InfoAnda - After iPhone's debut, Cook must reposition Apple brand |

Pakistanis angry over detentions in Times Sq. case
Monday, May 24, 2010
ISLAMABAD – Relatives of three men detained by Pakistan for alleged links to the suspect in the attempted Times Square bombing say the men are innocent.
They

Taiwan denies boycotting Australian film festival
Thursday, August 6, 2009

AFP - Thursday, August 6TAIPEI (AFP) - - Taiwan's Beijing-friendly government on Wednesday denied boycotting an Australian film festival amid a row over the e

Merkel's support dips, regional ally resigns International
Thursday, September 3, 2009

By Sarah Marsh and Noah Barkin

BERLIN (Reuters) - Chancellor Angela Merkel suffered a double blow on Thursday as a senior party ally in east German

Minister seeks closure of anti-Berlusconi websites
Wednesday, December 16, 2009
ROME (AFP) - – The Italian government moved Tuesday to close down Internet sites encouraging further violence against Prime Minister Silvio Berlusconi, who

Asian markets mixed after Wall Street rally
Wednesday, March 18, 2009

By ELAINE KURTENBACH,AP Business Writer AP - Wednesday, March 18SHANGHAI - Asia's stock market rally seemed to be running out of steam Wednesday, despite an

Bolivia sets condition for patching up US relations | 4 March 2009
Murder brings scrutiny to fast-growing Craigslist | Technology | | 25 April 2009
Yamaha Motor posts 1.8 bln dollar nine-month loss | 4 November 2009

CNBC's Bartiromo To Write Column for USA Today | 17 September 2010

Forum Views () Forum Replies ()

Read more with google mobile : After iPhone's debut, Cook must reposition Apple brand |

Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Home Business Business Home Economy Technology Media Small Business Green Business Legal Deals Earnings Summits Business Video Markets Markets Home U.S. Markets European Markets Asian Markets Global Market Data Indices M&A Stocks Bonds Currencies Commodities Futures Funds peHUB World World Home U.S. Brazil China Euro Zone Japan Mexico Russia Afghan Journal Africa Journal India Insight Global News Journal Pakistan: Now or Never? World Video Politics Politics Home Front Row Washington Politics Video Technology Technology Home MediaFile Science Tech Video Opinion Opinion Home Chrystia Freeland Felix Salmon Jack Shafer Breakingviews David Rohde Bernd Debusmann Gregg Easterbrook Nader Mousavizadeh James Saft David Cay Johnston John Wasik Christopher Whalen Ian Bremmer Mohamed El-Erian Lawrence Summers The Great Debate Unstructured Finance Newsmaker Money Money Home Analyst Research Global Investing MuniLand Reuters Money Alerts Watchlist Portfolio Stock Screener Fund Screener Personal Finance Video Life & Culture Health Sports Arts Faithworld Business Traveler Left Field Entertainment Oddly Enough Lifestyle Video Pictures Pictures Home Reuters Photographers Full Focus Video Article Comments (6) Editor's Choice At economic debate, Romney says he can lead Saudi says Iran will "pay the price" for alleged plot Juncker lists 10 steps to stem euro zone crisis Exclusive: China begins lobbying on yuan bill Hamas steals Abbas thunder with prisoner deal Euro crisis, yuan sow discord as G20 gathers Chrysler, UAW reach tentative labor pact MuniLand: When national and state data diverge Video: China joins ranks of the credibility-impaired Slideshow: "Rage" against Wall Street Follow Reuters Facebook Twitter RSS YouTube Read AOL CEO pitches investors on Yahoo deal: sources 12 Oct 2011 Alleged Iran plot "dangerous escalation": Clinton | 12 Oct 2011 Gibson Guitar CEO slams U.S. raids as "overreach" 12 Oct 2011 Alabama immigration law decried, applauded as some flee state 12 Oct 2011 T. rex bigger than thought, and very hungry 12 Oct 2011 Discussed 171 California governor signs controversial ”Dream Act” 128 Hank Williams Jr. lashes out at media in new song 116 Insight: Occupy Wall St, the start of a new protest era? Watched Japanese airline, ANA, apologises for plane flip Fri, Sep 30 2011 Rihanna's "inappropriate" outfit halts music video Tue, Sep 27 2011 China : what is a "hard landing"? Sun, Oct 9 2011 After iPhone's debut, Cook must reposition Apple brand Tweet Share this Email Print Related News Bullish Apple investors start calling for dividend Wed, Oct 12 2011 Apple's iPhone 4S breaks early order record Tue, Oct 11 2011 Jobs authorized biography so his kids can know him Fri, Oct 7 2011 Samsung says third-quarter to top consensus as phones boom Fri, Oct 7 2011 Apple's board needs to step up to new era Fri, Oct 7 2011 Analysis & Opinion Corporate governance chart of the day, Benford’s Law edition The godfathers of Steve Jobs’s genius Related Topics Technology » Media » Apple CEO Tim Cook speaks at Apple headquarters in Cupertino, California October 4, 2011. Credit: Reuters/Robert Galbraith By Edwin Chan and Supantha Mukherjee Wed Oct 12, 2011 5:42pm EDT (Reuters) - Apple Inc debuts its fifth generation iPhone this week minus its visionary leader for the first time. But CEO Tim Cook may already be thinking ahead to his greatest challenge: repositioning the company's fabled marketing apparatus to safeguard the brand. With Google Inc Android phones gaining momentum, Cook is likely sticking to established battle plans at this critical juncture. But longer term, he may be better off moving the company out from under Jobs' gargantuan shadow. The Apple co-founder bequeathed a mystique and cachet to the brand that will be near-impossible to replace, cultivating a community of fans hooked on ease of use and rich content. It's those perceptions Cook -- who in two months on the job has already shown Wall Street and Silicon Valley glimpses of what an Apple without Steve Jobs might look like --- must focus on preserving rather than the inimitable aura of the co-founder who died last week at the age of 56. "There's no question Apple is going to go through a time of transformation. There's a lot of risk around the brand," said Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management who has advised clients like Eli Lilly & Co. "A lot of pressure will fall on Tim Cook to step up. The hard part is, he's not Steve Jobs, nor can he try to be." Cook has the luxury of time to ponder his next step. Advanced sales of the iPhone 4S -- despite disappointing fanboys and pundits hoping for more than an enhanced iPhone 4 -- surpassed one million in its first 24 hours globally, smashing the 600,000 for the iPhone 4, though that model was sold in fewer countries. Sales in stores begin October 14 in Japan, Australia, France, UK, Germany, Canada and the United States. Some analysts expect fourth-quarter iPhone shipments of as much as 30 million or more, almost double from a year ago. The fifth iteration of the iconic smartphone comes with a faster processor and a better and more light-sensitive camera, but little else to separate it from its predecessor. But tech experts say the real gems lie beneath the phone's familiar sleek casing. Influential reviewers Walt Mossberg and David Pogue raved about "Siri" -- a voice-command activated assistant that understands and responds to spoken commands and questions in context, such as queries about the weather or a friend's phone number. Pogue called it "crazy good, transformative, category-redefining speech recognition." "Despite Siri, the iPhone 4S isn't a dramatic game-changer. Some new features are catch-ups to competitors," Mossberg wrote in the Wall Street Journal. "It isn't perfect, and is labeled a beta, but it has great potential and worked pretty well for me, despite some glitches." Both reviewers marveled at Siri's ability to hold conversations, from basic "give me directions to ..." to quirkier discourses. "When I asked it, 'What's the best phone,' it said, 'Wait ... there are other phones?'" Mossberg wrote. BLAST FROM THE PAST Cook now faces the monumental task of not only preserving, but also advancing Apple's lofty status in the industry and among fickle gadget consumers. Moreover, he must do that while honoring his former boss and mentor, a master showman who time and again displayed an uncanny instinct for driving consumer tastes. "Things for the next two years are pretty much set in stone in terms of what they want to achieve, and the new kind of product focus they are putting out. After three years, the new management is going to make its mark," said Jack Salzman, principal and founding member of Kings Point Capital Management. "If there is any pressure on the new Apple management, its probably going to be self-imposed, because of the void that was left by Steve Jobs." The product pipeline is where Cook needs to stamp his own authority on the company. He can stick to script only so long before he risks stagnation and damaging the brand. Apple needs to find a formula divorced from Jobs' persona, observers say. Indeed, during the iPhone 4S' media launch last week, Cook stepped back and allowed the supporting cast -- such as marketing chief Phil Schiller, software head Scott Forstall and design guru Jonathan Ive -- to tout the device, something Jobs would have sought to control from start to finish. "They've got to find a new voice in the market. Steve Jobs was so much the face of Apple," Calkins said. "Protect the core elements of the brand, but at the same time, move forward." "You can't turn Apple into a memorial for Steve Jobs," he added. Cook shouldn't "be afraid to make changes in the way the company communicates and reaches out to consumers." Branding and marketing aside, ultimately Apple's products -- not their hype -- need to be judged on their own merits. Apple's meticulously scripted marketing blasts are the stuff of Silicon Valley legend. After rumor and speculation builds across the Internet, the company sends out a cryptic email invitation to tease the product. That, in turn, is typically followed by a splashy extravaganza that culminates in a global first-day sales event across the globe that often has people lining up around the block days in advance. "Past this launch, there isn't really a killer new launch. I am sure they have got a number of products in development," said Pat Becker, a portfolio manager at Becker Capital Management. "But once the phone is out, you will have all the price points covered, you have got the different carriers covered. To me, that's' a start toward reaching saturation in the phone market." (Reporting by Supantha Mukherjee in New York and Edwin Chan in Los Angeles; Editing by Peter Lauria, Bernard Orr) Technology Media Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (6) honkj wrote: i am sure glad Apple runs Apple instead of “marketing experts”, “professors” and “managers”… with people like you and your ilk, who needs run of the mill no soul companies… Google is not “gaining momentum” Android is a about 100 different things right now, none of which is even close to Apple, even though there are about 100 different Android Manufactures, iOS still commands the most market share, and the most web presence of any of them… and many of them COMBINED……. there is a reason Apple stock is the highest market cap company, AND GAiNED THAT during all of this “gaining momentum” talk… mainly because the stock market doesn’t believe in fairytales like apparently you believe in, they believe in hard facts, and phones that actually sell, rather than having to be given away since about 30 other phones just hit this month, and 30 more the month after that… all of which end up in a bargain bin somewhere… Oct 12, 2011 7:44pm EDT -- Report as abuse jakeskatt wrote: This is absolutely an IDIOTIC article. Cook DOES NOT have to reposition the Apple Brand. What for??? Apple is THE BEST BRAND IN THE WORLD. Cook does not need to reposition it from NUMBER ONE. Under Cook, Apple will: 1. REMAIN THE MOST FOCUSED TECH AND CONSUMER COMPANY IN THE WORLD. 2. REMAIN THE LARGEST START-UP IN THE WORLD. 3. WILL CONTINUE TO CREATE THE BEST PRODUCTS IT CAN. 4. WILL CONTINUE TO TAKE RISKS AND NOT SETTLE. Apple never takes a defensive position. “Safeguarding” Apple is the complete opposite to Apple’s DNA. It all-out competes. It even is willing to kill and take marketshare away from its products if it believes it has a better product. Apple will forever stay hungry. Oct 12, 2011 9:23pm EDT -- Report as abuse Fatesrider wrote: Apple had two things going for it: Excellent marketing and Steve Jobs, who steadfastly maintained the company’s focus. Without Jobs, they have marketing. Now that they’ve got a gigantic fan base, they can coast on product loyalty (as is evidenced by the rabid support of the Apple fanbois) for quite a while. But they’ve already done something Jobs would never have allowed: the release of a new product before it was ready. Apple has always met or exceeded the expectations of its customers (and buried the things that didn’t), but they missed that goal with the iPhone 4S. Jobs would have made people wait on the iPhone 5 until the iPhone 5 was really the iPhone 5. But the fanboi base ensured a hit even though the upgrades in the phone are only marginally better than before and there are no styling changes. That’s coasting on brand loyalty. The Apple of the past is gone with its co-founder. They’ll need another draconian, dictatorial hand on the helm in order to ensure continued success and Cook doesn’t have it. Oct 12, 2011 10:33pm EDT -- Report as abuse See All Comments » Add Your Comment Social Stream (What's this?) Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Back to top Reuters.com Business Markets World Politics Technology Opinion Money Pictures Videos Site Index Legal Bankruptcy Law California Legal New York Legal Securities Law Support & Contact Contact Us Advertise With Us Connect with Reuters Twitter Facebook LinkedIn RSS Podcast Newsletters Mobile About Privacy Policy Terms of Use Our Flagship financial information platform incorporating Reuters Insider An ultra-low latency infrastructure for electronic trading and data distribution A connected approach to governance, risk and compliance Our next generation legal research platform Our global tax workstation Thomsonreuters.com About Thomson Reuters Investor Relations Careers Contact Us Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

