apple has become the epitome of cult branding. the brand has a strong corporate culture of listening and receiving feedback, especially from the consumer's perspective. apple recognizes its customer's appreciate innovation and the aesthetics of things. apple's annual macworld expo which includes workshops where the latest apple products are discussed in an open environment allows apple to create innovative products that customers greatly desire. for instance, the introduction of the ipod was created in ways that intertwined with human lifestyles and day-to-day activities. furthermore, apple slogans such as 'think different' pinpointed human desires to be different and to be part of a society. the slogan was a true manifestation of individual identity.