THE death of Steve Jobs, the inspiration behind iconic products that have changed the computing, music and mobile sectors, leaves an Apple-shaped hole in the digital heart of innovation.
It is a testament to how he revolutionised the world of consumer technology that so many people found out the news of his passing on an Apple device.
Jobs changed the way we live. Now, that is a big statement, but how many people do you know with an iPod? Brands of any size should sit up and take note of the pioneering business and marketing model that he successfully mastered. Jobs made the Apple logo one of the most recognisable brands in the world, synonymous with style and innovation.
Apple continues to go from strength to strength, with revenue in the last quarter topping £17.7bn after record sales of iPhones and iPads.
With the invention of the iPod and iPhone, Apple went from a quirky underdog to a global powerhouse. Its ubiquitous white ear buds were worn by both hipster artists and Wall Street suits.
But Jobs’s legacy is more than just good products. He understood that for a product to make an impact, a strong brand needed to be created first. From the beginning, there was a cult following around Apple – the products engendered tremendous loyalty.
Before Jobs, computers were grey boxes used for maths and science – business machines for men in suits and ties. Jobs changed all that and promoted the casual-Friday dotcom lifestyle by being perpetually clad in jeans.
The legacy of Steve Jobs will be immortalised in the way we live: every time a song is downloaded from iTunes to an iPhone or iPad, a thought can be spared for arguably one of the greatest inventors and marketers of all time.
Jobs came as close to copyrighting a letter as anyone ever has. “i” is Steve Jobs, so here’s to Steve and his interactive, innovative inventions that changed the world and reached the pinnacle of brand loyalty.
INTERNET entrepreneur Ben Hatton is founder and managing director of Liverpool agency Rippleffect. Link to Rippleffect on Twitter @rippleffected
