Apple gets it.
Their focus on design an aesthetics has allowed them to sell millions of iPods, iPhones and iTunes songs in a very short time. Although far from obscure, Apple was (until the past several years) a company with a cult-like following and had been unable to break into the market as a mainstream choice for consumers. With the iPod and iPhone, they have turned that market inside out, redesigned and repositioned it, and they now lead the pack by light years.
Their commercials show that they really know what they are doing. In addition to just branding the company and their products, their commercials are instantly recognizable and put a focus on their product. There aren’t obscure references to the product or hidden meanings, they are simple, fun, and extremely effective.
Their use of songs and music icons shows that they understand why people use their products and why they should use more.
Simple, beautiful, and effective. Aesthetics and marketing can and should go hand in hand:
