PROJECT

MARKETING
APPLE Inc.

Submitted by: M. Bilal Tariq

Submitted to: Sir.Asghar

 Submission Date: 15-06-2022

Table of Contents

 Introduction
 History
 Mission and Vision
 Core Value
 Marketing share in Pakistan
 Net profit of company
 Sales
 Marketing Environment
 Product strategy
 Slogans
 Marketing Strategy
 Competitor
 Advertisement
 Marketing segmentation
 Target Market
 Marketing positioning
 SWOT analysis
 Product Life cycle
 Conclusion
 Introduction
Apple Inc. (previously Apple Computer, Inc.) is an American multinational corporation.

 Formerly: Apple Computer Company (1976-1977), Apple Computer, Inc. (1977-

2007).
 Founded: April 1, 1976; 46 years ago in Los Altos, California, U.S.
 Founders: Steve Jobs, Steve Wozniak, and Ronald Wayne.
 Headquarters: Apple Campus (Apple Park Way), 1 Infinite Loop, Cupertino,
California within Silicon Valley, U.S.
 Industry:
 Computer Hardware
 Computer Software
 Consumer electronics
 Digital Distributions
 Online Services
 Type: Public
 Traded as:

Nasdaq: AAPL

Nasdaq-100 component

DJIA component

S&P 100 component

S&P 500 component
 No. of Locations: 519 retail stores (2022)
 Area Served: Worldwide
 No. of Employees: 154,000 (2021)
 Website: apple.com
 Key people:
 Tim Cook (CEO)
 Arthur D. Levinson (Chairman)
 Jeff Williams (COO)
 Luca Maestri (CFO)
 About:
Apple, Inc. is an electronics and software company based in California, USA.
Founded in the mid 1970’s in Steve Jobs garage with his high school pal Steve
Wozniak
 Steve Jobs looked for long-term management options for the company, settling
on the CEO of Pepsi, John Sculley.
 Around every fall, Apple releases a new product.
 Headquarters:
 Apple’s world corporate headquarters is located in the middle of Silicon
Valley, at Infinite Loop, Cupertino, California.
 Apple's headquarters for Europe, the Middle East and Africa are located in
Cork in the south of Ireland.
 As of March 2016, Apple has 475 retail stores in 17 countries and an online
store available in 39 countries.
 Apple has received numerous architectural awards for its store designs,
especially its midtown Manhattan location on Fifth Avenue.
 Employees:
 Their products and innovations have led to almost 2 million U.S. jobs, from
engineers and retail employees to suppliers, manufacturers, and app
developers
 As of December 2015, Apple is responsible for creating about 1.9 million
jobs.
 What does it do?
 Apple Inc. (Apple) designs, manufactures, and markets smartphones, tablets,
personal computers (PCs), portable and wearable devices. The company also
offers software and related services, accessories, networking solutions, and
third-party digital content and applications.
 History
Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation that designs
and sells consumer electronics, computer software, and personal computers. As of July 2011,
Apple has 364 retail stores in thirteen countries as well as the online Apple Store and iTunes
Store. It is the largest publicly-traded corporation in the world by market capitalization, with an
estimated value of US$626 billion as of September 2012.

Apple was founded in 1976 by three men: Steve Wozniak, Steve Jobs and Ronald Wayne. Apple back
then was just a garage in California, created with the intention of selling their Apple 1 Personal
Computer, hand built by Wozniak. The Apple 1 barely qualified as a finished product, lacking any Human
Interface Devices built in such as a keyboard, or even a case. Regardless, it attracted the attention of a
multimillionaire, Mike Mark Kula.

 History of Apple, Inc.:

 Steve Jobs, Steve Wozniak and Ronald Wayne incorporated Apple Computer on
April 1, 1976.
 Apple 1 Introduced in 1976, first ever Apple computer
 In 1984, Macintosh was introduced
 In 1985, the creator of the company, Steve Jobs was fired. Shortly following his
firing, he was then rehired in 1997.
 IMac introduced in 1998
 In October of 2001, IPod makes its debut
 Jobs Creates Mac OS X, released in March 2001
 Apple launches iTunes store in 2003
 Apple releases IPhone on June 29th, 2007
 In January of 2010, IPad is revealed.
 Apple was formed in April 1976 by 25-year-old Steve Wozniak and 21-year-old
Steve Jobs (both college dropouts)
 After selling a van for some extra start-up cash, the two set up shop in the Jobs’
family garage to start building computers
 The ideas and early innovation techniques that emerged from this location would
set the foundation for building one of the most important and globally effective
technology companies the world has ever seen.

 CEO of APPLE
  Timothy Donald Cook is an American business executive and industrial engineer
and is the Chief Executive Officer of Apple Inc.

