Introduction Apple
Introduction Apple
Introduction Apple
Apple
B. Harish
21-PVC-014
Introduction
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, Inc. in 1977 and the company's next computer, the Apple II,
became a best seller and one of the first mass-produced microcomputers. Apple went public in 1980
to instant financial success. The company developed computers featuring innovative graphical user
interfaces, including the 1984 original Macintosh, announced that year in a critically acclaimed
advertisement. By 1985, the high cost of its products and power struggles between executives
caused problems. Wozniak stepped back from Apple amicably and pursued other ventures, while
Jobs resigned bitterly and founded NeXT, taking some Apple employees with him.
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"). In 1997, weeks away from bankruptcy, the
company bought NeXT to resolve Apple's unsuccessful operating system strategy and entice Jobs
back to the company. 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. When Jobs
resigned in 2011 for health reasons, and died two months later, he was succeeded as CEO by Tim
Cook.
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.
Mac
iMac 24”
Mac mini
Mac Studio
Mac Pro
Display
Studio Display
iPad
iPad Pro
iPad Air
iPad mini
iPhone
iPhone 14 Pro
iPhone 14
iPhone 13
iPhone SE
iPhone 12
Watch
AirPods
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
Magic Keyboard with Touch ID and Numeric Keypad for Mac models with Apple silicon
MagSafe Charger
Apple Watch Magnetic Charger to USB-C Cable for Apple Watch Series 7 (1 m)
35W Dual USB-C Port Power Adapter
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.
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 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
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.
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 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.
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