1. Products
iPhone 7 Red
https://www.o2.co.uk/shop/homepage/images/shop15/brand/apple/iphone7/apple-iphone-7-red-gallery-img-1.jpg
Clear, simple, elegant design
Wide range of products
Strong Brand Name
Apple has wide range of products
such as smartphone, tablets, watches, laptops, computers, online
services, etc. All of these are exclusive, high quality products.
Their smartphones, known as iPhone,
were the first ones in this category therefore they were one step
ahead of their competitors. However this advantage has disappeared
iPhones are still one of the most innovative smartphones on the
market. These phones running iOS mobile operating system unlike the
widely used Android. This makes the iPhone and iPad users more
special they can feel like they are a part of a closed community, but
this also made the rivalry stronger, there were popular applications
which were not available on either iOS or Android, this problem
doesn’t appear so often anymore. „The first generation iPhone was
released in 2007, and there have been multiple new hardware
iterations with new iOS releases since.” (wikipedia)
Apple also found the gap on the
market as they saw that since almost everyone has a mobile phone and
they can check the time on them even less people wears wristwatches.
They wanted to fill this gap so they produced a watch which knows
more than anything else that we could wear on our wrists. „The goal
of the Apple Watch was to enhance the uses of an iPhone by using a
watch... The Apple Watch works by connecting via Bluetooth to the
phone and accessing any Watch compatible apps stored on the mobile
device. The Apple Watch was released in 2015.” (wikipedia)
„iPad is a line of tablet
computers designed, developed and marketed by Apple Inc., which run
the iOS mobile operating system. The first iPad was released in 2010.
The user interface is built around the device's multi-touch screen,
including a virtual keyboard. All iPads can connect via Wi-Fi; some
models also have cellular connectivity. An
iPad can shoot video, take photos, play music, and perform Internet
functions such as web-browsing and emailing. Other functions –
games, reference, GPS navigation, social networking, etc. – can be
enabled by downloading and installing apps.” (wikipedia)
„Apple TV is a digital media
player and microconsole developed and sold by Apple Inc. It is a
small network appliance and entertainment device that can receive
digital data from a number of sources and stream it to a capable
television.” (wikipedia)
„iTunes is a media player, media
library, online radio broadcaster, and mobile device management
application developed by Apple Inc. It is used to play, download, and
organize digital downloads of music and video (as well as other types
of media available on the iTunes Store) on personal computers running
the macOS and Microsoft Windows operating systems. The iTunes Store
is also available on the iPhone, iPad, and iPod Touch. Through the
iTunes Store, users can purchase and download music, music videos,
television shows, audiobooks, podcasts, movies, and movie rentals in
some countries, and ringtones, available on the iPhone and iPod
Touch.” (wikipedia)
Last but not least the Apple
computers, basically this was what the company had been built on.
„Apple Computer 1, also known later as the Apple I, or Apple-1, is
a desktop computer released by the Apple Computer Company (now Apple
Inc.) in 1976. It was designed and hand-built by Steve Wozniak.
Wozniak's friend Steve Jobs had the idea of selling the computer.”
(wikpedia) The rest is history now, Apple Inc. produces computers
since then under different names like Apple, Macintosh, iBook,
Macbook, etc.
Apple also makes different computer
accesories such as printers, portable storages, etc.
2. Price
The Apple's products are high priced to show the quality of their products and give ab exclusive feeling to their customers, by raising their prices o/r just keep them high, they may lose a percentage of their costumers but the remaining generates a profit on every sale.
This is a screenhot of the Apple Watch Nike+ pricing on www.apple.com
(05/09/2017)
3. Place
One of those places where Apple builds future
Apple Campus 2/Apple Park
Cupertino, California
4. Physical Environment
Apple Store in New York, USA
Queens Center Mall
https://boygeniusreport.files.wordpress.com/2015/10/apple-store-queens-center-mall.png
Physical appearance is very important. First impression is crucial. Apple follows their products' simple, clear, elegant design on their official stores design as well.
Exclusivity is the key. Like the price tag Apple wants to make their customers special, because their products are not available everywhere, you can't buy them in the supermarket. Apple products are only found in specific retail shops or through their website.
5. People or Personnel
Attention to details!
The people who make the products and services are a very important part of the Apple's organization.
The person who built the very first Apple product such as the Apple I computer
Steve Wozniak
6. Promotions
A very simple but very well known logo
https://pullquotesandexcerpts.files.wordpress.com/2013/11/silver-apple-logo.png?w=360
Very simple logo that everyone recognises and appears in many movies.
Apple advertise on huge billboards, their website always contains the latest up-to-date informations about the new products. If you have another Apple product, you are likely to come across the adverts whilst downloading iTunes. Apple also sends emails to their existing costumers.
7. Process
The whole process begins at the desks, goes to the factory and just after these we can get the products in our hands. The processing of orders and after-sale service is important as well.
An other very important part of making a product/brand great is to listen to the people/customers. Quick response, professional help desk.
Apple Care Logo
Conclusion
Apple's marketing mix shows a correct balance if the 7Ps.
They also want to make their costumers to feel special/unique, they have built their own world such as Macintosh and IOS so their products are not like everything else, so as their costumers. I think this plays the main role of their success.
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