APPLE

Presented by

• Yassine bou-irkane
• Taha khouader
• Zakaria El baz
• Wissal Ghailoule
 Introduction
Apple Inc. is a multinational technology
company based in Cupertino, California. It
designs, manufactures, and sells consumer
electronics, computer software, and online
services. Apple is one of the world's most
valuable and recognizable brands.
This presentation will provide an overview of
the company, discuss a selected B2B product,
analyze its framework, and explore strategies
for servitization and marketing. The goal is to
gain insights into how Apple can better serve
its customers and increase profit
 Background of the Company

Steve Jobs, Steve Wozniak, and Ronald Wayne established Apple Inc. in Cupertino,
California, in 1976. With the introduction of the Apple I in 1976 and the Apple II in
1977, the business initially began as a personal computer company. The iPod, iPhone,
iPad, and Apple Watch are just a few of the consumer gadgets that Apple has added to
its product line over time. Apple has created a variety of software and services,
including iOS, macOS, iTunes, and iCloud, in addition to hardware.
Apple has a strong presence in the B2B market even though it is best recognized for its
consumer products. Mac PCs, iPads, iPhones, and enterprise-level software like Apple
Business Manager are among Apple's B2B goods and services.
 
In terms of market share Apple is one of the top technological businesses in the world
by market share. In 2020, Apple had a 15.5% global market share in the smartphone
market, according to a Statista report. According to a Gartner report, Apple also held a
7.7% market share in the personal computer industry in 2020.
 
Overall, Apple has a strong reputation for innovation and quality in the technology
industry, and its B2B offerings have become increasingly important for the company's
growth and success.
 Discussion on Selected B2B Product
these products offer sturdy, reliable, and secure solutions for businesses of all sizes. Their USPs include ease of use,
precise control, familiarity with Apple technology, and interoperability with Apple's network of devices

1.Apple Business Manager - A web-based interface for managing and deploying Apple
devices within a company. Its USPs are its ease of use and centralized device
administration, which saves time and reduces complexity.
2.Apple Configurator - A macOS program for configuring and deploying multiple iOS
and macOS devices at once. Its USP is granular control over device settings, enabling
administrators to tailor settings and apps based on various employee responsibilities.
3.Apple Professional Services - A range of consulting and training services for
businesses using Apple products. Its USP is its expertise in Apple technologies and
ability to provide customized solutions for businesses.
4.iCloud by Apple - A cloud-based storage service for saving and sharing data across
Apple devices. Its USP is its integration with Apple's ecosystem of devices, making it
easy for customers to view and share files across platforms.
Framework Analysis on Selected B2B
Product
•Based on the SWOT analysis, Porter's Five Forces analysis, and Marketing Mix analysis presented in the report, it
can be concluded that Apple has several strengths and opportunities in the B2B market, but also faces significant
challenges and threats. Apple's strong brand recognition, diversified product portfolio, and focus on security and
privacy make it an attractive option for businesses. However, its high prices, limited customization, and limited
compatibility with non-Apple products may hinder its appeal to some businesses.
•Additionally, Apple faces intense competition in the technology industry from companies such as Samsung,
Google, and Microsoft, which could limit its market share in certain areas. Economic instability and regulatory
changes may also impact its ability to sell its products or services to businesses. Despite these challenges, Apple
has opportunities to expand its B2B offerings, such as the growing demand for mobile devices, investment in
emerging technologies like augmented reality, and potential expansion into new industries like healthcare or
finance.
•To succeed in the B2B market, Apple needs to continue leveraging its strengths and pursuing opportunities
while addressing its weaknesses and threats. It could lower prices or provide more customizable options to
appeal to a wider range of businesses. It could also work to improve compatibility with non-Apple products and
enhance its marketing strategies to increase its market share. Additionally, investing in emerging technologies
and expanding into new industries could open up new revenue streams and strengthen its position in the B2B
market.
•Overall, while Apple faces significant challenges in the B2B market, it has the potential to succeed by leveraging
its strengths and pursuing opportunities while addressing its weaknesses and threats. The company's strong
brand recognition, diversified product portfolio, and focus on security and privacy provide a strong foundation,
and it can build upon this foundation by investing in emerging technologies, expanding into new industries, and
improving its marketing strategies. By doing so, Apple can continue to grow its B2B offerings and increase its
market share in the technology industry.
 Servitization Strategies
Apple has used servitization tactics to enhance its B2B product offerings. Servitization is a process of adding
value to a product by providing services around it. By providing services, businesses can distinguish
themselves from their competitors, attract more customers, and increase revenue. Apple's servitization
strategies include AppleCare, Mobile Device Management (MDM), Apple Business Manager, and professional
services. AppleCare is an extended warranty and support program that provides technical help, hardware
coverage, and software assistance to customers. MDM services allow organizations to remotely manage and
control their Apple devices, which increases productivity and security. Apple Business Manager is a web-
based platform that enables companies to deploy and manage Apple products. Apple also provides
professional services such as consulting, training, and support to help businesses integrate and maximize
their use of Apple products.
Apple's servitization strategies fall into two main categories: use-oriented and result-oriented. Use-oriented
servitization involves providing services that help clients make better use of the product. For example, MDM
and Apple Business Manager services assist businesses in more effectively managing and controlling their
Apple devices. Result-oriented servitization involves providing services that help clients achieve specific goals
or objectives. Apple's professional services, such as consulting and training, assist businesses in maximizing
their usage of Apple products and achieving specific business objectives.
By combining both use-oriented and result-oriented servitization strategies, Apple can differentiate its
products, increase customer loyalty, and generate additional revenue. Servitization can help businesses stand
out in a competitive market and offer more value to their customers. Apple's servitization strategies are a
great example of how businesses can use services to enhance their products and meet the needs of their
clients.
 Marketing Strategy for the
New Service (Servitization)
Apple uses a variety of marketing techniques , some are:
-mystery around products :Apple doesn’t reveal a lot about the
new products information so that people will get excited about
the product.
-creating an experience: customer experience is one the
important things for Apple the brand makes sure that its
customer have an unforgettable experience while shopping in
them. They make sure that every customer connection with
them feels like an experience for the customer water it’s their
online and retail store or the products.
-customer retention : instead instead of attracting new
customers by offering discounts, Apple focuses on keeping the
loyal customers by providing them by a good customer service.
The customer service gets back to a customer with a negative
feedback by 24hrs.
 Conclusion
In conclusion, Apple's success in the consumer market is widely
recognized, but the company's expansion into the B2B market has
been equally impressive. With a range of hardware and software
products tailored for business users, as well as a growing portfolio
of services, Apple has positioned itself as a significant player in the
enterprise technology market. By adopting a servitization strategy,
Apple is able to differentiate itself from competitors and build long-
term relationships with customers.
To improve B2B product and service offerings, businesses should
follow best practices such as generating a target list of business
contacts and engaging in as many conversations as possible. By
doing so, companies can better understand their customers' needs
and tailor their products and services accordingly. As Apple has
demonstrated, a customer-centric approach and a commitment to
innovation and servitization can lead to significant success in the
B2B market.