Apple Market Strategy: Apple's Marketing Strategy

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Market Strategy
Intro
Apple is a company that is well known by kids and adults, worldwide. A person can hear the name iPhone and many will know it is made by Apple. The same with iPods and Macs. Apple brand is well known and does not need to be explained. Many associate Apple with high cost yet high quality. Fun, innovative, expensive, universal, reliable are just a few words that often describe Apple products. Apple is frequently ahead of the competition, but more importantly products are not released until they are ‘right’. This is to ensure the customers have the best experience possible with their purchase without technical issues clouding the joy.
Product Lines and Mix Over the years Apple has increased their product mix. What began …show more content…

Marketing for this group is aimed to reassuring products are easy to use, and when needed top-notch support is available. For younger people want products that are fun and hip so marketing focuses on the new features, enhancements, and social options. Businesses and educational institutions are concerned about reliability and how the products will improve their environment so Apple stresses how reliable, universal, and innovative the products are. In September Apple introduced the option to sign up for a monthly payment plan which allows customers to upgrade every year to a newer iPhone without affecting contract dates with the chosen cell phone provider. This marketing strategy addresses the public’s desire to have the latest and greatest technology without the typical upgrade penalty. Another segmented group is for the Apple Watch. There is the basic watches that begin for a few hundred dollars, and then the high end, 18 KT gold watch starting around $10,000. The watch bands are further tailored to suit different personality types. Basic watch band is the sport band that is durable and perfect for fitness activities where the band would become sweaty or wet. The bands then advance in both quality and price to include leather and metal options that provide a classier look.
The 4 …show more content…

Additionally, there are pricing structures that allow for basic models to be cheaper than ones with more capacity or features. Along with the price structure of the actual product is the pricing option for extended warranty as well as personal training sessions with a Specialist when the One to One package is purchased. The AppleCare warranty is available wherever you purchase the Apple device, but does not limit your support to that place of purchase. This means a person can buy their device at Best Buy, but call or visit Apple directly for

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