They have the cool factor but is that enough for the long haul? In the last year, Apple has launched the iPad, updated the iPod, and released the iPhone 4. They have mastered the art of incremental innovation-- just enough groundbreaking to stay ahead of the curve, while still holding back enough to make money off the subsequent updates. It seems that in spite of their lack-luster online presence and sub-par network partnership that stifle use and hurt brand, their brand value continues to rise. The stores do the job they're supposed to do: engage users and increase sales. During a recent trip to New York City, I watched as people flowed in an out of the store at a rate of 10-20 per minute.



They do a great job with the rest of their offline touch - TV and billboards, to name a few. But if Apple really wants to rule the world, they need to create longer lasting engagement that includes a Website, search, and social media. Products get old, they have a limited lifecycle, but a brand can be forever. One day, a reliable network and a real and engaging web presence will join their innovation ability to catapult them to the next level, and keep them around for a long, long time.