Progressive
Apple can be characterized as progressive. It wants to surprise the user and tickle its sense for imagination and beauty.
Precise
Apple can be characterized as precise. It radiates care, perfection and thoughtfulness. On the whole it makes an impression of simplicity and consistency.
Energetic
Apple can be characterized as energetic. It wants to evoke tranquility and individuality. It wants to meet its users’ need for silence and simplicity. Use of it enables its users to contemplate.
Outspoken
Apple can be characterized as outspoken. The brand wants to impress an individual and provocative fashion. The brand doesn’t have the need to please everybody.
Sensitive
Apple can be characterized as sensitive. Its appearance casts a balance between self awareness and dependance. In fact it must be able to meet solicited and unsolicited use needs.
Research findings
We interviewed several scientists on product personality. They all confirm our beliefs.
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