Why Apple should employ me

Apple, Hire me.

When I take on a task I like to do it to the full. Cutting corners and doing things by halves is not something I enjoy or accept. Combine this attitude with my love for the imaging world and I think my client can be very confident that I will deliver quality work. As a young photographer I have a fresh view on selling Apple for what it is and a great handle on the technical side of my industry. Forward thinking and forward planning are skills I have acquired through experience. These skills can be utilised in a very effective way through this brief.

However working with an overconfident photographer means nothing until you see their work. I have examples of fulfilling briefs and being rewarded for their superlative nature. Awards and exhibitions are already under my belt and I intend on acquiring many more. Apple should employ me because I also bring something different to the table. When clients hire photographers they not only get what the photographer produces photographically but also verbally. I can guarantee I will deliver superb work and what I can also deliver is none of the cheek or the ego. It is too often we see over zealous and over the top photographers making a bad name for the photography industry.

What I bring to the table is something different. I bring the new age photographer who doesn't believe the world should bow down to him or her but a true professional delivering what the client wants and needs with no fuss. I can work discretely and with great respect to my client and all individuals along the way.  

Requirements for Studio

Requirements for Studio

Close Up

Ever since i got into photography close up and the macro world has definitely been a favourite of mine. It is for this reason that i will attempt to take at least two close up images for submission. I also intend on taking a different approach to what i feel would be the norm when thinking of how apple would use a macro image. 

The idea that we can just take an image of an apple product with a 1:1 magnification is the first idea that pops into my head. However this is my project and should have my brand on it. As well as keeping with Apple's idea of what looks good. So far i have discovered that Apple love their simplicity, humour, colour and white background. They also strive to pitch their beauty and elegance in their products. So taking inspiration from Peiling Lee's photography and again piggy backing on how Apple associate their products with the image that comes on the box. I'd like to experiment with insects and bugs in their own beautiful world. Peiling Lee doesn't have an enormous amount of simplicity, but her photo's are beautiful and i think this idea could work quite well. The 16th and 17th should give me enough time to source my materials and book a space in the studio.

What ill need:

• Insects - maybe approach a pet barn or similar and enquire. 
• Insect Environment. Easy enough to create, maybe take some inspiration from peiling lees set ups. 
• Macro lens - already have one and i can also use the hassleblads. 
• Gels and filters. CIT should have enough of these but I will make some of own as well.

http://www.peilinglee.com/

Glassware

Glassware for me is demanding to be simplistic. This works very well for my client. Something beautiful and elegant is a must but i think the focus here will be on lighting, not the subject. The lighting has to compliment the subject but for it to be what Apple would use also has to be fairly close to how apple photographs their products. I intend on going online to see what stores offer a money back guarantee. This will ensure my costs are kept quite low. Alternatively I was hoping to visit canberra glassworks to see if i could borrow some of their objects. They are always intersting in design and apart from being very fun to photograph they possess the aesthetics that apple are always so proud to show off. Again an email or visiting in person would do for contacting them. May the 23rd and 24th are my scheduled dates for these objects. 

http://www.canberraglassworks.com/visit/shop/online-shopping/

Chrome

Chrome is difficult subject so applying a level of creativity will be reasonable difficult. This is way i have chosen to photograph something i already have photographed - Headphones. Music is big part of Apples lifetstyle. When steve jobs introduced the iPod his reason was "We love music'. So it make sense to photograph this subject on multiple levels. Showing off the elegance, lines and beauty of the object will be a t the forefront of my aims and purposes for this image. As i have done this before in stage 2 of last year, i though it best to double up on this area as well. I also am aware that APple have a 14 day money back guarantee,  this will aid in reshooting and keeping costs down. 

Tilt Shift

At the moment i currently have no ideas on what to shoot to display camera movement. My backup plan is just to shoot an iPod touch very well because it believe it's of Apples most stunning designs. For this I will require the hassleblads and the same approach as the chrome-ware object. Currently Im setting this back to the 30th and 31st so i can rustle up some other ideas. 

Shooting Timeline

Close up - 16th and 17th of May, preparation 6th-10th May

Glassware - 23rd and 24th May, preperation 13-17th May

Chrome 9th and 10th of May, preperation 29th-3rd.

Tilt - 30th and 31st of May, preperation 20th-24th May

I am setting myself a very strict timeline, this is because last semester it was all very rushed in the end and i would like this year to at least have some quality images I am happy to submit and try improve on those. It may not be realistic, but this is stage 3 in our second year and if it is a mistake to set such a tight timeline than at least i will find out early on before end of year submission. 

