By: a guest on Sep 24th, 2012
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In the past decade the economy has shifted multiple times, consumers have consumed and vendors have vended. Apple has become a game changer, offering services that have infiltrated many areas including music, phones, computers, tablets, and soon will reach into television, automobiles, and robots. These innovations have surpassed the elements of the multi-step flow theory, which have elevated Apple’s marketing power to a higher level of non-marketing strategy. Through proper use of the multi-flow theory Apple INC has evolved from being your run-of-the-mill tech company to becoming one of the revolutionary giants of this date. The marketing power of Apple reaches beyond the limits of the multi-step flow, which focuses on diffusion through the social system. New innovations are leaked to the early majority. Well-respected journalists and opinion leaders who often write their inquiry on multiple products comparing it with apple, such as Brian Barrett and Tim Stevens who write for engadget.com and gizmodo.com are reflected in their opinions as influential and trust worthy. Their judgments of products are shared through the community as their words speak volume and attest to the prominence of Apple products. This gives the latest Apple creation standing in the technological community and becomes desirable to the public. Apple has used the Innovation-Adoption Curve (Multi-flow theory) to give them the proper advantage over competitors; using the 5 adopter categories which consists of innovators, early adopters, early majority, late majority, and laggards Apple has succeeded in generating a hype for there products that fuels itself.