Apple Marketing Strategy

2907 Words Aug 16th, 2013 12 Pages
Apple's iPhone

Economic
'When Apple's IPhone first went on sale in Europe six months ago, hopes were high that the device would be just as big a hit is it had been in the U.S. But analysts are now raising concerns that the iPhone may not translate as well overseas, with sales sluggish in Europe because of the device's high price and strong competition from Nokia and others'
Jennifer L.Schenker 'the iPhone in Europe: Lost in Translation',
The plummeting economy persuaded Apple to decrease the price of it's product as global recession was hitting it's peak by the time Apple launched it's product in the European market. The market although dense & vast still couldn't afford the price of the product so Apple had to work on the
…show more content…
Technological
Technology is a sector which grows very rapidly and keeps the organisations such as Apple always on their feet striving to develop their products continuously to compete in the fast competition. Apple having launched their product in Europe saw that the mobile phone industry in Europe was much more advanced than the U.S. People in Europe want their phones to do much more than just make calls and iPhone only capable of running on GSM technology lacked the potential to dominate and further acquire the market share in the telecom industry in Europe. Thus Apple came up with the newer model of its product, iPhone 3GS to meet the needs of the consumers and stats show that the move helped Apple maintain its growing user base. In the future too Apple needs to lay a lot of focus on working on it's tradition of bringing out something new.
Another challenge that Apple faces is the grey market that appears in iPhone, although it has been a successful product still people not having been able to switch to its high cost have the phone unlocked on to the other networks which costs apple. The contract between Apple and the network providers says that network providers will only pay Apple if the phone remains on the same network thus it loses Apple a lot of money. What Apple needs to do now is to develop network locks and codes that