iPhone

Apple Inc. is well known for being an innovative company who challenge the status quo and established standards. Again, using Saussure’s semiotic model, the signified, is an apple, but with a bite taken out of it. Because Apple is seen as a “challenger” in the industry, the most common signifier is the forbidden fruit from the Biblical reference, the Garden of Eden. The signified is the bite from the apple, and the represented signifier is the tree of knowledge. Thus, symbolizing Apple as a “rebellious young company” ready to challenge the world. An even further semiotic analysis is that Adam and Eve gained a great deal of knowledge after the apple was bitten. So, the bitten apple is a sign for the “promise of knowledge” that an Apple user may gain from the product.