Essay On Apple Marketing Strategy

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Apple marketing strategy

According to Canumalla and Viswanadham (2010), apple is the world’s leading creator and manufacturer of high quality computers, smart phones and other consumer electronic devices and software. The company has a large stake in the electronic market, with its exceptional products which compete with the very best of products from other multinational companies championing the electronic market in various countries due to its unique brand. Headquarters for apple are found in Cupertino, California, the company boasts of having a huge labor force offering a wide range of employment opportunities for new skills and ideas in the giant electronic industry to be developed.

Under the exceptional leadership of Steve Jobs, Apple has grown to high heights in the electronics industry. Before launching the Macintosh one of apples many devices, he said, “We have got to be a great marketing company” this quotation shows that apples main focus is marketing. Marketing strategies adopted by the company has made it a competitive brand that commands a wide and competitive market (Kahney, 2005).

Customer loyalty is essential in the promotion efforts of the apple brand. The company strives for detail in the designs of their products, making it easy for their clients to identify with the products they purchased. This attention to detail gave apple an upper hand in their earlier years of operation since most of its competitors had little concern of designs for their products. Consumer loyalty has resulted in the increase, in sales and protection of the brand like a treasure by fans of the company (Schneiders, 2011). 

Apple researches on the current electronic needs of its users, and it tries to achieve its customers’ needs and demands by having new innovative ideas that could help meet the demand. One such case is evident in the development of the iPod. The manufacture of the iPod has been termed as one of the best strategy used, the demand and sales of the gadget has been incredible reaching record sales of 50 million iPods sold globally in a span of 4.5 years since its production (Cooper & Edgett, 2009).

Apple has the ability to adapt to any technological changes either in hardware or software enhancements. Rapid changes in technological advancements has required apple to make drastic changes. Ability of apple to adapt with the changes has made the company able to provide its clienteles with the gadgets they require making them an attractive brand since they move along with the current trends in society, that demand for faster and effective technology. The ability of apple to meet the consumer wants makes it an attractive company to most buyers (O'Grady, 2009).

Environmental degradation is a significant factor in today’s modern society it has led to factors such as global warming. Companies have a responsibility to maintaining the environment and reducing environmental degradation through using manufacturing methods that are friendly to the surrounding. Through apple adapting manufacturing procedures and using materials that are less harmful to the environment, clients have become loyal to the company since it is viewed as representing the communities’ needs and concerns by caring for the environment, through this action the company markets itself through the environment platform (Boone, Ganeshan, & Jayaraman, 2011).

Home entertainment is a significant part for any company to reach out to since many households have a need for comfort in their homes. Apple Television sets, iPhone and iPods, are made to reach out to its clientele in their homes to give comfort and recreation facilities they need, by having gadgets that ensure staying in the house is enjoyable through the entertainment the devices offer. Clients are attracted to apple products, which satisfy their comfort in their households since they are easy to use to satisfy their need for entertainment.

Pricing of goods plays a fundamental role in the purchasing power of the customers. Fair market prices for potential customers can attract other buyers from another competing brand since the price quoted for the product that the clients want can be found under a different brand. Customers choose the brand that is affordable to them and the quoted prices are within their budget. Apple analyses its market and sets a market price for its devices that can be affordable to a majority of its clients ensuring that its products are moving in the shelves (Boone, Ganeshan, & Jayaraman, 2011).

In order to increase the sales volume of products, apple does constant surveys on their products, on how they are used and whether they are meeting the specifications and demands of the clients. Through the collection of this data, the company is able to make changes and implement more changes to perfect their service provision making clients feel they had a role to play in the manufacturing of a good they have purchased. This makes the clients feel they have a sense of ownership in the company and a far bigger role to play, ensuring customer loyalty.

Apple has shown over the years its aggressiveness in the advancement of technology, and through their constant marketing strategies the company has cemented a place for itself in development and growth, in the technology industry for years to come.


Boone, T., Ganeshan, R., & Jayaraman, V. (2011). Sustainable Supply Chains: Models, Methods, and Public Policy Implications. New York, NY: Springer New York.
Canumalla, S., & Viswanadham, P. (2010). Portable consumer electronics: Packaging, materials,and reliability. Tulsa, Okla: PennWell.
Cooper, R. G., & Edgett, S. J. (2009). Product innovation and technology strategy. Ancaster: Product Development Institute.
Kahney, L. (2005). The cult of iPod. San Francisco: No Starch.
O'Grady, J. D. (2009). Apple Inc. Westport, Conn: Greenwood Press.
Plunkett, J. W., & Plunkett Research, Ltd. (2006). Plunkett's entertainment & media almanac 2006: The only comprehensive guide to the entertainment & media industry. Houston, TX: Plunkett Research.
Rosenbloom, B. (2009). Marketing channels. S.l.: South-Western.
Schneiders, S. (2011). Apple's secret of success - traditional marketing vs. cult marketing. Hamburg: Diplomica-Verl.