AppleApple Inc. is an American multinational technology

company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. Its best-knownhardware products are the Mac personal computers, the iPod portable media player, the iPhone smartphone, theiPad tablet computer, and the Apple Watch smartwatch. Apple's consumer software includes the OS X and iOS operating systems , the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites. Its online services include the iTunes Store, the iOS App Store and Mac App Store, andiCloud.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sell personal computers.[5] It was incorporated as Apple Computer, Inc. on January 3, 1977, and was renamed as Apple Inc. on January 9, 2007, to reflect its shifted focus toward consumer electronics. Apple (NASDAQ: AAPL) joined the Dow Jones Industrial Average on March 19, 2015.[6]

Apple is the world's second-largest information technology company by revenue after Samsung Electronics, the world's largest technology company by total assets, and the world's third-largest mobile phone manufacturer. On November 25, 2014, in addition to being the largest publicly traded corporation in the world by market capitalization, Apple became the first U.S. company to be valued at over US$700 billion.[7] As of July 2015, Apple employs 115,000 permanent full-time employees;[4] maintains 453 retail stores in sixteen countries;[1] and operates the online Apple Store and iTunes Store, the latter of which is the world's largest music retailer.

Apple's worldwide annual revenue in 2014 totaled $182 billion for the fiscal year ending in October 2014.[8] The company enjoys a high level of brand loyalty and, according to the 2014 edition of the Interbrand Best Global Brands report, is the world's most valuable brand with a valuation of $118.9 billion.[9] By the end of 2014, the corporation continued to receive significant criticism regarding the labor practices of its contractors and its environmental and business practices, including the origins of source materials.

Apple Advertising1980–1985

A "Macintosh Introduction" 18-page brochure was included with various magazines in December 1983, often remembered because Bill Gates was featured on page 11.[1] For a special post-election edition of Newsweek in November 1984, Apple spent more than$2.5 million to buy all of the advertising pages in the issue (a total of 39).[2]Apple also ran a "Test Drive a Macintosh" promotion that year, in which potential buyers with a credit card could try a Macintosh for 24 hours and return it to a dealer afterwards.

One ad contrasted the original Macintosh and its simple user brochure to the IBM Personal Computer with its stacks of complicated manuals."1984" television commercial: launching the Macintosh[edit]Main article: 1984 (advertisement)

"1984" (directed by Ridley Scott) is the title of the television commercial that launched the Macintosh personal computer in the United States, in January 1984.The commercial was first aired nationally on January 22, 1984 during a break in the third quarter of Super Bowl XVIII.[3] The ad showed an unnamed heroine (played by Anya Major) wearing orange shorts, red running shoes, and a white tank top with a Picasso-style picture of Apple's Macintosh computer, running through an Orwellian world to throw a sledgehammer at a TV image of Big Brother — an implied representation of IBM — played by David Graham.[citation needed] The concluding screen showed the message and voice over "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984'." At the end, the Apple "rainbow bitten apple" logo is shown on a black background.

1985–1990]

In 1985 the "Lemmings" commercial aired at the Super Bowl.

In 1988 Apple released a short film titled Pencil Test to showcase the Macintosh II's animation capabilities.

1990–1995

When Apple let the Mac become a religious issue more than a tool, the consequence was high visibility and a lot of great press — but also a limited market.Gordon Eubanks (1994)[4]

In the 1990s Apple started the "What's on your PowerBook?" campaign, with print ads and television commercials featuring celebrities describing how the PowerBook helps them in their businesses and everyday lives.

During 1995, Apple ran an infomercial called "The Martinetti's Bring Home a Computer" to sell Macintosh computers and promote its Performa line. The infomercial followed the fictional Martinetti family as they brought home their first computer and attempted to convince the father of the family to keep the computer by using it for various educational, business and other household purposes.

In 1995, Apple responded to the introduction of Windows 95 with both print ads and a television commercial.

1995–2000

"Think Different"

"Think Different" was an advertising slogan created by the New York branch office of advertising agency TBWA\Chiat\Day for Apple Computer during the late 1990s. It was used in a famous television commercial and several print advertisements. The slogan was used at the end of several product commercials, until the advent of Apple's Switch ad campaign. Apple no longer uses the slogan, and its commercials usually end with a silhouetted Apple logo and sometimes a pertinent website address.

