"For several years Apple's product strategy involved creating innovative products and services aligned with a "digital hub" strategy, whereby Apple Macintosh computer products function as the digital hub for digital devices, including the Apple iPod, personal digital assistants, cellular phones, digital video and still cameras, and other electronic devices. More recently, the full impact of a very well throughout out brand strategy has come into focus - and one in which customer experience is central"
http://www.marketingminds.com.au/branding/apple_branding_strategy.html
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