Apple Inc. : Marketing Strategy

1952 Words8 Pages
Apple Inc Apple Inc. uses the Apple brand to compete across several highly competitive markets. Apple 's brand has evolved as it has expanded its range of products and services. Originally starting in the late 1970s with desktop computers and then laptops in the 1990s, it took over 20 years before the company expanded into its first major new product area with the launch of the iPod in 2001, followed by iPhone in 2007, iPad in 2010, and now Apple Pay and Apple Watch in 2014. In the early decades, Apple 's brand was very much that of a challenger, bringing easy to use computers to consumers and small businesses in a way that as focused on the needs, individuality, and style of ordinary people, rather than the conformity and technical mandates of big business. Apple 's brand position has evolved, but today 's brand is still consistent with these early promises. Apple 's core competence remains delivering exceptional customer experience through superb user interfaces. The company 's product strategy is based around this, with the iPhone (with it 's touch screen "gestures" that are re-used on the iPad), Mac, iCloud, iTunes, and the Apps Store all playing key roles. THE distinctive feature of each of Apple Pay and Apple Watch remains the customer experience of an elegant user interface and simplicity of use. Starting with a major re-vitalisation of the Apple brand when the iPod was launched in 2001, Apple worked hard to harmonize and migrate its brand and its product
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