Television commercials[edit]

Significantly shortened versions of the text were used in two television commercials titled "Crazy Ones".

The one-minute commercial featured black and white video footage of significant historical people of the past, including (in order) Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Feynman, John Lennon, R. Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright, and Picasso.

The thirty-second commercial used many of the same people, but closed with Jerry Seinfeld, instead of the young girl. In order: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Picasso, and Jerry Seinfeld.

2001–present

"Switch

"Switch" was an advertising campaign launched by Apple on June 10, 2002. "The Switcher" was a term conjured by Apple, it refers to a person who changes from using the Microsoft Windows platform to the Mac. These ads featured what the company referred to as "real people" who had "switched". An international television and print ad campaign directed users to a website where various myths about the Mac platform were dispelled.iPodMain article: iPod advertisingApple has promoted the iPod and iTunes with several advertising campaigns, particularly with their silhouette commercials used both in print and on TV. These commercials feature people as dark silhouettes, dancing to music against bright-colored backgrounds. The silhouettes hold their iPods which are shown in distinctive white. The TV advertisements have used a variety of songs from both mainstream and relatively unknown artists, whilst some commercials have featured silhouettes of specific artists including Bob Dylan, U2, Eminem, Jet, The Ting Tings, Yael Naïm, CSS, Caesars, and Wynton Marsalis. Successive TV commercials have also used increasingly complex animation. Newer techniques included using textured backgrounds, 3D arenas, and photo-realistic lighting on the silhouette characters. The "iPod nano - Completely Remastered," series of ads for the 2nd generation iPod nano have a totally different design. The background is totally black. The colored iPod nanos shine light and glow, showing some of the dancers, holding the iPod nanos while a luminescent light trail made by moving iPod nanos. This is to display the fact that the 2nd generation iPod nanos are colored. The silhouette commercials are a family of commercials in a similar style that form part of the advertising campaign to promote the iPod, Apple's portable digital music player.The two characters from the ads who personify aWindows PC (left, John Hodgman) and a Mac PC (Justin Long).

Genius ads[edit]

Apple debuted a new series of ads produced by TBWA\Media Arts Lab during television broadcasts of the 2012 Summer Olympics opening ceremony. The ads portrayed people in everyday situations being assisted by an employee from the company's Genius Bars. The ads were widely criticized, with some, including formerTBWA\Chiat\Day creative director Ken Segall remarking that it portrayed Apple customers as clueless.[7][8][9] The ads stopped airing after two weeks, with some reports claiming that they were only intended for a short run.[9] The spots were subsequently removed from both Apple's official website and YouTube channel.

FEATURES

1. For any product that Apple creates, the people who create it have to want it themselvesSo many times with projects I do with other tech companies, the goal is almost always based around the technology first, followed by whether or not people really want to use it. Geeky engineers are dazzled by the technology at their disposal and often create something because they can. But Apple’s approach is quite different. The engineers who are creating Apple products actually make them for themselves. And Jobs was the chief “user” of Apple products when he was alive. All of Apple’s products are based on the fact that Jobs represented the real customer. And his engineers had to come to grips with that when designing a product. It has to be something that they personally couldn’t live without.

2. The products have to be easy to useJobs was a stickler on this point. While industrial design is a critical component of any product Apple makes, if it is not easy to use, it is considered worthless to the consumer. This is what drove the company’s user-interface designs from Day 1 and is still the mantra pushed to the software and hardware engineers every day they go to work. All of the products they create have to be intuitive and easy to understand and learn. As technology has become more intricate and users want more features, the task of keeping things simple is sometimes difficult. And Apple creates tools for power users and rookies, which can mean a broad range of ease-of-use issues. But even with that, Apple is the only company I deal with where ease of use is more important than the product itself. Apple makes this a critical goal of its approach to creating anything for the market.

