Apple iphone product marketing

Marketing

When a product inspires you, you can inspire the world.

The people of Apple Marketing work directly with our designers and engineers as products are developed. It’s a level of collaboration that strengthens their commitment to the complete product vision, uniting this team’s wide range of talent around a singular focus: ensuring that the whole world feels as passionately about our products as we do.

Like everyone in entertainment, Scott collaborates with a great cast and crew.

There’s a common thread that runs through Scott’s journey at Apple: Teamwork brings out the best in him. That first became clear during Scott’s time in Apple Retail, where he could count on his team’s support as he turned each interaction with a customer into an opportunity to cultivate their relationship with Apple.

Today, Scott is part of Apple’s video marketing group, managing robust campaigns that reach millions of customers. Based in Culver City, California, an ever-expanding hub for the digital entertainment industry, Scott and his team support movies and TV shows — from the latest blockbusters to the buzziest series — guiding them from industry festivals to their debut on the Apple TV app. His group partners with the major movie studios and television networks, and works cross-functionally with internal groups across the Apple ecosystem. When they’re working on a movie with a big music angle, his team partners with Apple Music to cross-promote it. If a TV show is based on a novel, they’ll sync up with colleagues at Apple Books.

For Scott, it always comes back to getting the best out of each other. “Our projects involve lots of exciting partnerships. I’m continually building meaningful relationships with talented people. That’s how we get things done. And that’s how I’ve been able to learn and grow so fast in my role at Apple.”

The Apple Services Marketing team is growing our audience around the world. And growing in importance at Apple.

Find a team and begin your own
story here.

Services Marketing

As the range of Apple services continues to grow, this team is growing with it, innovating new approaches all along the way. Join them and help manage customer life-cycle marketing for all our subscription media platforms as well as our services, such as Apple Pay and iCloud. At Apple, hardware, software, and services are developed together to create the stories you’ll help tell around the world. Areas of work include Digital Marketing, Social Marketing, Direct Marketing, Partnership Marketing, Ecosystem Marketing, Revenue/Business Strategy, Content Marketing, Product Marketing, Creative Design, Brand Marketing, Customer Life-Cycle Marketing, Product Management, Business Development, and Payments Marketing.

Product Marketing

The people on this team are experts who know their technologies and markets inside and out. They have to, because they oversee the entire product life cycle, from concept through development and launch. Join this group and manage the process for products and services such as iPhone, macOS, and iTunes. You’ll collaborate with a wide range of teams that may include design, engineering, legal, finance, sales, marketing communications, and support. Areas of work include Product Marketing, Product Management, Developer Marketing, Apps Marketing, and Business Marketing.

Marketing Communications

This team crafts the messages that make sure the world knows about our products and services in a way that reflects the products themselves: simply, beautifully, and with a little personality. Areas of work include Graphic Design, Copywriting, User Experience, Content Management, Production, Creative Operations, Research and Analysis, Advertising, Social Media, Merchandising, Video and Motion Graphics, and Packaging Design.

Corporate Communications

This worldwide communications team informs the world about Apple, our innovative products and services, and the values that drive our company. Areas of work include Public Relations, Corporate Events, Employee Communications, and Buzz Marketing.

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Apple Iphone marketing mix

April 19, 2019 By Hitesh Bhasin Tagged With: Marketing Mix

From the house of apple, the innovative Iphone was one of the first phones using multi touch functionality. Although Apple failed to obtain the patent for it, it soon caught up with user’s fascination just like all other Apple products. People appreciated the Iphone marketing mix because it was product driven and at the same time the technology were fantastic. Here’s more on the marketing mix of Apple Iphone.

Product in the Iphone marketing mix

Table of Contents

The IOS operating system –

The first and foremost quality which people loved in the Iphone was access to the world renowned Apple ios operating system. The Mcbook is probably the most desired laptop and the Iphone gave access to a similar operating system like Mcbook which was Ios. As android and Windows operating systems came later on smart phones, Apple was able to spellbound its customers with its mobile operating system.

Processing speed –

Only the operating system was not enough to keep customers attracted, it required processing speed as well. Iphone hardware was very much compatible with the software and the OS used to run smoothly. Thus the high quality processing speed also lend a hand towards the popularity of the product.

