...Apple’s Marketing Coming off the heels of yet another successful Apple launch debut, it’s increasingly clear that Apple is on top of their game in a way like no other. Which other company could turn an ordinary press conference into a live global event? The secret lies beyond their product line and design standards; it lies beyond even Steve Jobs’ emphatic adherence to Apple’s core philosophy, which is that the user doesn’t always know what they want. steve jobs apple computers Looking at the company’s latest product lines and revenue models, I’d be a fool to call them anything less than what they are, which is: A design firm A media platform A publishing company A software powerhouse A computer builder A movement Break down each of these bullets individually and you’ll find a company at the top of their respective industry, but combine them into a single entity and you’ve got the recipe for building one of the most influential businesses of all time. So how did they do it? Rather than tell you how I think they did it, I thought instead I’d turn to their fans on Twitter, who helped me uncover 7 of the greatest marketing lessons that Apple brings to the table. 1. Ignore Your Critics As an entrepreneur, you’ll hear a lot of people tell you that you need to reach out and figure out what people want, which means listening to your critics, often times more patiently than you’d like. Apple decides to flip the script and instead...
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...beliefs make the Apple Corporation a multi-billion dollar company with a general appeal for all ages. It is getting harder and harder to be an individual, so with Apple you can “rise above the norm” and be unique. Recently, this unique corporation has taken the media by storm, with their new line of products. Right alongside these new products are a full line of new commercials to go along with them. These new commercials spawned from years of creative marketing done on Apple’s part. Studying the history of Apple is necessary to understanding their influence upon us today. It all started in the garage of a twenty-something Steve Jobs. He and a friend put what little money they had together ($1300) to make the first computer for Apple, and thus Apple was born. The idea for the first Apple motherboard was made by Jobs while he was on LSD. He was quoted in the New York Times saying, “Taking LSD is one of two or three of the best decisions I have ever made.” Markoff, John. "New York Times." What the Dormouse Said 2005: 3. Steve Jobs talks about his early success when stating, “when I was 23 I had a net worth of over a million dollars, at 24 it was over $10 million, and at 25 it was over $100 million.” Steve Jobs is a true embodiment of what Apple is: unique. Co-founder Steve Wozniak said this about Jobs, “With Steve Jobs you never know exactly where an idea comes from.” This is what Apple is, not conventional and predictable. However, when looking at their marketing scheme, it follows...
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...Marketing Strategy of Apple Computers Inc. Introduction Marketing Strategy of Apple Computers INC. Introduction Apple was founded by Steven Jobs and Stephen Wozniak in 1976; Apple computer Company revolutionized the personal computer industry and brought forward the expansion of the clean industry within the New West. Situated within California, the company’s initial product was the Apple I, a single-board processor with on-board storage (ROM), that was marketed for approximately $650 not including a monitor or keyboard. Orders instantly soared, and Jobs and Wozniak quickly brought out the Apple II, including a keyboard, color monitor, and expansions for peripheral devices (Birzer & Schweikart 2003). In 1984, Apple introduced the Macintosh that was aimed toward the business and education markets, by which era the corporate had already not only modified the American market but had reshaped entire areas of the West around silicon. In 1996, after a series of CEOs did not keep Apple profitable, Steve Jobs came back to the company for an interim period as corporate executive and shortly launched a brand new promoting and licensing relationship with Microsoft. In 2000 his direct sales idea, the Apple Store brought the business back into the black (Birzer & Schweikart 2003). In 1994 Apple computers launched a brand new line of computers that supported the PowerPC processor chip. The creation of the new chip was a venture between Apple Computers, IBM, and Motorola, and since the...
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...education through online courses. Communication is more efficient, due to the services that are provided and the programs that are offered. The advancement of transportation is now easier and faster. Apple has been one of the most successful business brands commonly used. Products include a variety of programs and devices, such as; iPods, iPads, and iPhones. The Apple Company was created in 1976, by Steve Jobs and Steve Wozniak. They created the first Apple 1 computer in a basement in California. Apple has been producing the most innovative electronic devices and programs today. The business mission is to provide the most updated products and satisfy a variety of consumers and individuals. Apple commits to the environment by conserving energy at their facilities, managing the waste and recycling all that’s unable to be put to use. The company values its employees through team work. They try to keep them involved with the management and the process in which the products are produced. Apple recognizes the employee’s contribution to the company. Apple has a unique selling proposition as well. As other company name brands offer units for their devices to protect them from water, shock, and any other harm that may be done to the device to be purchased at a separate cost. Apple has a child “resistant” iPad that is all built in at no additional cost, and no need of purchasing an extra case or cover for protection. It makes it enjoyable for both the child and parent, there’s...
