Apple and Its Marketing Strategy
Apple and Its Marketing Strategy
Apple and Its Marketing Strategy
Global Business
Maryville University
Apple and its Marketing Strategy
Introduction
Strategic Marketing is at its core for any business model that impacts the overall
operation in the global marketplace. This helps a company find a direction that could filter out
the essential strategies to obtain specific objectives. This is one of the ways to lay the foundation
for the policy-making that works on allocating resources, defining objectives, and modeling the
process. This is key to understand the strengths and weaknesses of the customers, market,
product, and the impact regarding the target market and the customers to further initiate the
Apple Inc. is one of the biggest companies that has helped its growth through innovation,
technology, and the aggressive yet effective marketing strategy it has been using for years to
attract customers. The excellent products and the marketing strategy of these products is one
reason why customers’ love has been one of its strengths in its success. Apple and its products
are self-reflector of the fact that these products need no relying on circumstances. The marketing
is such that the customers are so excited about its newer product that they wait relentlessly for
months just to get a hand onto its new product. It shares its rapport with the customers in such a
Pull Strategy:
Pull strategy is one of the marketing strategies that the companies make use of while
marketing their products. It is also called a ‘pull marketing strategy’ which is more focused on
pulling the customer towards its product to increase the demands of the products. This strategy
Apple and its Marketing Strategy
helps in drawing the customers through to the products. Customers are active seekers who look
for products to own them as much as they own their favorite brands.
Apple uses a pull strategy to market its products in the market. For this, it uses various
platforms. ‘Apple has used a range of media advertising to promote’ its products. Using the
media platforms, it advertises its products through a language that addresses the audience. The
use of these advertising languages makes it so convincing that people will never question their
technology buying decision. Using Facebook, advertising agencies, and YouTube, Apple
believes in reaching out to the early adopters and early majority groups since its strategy has
caused enough stir and curiosity in the minds of its customers. In its marketing of one of its
products, and changing the marketing strategy to an effort to be a part of a phenomenon, Apple
went, ‘From the YouTube first impression videos to celebrity retweets and rolling reviews,
It has thrived on the essence of its marketing procedures that is able to make a build-up to
a public relations that will not only help it achieve its target but also helps in creating a brand of
innovative and attractive contents in its marketing. Ranging to each walk of the lives, one of the
most astounding features it has ever introduced is the introduction of ‘Everyone Can Create (e
(go.macworld.com/evcr)’. This ‘is a free resource available to teachers and students that allows
for the integration of videos, photos, illustrations, and music into lessons or assignments.
Teachers can create interactive lessons, while students can make active projects.’ (Loyola, 2018)
Apple and its Marketing Strategy
The years of expertise in the marketing field is the reason why Apple has been able to
reach out to every customer. The subtlety of language, the medium of expression, and the
creative and innovative fusion make, ‘consumers fall’ for the apple products. Besides this, 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’ (John, 2019) helps it
focus on its value proposition to target the customers in a cost-effective manner. Using the
commercials, print ads, and various platforms, Apple creates buzz around its customers through
product placements and the reviews. This is how they help the customers avoid the confusion
regarding the choices as they focus more on the benefits the customers need. Without any
overwhelming and overrated advertising, Apple aims at making the ‘simpler lives better’ that
makes its customers wait to be a part of this giant family through their purchases.
Problems?
Apple and its products have reached a level where it has a huge customer satisfaction rate
as it has been able to provide its customers freedom from purchasing anxiety. However, as Cross
has examined, “If Apple has a current problem with selling iPhones, it’s that the prices are too
high, no matter what features they have (especially in some overseas countries).” (Cross, 2019).
This is one area where Apple can go a little deeper to address the issues on the price ranges that
Conclusion:
Apple has gone from strength to strength in the last decade globalizing its product on the
global platform making it a ‘go-to’ product that includes the customers from various
demography, behavior, geography, and social status. It has been able to speak the language of its
customers through a variety of advertising platforms with creative content that has helped Apple
see the growth of its loyal customers with extra focus on details. Focusing on the customer
experience, as the customers would feel ‘Apple just makes me feel smart’, it has been able to
address the customers in such a way that requires no further penetration and any other platform.
Apple and its Marketing Strategy
References
Barrile, S. (2006). Ingredients for the success of the Apple iPod: Marketing Business Date,
14(3), 5-7
Chang, R. (2009). Media, Marketers, Mad Ave just ma for Apple iPhone. Advertising Age,
80(28), 3-22
Cross, J. (2019). Apple fans should not worry about Samsung’s new phones. Macworld – Digital
Edition, 36(5), 47-50
Dudovskiy, J. (2019), Apple Marketing Strategy: A brief overview
Loyola, R. (2018). Apple strengthens its classroom presence with Everyone Can Create
Curriculum, Schoolwork app. Macworld – Digital Edition, 33(5), 39-40
Simon, M. (2018). How Apple’s unconventional iPhone X Marketing strategy will make you
want one at any cost. Macworld – Digital Edition, 35(1), 54-57