Technology giant Apple has always been on the forefront of new technology and they turned the mobile phone industry completely upside down after the launch of the first iPhone in 2007. The iPhone was a huge disruption to the existing mobile phone market as it was the first device to be Internet enabled and have a touch screen user interface.
In no time at all competitors were scrambling to release their own smartphones and apps were being created left right and centre. People were able to connect with each other and with other Internet enabled devices in a way they never could before.
Apple is partly so successful because it puts customers first and everything is designed to be intuitive and simple to use. Their products strive to make life easier and solve problems, many of which we didnt even realise we had!
While its a big corporation in its own right, Apple positions itself as anti corporate and counter culture, going up against other tech giants like Microsoft and Samsung. Their rebellious brand image is appealing to Millennials in particular who are sceptical about big businesses and dont want to think of themselves as conformist.