The hype over the Apple iPod and iPhone has gone worldwide. The name Apple alone gets people excited, and Steve Chelitos of the Super Brands Council says its because their employees are excited to go to work.
"Microsoft, Dell, HP, Sony even. You don't feel that kind of individual passion that you get from Steve Jobs and everyone that works in Apple."
Apple started out as a computer company 30 years ago, but has since added MP3 players, phones and even televisions to their product line. Much of their success comes from the iPod, the most popular MP3 player ever created. When the new iPod hits stores this weekend, millions are expected to purchase one. But when rival brands upgrade their products, it can go completely unnoticed.
"This is all about seeding, and wetting the appetite of consumers so that they want whatever Apple has to offer," says Lance Ulanoff of PC Magazine.
Apple's tight lipped tactic created a huge hype over the iPhone. Just ten weeks ago, nearly a million people bought the eight gig model for $600. But now that price has dropped by $200. Apple also discontinued the four gig model.
These changes did send Apple's stock down by five percent. But the powerhouse company's shares are still up more then 35 percent since May.