Case Study Of Apple Inc

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This paper focuses on Apple Inc.’s cult-like following, Apple stores as a marketing strategy, and the company’s ability to maintain its current level of success in product innovation and customer loyalty moving forward. It is a well-known fact that Apple has developed a following of loyal customers that has often been referred to as cult-like and Apple customers have been referred to as iSheep (a term coined to describe the herds of blind followers). According to research conducted by, only 28% of the 2,275 Apple customers surveyed purchased their iPhone because it “seemed to be the best phone at the time of switching” (Kelly, 2014, para. 11). This leads one to question how if only 28% perceived the iPhone to be the…show more content…
When purchasing from Apple, Inc., customers aren’t purchasing “products”, they are purchasing “Apple products”. It is not just a cell phone, it is an iPhone. Apple doesn’t sell tablets, it sells iPads. It doesn’t sell MP3 players, it sells iPods. This strategy allows customers to feel as though they are purchasing exclusivity or a membership in an exclusive club, and according to the theory of Baumeister and Leary (REFERENCE), the need to belong is a fundamental human motivation. Apple successfully capitalizes on this concept by appealing to this natural human desire in its business strategy. After the release of the iPod in 2001, Apple increased its presence as a household name brand. The company followed this success by introducing the iPhone in 2007 and subsequently, the Apple App store in 2008 to complete the tie between software and hardware. With these products, Apple incorporated what customers want, with attractive packaging, ease of use, and also added bonus features altering customer desires and demand. Apple effectively became the face of innovation. After its incorporation in 1977, Mike Markkula, an advisor, established a marketing philosophy consisting of three key points: EMPATHY – To truly understand the customers’ needs better than any other company, FOCUS – eliminate all of the unimportant opportunities in order to do a good job on the things they decide to do, and IMPUTE – Presentation maters – People do judge a book by its cover. Even with the best product, if the presentation of the product is poor, perception of the product will be

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