Another Christmas gone and another banner sales sweep for Apple. Just look at the stock. It makes you wonder if Steve Jobs can do no wrong.

A few years back, some colleagues and I were exchanging examples of companies that had been good or bad stewards of their brands. The usual suspects were discussed: Wal-Mart, McDonalds, Coke, Microsoft, and others. Of course Apple, fresh off the resounding success of the iPod, was cited as a company that had an uncanny ability to keep its brand at true north, constantly innovating and redefining its own category. At the time, I wondered aloud whether Apple’s success would someday become its downfall. At what point would Apple become the monolithic IBM it so famously villified in the now legendary ‘1984′ ad?

Some hairline cracks in the sleek Cupertino veneer have begun to appear, with critics citing Apple’s “Walled Garden” approach to product/software development as a primary complaint. Accordingly, Apple has made some concessions, such as the conversion of iTunes from a heavily Digital Rights Managed (DRM) model to a more portable MP3 file format. But there has been considerable hand wringing over the closed nature of the iPhone OS and the stringent rules for what can and can’t go on the phone, aiding the case for open-source challengers from Google and others. With more people turning to mobile devices as the hub of ther personal/professional productivity, the stakes couldn’t be higher.

Sometimes the high degree of control that ensures a flawless product and raving fans can start to seem like an iron fist in the eyes of consumers. Just look at Microsoft. Their ownership of the lion’s share of installed OSs enabled their unequaled control of millions of desktops. When it appeared that they  were abusing that control, the damage to their brand was severe and long lasting.

Perhaps Apple has plotted a course that addresses some of the misgivings people have about their transparency and interoperability. Perhaps their next big unveiling will include an open source solution, or at least an easier path to involvement from outside developers. Whatever Apple’s intended direction, it will be interesting to see how this seemingly bullet-proof brand manages to keep itself from becoming another behemoth turned bully in the eyes of consumers.

Posted by Steve Angel | Share: Twitter, Facebook, Del.icio.us, LinkedIn

Tagged: apple, brand, open source