The (Sudden) Takeover

Gabe Trainor
By Gabriella Scharf

Remember the days of Sidekicks and BlackBerries? How about when you had to use a Gateway Desktop to get on the internet? Or pop a CD into your Discman to listen to your favorite music?

Products from different brands specialized for different things.

Then last Thursday happened, and something remarkable was made official...

I was in a meeting on my MacBook Pro when my colleague iMessaged a news-breaking article from her Apple Newsfeed:

Apple becomes the world’s first company to reach a $1 trillion market cap.

With iMessage synced from my MacBook to iPhone, I texted my fiancée, knowing he’d get a kick out of it if he hadn’t already read it off his iPad or iWatch—

—and that was the moment it hit me: Apple and a market cap of $1 trillion?


You can say that the impact and seamless integration of Apple products into our lives at home and at work is immeasurable (take note, are you reading this on your phone, tablet, of laptop? And is it Apple?). But if you want to quantify it, here are some more numbers to go with that trillion:

In the fall of 2017, The CNBC All-American Economic Survey found that the average American household owns 2.6 Apple products. Those who don’t own an Apple product personally are more than likely to live with someone who does. In January 2018, Apple announced they had 1.3 billion active installs worldwide on devices that included the iPhone, iPod touch, iPad, Mac, Apple TV, and Apple Watch.

Think about the phone or computer you used ten to fifteen years ago and the variety of such brand devices among your friends and colleagues. Jump to today and you can’t walk down the street without seeing someone (if not everyone) gripping their iPhone, eyes glued to the screen, or another Apple product in hand to organize, create, and socialize for work and play.

And speaking of the work: Apple’s products continue to disrupt and reshape different industries. For instance, professional photographers are using the latest iPads and iPhones as the camera of choice on their shoots. Directors are shooting feature-length movies on their iPhones, cut on their MacBooks and made ready for you to stream and enjoy on your iPad. A brand management agency (clears throat) is full-out Apple today and was so long before it was the trend, utilizing its tools to implement strategies and create meaningful stories for our brands. Walk into our office and you’ll see every TRAINOR team member glued to their MacBook Pro. Apple TVs fill the office walls, AirPods play music in the ears of the focused, and, if you look closely, you’ll find many a team member with an iWatch on their wrist to stay connected on the go.

Products from one brand specialized for diverse — yet seamless — impactful things. And it doesn’t look like Apple will be stopping any time soon. $1 trillion is just the beginning.

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Like you, Gabriella is constantly connected. When it comes to digital and traditional marketing she knows the value in reaching the right audience, with the right message, as quickly as possible. As a Senior Digital Marketing Manager she puts the power in the clients hands by getting customers to click, share, like and comment.