Apple and its Marketing Strategy

Apple and its Marketing Strategy

Global Business

Maryville University
 Apple and its Marketing Strategy

Introduction

Strategic Marketing is at its core for any business model that impacts the overall

operation in the global marketplace. This helps a company find a direction that could filter out

the essential strategies to obtain specific objectives. This is one of the ways to lay the foundation

for the policy-making that works on allocating resources, defining objectives, and modeling the

process. This is key to understand the strengths and weaknesses of the customers, market,

product, and the impact regarding the target market and the customers to further initiate the

marketing plans and objectives to reach the global market.

Apple and Strategic Marketing

Apple Inc. is one of the biggest companies that has helped its growth through innovation,

technology, and the aggressive yet effective marketing strategy it has been using for years to

attract customers. The excellent products and the marketing strategy of these products is one

reason why customers’ love has been one of its strengths in its success. Apple and its products

are self-reflector of the fact that these products need no relying on circumstances. The marketing

is such that the customers are so excited about its newer product that they wait relentlessly for

months just to get a hand onto its new product. It shares its rapport with the customers in such a

way everyone accepts its products as its own.

Pull Strategy:

Pull strategy is one of the marketing strategies that the companies make use of while

marketing their products. It is also called a ‘pull marketing strategy’ which is more focused on

pulling the customer towards its product to increase the demands of the products. This strategy
 Apple and its Marketing Strategy

helps in drawing the customers through to the products. Customers are active seekers who look

for products to own them as much as they own their favorite brands.

How does Apple use Pull Strategy?

Apple uses a pull strategy to market its products in the market. For this, it uses various

platforms. ‘Apple has used a range of media advertising to promote’ its products. Using the

media platforms, it advertises its products through a language that addresses the audience. The

use of these advertising languages makes it so convincing that people will never question their

technology buying decision. Using Facebook, advertising agencies, and YouTube, Apple

believes in reaching out to the early adopters and early majority groups since its strategy has

caused enough stir and curiosity in the minds of its customers. In its marketing of one of its

products, and changing the marketing strategy to an effort to be a part of a phenomenon, Apple

went, ‘From the YouTube first impression videos to celebrity retweets and rolling reviews,

iPhone X is being presented not as a device but a phenomenon.’ (Simon, 2018)

It has thrived on the essence of its marketing procedures that is able to make a build-up to

a public relations that will not only help it achieve its target but also helps in creating a brand of

innovative and attractive contents in its marketing. Ranging to each walk of the lives, one of the

most astounding features it has ever introduced is the introduction of ‘Everyone Can Create (e

(go.macworld.com/evcr)’. This ‘is a free resource available to teachers and students that allows

for the integration of videos, photos, illustrations, and music into lessons or assignments.

Teachers can create interactive lessons, while students can make active projects.’ (Loyola, 2018)
 Apple and its Marketing Strategy

Addressing Customers through its Advertising

The years of expertise in the marketing field is the reason why Apple has been able to

reach out to every customer. The subtlety of language, the medium of expression, and the

creative and innovative fusion make, ‘consumers fall’ for the apple products. Besides this, Apple

‘is a unique company in a way that it is a design firm, a media platform, a publishing company, a

software powerhouse, and a computer manufacturer – all at the same time’ (John, 2019) helps it

focus on its value proposition to target the customers in a cost-effective manner. Using the

commercials, print ads, and various platforms, Apple creates buzz around its customers through

product placements and the reviews. This is how they help the customers avoid the confusion

regarding the choices as they focus more on the benefits the customers need. Without any

overwhelming and overrated advertising, Apple aims at making the ‘simpler lives better’ that

makes its customers wait to be a part of this giant family through their purchases.

Problems?

Apple and its products have reached a level where it has a huge customer satisfaction rate

as it has been able to provide its customers freedom from purchasing anxiety. However, as Cross

has examined, “If Apple has a current problem with selling iPhones, it’s that the prices are too

high, no matter what features they have (especially in some overseas countries).” (Cross, 2019).

This is one area where Apple can go a little deeper to address the issues on the price ranges that

could include all the customers from every continent.

 Apple and its Marketing Strategy

Conclusion:

Apple has gone from strength to strength in the last decade globalizing its product on the

global platform making it a ‘go-to’ product that includes the customers from various

demography, behavior, geography, and social status. It has been able to speak the language of its

customers through a variety of advertising platforms with creative content that has helped Apple

see the growth of its loyal customers with extra focus on details. Focusing on the customer

experience, as the customers would feel ‘Apple just makes me feel smart’, it has been able to

address the customers in such a way that requires no further penetration and any other platform.
 Apple and its Marketing Strategy

References
Barrile, S. (2006). Ingredients for the success of the Apple iPod: Marketing Business Date,
14(3), 5-7
Chang, R. (2009). Media, Marketers, Mad Ave just ma for Apple iPhone. Advertising Age,
80(28), 3-22
Cross, J. (2019). Apple fans should not worry about Samsung’s new phones. Macworld – Digital
Edition, 36(5), 47-50
Dudovskiy, J. (2019), Apple Marketing Strategy: A brief overview
Loyola, R. (2018). Apple strengthens its classroom presence with Everyone Can Create
Curriculum, Schoolwork app. Macworld – Digital Edition, 33(5), 39-40
Simon, M. (2018). How Apple’s unconventional iPhone X Marketing strategy will make you
want one at any cost. Macworld – Digital Edition, 35(1), 54-57