3. Keep things simpleI was in Paris in the past two weeks and had talks with various French telecommunications officials about many mobile-computing issues. But one conversation I had in particular emphasizes this keep-it-simple point. We were discussing how to compete with Apple — a major pastime for all Apple competitors and carriers these days — when the question of why Apple is really successful came up. And one exec nailed it when he said he felt that the real reason Apple is successful is because it has one product; in this case the iPhone. It minimizes the decisionmaking process for the consumer by making things simple.

4. Offer great customer service and in-store experiencesJobs understood one of the major conundrums of technology: even if you create products that are easy to use, the variety of things that people want to use technology for often creates complexity. Because of this, consumers at all levels may need some hand holding from time to time. I was one of the most vocal critics of Apple when it introduced its first retail store in Tokyo in 2002. I thought it was crazy for Apple to try and go into retail. At the time, and even today, tech retail stores are in decline while big-box stores like Costco and Walmart sell products on price and nothing else. I thought that if price were the issue, an upscale retail store would be DOA.

5. Apple only makes a product if Apple can do it betterApple normally doesn’t invent a new product or product category. Sure, the company did invent the first commercial PC with the Apple II, and the Mac improved on PCs with a graphical user interface and mouse input. But since then, all of Apple’s other products have been recreations of existing products. Apple did not invent the MP3 player; Apple reinvented it and made it better. Apple did not invent the smart phone; Apple reinvented it and made it better. And Apple did not invent the tablet; Apple reinvented it and made it better.As Apple designer Jonathan Ive said recently, “Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.” Clearly, Apple applied that thinking first to iPods, then smart phones and more recently, to the iPad.

6. Apple stays at least two years ahead of its competitorsThis is the one that scares Apple’s competitors the most. While those competing with Apple are just getting products to market that are competitive, Apple is already working on the products at least two years out. For example, the new iPhone that will most likely go to market in October was designed and signed off on two years ago. And the iPhone the company is working on now is for the fall of 2014. The same goes for the iPad. The new iPad that we will most likely see next March was signed off on two years ago. The one that’s being worked on now we will probably see in 2015. This is a nightmare for Apple’s competitors and will continue to be for some time.Besides having geniuses in design, software and retail, Apple also has the cash to invent components, manufacturing processes and things like that, which almost makes it impossible for the competition to make any real headway against Apple.

Features of Mobile Selecting multiple photos: Tapping on each photo to select is outdated, and with iOS 9 Apple has introduced a new and much cooler way of selecting multiple photos. Now you can simply tap on the first photo, and drag your finger to select multiple photos.

Hiding photos: It’s not only easier to select multiple photos, but now it is quite easy to hide multiple photos as well. Select the photos you want to hide from prying eyes, then tap the Share button on the bottom-left corner, and click on Hide.

Zooming videos: One of the most interesting features is the ability to zoom videos that you are currently watching. The familiar pinch to zoom gesture is all that you need to do for zooming a part of the video being played on your device.

Quick contacts: Spotlight search on iOS 9 is more usable than ever before. Searching for a contact on Spotlight gives you shortcuts to call or message them. This is way faster than looking up a contact in the Phonebook and then calling or messaging them.

Spotlight calculator: Spotlight has also made the calculator app redundant to an extent. It also ensures that you do not need a separate app for quick currency conversions. Simply typing something like $500 will show you the equivalent of the rupee in the results. You can also perform basic calculations using the Spotlight search.

Notification groups: The Notification Center has seen quite a few tweaks as well, including the ability to group notifications based on the apps. You can head over to Settings -> Notifications -> Group by App to enable the grouping. While iOS still doesn’t allow one to dismiss all notifications at once, this at least makes it easier and faster to clear a huge list of notifications.

Search Settings: While different kinds of Settings are separated under subsections on iOS, sometimes it can get a tad frustrating while looking for a particular option. To help with that, Apple has introduced Search in Settings, which as the name suggests, lets you search for any particular option and quickly access it.

Search Messages: It can similarly get frustrating if you are in search for a particular message. Now however when you search for a particular message, Apple will highlight the correct message, as well as the searched keyword.

Shake to Undo: Shake to Undo may not be a new feature, but there are times when you would have accidentally undone something without meaning to. To avoid such a scenario, Apple now let’s you disable this feature. You can head over to Settings -> General -> Accessibility and click on the toggle switch.