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... - current bank statement & one copy - reference letter from your employer/ education institution - visa fees for South African Visa | | Apple Marketing StrategyApple has been so successful in these last years thanks to his fresh, imaginative way to think and do its business: a winning combination of exceptional products, great style and design, great strategy, innovative marketing, sleek and enticing communications. Apple owes its overwhelming success in the last years to the iPhone and to the smart iPod and iTunes product combination, a combination of a great hardware piece with great style, great software, great performance, user friendly interface, with a good e-business service. The iPod + iTunes halo effect and new great Mac computers and Mac OS software did the rest in increasing Apple revenue stream. In the 5 years between 2003 to 2008 the Apple share value increased 25 times, from $7.5 to $180 per share. At july 2008 prices, before the US Financial Crisis, Apple stock market capitalization was $160 billion. In January 2010 Apple shares topped the $210 mark. But even the best companies with the best products have bottleneck factors which often avoid full exploitation of the opportunities. The iPad. The new Apple Tablet, the iPad - an unnecessary product? - iPad Marketing Strategy Steve Jobs claims the iPad gives the best way to experience the web. Yet, the iPad does not have Flash Player, Flash is essential on the web and is used...
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...Apple Marketing Mix Introduction Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. The Two collaborated in the development of the “Apple I in the early 1970s. The Apple I was a step ahead of most computers of the time featuring a use of aTV as a display system and a cassette interface for recording programs. Would you like to take a lesson on the marketing mix? After obtaining financing for the development of Apple II, the Apple Computer Company was formed in 1970.As the growth of home computer use grew, Apple grew with it. In 1980 the company issued its initial public offering of investment stock. Apple next introduced the MacIntosh Computer in 1983 during the Super Bowl. The computers desktop publishing features provided the foundation for future innovations that have become standard for the company. Today Apple, Inc has more than 33,000 employees and revenues exceeding 42 million dollars. Product • Portable Computers – including Mac products such as Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve • Servers – including Xserve, Xsan, MacOS X Ser, MobleMe. • Accessories – including MagicMouse, Keyboard, Led Cinema Display. • Wi-fi Based Stations - including Airport Express, Airport Extreme, Time Capsule. • Developer – including Developer Connection, Mac Program, iPhone Program. • iPod – including iPod Shuffle, iPod Nano, ipod Classic. • iPhone – including iPhone5s,5c,4s, iPad. • iTunes – including movies, TV shows, audio...
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...Marketing Plan Apple iPhone Table of Contents Executive Summary | …………………….……………………. | 3 | Situational Analysis | …………………….……………………. | 3 | Marketing Strategy | …………………….……………………. | 8 | Financials | …………………….……………………. | 13 | Controls | …………………….……………………. | 16 | Summary | …………………….……………………. | 17 | Executive Summary The Apple iPhone targets consumers who desire to have constant access to the internet, media, and communication. The market for smart phones compared to standard cell phones is relatively small but will increase in the future. Currently apple has roughly 4.2% of the global handset market share. The goals of this plan are increase market share to 6% by July 2012 and to increase to 10% by January 2013. To acquire 5 additional fortune 500 contracts to utilize the iPhone. Situational Analysis Market Summary: The current market for smart phones is small but constantly growing. The market will continue to increase as prices and capabilities continue to change. Competition in the market is also growing rapidly. The target markets that exist are educational community, businesses, professionals, medical community, and technology savvy individuals. The general target market will be those in the middle class to the upper class. SWOT Analysis: Current strengths of Apple iPhone: * Innovation: Touchscreen, power, product customization, Siri voice control * Brand identity: Apple is well known in the computing and phone market as a high...
