Digital Media

(Apple’s Website)
Yaqi CHEN (182737)
Daniel AWANG (182730)
Syafi SAYUTI (182751)
 Contents
1. Business Environment '280 millions units Apple’s product
2. Business Model sold in 2018 and almost 50% came
3. Target Audience through website’- Statista,2019
4. Information Design
5. Competitor Analysis
6. Summary & Overall Assessment
7. Recommendation & Conclusion
8. References
 Business
Environment
1) Types of website approach:
• B2C (Business to
Consumer)
• Evolution from web 1.0
to web 3.0
• 1st to 3rd wave
approach

Source: Apple.com
 Business
Environmen
t
2) Underlying Objectives:
• Branding
• Presentation
• Selling
• Customer Support

Source: Apple.com
Business Model
 Geographic – Urban

Age – 18 to 45

Target Gender - Males and females

Audience
Income - High earners

Occupation- Students, office workers...

About Audience
 Information Design

• Clutter and long scrawl (old)

• Bold Button
• Visual chaos

(Source:
http://b2c.news/hhFn1D)
 Information Design

• Bold Images
• Attention focus
• 3-click-navigating-rule
• 2.042 seconds load time

(Source:
http://b2c.news/hhFn1D)
 Online Presence

• Global Online Presence

• Local Uniform Resource
Locator (URL)
• Language choices

(Source:
https://locate.apple.com/cou
ntry
)
 Online Presence

• Location Aware
• No geolocation
• Current Location feature

(Source:
https://locate.apple.com/)
 Data Exchange

• Collection and Use of

Personal and Non-Personal
Information
• Uses "Cookies"
• Disclosure to Third Parties

(Source:
https://www.apple.com/legal
/privacy/en-ww/
)
 SEO and Traffic

• 323 838 sites linking in

• 32.9% comes from search
engine
• Safari and IOS to control
traffic

(Source:
https://www.alexa.com/sitei
nfo/apple.com
)
COMPETITOR ANALYSIS
1) Nature of Competition
2) Competitive Advantage of Apple Website
3) Porter Five Forces
1) Nature of competition
(technology's features)
 SAMSUNG
as the main
competition
2) Competitive Advantage
(Apple Website)
Samsung Website (listed products)
 3) Porter 5 Forces
(Buyer Power)

Apple has strong users' stickiness, from iPod to MacBook, switching

the product, but always on IOS system
Apple makes it hard for their customers to abandon their product since
they need the exclusive account among the apple devices to keep the
consistency

Low Medium High

 Porter 5 Forces
(Supplier Power)

Apple design their own chips

Apple owns the major manufacturing equipment and only allow them
to produce apple products
Apple takes over retail distribution through Apple Store

Low Medium High

 Porter 5 Forces
(Competitive Rivalry)

Apple is not in the low-end market where price is the key point

Apple products are never on sale. They position themselves superior to

Android products. They compete based on quality and using experience
of the system.

Low Medium High

 Porter 5 Forces
(Threat of New Entrants)

In order to succeed against Apple, new entrants must find a way to

offer better products at more affordable price.

Apple has a strong brand image, innovation and customer service –

making it difficult for new entrants to compete against.

Low Medium High

 Porter 5 Forces
(Threat of Substitutes)

Not necessarily the same products offered by other companies, but

rather different products that satisfy the same need as the
products being offered.

Apple mitigates this effect by extending product line and

differentiation. Ie: Wearable MacBook

Low Medium High

SUMMARY & OVERALL ASSESSMENT
GRADING IS
18/20
 Recommendations
• Use animation rather than static images in Homepage
(requires faster loading speed on both desktop and mobile version)

• Ease FAQ navigation

• Higher security on user's personal information

 References
• BRANDONGAILLE.COM (2015), 18 Key Apple Target Market Demographics, [online] Available at <
https://brandongaille.com/18-apple-target-market-demographics/>[Accessed on 9 Apr 2019]
• John Dudovskiy (2018), Apple Segmentation, Targeting and Positioning, [online] Available at <
https://research-methodology.net/apple-segmentation-targeting-and-positioning/> [Accessed on 9 Apr 2019]
• Similar Web (2019), apple.com March 2019 Overview [online] Available at <https://www.similarweb.com/website/apple.com>
[Accessed on 9 Apr 2019]
• Web Designer Depot, apple vs Microsoft 2009 [online] Available at <
https://www.webdesignerdepot.com/2009/05/apple-vs-microsoft-a-website-usability-study/> [Accessed on 7 April 2019]
• Alexa Statistic, apple traffic 2018 [online] Available at <https://www.alexa.com/siteinfo/apple.com> [Accessed on 8 April 2019]
• M. Patrick, five ages of apple [online] Available at <
https://www.business2community.com/online-marketing/building-an-online-presence-the-5-ages-of-apple-com-0322454>
[Accessed on 8 April 2019]
• Statista, 2019. Apple units sale in 2018|Statista [online] Available at:
https://www.statista.com/statistics/382302/unit-sales-of-apple-by-product-category/[Accessed on 8 April 2019]
• Winston, 2016. 5 Sales Lessons Can Learn From Apple| Entrepreneur Europe [online] Available at: <
https://www.entrepreneur.com/article/274306> [Accessed on 08 April 2019]