Requirements for location

Requirements

Location Images

To address the requirements for my location images i believe it is first important to have a shot list. So below are some ideas I am floating to achieve images that Apple would use. Included in the shot list are the potential reuirements and hazards

Landscape

I plan on doing maybe two or three landscape images as this is the style i most enjoy and possible have the best gear for. A HDR image, a panorama image and a star trail image are the three images i wish to aim for. Apple have been renowned for having colourful desktop backgrounds and I was going to use this fact to fuel my subject matter. The three styles would complement the current image associated with iMac and macbook screens. It also displays technical prowess as a photographer if done correctly. For these images I plan to use the coast for my panorama and HDR. Finding images similar to Luke Austin and Mark Gray. Also experimenting with colour in an abstract way similar to murray fredericks. The star trial image will be my first attempt at a star trial image so will require the appropriate software and correct composition. These images I plan to reserve for the last few weekends in May but also continue to practice whenever i have time.

http://lukeaustinphotography.com.au/gallery

http://www.markgray.com.au/

http://www.murrayfredericks.com.au/

Exterior

For the exterior architecture image I would like to photograph the george street apple building. It is a truly masterful building and one i think i would be able to capture in the early hours of the morning. As it is not a government building I won't need a release, just a very early start, a tripod, a tiltshift and a neutral density filter to cancel out what few people will be around. If i do not succeed than at least my research indicates the way in which apple have their main hub of NSW shown. I also have a friend who is currently studying architecture and working at firm. I plan to contact him if this plan fails and see if he has an buildings he would recommend that would not have a problem with my photographing them. I plan to shoot these image on the first two weekends of may. 

http://www.apple.com/au/retail/sydney/

Interior

It may appear as though i am taking the easy option however traveling to sydney and gaining access to the sydney apple store will take a lot of planning and begging. Getting inside to take some images is going to be difficult but it would be an excellent experience. I gather it will require at least two trips. Getting in contact with them via email seems to be the only and most appropriate way to ask if i wil be allowed inside with my tripod, tilt and camera. My back up plan is to visit the apply store here in canberra for more interior shots. I will take multiple images and run them past Brian because i feel this is another area where ill be able to submit more than one print.  Again this will be scheduled for the first few weeks of may with the exterior shots. 

http://www.apple.com/au/retail/sydney/

Industrial

Currently I do no have an image in my mind when i think of Apple and industrial. I think of repetitious and cleanliness naturally. There are a lot of business' around Bayldon road in Queanbeyan who stack up their timber and metal repetitiously that may work as an idea but i am not confident the results will be successful. Another idea is to use a model delicately working on a small electronic device. Using several flashes i may be able to come up with something unique and more personal which follows Apple marketing campaign quiet well.  

Timeline

Landscape - May 18th, 19th, 25th, 26th as well as practising through the week.

Exterior - May 4th, 5th, 11th and 12th.

Interior - May 4th, 5th, 11th and 12th.

Industrial - May 14th, 21st and 28th. 

If i aim to complete all my location shots in may this will leave time to reshoot and spend plenty of time on my studio images. 

Equipment

Equipment

Current kit:

• Canon 500d 
• Tamron ef-s 17-55 2.8
• Canon 100mm 2.8 Macro
• Canon 70-200 2.8 IS ii
• Samyang 35mm 1.4
• Helios 58 2

For this brief I would truly like to upgrade my kit. Currently I have an APS-C sized sensor camera and though it has been a great tool I feel with landscape and architecture being a prominent part of the brief my image quality would really benefit from a full frame sensor. As I do not own a non ef-s wide angled lens I will need to purchase a decent wide angle lens (24mm or wider). I will sell the Samyang and tamron to fund this upgrade, the Helios will also not work on a full frame sensor as it is an m42 lens with an ef-s adaptor. However this was a 50 dollar lens that was bought for fun not professional use.

My New Kit:

• Canon 6d (cheapest full frame currently on the market) $1500
• Canon TS-E 24 3.5 L ii (Great for lanscape and the tilt shift function used for architecture.) $1900
• Canon 100mm 2.8 Macro. Already own
• Canon 70-200 2.8 IS ii. Already own
• Canon 28 2.8 IS (Will provide an autofocus alternive to the TS-E 24 for potential industrial shots) $500

I have never been a big fan of zoom lenses due to their hefty price and high distortion. However the Canon 24-70 2.8 ii is next on the list because i won't argue their flexibility is a luring. However i believe I will be able to complete this brief without it. 

Software:

• PTGui - Panorama software i would like to experiment with and utilize.
• Photomatix - HDR software I would like to experiment with and utilize. 
• Nik - New to google, nik is a plug in for photoshop.

Technique

Beauty, elegance, shape, simplicity, colour, sleek, avant garde and fun. These are the recurring themes of apples advertising. To apple them to the images required by the brief I will have to utilize several techniques that i already know and some that i am unfamiliar with.

