Apple marketing strategy

Immediately after college dropouts Steve Jobs and Steve Wozniak founded Apple in Aprilthe duo initially sold some circuit boards that they produced inside an unused garage. They subsequently introduced the 8-bit fully functional home computer Apple II in and it eventually became one of the first highly successful commercially produced microcomputers in the market. But the company did not rest alone with designing and manufacturing computers. Apple expanded its product portfolio and successfully emerged as an innovative and influential multinational technology company.

The introduction of iPod in and the online music and app store iTunes have revolutionised the music industry through the promotion of digital music.

apple marketing strategy

These two products created and supported an emerging ecosystem for selling and purchasing music via the Internet. The company was also instrumental for ushering in the era of smartphones and tablet computers with the introduction of iPhone in and iPad in These two consumer electronic devices have reimagined the way manufacturers develop and produce mobile devices. After all, this prudently and intricately crafted strategy has played a critical role in hurling its brand and products toward an unprecedented level of popularity and approval.

The competition was tough and Apple was at the losing end. The company struggled with maintaining sales and it finally succumbed to defeat as Windows-based personal computers from Microsoft gained a stronghold in the market. The poor performance of Apple stemmed from its poor product strategy. Apparently, the company was producing and selling an array of computer products that were redundant and confusing.

When Jobs returned in to lead the company, his first order of business was to discard all unprofitable products and realign the product strategy based on the concept of simplicity and premium user experience. Today, product strategy is at the core of the marketing strategy of Apple. One of the reasons why these products have become successful is that they are user friendly and highly intuitive compared with their competitors.

They are also unassuming because of their simple and uniform built and design. Of course, despite this simplicity, these products provide a premium user experience through innovative features and design considerations. It is important to remember that these products were not original. There were already ultrathin laptops long before Apple introduced the MacBook Air. Portable media devices had existed prior to the popularity of iPod.

Moreover, there was already a market for smartphones and personal digital assistants before the iPhone and iPad revolutionised mobile computing and the consumer electronics industry. However, these products have outcompeted their predecessors and some of their counterparts because they provided an innovative and unique overall product usability and consumer experience.

Apple employs a retroactive and proactive approach as part of its product strategy. Essentially, the company develops its products based on the existing products of competitors but it improves them by removing undesirable qualities and integrating differentiating features. The results are products that appear new and innovative but are still familiar or recognisable.

The extensive but controlled product portfolio of Apple creates a uniform and unique product usability and consumer experience. The sleek metal-based aesthetics of a MacBook also signals a sense of uniformity when used alongside the iPhone.

Apple Marketing Strategy: A Brief Overview

The user interface of these consumer electronic devices also employs the same functional and design principles centred on simplicity thereby creating a strong sense of familiarity.

It is also important to note that a particular user of different Apple devices can take advantage of this homogeneity through the Apple ID. This all-access account allows users to manage their digital identity, files, and device preferences across different devices thereby allowing seamless transition. Apple products create a halo effect.

Because each product complements another product, consumers would usually choose to stick with the Apple brand rather than buying different products from different manufacturers and create a hodgepodge of varying product and consumer experience. Considering the fact that the company has a large pool of loyal consumers, they tend to buy all products under the Apple brand. This halo effect coupled with deep brand loyalty complements the sales performance of each Apple product. The development and promotion of complimentary products and services are undeniably part of the marketing strategy of Apple.

With iconic and relevant products coupled with industry tenure and established branding, the company now enjoys legions of loyal consumers that comparable to fandoms of popular celebrity. The products of Apple are relatively expensive when compared with similar products from competitors.Those marketing skills propelled Apple into the top spot and turned the company around from near bankruptcy.

Here are 10 big lessons:.

apple marketing strategy

Apple understood this concept early on and made sure that their marketing was as simple as possible. They took out product feature lists, price, voice-overs and special effects. There is no need for jargon or technical terms that take away from what you are really offering your audience. Keep it Simple. Apple has the budget to get its devices on television shows and movies, but it's fine to start smaller too. Apple has done well getting reviews from its customers -- and you can too.

A coupon or some other exclusive deal is icing on the cake. They stick to their pricing albeit it is often much higher than any of the competition. Just focus on what sets you apart from the rest of the market. The messages must repeat those values throughout all platforms. You need to look at everything related to your marketing efforts and make sure there is a unified look and feel.

Anyone can make a product, but not many can create an experience for the customer that is memorable and entices them to come back again and again. Part of creating an experience that customers will remember is to use the art of storytelling to generate the experience and add sensory dimensions to the overall delivery. This immerses the customer in what they are doing, making it feel less like just shopping for a product.

Because Apple has studied their customers intently, they know how to speak to them in their own language, which creates a deeper bond and encourages more sales. Focus on studying your customer, how they interact and talk on social media, and speak to those aspects of your product or service that they are most interested in, and use the words they would use.

