Apple's Marketing Mix

Apple's Marketing Mix

It is irrefutable that Apple has grown to become one of the largest and most successful companies in the world. Whilst the technology Apple produces can be revolutionary, its marketing strategy is one of the core reasons for the company's success. In this blog I will be looking at how Apple has been able to gain a large following through its marketing strategies.

Product

Apple strives to create exciting and technologically advanced products. Apple, as a company, has become synonymous with being the pioneer in new technologies. For example, the iPhone X was the first mobile phone to use facial recognition as a form of security system. By offering a unique product Apple was able to attract customers due to how it offered technology no other company had at the time. In addition, Apples has designed all their products to easily link to one another to form a cohesive network. Finally, Apple focuses on creating products that are simple in design and are intuitive to use. Apple also spends money branching out to new markets such as creating watches and Tv streaming services.

Price

Apple positions itself with a premium pricing strategy. Not only does this differentiate the company from competitors like Samsung, who mostly lean to towards more cost-effective phones, but it also gives Apple products a natural sense of quality. The perception of higher quality is created by offering customers effective security features, superior user experience, expensive price, and the sleek/minimalist design of its products. This perception of quality allows Apple to give its products a higher price point for a larger sales margin as customers will overlook the price.

Promotion

Apples heavily utilises digital marketing for its products. The advertisements used by Apple range from digital billboards to TV commercials. Another part of Apple's promotion strategy is its abundance of stores in many cities and towns in Europe, Asia, and North America. The magnitude of stores and advertisements ensure brand awareness. Apple places digital adverts across a variety of websites such as YouTube, Google and Instagram to help promote Apple products and services. In addition, Apple even holds events to promote upcoming products and show off its capabilities.

Place

Whilst Apple operates physical stores across many countries, Apple also sells its products through online stores and authorised sellers such as EE and Curry's. By selling its products through authorised sellers like EE, it increases the accessibility for customers to make purchases. As well as this, even Apple services can be purchased through the products themselves such as in the App Store, iTunes Store and subscriptions to Apple TV+.

Bibliography:

Apple (2019). Business. [online] Apple. Available at: https://www.apple.com/business/ [Accessed 19 Oct. 2022].

Blogs on Apple Products - Apple Solution. (2020). The Superiority of an Apple Product. [online] Available at: https://applesolution.in/blogs/the-superiority-of-an-apple-product/ [Accessed 19 Oct. 2022].

Collins, K. (2020). Our masks make Face ID useless. iPhone 12 did nothing to fix it. [online] CNET. Available at: https://www.cnet.com/tech/mobile/apple-iphone-12-no-touch-id-button-face-id-useless-in-age-of-coronavirus-wearing-masks/.

Ellie (2022). Apple Marketing Strategy: 8 Precious Lessons to Learn. [online] Mageplaza. Available at: https://www.mageplaza.com/blog/apple-marketing-strategy.html.