Apple

Overview

Apple is an immensely successful company, so much so that the brand is now arguably larger than the products it sells. Founded in the mid 1970s, Apple set out to manufacture personalised computer kits and now supplies laptops, mp3 players, phones, televisions and software to consumers and corporations all over the world.

Apple has developed into such a huge brand that people tend to search for branded keywords, such as 'ipod' or 'mac' rather than just 'mp3 player' or 'laptop'. But for Apple to dominate the online marketplace, it needs to penetrate the generic terms as well as just their branded products alone.