Essay on The Apple Corporation's Clever Marketing Strategies

Apple is an American multinational corporation which designs, manufactures and markets a range of consumer electronics and software products (Apple Inc., 2008). At the end of last fiscal year, Apple’s worldwide annual sales amounted to $32.5 billion, an increase of 35% from 2007 (Apple Inc., 2008). Not surprisingly then, was Apple voted America’s most admired company, also topping the global survey (Fortune,

Apple is a global company represented in many parts of the world, but born in the United States by computer wizards by the names of Steve Jobs and Steve Wozniak who founded the company back in 1976 (Capon, 2008). The organization deals with the design and sale of computer hardware, software and offers tech support to its customers. Examples of the hardware the company manufactures and sells include mobile phones, personal computers, iPads, tablets and iTunes with associated brands, like the MacBook and iPhones that represent Apple’s driving force towards its success. It is recognized as a brand leader in consumer electronics by the world in terms of quality and customer satisfaction and despite the wide product range, Apple manages each product in a distinct way that is a single business unit (Mittan, 2010).

This commercial is using an emotional appeal due to the humor. Also, this is a testimony by a popular music artist that she uses Apple Music. I do believe that this had an effective message because the humor really appealed to the youth masses. This commercial went viral within hours. Really what better publicity can you

As one of the most well-known and respected companies in the world, Apple Inc. was one of the few companies to emerge from the recession stronger than ever. Started in 1976 as a computer business, most of Apple’s success has been attributed to its music- and video-related products and the iPhone. Quickly became known then as a company that made innovative consumer electronic products instead of just a company that made computers, it changed its name in 2007 from “Apple Computer” to “Apple Inc.”. As Steve Jobs, Apple’s former CEO and co-founder said, “The Mac, iPod, Apple TV and iPhone. Only one of those is a computer. So we’re changing the name.”

People are constantly searching for the newest and most advanced technology. Phones are a predominant mobile device. The advertisements publicize different brands of smartphones. The Apple Commercial shows Dwayne Johnson using Siri on the iPhone 7 to get through his active day. The Samsung commercial shows Christoph Waltz using the Samsung Galaxy Note 7 to display the busyness of the American lifestyle. These commercials use pathos, ethos, and logos.

Apple implemented the marketing concept by focusing on customers’ needs through imagination, design, and innovation creating an emotional brand for its customers. Even though Apple is a technological company it takes a humanistic approach to satisfying the needs of its customers far better than the competition.

Therefore, they use every marketing technique and method available to them in an attempt to attract consumers to their products. There are dozens of distinct advertising approaches with which companies are able to gain the attention of their intended demographic to generate a profit. Patriotism is a main technique that many marketers use in the United States, and is achieved by implying that a certain product - whether the product itself or the way in which the product was manufactured - will prove the consumer’s love for their country (Advertising Techniques). Another method that is used to interest consumers is sense appeal, in which a company will use colors, sounds, and enjoyable imagery to promote their product. The Apple Company has risen to the top of the technological market in America and beyond with a well executed combination of advertising strategies, including sense appeal and avante garde, for products such as the iPod and the Apple Mac. As Apple’s research director Samir Bhavani stated, “Apple’s unique print, television, and outdoor advertisements featuring black silhouettes wearing the ubiquitous white headphones have been impossible to avoid for the last five years” (Kanik Vijay 20). Additionally, it has been said of Apple that “Apple iPhone marketing strategy is very readable, simple and cunning. Apple focuses on the pure modern style of their products without all the ‘fluff’” (Keshab Pudasaini 1). With so many different and powerful marketing techniques, companies are able to intelligently and effectively persuade the consumer into buying their

The multi billion-dollar corporation, Apple Inc., designs and manufactures some of today’s highest technological gizmos and gadgets. Among their best known products are the Apple and Macintosh computers, iPods, iTunes, iPhones and iPads. Apple is one of the most powerful and influential high tech companies in the world. The success of Apple Inc. stems from the innovation and visions of co-founder and entrepreneur, Steve Jobs, the excellence of the stylish, user-friendly products, and the ability to create innovative products that consumer’s desire.

Image–Apple’s advertisements usually portray their products as being for younger customers and don’t present an image of compatibility in a corporate scenario.

As a company, Apple is known throughout the globe for more than their high-quality and revolutionary products; Apple is a household name because of the publicity surrounding their devoted fans. These fans camp outside Apple Stores days before a product is released, sometimes just to preorder the product. They eat, sleep, and breathe Apple, earning them the name iSheep. Fans of other brands lack the same publicity, but they maintain the same level of devotion. Many people exclusively wear Nike or Jordan. Some may make a cup of Starbucks coffee a part of their morning routine. Over the years, brand wars have gained media attention and marked generations: Ford vs. Chevrolet, Microsoft vs. Apple, Coke vs. Pepsi, the list goes on. The bottom line is that major brands often create an obsession among their consumers that can be compared to religious worship, which in turn negatively affects cultural identity.

Even though Apple has encountered many setbacks, it continues to bring new and improve products to the market. Apple’s competitive strategy has been innovation. They have made an extraordinary effort developing, implementing, and executing its very unique strategy through innovation which has resulted in new product, and the enrichment of the existing ones. More specifically, Apple attempts to meet and supply the needs of a global market, by offering eager and enthusiastic consumers with innovated and high-quality products and services. Apple has employed a differentiation strategy linked to innovation with its three core products (computers, personal media player, mobile phones, tablets and other accessories). A key piece of their strategy involves meeting the needs of the converging digital electronics and computer markets. Apple has elected to implement its strategy by designing and developing proprietary operating systems and software technologies, thus allowing for strict protection of its intellectual rights.

Apple prides itself on offering innovative technology to a society that has become dependent on it. In markets inundated with companies offering similar products and services, Apple has had to rise above and distinguish itself from the masses. While their products have a cultivated a devoted-customer following (our family is one of them), their organization and the values it espouses are what will help them to remain a relevant and successful company in the tech world.

Nowadays, Apple has positioned itself to be an innovator in the personal computer industry and Apple has developed by offering modern products compared to its competitors. According to Apple’s mission statement last year, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.” (Business Management,

Apple has always been something of a trendsetter in the tech space. Its product history since Steve Jobs’s return in 1997 gives us a solid list of examples to choose from, from its very first iPod, to Apple’s PowerBook (and later MacBook) lines, to the iPhone and the iPad. Apple’s history is dominated by products that existed before Apple had a crack at them - but it was Apple who simplified them, made them appealing on a much wider scale, and ultimately made them objects of desire for the masses.

It is beyond all doubt that Apple Inc is one of the most successful and well-known companied all over the world nowadays. What’s more, the company is considered to be the leader of the industry The Apple products are of high quality and in high demand on all the markets. Apple services and stores are the gold standards for all the followers and niche players of the industry. Moreover, the majority of Apple customers are extremely loyal to the brands. Once they started using its high-technical products they keep doing it. At the same time the market share of the company is increasing constantly. Probably all the competitors are questioning what is the key to Apple Company’s success. It is important to note that the whole strategy determines the success of the business and the strategic analysis of the company can help to identify the main criteria. Thus, the object of the research paper is to develop a strategic analysis of Apple Inc, including its internal and external environment.