Apple

Runner-Up: Jobs Changes Industry Dynamic, Makes the IPhone a Must-Have

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APPLE
23.8%
Quarter net income rose 73.3% on 23.8% higher revenue.
$19.3 BILLION
2006 revenue increased 38.7% to $19.3 billion.
Photo: Neema Frederic
Make a big splash as the newbie in an already cutthroat category. That's what Apple did with the iPhone in 2007. The last time CEO Steve Jobs whipped up this big a marketing frenzy may have been in 1984. Apple sold its 1 millionth phone just 74 days after the iPhone's U.S. debut.

Find a powerful partner and change the industry dynamic. For the iPhone, Apple negotiated a tough deal with AT&T, wresting control in a business relationship where Motorola and Nokia could not. It's also reportedly getting a cut of all the monthly subscriber fees.
MARKETER OF THE YEAR
WINNER: Nintendo
RUNNERS-UP:
  1. Apple
  2. Nike
  3. Al Gore
  4. Geico
  5. Unilever


Freshen up breakthrough products. Apple ramped up the design of its iPods to add to their still-potent marketing and great appeal, with support from trademark ads from TBWA/Chiat/Day, Playa del Rey, Calif., featuring the product on a white background with hip music.

Build on past successes. This year's digital-music coup came in February, with Mr. Jobs' "Thoughts on Music" manifesto declaring war on the digital-rights-management schemes preferred by music studios. Turns out it was just a prequel to the announcement in April that Apple would partner with EMI Music to offer music without copying restrictions on iTunes -- at a 30¢-per-song premium. And overall, iTunes topped 3 billion sold.

Keep the ticker moving for your flagship. Apple continues to forge ahead in computer sales by incorporating the iPod and iPhone halo effect. Also, clever "Mac vs. PC" ads cast Apple as a cool and superior yet benevolent competitor. According to one post-iPhone survey, Apple laptop purchases jumped from 12% to 17% year over year in June. Its overall computer sales finally broke the 5%-market-share barrier in June as well, according to IDC, putting Apple in third place in U.S. sales behind Hewlett-Packard and Dell.
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