Apple today was recognized for its leadership in the online music industry: "The insightful brand strategy behind the iPod, iTunes and the latest part of this digital music package, the iTunes Music Store, wins Apple kudos for one of the clear brand hits of 2003," according to , a leading management consulting firm specializing in the integration of brand, business and marketing strategy.

"Apple has done a stellar job of expanding its brand into the digital music arena with its iPod portable player, iTunes software and this year's iTunes Music Store, which aims to satisfy both consumers and artists by making downloaded music legal and affordable. Playing off the anti- establishment roots shared by Apple and the digital music scene, the company has underscored its difference as a brand through packaging (the iPod's signature white serves as a visual differentiator from other MP3 players) and supported it through advertising (the white product against silhouetted profiles of hip users).



"But Apple is also using its digital music package as a vehicle to extend its brand into previously unoccupied space. Having first taken care of its own community of Mac users in April, in October it launched the Windows version of the iTunes Music Store. 'The jury's still out on how well it will traverse the PC space, but because of the Music Store's simplicity and ease of use -- some of the core elements of Apple's brand -- we're betting this will fuel substantial growth for Apple and may even increase the chances of some PC users considering Apple for their next purchase,' said Dunn."