Apple to apple comparison – Iphone does not compare itself with other companies, though it is known to trash competition from time time. But whenever you find promotions from Apple, they would be independent from competition. It would be a communication of what Apple has done in its current version of Iphone as compared to its previous versions. Thus, on the product level, Apple does not enter competition with other smart phones. And rather it calls other smart phones a copy cat.

Itunes, apple store and exclusive apps – Before Iphone came Ipod and at that time itself Itunes store came in existence. Till date Itunes is the major attention grabber for Apple Iphone. The Apple store has more number of apps than the Google play store which is a compliment for the large developer network which Iphone has. Thus, Itunes, Apple store and the developer network form the secondary products for Iphone.

Price in the Iphone marketing mix

Skimming price – There is little explanation required for the price of Apple Iphone. With a premium target, and with the product and promotions to support the targeting, Iphone has a skimming price. It is of higher price as compared to most phones in the market. Samsung has recently introduced many phones to rival with Iphone. However, Apple customers are not budging and they are very much loyal to the Apple brand and to Iphone.

No discounts – Another interesting thing to observe in Iphone pricing policy is that it does not offer any discounts. However, discounts might be given in the form of sales promotions or by exchange offers. But otherwise there is no discount given in Iphone. A standard price is maintained across the market.

Place in the marketing mix of Iphone

Present across the globe with a fantastic service backup – Iphone is present across many countries and nations and is known to provide an excellent service backup in all these countries. The target of Apple Iphone is premium customers, hence it is found in A grade cities only.

I-stores are found in premium places and malls – Iphone has named its retail counter as I store keeping in line with the complete product line of Apple which starts with I resulting in an immediate personal connect with the customer. These I stores of Apple are found in malls and premium areas in premium cities across the complete country wide network.

Distribution happens through CNF >> Modern retail or Distributor >> Retails – All modern retail outlets are distributed the Iphone through a carrying and forwarding agent. On the other hand, individual retailers are given the product through distributors. Finally, the I stores which are the exclusive showrooms, are given the product directly from the company at best discounts.

Corporate tie up – Apple also has a corporate sales department for the Iphone which does corporate tie ups for the company. When Blackberry announced its exit from the handset market, Apple Iphone soon came into the picture and did many corporate tie ups to replace itself as the handset with all top CEO’s and managers who were previously using Blackberry. Thus, it could take over a major market share left over by Blackberry.

Promotions in the Iphone marketing mix

ATL – Promotions of Iphone are known to be fantastic and might range from a full front page ad on the launch of the product, promotions in the radio, the television and what not. Whenever a new phone is being launched, be sure to see Iphone everywhere, on each and every ATL platform. Because they are targeting a premium segment, the presence of Apple Iphone is higher in the ATL segment than in the BTL segment. The interesting thing here is the taglines in newspaper ads because many of the Iphone ads are known to come up with the most interesting taglines for the new phone.

BTL – For BTL marketing, Iphone uses out of home advertising with hoardings and point of sale advertising in major retail outlets. It also uses various forms of sales promotions and exchange offers to lure in the customer via BTL marketing.

As you can see, the Iphone marketing mix is one of the strongest marketing mix because the key factor – Product, is very very strong. When you read the SWOT analysis of Iphone, you will find out the various strengths of the brand and the product. As the product is strong and it is being supported by the promotions, this ensures that 2 P’s are very much intact for the Apple Iphone. The remaining 2 P’s – Pricing and place contribute well to make Apple Iphone one of the best selling smart phones in the market.

Also Read about Marketing Mix

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Marketing strategy of Apple iPhone – Apple iPhone Marketing strategy

May 10, 2020 By Hitesh Bhasin Tagged With: Strategies

Table of Contents

Segmentation, targeting, positioning in the Marketing strategy of Apple iPhone –

Apple is a famous multinational technology company in the world. It’s in the business of different kinds of technologically advanced consumer electrical products.

Apple segment its customer base based on the combination of segmentation strategies, it uses Behavioral, demographic & psychographic factor in segmenting the market. Similarly, it uses nice & differentiated targeting strategies to be a top player in the smartphone market despite having expensive products as compared to other players like Samsung, LG etc.

Usage & benefit based positioning strategies are used by the apple to differentiate itself from the other players in the market.

SWOT analysis – Here is the SWOT analysis of Iphone.

