Marketing Strategy

Apple
B. Harish
21-PVC-014

Introduction
Apple Inc. is an American multinational technology company headquartered in Cupertino,
California, United States. Apple is the largest technology company by revenue (totalling
US$365.8 billion in 2021) and, as of June 2022, is the world's biggest company by market
capitalization, the fourth-largest personal computer vendor by unit sales and second-largest
mobile phone manufacturer. It is one of the Big Five American information technology
companies, alongside Alphabet, Amazon, Meta, and Microsoft.
Apple was founded as Apple Computer Company on April 1, 1976, by Steve Wozniak, Steve
Jobs and Ronald Wayne to develop and sell Wozniak's Apple I personal computer. It was
incorporated by Jobs and Wozniak as Apple Computer, As the market for personal computers
expanded and evolved throughout the 1990s, Apple lost considerable market share to the
lower-priced duopoly of the Microsoft Windows operating system on Intel-powered PC
clones (also known as "Wintel"). Over the next decade, Jobs guided Apple back to
profitability through a number of tactics including introducing the iMac, iPod, iPhone and
iPad to critical acclaim, launching "Think different" and other memorable advertising
campaigns, opening the Apple Store retail chain, and acquiring numerous companies to
broaden the company's product portfolio. Apple became the first publicly traded U.S.
company to be valued at over $1 trillion in August 2018, then $2 trillion in August 2020, and
most recently $3 trillion in January 2022. The company receives criticism regarding the
labour practices of its contractors, its environmental practices, and its business ethics,
including anti-competitive practices and materials sourcing. Nevertheless, the company has a
large following and enjoys a high level of brand loyalty. It is ranked as one of the world's
most valuable brands.

Annual turnover
Apple's total net sales amounted to 394.33 billion U.S. dollars in their 2022 financial year.
Products they Provide
Mac
MacBook Air (M1)
MacBook Air (M2)
MacBook Pro 13”
MacBook Pro 14” and 16”
iMac 24”
Mac mini
Mac Studio
Mac Pro

Display
Studio Display
Pro Display XDR

iPad
iPad Pro
iPad Air
iPad 10th generation
iPad 9th generation
iPad mini

iPhone
iPhone 14 Pro
iPhone 14
iPhone 13
iPhone SE
iPhone 12
Watch
Apple Watch Ultra
Apple Watch Series 8
Apple Watch SE & Apple Watch Nike

AirPods
AirPods 2nd generation
AirPods 3rd Generation
AirPods Pro 2nd Generation
AirPods Max

Tv & Home
Apple TV 4K
Apple TV App
Apple TV+
HomePod mini
Home app

Only on Apple
Apple Music
Apple Arcade
iCloud
Apple Podcasts
Apple Books
Wallet

AirTag

Accessories
35W Dual USB-C Port Power Adapter
Magic Keyboard with Touch ID and Numeric Keypad for Mac models with Apple silicon
Magic Trackpad - Multi-Touch Surface
Magic Mouse - Black Multi-Touch Surface
USB-C Digital AV Multiport Adapter
USB-C to USB Adapter
USB-C to MagSafe 3 Cable (2m)
USB-C Charge Cable (2m)
Apple Pencil (1st Generation)
Apple Pencil (2nd Generation)
Apple Pencil Tips - 4 pack
Smart Keyboard for iPad (9th generation)
Magic Keyboard for iPad Pro 12.9-inch (6th Generation)
Magic Keyboard Folio for iPad (10th generation)
Smart Folio for iPad (10th generation)
Smart Folio for iPad mini (6th generation)
Smart Keyboard Folio for iPad Pro 12.9-inch (6th generation)
30W USB-C Power Adapter
iPhone 14 Clear Case with MagSafe
iPhone 14 Pro Leather Case with MagSafe
iPhone Leather Wallet with MagSafe
iPhone 14 Plus Silicone Case with MagSafe
20W USB-C Power Adapter
MagSafe Charger
USB-C to Lightning Cable (1m)
MagSafe Battery Pack
MagSafe Duo Charger
Lightning Digital AV Adapter
Apple Watch Magnetic Charger to USB-C Cable for Apple Watch Series 7 (1 m)
35W Dual USB-C Port Power Adapter
45mm Umber Leather Link
45mm Rainforest Braided Solo Loop
45mm Elderberry Sport Loop
45mm Summit White/Black Nike Sport Loop
Objectives of Apple
To expand their sales to customers who have not yet own any Apple’s products.
To produce hassle free products that provides service and enjoyment for customers.
Become the leading business in the mobile market
Continue to create ground breaking products. Apple has made a name for itself becoming a
trend setter in the market with every one of their products introducing something new and
exciting to the world

Target market
Apple's target audience consists of middle-class and upper-class users who can pay higher for
products that provide them with an incredible user experience. This means that these users
have a higher disposable income and are willing to pay more for as high-priced products as
Apple's.

Apple Market strategy

Apple Knows Its Target Audience and How to Reach Them
Apple has worked hard to find its target audience and they understand its audience’s likes,
dislikes, habits and language they want to use. By simplifying the marketing process in the
language that the audience understands an amazing bond is formed between a prospective
customer and the brand, and a lasting connection for an existing customer. Apple does
mention all its specifications and technical details, which is usually below the fold rather than
it being in the face. Effective use of product placement
Positive reviews in the media
Apple systematically benefits from the buzz created by positive reviews in the media – both,
traditional, as well as, social media. The company achieves positive reviews due to high
quality and advanced features and specifications of its products and services. Moreover, the
multinational technology company proactively contributes to the creation of positive reviews
in the social media. For example, Apple usually sends new iPhones to selected technology
and mainstream media outlets to allow them to publish reviews before the phones went on
sale.

Storytelling through video and viral marketing

Storytelling through video and viral marketing is an important element of marketing strategy
for Apple. The world’s largest IT company by revenue conveys its marketing message
through aspirational storytelling that resonate with members of target customer segment.
Famous “1984” ad, first aired during 1984 Superbowl communicates the story of Apple as a
rebellious company that challenges the status quo. “Share your gift” ad is a more recent
example of storytelling by the tech giant, where a young artist locks away her works until in a
box, until one day wind coming through the window takes papers with her art to the town
below. These and other storytelling videos have proved to be viral and hugely popular with
positive impact on Apple brand image.

Have a Community of Loyal Users or Customers

For more than ten years Apple has worked hard on building a community of loyal users,
customers and fans around the world. Apple marketing strategies include making customers
want to belong to that community as it is deemed to be “cool”. Apple smartly capitalized on
the universality of that self-perception, which made its customers believe that the brand
understands them and is like them

Apple Provides A Well-Appreciated Customer Experience

Apple holds the customer's experience in high regard, the experience can include every
element which is comparing different product versions to each other, trying out new products
in the retail store, buying the item, receiving it unboxing it and setting up the devices. All the
devices are carefully crafted according to the company to appeal to the consumer's
requirements.

Consider the Value of the Products

What makes perceived value so important from a company perspective is that customers may
be willing to pay a higher price because they deem the brand to be of high quality or a higher
status symbol. This gets to the heart of Apple's continued success over its competitors

Pricing
Apple utilizes a minimum advertised price, or MAP, retail strategy. This strategy prevents
retailers from pricing their Apple products below the MAP. By ensuring the price for Apple
products never drop below a specific price.

Conclusion
Apple is one of the leading trillion-dollar brands in the world. What is the secret behind its
success? its marketing strategy. It has always placed itself in the premium market and
markets its products to high-end customers. Many brands still couldn't figure out how Apple
has such loyal customers, the reason is its ingenious marketing strategies