The best marketing approach Apple has used is to create mystery about what they are doing next with product launches and announcements that keep what they are up to under wraps until the big unveiling. This turns customers into rabid fans and gets them pumped up in a way that has them buying whatever it is rather than stopping to think if they even need what Apple is introducing.

Apple has created evangelists out of their customers primarily because they have been able to reach and hold on to them at an emotional level. We live in a world of content where people are bombarded with words all the time.Those marketing skills propelled Apple into the top spot and turned the company around from near bankruptcy.

Here are 10 big lessons:.

Apple’s Marketing Strategy: 10 Important Things To Know

Apple understood this concept early on and made sure that their marketing was as simple as possible. They took out product feature lists, price, voice-overs and special effects. There is no need for jargon or technical terms that take away from what you are really offering your audience.

Keep it Simple. Apple has the budget to get its devices on television shows and movies, but it's fine to start smaller too. Apple has done well getting reviews from its customers -- and you can too. A coupon or some other exclusive deal is icing on the cake. They stick to their pricing albeit it is often much higher than any of the competition. Just focus on what sets you apart from the rest of the market. The messages must repeat those values throughout all platforms.

You need to look at everything related to your marketing efforts and make sure there is a unified look and feel. Anyone can make a product, but not many can create an experience for the customer that is memorable and entices them to come back again and again.

Part of creating an experience that customers will remember is to use the art of storytelling to generate the experience and add sensory dimensions to the overall delivery. This immerses the customer in what they are doing, making it feel less like just shopping for a product. Because Apple has studied their customers intently, they know how to speak to them in their own language, which creates a deeper bond and encourages more sales. Focus on studying your customer, how they interact and talk on social media, and speak to those aspects of your product or service that they are most interested in, and use the words they would use.

The best marketing approach Apple has used is to create mystery about what they are doing next with product launches and announcements that keep what they are up to under wraps until the big unveiling. This turns customers into rabid fans and gets them pumped up in a way that has them buying whatever it is rather than stopping to think if they even need what Apple is introducing.

Apple has created evangelists out of their customers primarily because they have been able to reach and hold on to them at an emotional level. We live in a world of content where people are bombarded with words all the time. Apple even had ads with only 10 words because they understand that the words, especially the excess of words, is not what resonates with customers and prospects.

When creating marketing campaigns, fewer words mean more to the audience, especially when they are given images that resonate on a deeper emotional level.

Any company can do the same if they apply these lessons within their marketing strategy, and continue to use these tactics for both new and existing products and services. Entrepreneur Media, Inc. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site both directly and through our partners.

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You've never seen Apple engage in a price war, have you?

The Business Strategy of Apple: A Concise Analysis

Find out why. Next Article -- shares Add to Queue. Chirag Kulkarni. Guest Writer. September 8, 7 min read. Opinions expressed by Entrepreneur contributors are their own. More from Entrepreneur. Get heaping discounts to books you love delivered straight to your inbox. Sign Up Now.Few companies have made as big an impact on world culture as Apple.

A company once on the verge of fading into oblivion made an incredible comeback, using a combination of savvy marketing techniques and devices unlike any previously created. Whether leaking information deliberately to generate buzz or creating commercials that stand the test of time, Apple can be considered an innovative marketing company. When it comes to marketing strategies, Apple Computers is a company that consistently works on being on the leading edge.

Branding: Nike & Apple Marketing Strategy

In the commercial, a young woman with a huge sledgehammer smashes it into a massive television screen, bathing the bald-headed drones mesmerized by the monitor in a brilliant white light. The commercial then announced the release data of the Macintosh computer. Apple excels at turning brand into market shares.

When the iPod was first introduced, Apple made sure that it also had its iTunes store in place. That way, in addition to marketing MP3 players, Apple also made money from selling downloadable music.

In addition, the original iTunes store sold music that could only play on iPod players, making it a proprietary marketing strategy. The strategy continued with the arrival of the iPhone and the iPad, which also use proprietary software applications. Once Apple succeeded in convincing buyers that the only MP3 player worth having was an iPod, it set its sights on the next big thing — the cellphone market.

In order to begin the marketing campaign, rumors began surfacing online in late that Apple was planning on looking into getting into mobile phones. Once again, the software was proprietary and only people using iPhones could use the many apps that Apple sold.

In addition, Apple offered a percentage of each app sold to the app developer, thereby guaranteeing a steady supply of new apps. As always, Apple promoted the iPhone experience as totally user friendly and unobtrusive, a definite part of the Apple marketing strategy.

The best marketing strategy that Apple uses is giving the customer an experience unlike any other. Apple products are aesthetically attractive and seem to have an edge that other products simply do not.

In addition, when going into an Apple store for a hands on experience, the Apple staff have been specifically trained to be knowledgeable in all things Apple. This provides a customer experience created to garner customer loyalty and to build trust.

