APPLE

Apple has a branding strategy that focuses on the emotions. The starting point is how an Apple product
experience makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained;
innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.

Products
Apple Inc. is an American multinational technology company headquartered in Cupertino, California,
that designs, develops, and sells consumer electronics, computer software, and online services. The list
of products offered by Apple are as follows:

Mac
Macs that are currently being sold are:

 MacBook: Consumer ultra-thin, ultra-portable notebook, introduced in 2006 and relaunched in

2015.
 MacBook Air: Consumer ultra-thin, ultra-portable notebook, introduced in 2008.
 MacBook Pro: Professional notebook, introduced in 2006.
 Mac Mini: Consumer sub-desktop computer, introduced in 2005.
 iMac: Consumer all-in one desktop computer, introduced in 1998.
 Mac Pro: Workstation desktop computer, introduced in 2006.
Apple sells a variety of computer accessories for Macs, including Thunderbolt Display, Magic
Mouse, Magic Trackpad, Wireless Keyboard, Battery Charger, the AirPort wireless networking products,
and Time Capsule.
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. More than 350 million units have shipped as of September 2012.[172] 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 three 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.
 iPod Touch: Portable media player that runs iOS and is currently available in 16, 32, 64, and
128 GB models, introduced in 2007.
iPhone

 iPhone  often referred to as iPhone 1, iPhone 1G, or iPhone 2G is a smartphone that was

designed and marketed by Apple Inc. It is the first generation of iPhone that was announced on
January 9, 2007
 iPhone 3G, was released on July 11, 2008 for 8 GB version and 16 GB version. On June 8, 2009,
Apple announced the iPhone 3GS. It provided an incremental update to the device, including
faster internal components, support for faster 3G speeds, video recording capability, and voice
control.
 iPhone 4, on June 7, 2010, Apple announced the redesigned iPhone 4. On October 4, 2011,
Apple unveiled the iPhone 4S, which was first released on October 14, 2011.[183] It features
the Apple A5 processor and Siri voice assistant technology
 iPhone5 On September 12, 2012, Apple introduced the iPhone 5.[186] It added a 4-inch display,
4G LTE connectivity, and the upgraded Apple A6 chip, among several other improvements. After
that the iPhone 5S  was released on September 20, 2013 along with its mid-range counterpart,
the iPhone 5C. The iPhone 5S was the first Apple device to ship with iOS 7, which introduced a
revamped visual appearance and other new features. The iPhone 5C lacks several major new
features introduced in the iPhone 5S. the iPhone 5C uses much of the same internal hardware of
its predecessor, the iPhone 5. On September 9, 2014, the 16 and 32 GB iPhone 5C models were
discontinued with the announcement of theiPhone 6 and iPhone 6 Plus,
 iPhone 6 On September 9th, 2014, Apple introduced the iPhone 6, along side the iPhone 6 Plus.
One year later, Apple introduced the iPhone 6s, and iPhone 6s Plus, which introduced a new
technology called 3DTouch, including an increase of the rear camera to 12 MP.

iPad
 iPad: On January 27, 2010, Apple introduced their much-anticipated media tablet,
the iPad, which runs a modified version of iOS. It offers multi-touch interaction with
multimedia formats including newspapers, ebooks, photos, videos, music, word
processing documents, video games, and most existing iPhone apps.
 iPad 2: On March 2, 2011, Apple introduced the iPad 2, which had a faster processor and a
camera on the front and back.
 The new iPad: The third-generation iPad was released on March 7, 2012 and marketed as "the
new iPad". It added LTE service from AT&T or Verizon, an upgraded A5X processor, and Retina
display. 

On October 23, 2012, Apple's fourth-generation iPad came out, marketed as the "iPad with Retina
display". It added the upgraded A6X processor and replaced the traditional 30-pin dock connector with
the all-digital Lightning connector.

The iPad Mini was also introduced. It featured a reduced 7.9-inch display and much of the same internal
specifications as the iPad 2.
On October 22, 2013, Apple introduced the iPad Air and the iPad mini with Retina Display, both
featuring a new 64 bit Apple-A7 processor.[201] The iPad Air 2 was unveiled on October 16, 2014. It
added better graphics and central processing and a camera burst mode as well as minor updates.
The iPad Mini 3 was unveiled at the same time.