• HDR - The Architecture interior and exterior. For a flawless and beautiful image all tones are going to have to be kept with the dynamic range of the cameras sensor. I already have some knowledge on this technique but would like to refine and experiment for the best possible results.
• Panorama - As Landscape is a big passion of mine I would like to use a panorama image to convey colour simplicity and elegance. Again i have some knowledge
• Star Trials - This will also be featured in one of my landscape images to imitate one of apples most underrated advertising campaigns - the preloaded background on any Mac computer. Never experimented with this. 
• Tilt-Shift - For use in the studio and on architectural images. Never used before.

 

Apple's target Audience

When googled this is the first hit for Apples target audience. 

"1) Middle/Upper income folks who are willing to pay a bit more for a better user experience. paying 500 more for a computer is not a huge deal if you have a decent income. 
2) People who like to have fun with technology. No other platform offers as many entry level tools (the whole iLife bunch and more). This includes people who like to shoot a lot of digital photos or video. It's the whole digital hub concept. People are starting to buy into it. 
3) Music enthusiasts and fans ages 12-35. 
4) Professionals in media and design. 
The first two groups do overlap, but it's a huge market. Way bigger than 5% or whatever. Apple's problem is not really pricing. These are the same people who pay $500 to get seats that warm up your behind. Apple's problem is the status quo. People who should consider macs don't, because of a stigma of incompatibility that developed in the 90's. 
Apple's market share and success will grow in the next ten years for the simple reason that our generations X and Y who have been exposed heavily to the internet weren't using computers much during the 'compatibility' days But anyway, the 'compatibility' problem dies when the people who believe in it are not young anymore."

http://wiki.answers.com/Q/Who_are_apple's_target_market

I wouldn't entirely agree with each point. Point 4 brings up a good discussion though. Professionals in media design indeed seem to prefer Mac's, speaking from personal experience. But why do we seem to think that fact? Is it a matter of preferring what we are used to? Is it the half true fact that creative types can spend more time creating and less time refining/installing/messing around with their computers for post processing?

 All 4 points seem to be banking on the actual sales of Apple products not who Apple are actually targeting their ads at. Does this mean Apple are not entirely successful with their ad campaigns? This link provides a different insight.

"It’s fascinating to watch enterprise adoption of Apple technology given its apparent disdain for this market. According to The Wall Street Journal, businesses are tripping over themselves to justify iPad purchases, just a few years after they resisted the rise of the Mac and rejected the iPhones in their midst.All without a penny spent by Apple on marketing to the enterprise.Well, that’s not quite true. Apple has never (to my knowledge) marketed Macs to enterprise customers, and only hired a skeleton sales crew to sell to such customers, but it has been advertising the iPhone and its business-related applications in The Wall Street Journal, Bloomberg BusinessWeek, and other business-friendly publications. It’s also added Microsoft Exchange compatibility to the iPhone, as well as advanced, CIO-pleasing security.However, these actions came well after the initial launch of the iPhone, and serve to fuel existing adoption rather than to kickstart new adoption. It’s possible Apple will become more enterprise-centric in the future, but I doubt it. Why? Because Apple doesn’t seem to target markets in the way other companies do.It targets people. It focuses on users. And Apple lets them decide how and where they’ll use its products.This sounds simple, but in my experience very few companies think this way. Most startups write business plans that dredge up IDC data on market size, then define their target market (e.g., “Global 2000 enterprises”). Few seem to realize that there are people employed within these target markets, and these people will be the ones who actually embrace or reject one’s product.Indeed, I’d go so far as to suggest that this is one of the primary failings of most enterprise software today: It’s built for enterprises, not for people employed by the enterprises, a theme echoed by noted developer Michael Nygard.Not all companies screw this up. The open-source world offers a few good examples of companies that understood their target market was the individual, not the tribe/company.Marc Fleury’s JBoss, for example, understood its target market was the developer buried within corporate IT. All JBoss’ early marketing was focused on developers, not CIOs, and its product development was focused on making developers happy. Only later did those developers return the favor by pushing JBoss into serious production, requiring the CIOs to get involved.Along the way, JBoss took its share of criticism for this indifference to decorum and CIO concerns, including accusations that the company “astroturfed” to drum up developer support. True or not, the accusations don’t diminish JBoss’ clear success winning over developers by catering to developers.The same is true of SpringSource, which fought off the accusation that it wasn’t “enterprise ready” by being “developer ready” from the start, and focusing relentlessly on pleasing its target market: the developer.This is how great companies are built: they focus on individuals and build exceptional products for them, and let these individuals determine how best to make use of the technology.The enterprise is now clamoring for Apple products because Apple first solved individual employees’ needs. Apple made complex technology easy, an incredibly difficult task as Gartner’s Brian Prentice argues, and individual users rewarded it accordingly. It is this single-minded devotion to making beautiful products work beautifully that may give Apple the edge in the mobile market over Google’s Android, as Andrew Orlowski opines, and which positions it to continue its march into enterprise computing…without really trying.So the next time a VC asks you about your target market, remember that every market is composed of individual customers, and build your company around those individuals’ needs, not necessarily their employers’."