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...Apple Inc. Most of us remember the days in which Apple Computers was one of the companies who appeared to be standing on the shadow of giants like Microsoft and Dell. Today, Apple is considered one of the major players in the computer and consumer electronics industry. While some may argue that Apple´s success is based primarily on their high-quality and innovative products, their approach to their marketing channels was, and still is, one of the company´s key advantages. Before Steve Jobs returned to Apple in 1997, the company had relied heavily on a four-level channel structure where Apple products had to go from the manufacturer (Apple), to a wholesaler (E.g. Ingram Micro), to a retailer (E.g. CompUSA), and finally to the end consumer. After restructuring their distribution strategy, Apple started offering its product through a multi-channel strategy. While the company decided to keep its four-level channel structure, it added three-level and two-level channel structures using Apple Stores and the Online Apple Store (Schmidt, 2008). This reduction of intermediaries reduced costs associated with distribution and gave the company more control over its marketing efforts. The result was an increase in Apple’s profits and, consequently, and an increase in Apple’s power in the consumer electronics industry. Nonetheless, even when Apple used narrower channel structures on its multi-channel strategy, it still uses many members in its ancillary structure such as shipping companies...
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...Apple Ashley Dr. Allen Barclay Marketing Management: BADM 471 12/14/14 Internal Environment Background Steve Wozniak and Steve Jobs, both college dropouts, founded the Apple Company on April 1976. Their partnership started several years before they created Apple. Wozniak, a self-taught electronics engineer, built a box that was able to call long-distance for free. They couldn’t simply make enough money with how small their company was, so they decided to expand ("Reference for Business."). To help expand Apple, Jobs hired Mike Markkula. Markkula is a retired engineer who also managed the marketing department for Intel Corporation and Fairchild Semiconductor. Markkula bought one third of Apple Company for $250,000. He was a huge help with the business plan ("Reference for Business."). Jobs also hired Regis McKenna. McKenna was the owner of one of the most successful advertising and public relation firms in Silicon Valley. McKenna was hired to create an advertising strategy for the company. Regis’ idea was to put personal computers in consumer magazines. With the professional marketing team, in 1977 Apple 2 reached annual sales of $1 million. Regis created the Apple logo ("Reference for Business."). Refer to appendix A for a basic timeline of apple history. Products Apple products are not like other products. The products are easy to use and they have features that other products don’t have. For instances, the mouse on the macs are unique compared to those...
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...Apple Inc; formerly known as Apple Computer, Inc. was established on April 1st of 1976 in Cupertino, California. Apple Inc is a multinational corporation that markets and designs electronics, computer software, and computer hardware. Apple I was the first product created and shown to the public at the “Homebrew Computer Club’, then unveiled Apple II, Lisa, PowerBook 100 (the first portable computer), Newton Message Pad (first handheld device), a new line of Macintosh Computers (G3), and IMac. To switch gears from just improving the styles, features and designs of the traditional personal computer, the company wanted to reflect on marketing consumer electrics. In 2001 Apple Inc officially opened their first Retail Stores and introduced the iPod; a palm –sized digital music player. Since the successful sales and request of the IPod, Apple opened iTunes Store (an app that allows users to buy and download music, movies, videos and audio books). In 2007 Apple Inc unveiled the iPhone, Apple TV, and IPod Touch, in 2008 App Store (a update to iTunes), adding small features since as games and social/ business tools. With in the last couple of months, Apple has introduce the latest products; the iPad 2 (a sleeker, lighter version of the original iPad, and other features) and iPhone 4s. For many of companies the main marketing strategy is to create and promote a product to increase sales and to achieve a comparative advantage between other companies. Apple Inc uses these approaches...
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...Well... APPLE DOESN’T HAVE SOME special place where their marketing secrets are kept, unless of course you count their charismatic CEO’s brain. The five secrets I offer here are careful deductions, empirical results and the product of my career as an engineer, sales rep, product manager, marketing executive, parent, son and avid consumer (although not necessarily in that order.) These secrets are super condensed learnings from my nearly decade-long tenure at Apple about how and why people spring to action. Since that time, I’ve uncovered many ways that can enable any company to tap into people’s innate desire to share their passion for products and help create “lift” the irresistible force of millions of customers selling your product for you. Just as Apple has harnessed this power more than any company in history now you can too. So even though these really aren’t Apple’s secrets these just may be even better. Here are my proven ideas to help you market like Apple and improve your business and your reputation at the same time. All I ask is that you share this eBook with everyone and please come to MarketingApple.com to share your thoughts, ideas and comments to improve on our collective ‘secrets’. OF COURSE THE REAL SECRET is there are more than just five secrets. But you’ll have to visit my website - or hire me to learn the rest. Enjoy. Copyright holder is licensing this eBook under the Creative Commons License, Attribution 3.0 http://creativecommons.org/licenses/by/3...
