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Marketing Strategies Of Apple Inc Essay

2475 words - 10 pages

INTRODUCTION
If one had to summarize Apple Inc.'s marketing strategies in one word, it would have to be “differentiation.” The Marketing Strategies of Apple, Inc. Market segmentation strategy involves dividing the market into groups, where individuals have similar needs and wants.
Apple position itself as a niche player in laptop industry and concentrate on the professional segment.
Market Development

In the Market Development, Apple could use different marketing strategies in order to sell existing products/services to new markets and increase its profit. It could achieve that, either by expanding to other geographical areas or by looking for users that will use the product in a ...view middle of the document...

The word "Computer" was removed from its name on January 9, 2007, reflecting its shifted focus towards consumer electronics after the introduction of the iPhone.

CURRENT BACKGROUND
Currently, Apple cannot “get the devices made fast enough.” More revenue is generated through their iPhones than from their iPods. iPhone sales are at $1.69 billion in the fiscal 3rd quarter, a 303% jump from last year.
iPod sales dipped 11% to $1.49 billion and unit sales down over 7% last year and the fiscal 2nd quarter. Apple’s CFO, Peter Oppenheimer, expects sales to continue to decline over time. The attributed drop in sales is linked to many of the iPod features being absorbed by the iPhone 3GS and iPod Touch. Users are seeing less use for the traditional iPod.

PRODUCTS
• Mac Book Air: Consumer ultra-thin, ultra-portable notebook, introduced in 2008.
• Mac Book Pro: Professional notebook, introduced in 2006.
• Mac Mini: Consumer sub-desktop computer and server, introduced in 2005.
• IMac: Consumer all-in one desktop computer, introduced in 1998.
• Mac Pro: Workstation desktop computer, introduced in 2006.
iPad

On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad, running a modified version of iOS. It offers multi-touch interaction with multimedia formats including newspapers, magazines, eBooks, textbooks, photos, movies, videos of TV shows, music, word processing documents, spreadsheets, videogames, and most existing iPhone apps. It also includes a mobile version of Safari for web browsing, as well as access to the App Store, iTunes Library, iBookstore, contacts, and notepad. Content is downloadable via Wi-Fi and optional 3G service or synced through the user's computer. AT&T was initially the sole US provider of 3G wireless access for the iPad.
iPod

On October 23, 2001, Apple introduced the iPod digital music player. Several updated models have since been introduced, and the iPod brand is now the market leader in portable music players by a significant margin, with more than 350 million units shipped as of September 2012. Apple has partnered with Nike to offer the Nike+iPod Sports Kit, enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website.
Apple currently sells four variants of the iPod:
• iPod Shuffle: Ultra-portable digital audio player, currently available in a 2 GB model, introduced in 2005.
• iPod Nano: Portable media player, currently available in a 16 GB model, introduced in 2005. Earlier models featured the traditional iPod click wheel, though the current generation features a multi-touch interface and includes an FM radio and a pedometer.
• iPod Touch: Portable media player than runs iOS, currently available in 32 and 64 GB models, introduced in 2007. The current generation features the Apple A5 processor, a Retina display, and dual cameras on the front
(1.2 megapixel sensor) and back (5 megapixel iSight), the latter of which supports HD video...

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