Critique of Apple's iPhone Promotional Strategy

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Critique of Apple's iPhone Promotional Strategy

Apple Inc. is one corporation that does not joke with the production of innovative

products, and the iPhone is one of them. The communication strategy employed in promoting the

iPhone combines product communications, public relations, and a direct selling approach. The

main promotional appeal of Apple in promoting the iPhone is to ensure that everyone knows

everything the gadget can do. Traditional and new media communication strategies are applied to

reach the target market (He, 2021). These are television advertisements, newspaper and

magazine advertisements, online advertisements, and social media advertisements. The most

important message Apple seeks to communicate to its audience through its promotional activity

is that of the iPhone as a high-end, superior device with special characteristics and superior

performance. In this advert, the company focuses on the product's appearance, easy-to-use

interface, and the incorporation of better technology.

Despite the success of Apple’s promotional strategy, there is still room for improvement

regarding this matter. Apple's promotional strategy is primarily aimed at the market's luxury

segment. Although this aligns with the company's strategy of establishing a premium brand, this

reduces the product's accessibility. A more diverse marketing campaign focusing on various

groups of consumers would eventually increase demand for the product (Zhang, 2023). The cost

of the iPhone, which is considered rather high, is sometimes emphasized in advertisements as

part of the brand's positioning. However, this could pose a problem to potential customers, who

are likely to be many but more conscious of the price. Another possible promotional tactic, in

this case, is a closer focus on the actual value rather than merely stressing the high price.

If I were to do it differently, I would diversify our promotional strategy. Instead of only

targeting the exclusive population, I will target numerous populations using different

advertisement strategies. This could entail focusing on the different aspects of the product that

attract a certain segment of the clientele. Instead of dwelling on the expensive range of the

product, I highlight the benefits consumers are likely to derive from the product (He, 2021). This

could include such aspects as the durability of the product, its enhanced functions, and economic

expense in the long run. Overall, Apple has built a highly effective promotion strategy for the

iPhone, yet enhancements can still be made. A more diverse and value-based approach to

promotion may assist the company in acquiring more customers and generating more sales for

this product.

References

He, M. (2021, March). Analysis of iPhone’s marketing strategy. In36th International Conference

on Financial Innovation and Economic Development (ICFIED 2021)3(pp. 669-672).

Atlantis Press.

Zhang, R. (2023). Analysis of Apples Marketing Strategy and Management Model. Advances in

Economics, Management and Political Sciences. 29. 24-32. 10.54254/2754-

1169/29/20231347.