Apple can be characterized as progressive. It wants to surprise the user and tickle its sense for imagination and beauty.
Apple can be characterized as precise. It radiates care, perfection and thoughtfulness. On the whole it makes an impression of simplicity and consistency.
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.
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.
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.