Marketing Mix of Apple

Presented By:
Mohit Malviya
 Introduction
• Apple, Inc originated from the friendship and mutual interests of Steve
Wozniak and Steve Jobs.
• The Two collaborated in the development of the “Apple” in the early
1970s. The Apple I was a step ahead of most computers of the time
featuring a use of aTV as a display system and a cassette interface for
recording programs.
• After obtaining financing for the development of Apple II, the Apple
Computer Company was formed in 1970.As the growth of home
computer use grew, Apple grew with it.
• In 1980 the company issued its initial public offering of investment stock.
• Apple next introduced the Macantosh Computer in 1983 during the Super
Bowl. The computers desktop publishing features provided the
foundation for future innovations that have become standard for the
company.
• Today Apple, Inc has more than 33,000 employees and revenues
exceeding 42 million dollars.
 Marketing Mix

• Product
• Price
• Place
• Promotion
 Product
• Portable Computers – including Mac products such as Mac Book Pro,
iMac, MacBook Air, Mac Mini, Xserve
• Servers – including Xserve, Xsan, MacOS X Ser, MobleMe.
• Accessories – including MagicMouse, Keyboard, Led Cinema Display.
• Wi-fi Based Stations - including Airport Express, Airport Extreme,
Time Capsule.
• Developer – including Developer Connection, Mac Program, iPhone
Program.
• iPod – including iPod Shuffle, iPod Nano, ipod Classic.
• iPhone – including iPhone3GS, iPhone3G, iPad.
• iTunes – including movies, TV shows, audio books, games.
• Periphal products – including Printers, Storage devices, digital videos
and cameras
 Price
• Apple is a premium brand computer that does not
attempt to compete on price. The company has reduced
prices after some initial product launches. It uses
skimming and preimuim pricing strategies.
• The AppleiPad is priced at a minimum of $499.
• The Apple iPhone costs begin at $99.
• The Apple iPod Classic is priced starting at $249.
• The Apple iPod Nano costs $149.
• The Apple Mac Book costs $999.
• The Apple MacBook Pro is priced at $1199.
• The Apple Quicktime Pro for Windows costs $29.99
• Apples iPad pricing strategy includes the flexibility to
lower the prices if consumer response dictates such
action. This would be consistent with a similar $200
price cut on the iPhone in 2007.
• In 2009 Apple announced a reduced cost pricing
structure for iTunes - songs will cost 69 cents, 99
cents or $1.29. He said the "vast majority" of the
songs will cost 69 cents. Changes are said to be a
response to a slower pace of music downloads.
 Place
• Apple, Inc Headquarters are located at is located at 1 Infinite Loop, Cupertino,
California.

• The Apple Consultants Network includes independent professional service

providers and technology consulting firms that specialize in Apple and third-
party solutions. Certified on Apple technologies, these providers deliver on-site
technology services and support to home users and businesses of all sizes.

• Apple service providers are certified technicians, who complete regular Apple
training and assessments, and offer repair services, and exclusive access to
genuine Apple parts.

• They are located in Asia/Pacific, Africa, the Middle East Europe and Latin
America.

• Apple has over 200 retail stores worldwide including the US, UK and Canada.
Apple recently opened a new retail store in Shanghai China
 Promotion

• Apple, Inc offers special discounts on refurbished MacIntosh

computers, iPod Nanos, and the 8GB iPod Touch. In each case a 1
year warranty is included on the all products.

• Apple, Inc authorized Training Centers are located throughout the

U.S. each provides instruction in Mac systems, Mac OS X, and
Apple’s professional applications. A wide range of certification
exams and courses offer innovative learning opportunities for IT
and creative professionals, educators, and service technicians—
delivered exclusively by Apple Certified Trainers.

• The Apple Consultants Network website provides a search tool

allowing visitors to locate nearby certified Mac product consultants
in the U.S, Canada, and a number of international locations.
• The online Apple Store offers free shipping for
orders over $50.
• The online Apple store offers iTunes gift cards.
• Apple provides a $100 rebate when you purchase
a Mac or specific printers from the online store.
• Apple has packaged back-to-school offers,
including some aimed at college students.
thanx