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Apple Marketing Strategy

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Introduction
Formerly known as the Apple Computer Company, Apple was developed by the three co-founders i.e. Steve Jobs, Steve Wozniak and Ronald Wayne. The company came into being on 1st April 1976, when they launched their first product, the Apple-I.
The company has its headquarters in California, U.S. After the resignation of Steve Jobs, Tim Cook has taken over the position of the CEO of the company. The company has about 116000 (2016) full-time employees and earns a worldwide revenue of about $215 billion in the year 2016 (fiscal year). The company enjoys a huge brand loyalty and is ranked as the world’s most valuable brand.
Apple is the largest information technology company in the world in terms of revenue and second largest in terms
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Functional benefits of a brand are not the only way to encourage loyalty. Customer loyalty cannot be encouraged only by functional benefits of a brand, consumers’ needs should be created by addressing their emotional benefits for better brand awareness. Apple’s emotional branding is the key to its survival; a brand that is felt in the heart and mind of the consumer. Apple’s brand is reflected through their core beliefs about imagination, innovation, and design. The company renamed itself Apple Inc. rather than Apple Computer which shows company’s openness to explore and innovate in products other than computers.
Marketing Strategy
Branding Strategy
Apple tries to connect with its users at a very emotional level and make them feel proud of owning their products. They believe in empowering people through technology and make their life easier. It aims to make the life of their customers easier and connects with them to provide the ultimate customer experience.
They have created a community of specific device users and make the customers feel that they should be a part of this community rather than being left out.
The company believes in ingraining their parent company’s name with every product and want the customer to know their products by the name of Apple due to the huge reputation that Apple has created over the years. It has also made its products distinguished by
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1984- Why 1984 won’t be like 1984
In 1984 Apple launched the Macintosh and the advertisement that was launched before it was highly inspired by the novel 1984 by George Orwell and read a caption at the end stating, ‘Apple computer will introduce Macintosh and you’ll see why 1984 won’t be like 1984’. The advertisement that was directed by Ridley Scott was hated by the board of directors at that time. However, Macintosh went on to sell 72,000 computers in 100 days and was a massive success for the company. In 2004, Apple relaunched the same campaign by adding the iPod in the advertisement and keeping it exactly identical to the original one.

2. 1997- Think Different
After the return of Steve Jobs as the CEO, the company saw a new wave of branding led by Jobs. The slogan ‘Think Different’ was an attack on the then rival IBM’s ‘Think’. The commercial focused on the legendary people who think differently and make changes in the world. Jobs wanted to brand the product for independent and strong thinkers.The campaign was considered to be the most successful campaign of all by the Tech Republic.

3. 2007-
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