1. Read the text.
Successful Brand Stretching: Apple
In the late 1990s, Apple was primarily known as a computer manufacturer. Its core products were the Macintosh line of personal computers, used mainly by designers, educators, and technology enthusiasts. At that time, the company faced intense competition from cheaper PC manufacturers, and its market share was relatively small.
Everything changed in 2001 when Apple launched the iPod.
At first glance, the move seemed unusual. Apple had built its reputation around computers, yet it decided to enter the consumer electronics and music industry, a completely different market dominated by companies such as Sony.
However, Apple approached the extension strategically.
Instead of merely releasing a music player, the company created an entire ecosystem. The iPod was closely integrated with the newly introduced iTunes, which allowed users to buy, organize, and transfer digital music easily. The device was beautifully designed, simple to use, and tightly connected to Apple computers.
The result was extraordinary.
The iPod became one of the best-selling consumer electronics products of the decade, dramatically increasing Apple’s brand visibility. More importantly, it changed how consumers perceived the brand. Apple was no longer just a computer company — it became a lifestyle technology brand associated with innovation, design, and creativity.
This successful stretch into portable music players paved the way for an even bigger move in 2007: the release of the iPhone.
By then, the brand had already expanded beyond computers, making consumers more willing to trust Apple in a completely new category — smartphones. The iPhone later became the company’s most profitable product and transformed the global mobile industry.
Today, Apple operates across many categories — smartphones, wearables, streaming services, and digital payments — but the turning point in this transformation was the successful brand stretch from computers to digital music devices.
2. Vocabulary Exercise. Find the English equivalents in the text.
1. производитель компьютеров —
2. основная продукция —
3. доля рынка —
4. бытовая электроника —
5. выпускать продукт / вывести на рынок —
6. подходить стратегически —
7. целая экосистема —
8. узнаваемость бренда / заметность бренда —
9. проложить путь / подготовить почву —
10. прибыльный —
Correct answers: 0
Incorrect answers: 0
3. Advanced Prepositions (C1–C2)
Fill in the correct prepositions used in the text.
1. Apple was primarily known its Macintosh computers.
2. The company faced intense competition cheaper PC manufacturers.
3. Apple decided to enter the consumer electronics market.
4. The market was dominated companies such as Sony.
5. The iPod was closely integrated iTunes.
6. The device was tightly connected Apple computers.
7. The iPod became one the best-selling products of the decade.
8. The brand soon became associated innovation and creativity.
9. This expansion paved the way the release of the iPhone.
10. Apple expanded computers into new technology categories.
Correct answers: 0
Incorrect answers: 0
4. Speaking Task: Investor Meeting — Should Apple Launch the iPod?
Situation: It is 2001. Apple is considering launching a new product — the iPod, a portable digital music player. A cautious investor is meeting with Apple’s CEO to decide whether the project is worth funding.
Role 1 — Investor
You are a cautious investor.
- question the project critically;
- ask for numbers and calculations;
- evaluate risk versus profit;
- check financial transparency.
Role 2 — CEO
You are Apple’s CEO.
- present market research;
- show calculations and ROI projections;
- explain the long-term strategy;
- convince the investor to support the launch.