conference in Cannes, France may help , according to one columnist at CBS.MarketWatch.com: "More competition just elevates Apple's brand to another seductive, unquantifiable, cool-factor level that consumers are willing to pay for. Apple's the new status symbol of the generation. Kids may not care which brand of jeans they're wearing these days, but it's absolutely not cool if you don't have an Apple....It seems smart for others to partner with Apple at this time because what they're getting is a bit of Apple's brand cachet, that they don't have themselves when it comes to digital music players.... There are competing products that are cheaper and offer more features. But Apple's brand is just too strong to sway anyone."