http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/

I think judging from the images and videos I researched Apple is trying to market to the users who would enjoy their products. An interesting, simple and open ended target and indeed one that is easy to think but harder to explain. I don't think the image sand videos are directed at upper class i think it is directed at every class but it is the upper class who can afford such products. I think Apple has decided to not limit itself by not having a type of person it appeals to though it has done in the past. A great example would be the 'I'm a Mac' campaign where the mac is constantly reasonable saying he can do everything and it all 'just works'. This target obviously has not been entirely effective as there are still users who prefer PC. However at this stage in my research I feel the preference comes with familiarity. It is a significant operating system change and this is something Apple has not addressed in their marketing.  

Past and Current Advertising

Critique:

Apple's advertising seems to have always followed several guidelines.

1. Showcase the products simplistic beauty.
2. Eliminate all distractions and focus on the lines and shape of the product.
3. Use music for video ads.
4. Utilize colour for still images.
5. Appear reasonable and against the grain.

Its is clear that Apple's marketing has been successful but is it truly flawless? Many minorities have been offended by Apples push to telling the world that things are beautiful if they are sleek, thin and sexy (http://www.adpulp.com/is_apple_insult/). Whether you agree or not should a company as big as Apple really hinge an entire marketing campaign on the look of their product?
The 'I'm a Mac' campaign featured in the below research was a huge success because it seemed to push the company forward as an alternative brand rather than showcasing the aesthetic beauty. The fifth point in the above list is a major player in this ad campaign. The iMac and Macbook that are being advertised in the campaign are never featured, instead it feels more relational and more of an explanation. However because of the music and simplistic (white) background the viewer knows the ad belongs to Apple. 
Carrying over these features is something i need to consider when taking my images. A link that connects all images. 
I am finding it harder than i originally thought to nail down some ideas for the brief but this research has helped me and hopefully pushed me in the right direction. 



These videos depict Apple's advertising from the early 80's through to now. They revolve around power, beauty and elegance. Simplicity and minimalism are key factors in recognising an Apple add.

The below video features Apple's first attempt at advertising and endorsing it's iPod.

http://www.youtube.com/watch?v=e84SER_IkP4&list=UUfpfBShvR0rjIN5VgnctG8Q&index=55

Below are images of Apple's products as they would appear on posters, magazines or in shopping centres.

fontsinuse.com

theadreview.wordpress.com

adstrategy.wordpress.com

www.worldofapple.com 

www.adpulp.com

Below is the 'I'm a Mac' Campaign, Apple ads have always included a little humour. 

Finally a link to  youtube chanel devoted to every Appel ad ever made:

http://www.youtube.com/user/EveryAppleAds?feature=watch

Brief History of Apple

Apple are known today for its aesthetically pleasing design, simple to use interface and avant garde technology. Beginning in 1970's, Apple has matured nicely as a company with immense thought devoted to marketing and branding.
Originally Apple released a computer named the Macintosh in 1984, but now has several product lines favouring generational suitable 'i' at the front of most model names. Products now include tablets, music players and phones. When the first series of macs were released Apple specialised in making their own operating system introducing a 'virtual' desktop where actual icons represented the folders beneath them. Growing to a 300 million dollar company in less than a decade Apple became Americas fastest growing company. The computers often featured state of the art processors but always at a premium price.
Apple's main rival IBM always provided a cheaper alternative with a more flexible operating system. In 1990 when Windows 3.0 was released Apple took a heavy hit to sales and took something very innovative and very well marketed to bring Apple back into the computer sales race. In 1997, after Window 95 and Pentium processors dominated the market, Steve Jobs burnt all bridges with any third party company providing Apple with components in order to start a new evolution of computers. The iMac.
1998 the release of the iMac started Apple on a journey that we still see today. A single body PC providing state of the art components including in 2005 a swicth from Power PC to Intel processors. Though the history of Apple has not been that of a fairy tale, it is clear that their attention to marketing has contributed greatly to their success. Selling premium products for an inflated price will not win the sales race for Apple, but rather seizing a market left wide open and using those sales to filter down across their products.

Below Evolution of the Mac

http://en.wikipedia.org/wiki/File:Apple-Macintosh.jpg

http://en.wikipedia.org/wiki/File:IMac_Bondi_Blue.jpg

http://cdn2.sbnation.com/entry_photo_images/7102493/2012-imac-gallery6_medium.jpg