Apple has never published a “mission statement” or “Vision statement”

Mission – F.A .Q. on Apple’s investor relations site says Apple’s mission statement is:

“Apple designs Macs, the best personal computers in the world, along with OSX, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.”

Vision- “ Not Available ”

Tagline – “Think different”.

Competitive advantage in the Marketing strategy of Apple iPhone –

Apple’s major competitive advantage is its technological advancement & visionary thinking which made it most desirable brand in the world. Telling someone you own an Android doesn’t have the same effect as telling someone you own an iPhone. It’s the name which makes the difference.

Apple understood that their products are of high price so it will only be possible for youngsters with hefty income or backed by rich daddies to purchase their product while middle class who forms the majority of the world population will not be able to purchase the same so they tied up with telecom service provider in various developed/developing nations to sell it on EMI basis with 2-3 years of unlimited calling /data usage. These strategies of Apple have been successful so far in various nations.

Vertical integration has given Apple competitive advantage, as it owns chip manufacturers, controls manufacturing, follows extremely strict software standards, and operates in a nearly closed ecosystem of proprietary 400+ worldwide retail stores. With these advantages, the company has more control of its value chain and, more importantly, its component costs.

BCG Matrix in the Marketing strategy of Apple iPhone –

The iPhone and iPad are stars. They can’t make enough of them. These products are so successful that their growth potential is really unknown.

Apple TV and Watch is a question mark. It makes a bit of money, but it’s not reaching its potential.

The MacBook is the portables of choice right now. The all-in-one iMac is in that cash cow place. They make a lot of them, but computing is quickly shifting to portable and mobile.

The big multi-part desktop is fading away to a dog. Hard drive based iPods peaked a while ago.

Distribution strategy in the Marketing strategy of Apple iPhone –

Apple has limited distribution channels, more than 400 stores & 10000 retail touch points worldwide but with the advent of e-commerce sites & judging by the customer group that apple target to, even limited distribution channel cannot hinder their growth.

3 rd party distributors like Ingram Micro & Redington are playing a major role in making the product available to the retail outlets.

Brand equity in the Marketing strategy of Apple iPhone –

The brand equity and customer franchise which Apple embodies is extremely strong. The preference for Apple products amongst the “Mac community”, for instance, not only kept the company alive for much of the 90’s but it also emerged as a major smartphone player nowadays.

It even enabled the company to sustain pricing that is at a premium to its competitors. Apple follows blue ocean strategy to distinguish & differentiate itself from other smartphone players in the market. Apple’s brand is very much that of a challenge, bringing easy to use computers & smartphones to consumers and small businesses in a way that is focused on the needs, individuality, and style of ordinary people, rather than the conformity and technical mandates of big business.

Patent infringement case against Apple by Smartflash, Samsung and other companies has also affected its brand equity & balance sheet.

Competitive analysis in the Marketing strategy of Apple iPhone –

The technology industry is highly competitive & is crowned by a large number of players who are fighting for existence by eating up each other’s share. Counterfeit products are also the biggest threat to the players like Apple & Samsung.

Because Apple has focused over the years on seamlessly tying its hardware and applications together with an integrated operating system, one works very much like the other has helped Apple in creating sustainable advantage. Apple has always been known for its innovation & out of box ideas like “SIRI”, a personal assistant having features of speech control and interactivity, user-friendly software platform.

Apple uses disruptive innovation in order to kill their earlier technology before their competitor’s do which is making them more competitive & in a way proving to be a smart strategy.

Market analysis in the Marketing strategy of Apple iPhone –

Apple is facing huge competition from Microsoft and Google from the software point of view and LG, Samsung, Sony, Blackberry are already challenging with their innovative brands. Moreover, Chinese companies are giving head-on competition to Apple. Changing lifestyle, developing nations, changing the economics of rural population due to migration to urban areas is the driving force for the success of the whole industry.

Customer analysis in the Marketing strategy of Apple iPhone –

The company is targeting professionals, students between the age of 18 and 35 basically. It has 3 types of customers broadly categorised as:

The hard worker: Hard working people who have low income or maybe university going teenagers, having the aspiration to own an Apple product.

The growing people: Middle-class income group working somewhere or is a businessman.

Upper strata: These people have a high standard of living, they are tech savvy & innovators.

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