Other News on Thursday, 13 October 2011
Swiss say trying to release dictators' stashed loot |
Jets trade wideout Derrick Mason to Houston Texans for draft pick
U.S. finishes probe of Afghanistan helicopter crash |
Former Valpo basketball coach Homer Drew, wife diagnosed with cancer
Update: Massive BlackBerry outage continues into third day
Marathon runner disqualified for taking the bus
Dow erases 2011 declines Wednesday on Europe's debt plans
Families relieved by prisoner swap
Quake debris clean-up at halfway point in Haiti: U.N. |
U.S. prepares sanctions against Iran for bomb plot
Small plane crashes on Florida Turnpike
Serbia wins qualified EU invite, Turkey criticized |
Eurozone industrial production rises unexpectedly
Bangladesh prime minister tells ministers to sue over irresponsible reporting
U.N. investigator wants more freed in Myanmar |
Questions abound over Iran plot to kill Saudi envoy |
AOL CEO pitches investors on Yahoo deal: sources |
BlackBerry outage frustrates investment bankers |
David The Hoff Hasselhoff wants his own video game |
Rock City Club opens doors on Web for aspiring bands |
Bullish Apple investors start calling for dividend |
FBI charges man in Hollywood celebrity hacking case |
Richard Gere guitar sale takes in nearly $1 million |
Looking for a good film? Head to the museum |
David The Hoff Hasselhoff wants his own video game |
Bob Dylan blowin' in the bagpipes |
Rock City Club opens doors on Web for aspiring bands |
Saudis, U.S. trade charges with Iran over plot |
Nebraska lineman Jared Crick college career ends due to muscle tear
Tripoli celebrates capture of Gaddafi's son |
World-class sailing event returns to Southern Yacht Club in New Orleans
Flyers offense a force against Canucks; Philly forges 4-3 lead
Post Philly's hurt feelings, Ryan Howard Is ready to recover
Pakistanis wonder what more they can do in war on militancy |
Insurers improve quality and revenues in quest for 5-star government ratings
Harrisburg, Pennsylvania bankrupt, files for court protection
Full Nelson: outfielder Cruz powers Rangers in ALCS
Probe finds no U.S. fault in Afghan chopper crash |
Amnesty International urges Canada to arrest Bush for torture
European Union proposes changes to agriculture policy
Theo Epstein to join Cubs; agrees on 5-year pact worth $15M
Quake shakes Indonesia's Bali, tourists run from hotels |
U.S. envoy in Pakistan as suspected drone kills Haqqani aide |
Liberia to release first election results |
Haiti president talks reconciliation with ex-leaders |
Epic bank heist exposes Brazil's security flaws |
RIM says BlackBerry services have improved significantly |
Wall Street eager for Google mobile, ad business update |
BlackBerry outage frustrates bankers |
Apple wins Samsung tablet ban in Australian court |
Robert Galvin, long-time CEO of Motorola, dies |
After iPhone's debut, Cook must reposition Apple brand |
No merit to report of Akamai-Google deal: source |
HP expands PC lead, Lenovo No. 2 for 1st time |
Defense drops propofol claim in Jackson trial |
Looking for a good film? Head to the museum |
Scotty McCreery in best Idol album debut in 8 years |
China's Ai Weiwei tops annual ArtReview power list |
Gunmen kidnap two Spanish aid workers from Kenyan camp |
Amtrak collison in California injures 18
Israel-Palestinian swap due in Sinai next week |
French sex assault probe against Strauss-Kahn shelved |
Florida man arrested in celebrity email hackings
Cain ahead in new WSJ poll
U.S. Supreme Court justices tackle strip search issue
Paula Deen named Maxim's sexiest TV chef
Norway killer says 80 militant cells in Europe: police |
IMF lowers growth prediction for Asia
At least four killed in Hurricane Jova's wake
Arroyo goes abroad for medical care as corruption charges loom
Hurricanes down Bruins to notch season’s first win
NLCS: Cards start fast, ‘pen excels for 2-1 series lead vs. Brewers
Egypt to review church permit disputes after violence |
Ukraine ties jailed Tymoshenko to new criminal investigation |
Greek unions extend general strike to 48 hours |
Fourteen killed in Syrian violence: activist group |
Wealth managers prefer Apple over RIM devices: survey |
Fight Back phone app to protect women in India |
EU court: ban on Internet sales can sometimes be justified |
Reality star Kardashian on prenup: You do the math |
Adele label XL leads indie music award nominations |
Keith Urban takes flight with Phoenix, Faith and family |
Apple talks to Hollywood about movie streaming: reports |
Bob Dylan blowin' in the bagpipes |
Greece at new risk of being pushed off euro
Bodies of missing Tenn. mom, Jo Ann Bain, and daughter found
Female Breasts Are Bigger Than Ever
AMD Trinity Accelerated Processing Units Now in Volume Production
The Avengers (2012 film), made the second biggest opening- and single-day gross of all-time
AMD to Start Production of piledriver
Ivy Bridge Quad-Core, Four-Thread Desktop CPUs
Islamists Protest Lady Gaga's Concert in Indonesia
Japan Successfully Broadcasts an 8K Signal Over the Air
ECB boosts loans to 1 trillion Euro to stop credit crunch
Egypt : Mohammed Morsi won with 52 percent
What do you call 100,000 Frenchmen with their hands up
AMD Launches AMD Embedded R-Series APU Platform
Fed Should not Ignore Emerging Market Crisis
Fed casts shadow over India, emerging markets
Why are Chinese tourists so rude? A few insights

USD EUR - 1 year graph		BlogMeter 1.01