Apple Marketing Mix: 4P'S

APPLE MARKETING MIX: 4P’S:
Apple is a renowned technology brand, recognized globally for its focus upon technological
innovation. 4 P’s of Marketing Mix also play am important role to apple become most valuable
company.
Products:
Innovation is the main elements in apple product. Apple always to something new in their
through highly concentration in research & development activities which make superior and
valuable company. Here is a list of the products:
 iPhone – The line of smartphones by Apple based on its iOS. The latest one in the iPhone
range is iPhone 11 whose pro version has a triple camera mounted on its back.
 iPad - While tablets were nothing new when the iPad first launched, it is usually credited
with pushing tablets into the mainstream with other companies quickly following. The
iPad was the most successful tablet when it launched and continues to be a strong product
line for Apple.
 Apple Software –iOS, iTunes, iCloud, iBook, Apple Music, iCloud and their MacOS.
 Apple watch and Apple TV - Despite stiff competition from other brands such as
Samsung’s fitness watches and Amazon Fire TV, Apple’s Apple Watch and Apple TV do
see sales from loyal customers. The ability to sync with other devices is a key selling
point for those already invested in Apple’s other product lines.
 Mac: - Macintosh – The reason Apple exists is Macintosh. Its Macintosh line of laptops
are the most favored laptops in the United states and are giving tough competition to the
whole market. MacBook Air and MacBook pro are some of the recent models which are
fan favorites.
In this way, the product range of Apple has grown quite large with several new products
including great software being added recently to the portfolio. The technology giant has plans to
further grow its product line by entering new areas. While the sales of Apple laptops and PCs
have declined in the last few years, the iPhone (core product of Apple, accounting for the highest
net sales and revenue) remains highly popular.
Place:
Apple uses multiple distribution channels to reach its customers worldwide. From its own retail
stores to online and offline channels it uses several channels for the distribution of its products
and services. Apple’s products can be found both online and offline. People can shop for Apple
products on its website. Apart from its own site, Apple products are also available at the other
retail sites like Flipkart, Amazon and other local e-retailers in the local markets. Apple has a
global network of distributors for selling its products and services. These distributors are also
known as corporate resellers. There are local retailers in most regions who also sell Apple
products in their stores.
Price:
Apple has created the image of a premium brand. Low-cost products have never been a part of
Apple’s product portfolio. It follows a premium pricing strategy. These products are meant
mainly for higher-end consumers. These products are technologically advanced and cater to the
diverse computing, mobile computing, communication, entertainment and other needs of the
high-end consumers. From its iPad to iPhone, MacBook and Apple watch, all these products
carry a premium pricing tag. Apple never prices its products lower than the competitors and that
is important for maintaining the premium image it has created. However, the company also
released a few relatively cheaper models of iPhone to arrest falling sales. Its products are unique
in terms of design, technology, and aesthetic beauty. However, they are also priced in a way that
reflects the brand’s uniqueness and focus on technological innovation. Apple’s pricing strategy
reflects the significant investment that goes into the making of each product including R&D, raw
materials and labor. Its products are known for their simplicity and quality apart from their
performance which makes them popular and this is what allows Apple to price them higher.
People are willing to pay if they trust a brand and know that it is giving them in return what they
are paying for.
Promotion:
Apple’s marketing strategy is also just as smart as its product line. It makes use of both
conventional and unconventional techniques to promote its products. First of all, Apple products
are so sought after in the market that most of them become a sensation before they are launched.
Word of mouth marketing has always worked in the favor of Apple and it has always generated a
lot of publicity about each and every product it has released. Apple products are promoted from
its website and also from other online channels including social media. Apart from that, Apple
has also used television and print media to market its products smartly. Its ads are meant to
highlight the differentiating features of its products and their uniqueness. Media releases at the
time of the launch of a new product are also a smart way of promotion that Apple utilizes in an
effective manner. There are thousands of review and marketing websites which review, discuss
and promote the Apple products.

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