Help edit paper due tomorrow night

Running Head: SLAVERY 1

Williams, Daniel

Daniel Williams

Eng1102

Michael Ditusa

09/22/2020

The Big Apple

Apple Inc. is one of the leading brands in the world of technology and has always been famous for innovation in the world. Founder of Apple, Steve Jobs is the pioneer of advancement in technology which has gained the company the trust and love of the public throughout the years. Customers of Apple are considered one of the most loyal and it is possible due to the smart advertising and amazing products that the company offers. It also has the privilege of being the first company in the world to reach a value of $1 trillion. The changing demographics of the world have provided Apple with great opportunities in penetrating deep in the market. Most of the population of the United States is younger and every one of them requires smartphones and tablets. Apple recognized this aspect and developed the iPhone SE with the latest and necessary features, which is a budget phone for students and other younger adults, therefore acquiring the loyalty of students (Katherine).

The company has a very smart marketing strategy and has divided the society into three parts, the middle, lower, and the high class. The major focus of the company is on the middle and high-class customers because they can easily pay a little extra for a product that is reliable, secure, and trendy. Apple being the leader in innovation has even targeted the professionals of media, graphics, and music industry through their high-end MacBook and iPads. Marketing of Apple is considered the biggest reason for its success, as they know what will excite and gain the attention of the public and then advertise their products accordingly to the market trends. The primary focus of the company is not to advertise the specs and features of its products and services; rather they focus on advertising how their products can make the lifestyle of the customer change towards the better and how the user experience can be enhanced. They make their offerings so appealing that the customers’ subconscious insists to buy Apple products. This is possible only because the company makes their products look compulsory and completely desirable for a better lifestyle. Apple products have become a signature for elite status (Patel).

Another important part of the marketing strategy of Apple is the annual Apple event for which the company creates a buzz in the market long before the event happens. Apple secretly leaks parts of the product designs and latest features that come with those products. This creates a curiosity in the public and everyone gets excited about the launch. Apple, being the innovative brand, lives up to the excitement and releases products that satisfy the needs of every person. Apple has been successful in creating such a huge image of it that every large publication house writes long articles on the company’s profile, its products, and reasons for its success. Due to its marketing, it has created such a loyal customer base that people stand for hours in lines to get their hands on the latest Apple products (Kulkarni).

Apple mostly advertises through the gossip and curiosity of its products in different online and other news platforms and talk shows. Other than this every popular celebrity in the world can be seen holding an iPhone which is a smart product placement strategy. When Apple released its products in 2007, it did not require advertising to create a buzz in the market because they realized that the reviews by tech experts and the talk in the market were enough for their advertisement. Apple realizes that competing on prices with other members in the market damages the credibility of the products and customer retention as well. It is a short-sighted approach and Apple always looks at the bigger picture. Apple focuses on Unique Value Proposition that promotes its products on social media platforms increasing the overall value of the company in the general market. In this way, Apple does not lower its profits by compromising on price rather it makes you pay way more than its competitors, making their products become a necessity for your lifestyle.

Apple products are loved by the people because of their simplicity while being unique and for their ease in use. Following the same approach in marketing, Apple keeps its strategy of promotion simple. They highlight their technical features in simple words, which are easy for the people to understand and thus simplifying things for the people. On the website of Apple, the first things that appear are the beautiful images of its products and their physical specifications for everyone to get attracted at first sight. After that, the page includes the specifications of software and hardware. In this way, Apple shows that it understands the minds and the nature of its customers that emphasize simplicity and from the range of its products to its website, Apple focuses on keeping things simple for the public to be comfortable (UKDiss.com).

Apple does not need to spend a lot of money on advertising as they know that the media houses as well as their general target market does it for them by providing reviews and different kinds of durability tests on the products. Apple has created a brand image that makes it look trendy, unique, elite, and cool for the people. They use this brand image for their benefit and make their marketing strategy in such a way that makes customers want to be a part of this brand. They had a campaign by the name “Think Different” in which they targeted the different perception of people about themselves and presenting a view that they care about the customers and understands and accepts them as they are. This also presented a perception that the brand is for all people and is somewhat like them. Apple relies on consumer behavior marketing in which whenever a person buys a product and registers on the apple account, it gains data on the purchase pattern, usage of apps, and interests of the person, which they use in their marketing strategy to develop products that seem desirable and related to the customers (zoeller).

To understand the consumer they focus on three approaches in which one is the Affect and Cognition which includes how people respond to foreign actors. For example, just the change in the brand logo to a chrome apple improved performance as well as the experience of the users. Second is Consumer Behavior in which Apple uses information from users related to their behaviors while using certain products, therefore developing products and advertisement strategies that relate to the people. Third is the Consumer Environment in which they focus on strategies to attract customers and gain their loyalty in an attempt to gain significant market share. Hence, it can be said that Apple is a company that understands the changing dynamics of the market due to changes in customer behavior. They provide the best example in advertising that the world should follow, investing less in advertising and making the customers become your brand ambassadors. Its marketing strategies have resulted in creating a loyal customer base for the company due to high satisfaction that increased the market share of the company to a great level (Patel, How Apple Changed the World – 4 Core Marketing Strategies of the Tech Icon).

Works Cited Katherine Johnson, Yang Li, Hang Phan, Jason Singer, Hoang Trinh. "Theses, Dissertation and Capstones." The Innovative Success that is Apple, Inc. (2012): 10-19. Kulkarni, Chirag. 10 Things You Need to Learn From Apple's Marketing. 8 September 2016. 21 September 2020. Patel, Neil. 7 Key Strategies That You Must Learn from Apple’s Marketing. n.d. 21 September 2020. —. How Apple Changed the World – 4 Core Marketing Strategies of the Tech Icon. 13 October 2011. 21 September 2020. UKDiss.com. Marketing Strategies of Apple . 9 December 2019. 21 September 2020. Zoeller, Stephen. How Apple uses consumer behavior marketing . 14 August 2019. 21 September 2020.