Marketing

Apple Inc.

Tiffine C. Bourland

Business 4036

08/11/16

Apple Inc. and its primary business

Apple Inc. is a technology company that develops and sells consumer software and hardware as well as provides online services. Examples of software that the company sells are macOS and iOS operating systems, iTunes media player, Safari web browser, iLife and Apple production apps. Examples of consumer hardware produced and sold by the company are iPhone smartphone, iPad tablet, the Mac personal computer, iPod, Apple Watch smartwatch, and the Apple TV. The iTunes Store, iOS App Store and Mac App Store, and iCloud are examples of Apples’ online services (Arek & Ben 2015).

The company mainly sells these products to the youth and mature market, top and middle-class clients as well as to businesses and corporations. The company targets the young people and the common market with the iTunes media player, iPhone, and the iPod. Products for middle-aged consumers are iTunes media player, iPhone, and the iPod, Mac personal computer and the Apple TV. Products for the upper-class market are the iPhone smartphone, iPad tablet, the Mac personal computer, Apple Watch smartwatch, and the Apple TV (Arek & Ben 2015). The Safari web browser, iLife and Apple production apps, iPad tablet, the Mac personal computer, iOS App Store, Mac App Store, and iCloud target corporations and businesses.

How Apple is using marketing research in its work and decisions.

My perceptions of how Apple is using marketing research in its work and decisions is that the company is always finding out the various innovations that its competitors are producing and offering to the market. It could use this information to emulate competitors or come up with better products and services. The company is also conducting a consumer analysis to identify consumer trends such as changes in consumer needs, wants and trends. Products produced will thus need to match current and future customer needs, wants and trends. The company is also finding various technological advances that it could implement in its products, services, and business operations. All this strategies and tactics will enable Apple Inc. to compete better with its competitors, to remain relevant in the technological marketplace and space, to increase the sales of its products and services as well as to increase market loyalty, share, and customer acquisition.

Apple is succeeding because it is producing and selling the iPhone as well as the Mac personal computer. The company releases a new and improved version of the iPhone while the Mac personal computers are light in weight, thin in size and come with their operating system as compared to the computers of competitors that are heavy in weight, thick in size and use operating systems that are produced by a third party (Mark 2015).

References

Arek Dreyer, Ben Greisler (2015) Apple Pro Training Series: OS X Server Essentials 10.10: Using and Supporting OS X Server on Yosemite Peachpit Press.

Mark Wood (2015) Apple Pro Training Series: Pages, Numbers, and Keynote Peachpit Press.