For Apple, this is a great start to 2015, just as 2014 was a fantastic year for the company. Last year, they sold more than 169 million iPhones, (1) which earned them nearly $102 billion in sales. With $183 billion in total 2014 revenue, and $39.5 billion in profit, (2) Apple is the most valuable company in the world.
But for many hundreds of thousands of young Chinese toiling on Apple assembly lines, 2014 was not such a good year. Reports from China Labor Watch (CLW) and Students and Scholars Against Corporate Misbehavior (SACOM), and evidence gathered by researchers Jenny Chan, Mark Selden and Pun Ngai detail a litany of labor law violations at numerous factories across China. Troublingly, this evidence shows that many of the same problems reported to Apple in 2013 continued unabated through 2014. Conditions have in fact worsened at several sites.
I cannot watch this 2003 Apple iPod commercial without shaking my hips, even in the midst of delivering a lecture or conference presentation. In fact, I struggle deeply to refrain from jumping around in an ecstatic dance of joy.
In a recent post on the Apple brand and its cultural significance, I drew on my study with Gabriela Hybel of over 200 Apple television commercials aired between 1984 and the present to argue that Apple excels at what branding experts refer to as “emotional branding.” I pointed out that Apple commercials cultivate happiness through whimsical depictions of products and their users. In this post I focus on another key finding from this research, which is the prominence of sentimentality in Apple commercials. Both of these things — whimsicality and sentimentality — are key parts of the promise that Apple makes to its customers.