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June 2015 - Page 3 of 5 - Branding Strategy Insider

Apple’s Strong Brand Will Shield Weak Products

The usual awed hush descended on the Apple World Wide Developers Conference stage in San Francisco on Monday. After a long pause the ever-casual Tim Cook, Apple’s CEO, strode onto the stage. “History has had a very rich history of change, some of which we have a part in,” he announced before playing a film about the development of music for the assembled audience.

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