Apple doesn’t have many values as it caters for a wide range of audience however it is an aspirational brand.
It is targeted at a wide range of audience; however the people who buy from Apple should have a high income as they are willing to pay a bit more for a better user experience.
In this advert it is showing that Apple iPad2 is for everyone to use either with their family or on their own, it enables individuals to surf the web, check emails, watch movies, read books, play games, and is work-based as well. The Apple iPad2 can be used either at home or at work.
Apple is a sophisticated and trustworthy brand, and provides consistent thin slick good quality, products and brand making that their unique selling point.
Brand and logo/image of Apple:
Signifier - A Silver Apple bitten.
Signifies - Apple technology and its products/hardware are thin, slick, high-quality and are up-to-date. The apple bitten is relating to byte/bite emphasising Apple's slogan 'Byte into an Apple'