Mute Switch: On an iPad you can configure what the Mute switch on the side does — mute the device or enable/disable screen rotation. Apple has now brought this feature to the iPhones as well, and is particularly handy if you are using an iPhone 6 Plus or plan on buying the iPhone 6s Plus.

Back to App: This is a particularly handy feature. When using apps like Facebook or Twitter, clicking on a link takes one to another app. Rather than going to the multi-tasking window and again switching back to the older app, Apple has made the process simpler with iOS 9. Now whenever you switch apps, there will be a button at the top-left corner, which will take you back to the app you were using.

Markup: The Mail app on iOS 9 gets a handy feature that lets you doodle on an attached image. Long press on an attached image, and select Markup.

Hindi transliteration: In addition to improving the keyboard, Apple has also added a handy transliteration feature that makes it really easy to type in Hindi. Head over to Settings -> General -> Keyboard -> Keyboards and select ‘Hindi – Transliteration. This will let you type on an English keyboard, and the OS will automatically transliterate it to Hindi.

PDF option on Safari: Not everyone might find this feature useful, but it is a decent feature nonetheless. Safari browser now lets you save a webpage in the PDF format. In Safari, click on the Share button and opt for ‘Save PDF to iBooks’.

INGRETIANTS

1. The iPhoneApple's iPhone 4S proved quite effectively that the company's smartphone is the central reason it's so profitable. Apple sells tens of millions of iPhones every quarter, and considering it does so at significant prices, it's generating a ton of revenue. Without the iPhone, Apple wouldn't be nearly as profitable as it is now. 2. The iPad

Apple's iPad is a similarly popular device that's helping the company generate monstrous profits. The tablet is the world's top slate, and far and away the most desired product outside of the iPhone.

3. Even the iPod

Apple's iPod is losing some of its appeal to consumers, as sales have dwindled the last several quarters, but the device is what it started it all for Apple. Without the iPod, there could have never been iTunes, the iPhone, and even the iPad. Apple's iPod is in many ways, the reason Apple is so successful today.

4. The Branding Is Top-Notch

There is no better company than Apple at branding. The iPhone maker knows how to make consumers view it, the firm understands the value of design, and keeps all of its marketing tactics in line with that. Branding is central to success or failure nowadays, and Apple has shown why strong branding can help companies become a success.

5. Consumer Trust

Without trust, companies have nothing. They have to be able to tell consumers something about their products and follow through. Luckily, Apple has been able to do just that, and it's scoring major profits because of it. Consumers know that if Apple makes a promise, it'll follow through. How many other companies can say they maintain that line of trust with customers?

6. The Retail Experience

Apple's retail stores are a key reason the company is so profitable. Anyone who heads to Apple stores gets an experience unlike anything they'll find elsewhere. What's more, Apple typically sells folks on more than one product in its stores, since people walk in to, say, buy an iPhone, but walk out with an iMac, as well. Apple's retail stores a key reason Apple is so successful.

7. The Halo Effect

The Halo effect is a huge component in Apple's success. As CEO Tim Cook said during an earnings call recently, the iPhone has helped improve sales of other products, like the iPad, because people so enjoy using the smartphone.

8. Windows Troubles

Although Windows 7 has been more popular at this point in its lifecycle than previous versions, the software's PC vendors haven't been growing the way they should. What's worse, consumers are becoming increasingly concerned about Microsoft's security woes. All that has helped Mac OS X gain new market share.

9. Innovation

When it's all said and done, Apple's success can be boiled down to one single point: its innovation. The iPhone maker is the most innovative, forward-thinking company in the market, and consumers respond well to that. It's one of the top reasons Apple is so profitable today.

10. Steve Jobs

Apple co-founder Steve Jobs was an integral component in the success of Apple over the years. He was the visionary that realized what must be done to fix Apple and make the company thrive, and he's the single person that has brought such unique ideas and services to the industry. Without Steve Jobs, we wouldn't have tablets, and smartphones would still look like BlackBerrys.

PRICE LAUNCHING

If you buy an iPhone 6 Plus instead of the smaller iPhone 6, Apple makes an

extra $84.50 in profit on the phone, according to Bloomberg, citing a

manufacturing cost breakdown by the research form IHS.

