The New Apple, Inc.IntroductionThis document will discuss Apple's trademark identity and whether it is likely to be in danger following the passing of Steve Jobs. According to the article by Burrows and Satariano (2002) and “Can Phil Schiller keep Apple cool” Burrow and Satariano stated that Jobs' career and reputation were founded on new ideas, desires, instinct and confidence. However, after the death of Steve Jobs and the acquisition of Schiller, the new advertisement was seen as a parody, furthermore Schiller was considered an individual in government. However, how does it affect the advertising campaign and new products? Is Schiller responsible or is it due to the market being saturated with other brands similar to Apple's product line? Is Apple becoming applesauce? According to WirelessWeek (2014), the Apple brand may lose popularity and lose its lack and shine. New research was conducted by a company and it was determined that Apple was one of the most vulnerable brands due to its poor performance and was no longer appealing to the younger demographic. Its competitor Samsung is currently the most popular brand but appears only in continental Europe according to WirelessWeek. Samsung is Apple's biggest competitor when it comes to phones, especially between Apple's iPhone 5s and Samsung's Galaxy S4. They are both very popular with consumers, but they are very different from each other. It's a never-ending debate about which is best, but it really all comes down to which is best for you as a consumer. There are both positive and negative issues with both phones, as with the Galaxy S4, the TouchWiz Ul remains a clunky build and lacks an overall design language, but the good thing about t...... middle of paper. ..... me, others cause problems for the Apple brand. Wireless week. Retrieved from http://www.wirelessweek.com/news/2014/03/huawei-others-causing-trouble-apple-brandBurrows, P., & Satariano, A. (2012). Will Phil Schiller be able to keep Apple calm? Bloomberg Business Week. Retrieved from http://www.businessweek.com/articles/2012-06-07/can-phil-schiller-keep-apple-cool#p2Finch, J. (2012). Managerial marketing. San Diego: Bridgepoint Education, Inc. Ritchie, R. (2013). Apple iPhone 5s vs Samsung Galaxy S4: Which Phone Should You Get? Retrieved from http://www.imore.com/apple-iphone-5s-vs-samsung-galaxy-s4- Which-phone-should-you-getRogowsky, M. (2013). Forbes. More than half of us own a smartphone, which gives Apple and Google a lot to smile about. Retrieved from http://www.forbes.com/sites/markrogowsky/2013/06/06/more-than-half-of-us-have-smartphones-giving-apple-and-google-much-to-smile- From/