Great story today about how Apple gets more technology headlines than any other tech company. Of course while it has recently seemed that way - now Pew Research has gone and quantified the degree to which Apple has become mainstream.
To me, it doesn't seem all that long ago that Apple was in danger of going out of business yet now they are the world's second largest company (in terms of valuation) and are within striking distance of becoming first. A lot of that has to do with mindshare. And Apple has earned mindshare to spare.
The most amazing element of all this - and if you are a reader of this blog, you have seen my documented evidence of this- is how Microsoft, formerly the world's largest technology company, has not only lost marketshare but also mindshare. While Apple garnishes 12% of all tech news stories, Microsoft is only at 3%. So while Apple owns about 10% product share vs Microsoft, Apple owns 4 times more marketing share than Microsoft. Divide those ratios and it says that Apple is 40 times more efficient a marketing machine than Microsoft. And of course when people buzz about you (good or bad) your stock rises. (Literally: Apple's stock is up about 40x what it was before the iPod launched)
So next time you wonder what coupling great design with great marketing can do for a company, just look towards Apple. So Redmond, start your copiers: you have pretty good products...now you to invest in better marketing.