Another parts analysis, from Teardown.com, found something similar: The

larger screen and battery in the iPhone 6 Plus, plus a few other more marginal

costs, add an extra $15.50 to the cost of making an iPhone 6 Plus - but Apple is

charging up to $100 more for the larger phone.

You're paying a whole lot more for iPhone 6 Plus even though it doesn't cost

Apple that much to make it, in other words.

IHS

Teardown.com says the two aspects of iPhone 6 Plus that increase its

manufacturing costs are the screen and the battery. The larger screen on iPhone

6 Plus costs $9.50 more, bringing the total screen cost to $51, and the larger

battery is $2.50 more, bringing that cost to $6.The overall effect on Apple's

initial profit after manufacturing costs alone are significant. That would mean

initial profit on an iPhone 6 is about 73% of the $849 price (or$619.77). On

iPhone 6 Plus it's 75% of $949 (or $711,75). We got those numbers in part from

Re/code.Remember, this is BEFORE all the other costs that Apple must bear,

such as sales and marketing, staff and distribution costs. So these numbers are

somewhat misleading. However, they are interesting because they show that

regardless of how you calculate the two sets of manufacturing costs, Apple is

going to make more money on iPhone 6 Plus - simply because of its size - than

it will on iPhone 6.Now add in the way Apple has arranged pricing for the

various storage levels inside the phones. As we told you previously, iPhone 6

models come with 16 GB, 64 GB, and 128 GB of storage (instead of the 16 GB,

32 GB, and 64 GB of prior models).

4PS OF APPLE COMPANY

View

Product- Apple has not done any innovation in products, portable music player was not launched by them, Apple may seem to be innovative company and brand but they have beautifully done innovations in product design and user experience, all perfect! If you compare features of apple phone with competitors, features are same or even less, so nothing great features wise! An Ok product!Promotions: an apple has never promoted its products, only word of mouth has been the sole reason for its success (because of good product design and user experience), one may argue what is the need of promotion if your product is selling well on word of mouth ( highest form of marketing) but apple has never focused on promotions.Pricing- Apple products are way to highly priced (one may argue its their pricing strategy) but why? what does the product/brand hold to deserve such high pricing? Great product, no? Great value, no? Great features, no? Why then he is charging so high pricing? Place- Apple has been purposefully denying its availability of products in India, a country who can give its sales a great spurt, a country with affordability? Why such demarcation?Overall, a sidelined view of 4P’s, but apple brand /product is a success story in itself! It’s a league, it’s a community, and it’s the pride of owning apple products which is driving its sales.

Counter ViewProduct- it’s a brilliant product with such a great user experience, experience is driving people crazy and people are buying it, wanting it, waiting for it! What else a product can offer, experience only which is there in apple, one up for apple product!Promotions: It’s a company strategy not to promote its products so extensively when their product is selling like hot cakes. Why promote? Word of mouth is enough.Who said a brand needs to promote?, it’s a calculated decision and in some ways of the other , it is creating required word of mouth promotions required to sell the brand., two up for apple.Pricing: it’s the experience for which people are paying it, high or low doesn’t matter and they are ready to pay much more.

Place- it might be possible that there is enough demand outside and they are not able to match the production levels, they may be wanting to ramp up production levels to cater to that demand and then possibly make easily availability in india.

TAGLINEThink different

"Think different" was an advertising slogan for Apple, Inc. (then Apple

Computer, Inc.) in 1997 created by the Los Angeles office of advertising

agency TBWA\Chiat\Day.[1] The slogan has been widely taken as a response to

IBM's motto "Think".[2][3][4] It was used in a television commercial, several print

advertisements, and a number of TV promos for Apple products. Apple's use of

the slogan was discontinued with the start of the iMac G4 in 2002.