On the other hand, there are those who are dissatisfied with certain Apple marketing strategies. Share It. Photo Credits.Apple is one of those brands for me. Almost everything the company puts out succeeds. How many brands that have completely changed the game in their niches the way Apple has? Apple does what it does so well that there are whole websites out there devoted to nothing but Apple products and Apple marketing.

Even high-end journalistic publications like The Atlantic write endlessly about the company, dissecting what it does and how it does it. In fact, Apple relies most on two completely different strategies: product placement especially with celebrities and in popular shows and the buzz created by positive reviews in the media. Well, it may not be possible to put your product in the hands of a Kardashian, or on the set of a popular TV show.

But, you can absolutely approach insiders and influencers. Another way to use this Apple secret is to embrace a free trial program. Offer a free trial of your service or product, in exchange for a positive testimonial.

Publish those testimonials on your site. You can also implement this winning Apple strategy by creating more case studies. Adam Sutton of MarketingZeus. Last, but far from least, if you are going to launch a PPC ad campaignmake sure you go about it the smart way.

Choose your PPC network carefully; create a clean, well-written landing page with a clear call-to-action and make sure your ad copy and landing page are completely aligned. If you need more help with PPC ads, the following resources will help:. Many entrepreneurs believe — falsely — that they have to compete on price. Nothing could be further from the truth.

In fact, competing on price can actually hurt your business — and Apple knows this and has never wavered on its pricing strategy. Content marketing requires quality and it will be hard to get that for dirt cheap rates. The foundation of content marketing is quality content as the cornerstone of a marketing mix.

Instead, do what Apple does. Apple focuses on their UVP unique value propositionwhich is beautiful design that works right out of the box with ever-smaller packaging. And the cost?

apple marketing strategy

Or, take two similar desktop machines. How can Apple keep its fans with a pricing strategy so much higher than the competition? Where others focus on a single killer feature through a variety of content marketing, Apple focuses on the entire product, and it shows. In fact, Apple routinely earns its higher prices with top-of-the-line features and specifications. For SaaS companies, that could mean creating a higher degree of personal service or a full money-back guarantee.

For coaches or consultants, the competitive advantage could mean beautifully branded deliverables, in addition to work sessions or Skype calls. Yes, Apple is like the Rolls Royce of technology products with a retail store design that look more like a show room.Accordingly, instead of conducting marketing researches to identify customer needs and wants, the multinational technology company prefers to install innovative features and capabilities in their products, making customers to want Apple products.

Moreover, marketing communication mix of Apple Inc. Apple is a unique company in a way that it is a design firm, a media platform, a publishing company, a software powerhouse and a computer manufacturer — all at the same time. Such a position allows the company to communicate its value proposition to target customer segment in a cost-effective manner. Instead, marketing strategy of Apple relies mainly on two pillars — product placement especially with celebrities and in popular shows and the buzz created by positive reviews in the media.

Apple systematically benefits from the buzz created by positive reviews in the media — both, traditional, as well as, social media. The company achieves positive reviews due to high quality and advanced features and specifications of its products and services. Moreover, the multinational technology company proactively contributes to the creation of positive reviews in the social media. For example, Apple usually sends new iPhones to select technology and mainstream media outlets to allow them to publish reviews before the phones went on sale.

Apple Inc Report contains a full analysis of Apple marketing strategy. Moreover, the report contains analyses of Apple leadership, organizational structure and organizational culture. The report also comprises discussions of Apple business strategy, ecosystem and addresses issues of corporate social responsibility.

apple marketing strategy

Main menu Skip to primary content. Skip to secondary content. Join Our Newsletter.Marketing experts, project management experts, and business strategists alike study Apple for insights into what makes a company successful. And for good reason—the hundred billion dollar giant ranked the 2 most valuable brand in the US inonly second to Google. Theory: perhaps Apple got to where they are today partly because of their stick-to-your-guns attitude on price?

What does this mean for you from a project standpoint? Making it something great—something worth paying for. In this case, your fans are your stakeholders: your investors, your suppliers, your board or your higher-ups. Your team. Your partners. So find your tribe and romance them. Make them fall in love with your ideas. Not just in advertising and in our case, pitching as wellwith their simple commercials without voice-overs or feature lists, with the plain white backgrounds and simple home-made iPhone videos.

But also with the product. The goods. The deliverables. Can you even remember a time where your phone had more than one button on its face? In the way their advertising copy focuses not so much on features, but on why those features matter to the customer. Look at your project plan, look at your pitch, and ask yourself: Am I getting my point across as simply and concisely as I possibly can?

Is there anywhere I can cut out waste so we can focus on what matters at the core? Having a true north, a true identity consisting of what you believe in, what you want for yourself and your customers, and what kind of company you want to be or product you want to have, will help point you in the right direction no matter what problems arise throughout your project. And problems will arise.


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