Apple Watch
The Apple Watch smartwatch was launched by Cook on September 9, 2014, and released on
April 24, 2015.[206] The wearable device consists of fitness-tracking capabilities that are similar
to Fitbit, and must be used in combination with an iPhone to work (only the iPhone 5, or later
models, are compatible with the Apple Watch)
Apple TV
Main article: Apple TV

At the 2007 Macworld conference, Jobs demonstrated the Apple TV (previously known as the
iTV),[210] a set-top video device intended to bridge the sale of content from iTunes with high-
definition televisions. It has HDMI out as the only video out source. At the September 9, 2015
event, Apple unveiled an overhauled Apple TV, introducing the App Store and a new
"Siri Remote" with a touchpad.
Software
Apple develops its own operating system to run on Macs, OS X, the latest version being OS X El
Capitan (version 10.11). Apple also independently develops computer software titles for its OS
X operating system. Much of the software Apple develops is bundled with its computers. An
example of this is the consumer-oriented iLife software package that
bundles iMovie, iPhoto and GarageBand. For presentation, page layout and word
processing, iWork is available, which includes Keynote, Pages, and Numbers.
iTunes, QuickTime media player, and Software Update are available as free downloads for both
OS X and Windows.
Apple also offers a range of professional software titles. Their range of server software includes
the operating systemOS X Server; Apple Remote Desktop, a remote systems management
application; and Xsan, a Storage Area Networkfile system. For the professional creative market,
there is Aperture for professional RAW-format photo processing; Final Cut Pro, a video
production suite; Logic Pro, a comprehensive music toolkit; and Motion, an advanced effects
composition program.
Apple also offers online services with iCloud, which provides cloud storage and syncing for a
wide range of data, including email, contacts, calendars, photos and documents. 

COMMUNICATION
Identifying Message Sources
In its campaign to increase investor confidence, Apple will use the following spokespeople:
 Steve Jobs, CEO of Apple Inc. Jobs will be perceived as credible because of his position
in the company not only by being knowledgeable about every day action taken, being
involved in decision making and personal insight on his state of health.
 Tim Cook, previous interim CEO Cook is the most likely candidate as interim CEO for
Jobs during his leave. Cook will be perceived as credible source because of his previous
(and possibly future) leadership position.
 Arthur D. Levinson, Former CEO of Genentech, Chairman of the Board of Investors for
Apple Levison will be perceived as a reliable source due to his position on the Board of
Investors and his expertise in investments. He would be a familiar face among
experienced investors and able to effectively explain the state of Apple’s financial future.
Apple will combine rational and emotional appeals in its message.
 Rational Appeals Apple will present several appeals:
 A factual proposition of correcting the communication concern throughout all publics,
including how Apple will remain profitable.
 A value proposition stating the importance of investors to Apple and the importance of
economic success as a whole. The message will include examples of correcting the
communication concern, statistics among SEC filings, comparisons of previous years and
projected future years along with charts demonstrating the financial growth of Apple.
 Emotional Appeals
 To positive emotion such as loyalty of Apple to their investors by
correcting the communication concern so that the company will continue
in profits.
 To positive emotion such as esteem in Apple’s position in the marketplace
as producers of the highest quality products and most economically
successful electronics company.
 To negative emotion such as fear of no longer supporting a company who
is financially successful.
Communication Tactics
Apple will develop the following interpersonal communication tactics to
maintain financial support:

Tactic Characteristic

Meetings based on plans and key publics (investors), plan for

general information leadership, rededication to honesty,
 serving acceptance objective

Speech from CEO (if unable, low cost, moderate impact, shows
Tim Cook will deliver the concern and effort
speech for Jobs)

Apple will develop the following tactics using organizational media:

Tactics
Serial publication weekly for eight weeks then
monthly via email
Letter of information about communication
concern and upcoming meetings/events hosted by
Apple about the situation
Video of Apple’s future and introduction to
potential interim leadership
Characteristics
all publics, moderate impact, keep news and
information about leadership disclosed
key public (investors, employees), low cost, low
impact, serving awareness objective
moderate cost, high impact

Apple will develop the following tactics using news media:

Tactics Characterictics
Article in trade newspaper on the projected low cost, targeted to those who are involved in the
continued success of Apple in the electronics electronics industry who may also be potential
industry investors
News interview low cost, beneficial for question and answer, all
publics
Story idea memos to reporters low cost, possible high visibility
Event listing of interpersonal communications low cost, generates better awareness of events
tactic events

Apple will develop the following tactics using advertising and promotions:

Tactics Characteristics
Display ads in consumer magazines moderate cost, target to consumers (potentially
investors)
Display ad on T.V. commercials high cost, high impact

EMPLOYEE
  Apple follows selective hiring practices to recruit and hiretalented individuals. Apple offers a variety of
attractive employeebenefits to complement direct wages.The benefits system is used to entice, and
retainindustry-leading talent to benefit Apple. Apple works closely with its key suppliers tobenefit all
parties involved. Apple is a member of the Electronic Industry Citizenship Coalition(EICC) and works to
ensure fair treatment of workers in OEM factories.Apple has alsodeveloped its own Supplier Code of
Conduct to govern the actions of its suppliers.Thesebeneficial steps foster positive relationships with
suppliers. The company employs 115,000 permanent full-time employees as of July 2015

The employees of Apple are as follows:

 Stephen P. Jobs is the Chief Executive Officer of the Executive Board at Apple, Inc

 Non Executive Board Directors include William V. Campbell, Millard S. Drexler, Albert Gore,

Andrea Jung and Author D. Levinson.

 Key Senior Management team members include Timothy D. Cook, (COO), Scott Forestall,

Jonathan Ivey, (Industrial Design), Ronald B Johnson (Retail), Robert Mansfield Mac Hardware

Engineering), Peter Oppenhiemer (Chief Financial Officer), Mark Papermaster (Devices Hardware

Engineering), Philip W. Schiller (Worldwide Marketing), Bertrand Serlet (Software Engineering), and D.

Bruce Sewell (General Counsel).

 Some certified Apple service providers offer additional services beyond repairs and parts such as

such as data transfer, data recovery, upgrade services, and onsite deployment and installation.

 Every Mac, iPod, iPhone, and display comes with complimentary telephone technical support for

90 days after your purchase and a one-year limited warranty. The AppleCare Protection Plan extends

your service coverage and gives you one-stop service and support from Apple experts.

 The AppleCare Professional Video Support gives you direct access to Apple’s Professional Video

Technical Support team via telephone and email 12 hours a day, seven days a week.

TRADE

To control the firm’s brand image Apple sellsthrough first-party retail establishments and through
authorized retailers. Apple Stores act asadvertisements for the brand and provide a human point of
contact between the firm and its
customers. Authorized retailers are held to certain standards to protect Apple’s brand image.Apple do
Direct shipment Apple.com online orders are shipped directly to consumers fromstorage facilities in
China. This minimizes inventory buildup in more costly warehouse locationsin the United States.

OTHER
 Apple Genius

 Apple stores house the ‘Apple Genius Bar’ where customers can talkwith an Apple specialist known as a
‘genius’ about problems with their device. This human interaction with a first party service provider
builds a rapport with customers and offers a starkcontrast to endless phone service calls.

 Included and extended warranty

 Apple offers an included 90 day warranty againstdefects and issues with its products. Customers can
also purchase extended warranties through ‘Apple Care’ to protect their product.

 Free consultation

 Customers can bring in their device for a free consultation regardingissues problems with no
commitment, whether it is in or out of warranty. The customer thenhas the option to pursue different
avenues of resolving the issue without an upfront charge.

 A greener Apple

  Apple redesigned packaging for many of its popular products to bemore lightweight and take up less
space in shipment. This means reduced emissions duringtransportation and results in a savings for the
firm. Apple has also made moves to reduce thenumber of harmful chemicals used in the production of
its products.

REFERENCE:

http://www.academia.edu/7023858/Strategic_Analysis_of_Apple_Inc._Table_of_Contents
https://en.wikipedia.org/wiki/Apple_Inc.#Environmental_practices

http://www.apple.com/us/search/marketing-program-of-apple?src=globalnav

http://www.marketingteacher.com/apple-marketing-mix/

https://chaffinmmworksamples.files.wordpress.com/2012/04/capstone-apple1.pdf