Apple : Paying tribute

Company values endure in an online response.

click to view

The Site

Apple, the US-based computers and consumer technology company, marked the death of its co-founder Steve Jobs with an on-brand makeover of its home page. Apple quickly moved to change its home page following the announcement yesterday (5 October) of the death of its co-founder and inspirational chairman, Steve Jobs. The whole page below the primary navigation bar was given over to a black-and-white head-and-shoulders portrait of Mr Jobs with the simple caption ‘Steve Jobs 1955-2011’. Clicking anywhere on the page below the bar took visitors through to an equally minimalist page which repeated the home-page caption as the headline for a four-line epitaph from the company and an e-mail link for those who “would like to share your thoughts, memories, and condolences”. The link opened a ready-addressed message blank.

The Takeaway

Not surprisingly, Apple’s response through it website to the death of Steve Jobs was done in the trademark stylish and classily restrained manner polished and painstakingly developed under his stewardship. Not only does this suggest an enviably integrated approach to branding across all the company’s activities and properties, but also that it is embedded in its DNA – which is an encouraging sign for all Apple’s admirers (and investors) that the Jobs legacy will be an enduring one. The inclusion of a link allowing those admirers and sympathisers to express their responses and tributes is a recognition of the strong Apple ‘community’ that has gathered round the brand. There is no sign as yet of a ‘blog of condolence’ or similar public forum for sharing the e-mails sent in response, but arguably even that is on-brand.
First published 06 October, 2011
< Back to Tips