Apple's famous 1984 commercial was created by advertising agency Chiat/Day. In 1986, CEO Michael Spindler replaced Chiat/Day with agency BBDO. Under CEO Gil Amelio BBDO pitched to an internal marketing meeting at the then struggling Apple a new brand campaign with the slogan "We're back". Reportedly everyone in the meeting expressed approval with the exception of the recently returned Jobs who said "the slogan was stupid because Apple wasn't back."[10]

BRAND AMBASSADOR

Peter Havens

BackgroundCurrently: Seven years experience providing software and hardware troubleshooting as an Apple Certified Mac Technician

Marketing, grunt work, elbow grease, design, numbers-running, and everything and anything in between for a fresh, unique and motivational lifestyle brand, Always Be Paddling Surf Co. Based on a love for the persistence required to paddle out for every wave when surfing, we take that attitude and design T-shirts stickers and other merchandise that promote persistence and dedication for both surfing, and also for life's hurdles. Always be Paddling is a motto and a way of life.Previous background/experience writing for a variety of publications, including Examiner.com, ChickSpeak.com, and various blogs.ExperienceAppleCare AdvisorAppleFebruary 2015 – Present (9 months)Jacksonville, Florida

Helping customers and motivating team members to achieve goals. Skilled at performing efficient and effective hardware repairs of any and all Apple hardware, as well as extensive Apple software troubleshooting experience.

Brand AmbassadorAlways Be Paddling Surf Co.January 2012 – Present (3 years 10 months)

Apple Certified Mac Technician, Mac GeniusApple RetailMay 2012 – January 2015 (2 years 9 months)

Helping customers and motivating team members to achieve goals. Skilled at performing efficient and effective hardware repairs of any and all Apple hardware, as well as extensive Apple software troubleshooting experience.Freelance JournalistExaminer.comApril 2011 – June 2012 (1 year 3 months)

Philadelphia Tech Dating Examiner

PRODUCT PACAKAGING

Since late 2009, the box packaging specification sheet for iMac computers has included the following footnote:In previous Macintosh packaging, Apple's website URL was printed below the specifications list.

The apparent explanation for this inconspicuous usage is that Apple wished to maintain its trademark registrations on both terms – in most jurisdictions, a company must show continued use of a trademark on its products in order to maintain registration, but neither trademark is widely used in the company's current marketing. (With regards to "Macintosh", Apple's computers are now usually marketed as simply "Mac".) Indeed, this packaging was used as the required specimen of use when Apple filed to re-register "Think Different" as a U.S. trademark in 2009.[15]

Mac OS X[edit]

Apple has continued to include portions of the "Crazy Ones" text as Easter eggs in a range of places in OS X. This includes the high-resolution icon for TextEditintroduced in Leopard, the "All My Files" Finder icon introduced in Lion, the high-resolution icon for Notes in Mountain Lion and Mavericks and on the new Color LCD Display preferences menu introduced for MacBook Pro with Retina Display. Both the TextEdit and Notes uses were removed in Yosemite.

Apple Color Emoji[edit]

Several emoji glyphs in Apple's Apple Color Emoji font contain portions of the text of "Crazy Ones”, including 1F4CB ‘Clipboard’, 1F4C3 ‘Page with Curl’, 1F4C4 ‘Page facing up’ and 1F4D1 ‘Bookmark Tabs’.

Apple.com[edit]

On at least four separate occasions, the Apple homepage featured images of notable figures not originally part of the campaign alongside the "Think Different" slogan:

In 2001, when George Harrison died In 2002, when Jimmy Carter won the Nobel Peace Prize In 2003, when Gregory Hines died In 2005, when Rosa Parks died

Similar portraits were also posted without the "Think different" text on at least six additional occasions:

In 2007, when Al Gore received the Nobel Peace Prize In 2010, when Jerry York died In 2011, when Steve Jobs died[16]

In 2013, when Nelson Mandela died[17]

In 2014, when the Macintosh turned 30 on January 24, 2014[18]

In 2014, when Robin Williams died

Other media[edit]

A portion of the text is recited in the trailer for Jobs, a biographical drama film of Steve Jobs' life.[19] Ashton Kutcher, as Jobs, is shown recording the audio for the trailer in the film's final scene.

The Richard Dreyfuss audio version is used in the introduction of the first episode of The Crazy Ones,[20] a podcast provided by Ricochet,[21] hosted by Owen Brennan and Patrick Jones