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...Apple Marketing Mix Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. The Two collaborated in the development of the “Apple I in the early 1970s. The Apple I was a step ahead of most computers of the time featuring a use of aTV as a display system and a cassette interface for recording programs. After obtaining financing for the development of Apple II, the Apple Computer Company was formed in 1970.As the growth of home computer use grew, Apple grew with it. In 1980 the company issued its initial public offering of investment stock. Apple next introduced the MacIntosh Computer in 1983 during the Super Bowl. The computers desktop publishing features provided the foundation for future innovations that have become standard for the company. Today Apple, Inc has more than 33,000 employees and revenues exceeding 42 million dollars. Product * Portable Computers – including Mac products such as Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve * Servers – including Xserve, Xsan, MacOS X Ser, MobleMe. * Accessories – including Magic Mouse, Keyboard, Led Cinema Display. * Wi-Fi Based Stations - including Airport Express, Airport Extreme, Time Capsule. * Developer – including Developer Connection, Mac Program, iPhone Program. * iPod – including iPod Shuffle, iPod Nano, iPod Classic. * iPhone – including iPhone3GS, iPhone4s, iPad, iPad2. * iTunes – including movies, TV shows, audio books, games. * Peripheral products – including...
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...Marketing Strategy of Apple Published by : www.studymarketing.org 1 Introducing Apple Steve Jobs is the brain behind the very famous and very Popular Apple Company. Apple creates and designs desktop computers, Mac laptops, iTunes, iPods, the OS X operating system, the iPad and the iPhone. Apple has been in the business for quite some time now and they have indeed reported great success. It is currently one of the leading companies in the technological world and their products are growing in popularity with each passing day. Apple’s success was not automatic; work was put into achieving it. Proper measures were put in place and high quality and effective delivery of both products and services was ensured. In the year 2010, Apple went passed Exxon Mobile as the most valuable company in the entire world. This was attributed to the release of the iPad which impacted the world in a very big way. They were also in the same year reported to be United States’ most profitable retailer. The question on every one’s mind then and today still is how did they manage to achieve all these? Below we take a look at the strategies that Apple chose to go with. There is no denying that these strategies played a very huge role in giving them the success that they are enjoying today. There are quite a 2 number of leaves that businesses all over the world can borrow from these strategies. Apple’s Marketing Strategy Just one word can be used to describe the Marketing strategy that...
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...MARKETING STRATEGY AND ANALYSIS OF APPL COMPANY IN IPhones Vision and Mission Statement Apple, Inc.’s Vision Apple, Inc.’s vision is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings Apple's Mission Statement Apple Computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognize that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing recourses for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services. Various Management Objectives at many different Levels Apple, Inc.’s Business Strategy and Goals The Company’s business strategy leverages its unique ability to design and develop its own operating systems, hardware, application software, and services to provide its customers new products and solutions with superior ease-of-use, seamless integration, and innovative design. The company believes continual investment in research and development and marketing and advertising is critical to the development and sale of innovative products...
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...Good figure. Though the stock prices of Apple had dipped after the fmous resignation of Steve Jobs from the position of CEO followed by appointment of Tim Cooks in the same position; financial analysts now say that Apple is all set to conquer expectations in the 2nd quarter. After Tim Cook joined the board he drove major financial ventures like increasing Apple’s buyback intentions to a figure of 90 billion dollars from 60 billion dollars which in turn drove up dividend by 8%. The robust financial performance of Apple seems to be a direct result of Apple’s broader price range on I phones and increased portfolio. Obviously portfolio diversification has fueled sales and nearly 50% of activations that happened in the last year came from new sales. Apple’s gross profitability ratios are pegged at 44.11 and it is quite higher than the average of 43.5 (Morningstar 2012). The retail outlets owned by Apple helps allocation of selling and distribution expenses in an efficient manner and this way the discount fee which is paid to wholesellers is avoided. The industry average ratio of net profit is 26.97 while Apple’s figures show that its nets profit is 26.97 (Morning star, 2012). Apple’s market share is 29% in smartphone segment and 60% in tablet segment. The low price to earnings ratio of Apple (14.5) confirms that is a lesser risky investment (Garner, 2012). The current ratio of Apple is 1.6 which demonstrates that short term assets of Apple can be quickly dissolved to form hard cash...
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