 Founders and Former CEO:

 STEVE JOBS: Steven Paul Jobs was an American business magnate and investor. He
was the chairman, chief executive officer, and co-founder of Apple Inc.
Unfortunately passed away October 5, 2011.
 Steve Wozniak.
 Ronald Wayne
 Origin of Apple:
 Apple was found in April 1976, in Cupertino, CA.
 Steve Job and Steve Wozniak were thought to be responsible for finding
Apple company, however if it wasn't for Ronald Wayne, the company might
have not been found. Jobs convinced Wayne to invest 10% into their
company just in case the company got to a dead end, but Wayne backed out
12 days later and sold his hold that would be $72 billion today.
 Steve Wozniak produced the very first apple computer, a type writer
keyboard with the ability to attach to a TV, which he later named the Apple I.
 Steve Jobs saw the Apple I and its potential.
 And thus, he funded and created the company, Apple Computer Inc., along
with Wozniak and Wayne.
 Path to Fame:
 The Apple I had a hard time convincing banks and sponsors that it had
potential to fund.
 But, Apple Inc. eventually got the money it needed to start selling the Apple I.
 The Apple I was a huge success with a successor quickly made.
 The Apple II was better than the Apple I in every way with advanced
resolution and graphics and even included a Microsoft-Excel like, spreadsheet
application called Visi-Calc.
 When rivals of the Apple II started to make an appearance to the public,
Apple Inc. quickly released the Apple III to keep the company funded.
 Macintosh:
 With the invention of the mouse, Apple Inc. decided to create a new type of
computer that relies on the mouse, called the Macintosh.
 By using cheap materials, the Macintosh was very inexpensive compared to
the computers at that time, which allowed it to be more affordable to
everyone.
  The Macintosh became so successful that Apple Inc. was able to buy a spot
for a Super Bowl commercial with the profit.
 Like how the Apple II had the Visi-Calc, the Macintosh had the first Apple
Inc. printer, the Laser-Write.
 The Macintosh was also the home to Apple Inc. first programming and
publishing application, the Page-Maker.
 After the Macintosh:
 At this point, Apple's products were old and Steve Jobs hired young John
Sculley to get advice from someone who isn't inside the company.
 Sculley and Jobs constantly fought which lead to Jobs leaving the company.
 Sculley the lead Apple Inc. to creating the Macintosh Portable and Macintosh
II.
 Sculley also lead the company into creating the Newton, a touch pad for notes
with a stylus-pen, but lead others companies to creating their own varieties of
the Newton and the eventually decline of the Newton and one of Apple's best
profitable sources at that time.
 Sculley eventually left the company and Steve Jobs rejoined as the CEO.
 Jobs continued the expansion of the Apple company with the first Apple
stores and the iMac.

 Apple's Processors:
 With every new Apple product created, Apple Inc. had to keep up with the
demand of a faster processor.
 Apple doesn't like to directly state what makes up their products, but they do
state in a press conference that the processors made for the Apple products
are custom-made and named the A-1, A-2, etc.
 According to research by iFixIt and AnandTech, the processor of the
iPhones keep on getting more advanced with the processors capability
speeds increasing more than 70% in only one year.
 Despite their rivalry, the Apple company depends on Samsung for creating
their custom-made processors.

 iPod's Success:
 In 2001, Apple introduced the iPod, a device like the Newton with the ability
to play MP3 files.
 People were able to download songs from the iTunes store, a virtual store
where people could buy songs without having to import them through
computer.
  The iPod was a huge success selling more than $3 billion worth of iPod
merchandise.
 In 2004, Apple announced the release of the iPod mini, the successor of the
iPod.
 iPhone and the iPad:
 In 2007, Apple released the very first iPhone, which was known as iPhone
2G.
 In 2010 the first generation iPad was released, which has more than twice as
much units sold as the iPhone.
 Apple has now sold over 700 million iPhone units, with a total of 12 iPhone
models.
 About 300 million iPads have been sold since, with a total of 11 iPad
models, including iPad mini, and iPad Pro.
 The very first model of iPhone had a plastic screen.
 About Steve Jobs:
 Steve Jobs was born in February 24, 1955, in San Francisco, California.
 Jobs' parents give him up for adoption, and he is later adopted by Paul Jobs,
and Clara Jobs.
 Steve did not discover any information on his biological parents, until he
was 27.
 During high school, Steve met Steve Wozniak, who later became his
partner, and co-founder of Apple Inc.
 After high school, Steve Jobs attended Reed College, however he dropped
out 6 months later because of lacking direction.
 In 1974, Jobs took position as a video game designer with Atari.
 The first computer was truly a success; however along with the hostility
from John Sculley and the next few computers' design flaws, which was the
reason he left apple in 1985.
 In 1996, Steve Jobs returned to his post after the Apple Inc bought Pixar
company for 429 million dollars.
 About Steve Wozniak:
 Steve Wozniak was born in San Jose, California, on August 11, 1950.He
was known as one of the 3 co-founders of Apple, among side Steve Jobs
and Ronald Wayne.
 During his brief stint at the University of California at Berkeley, Steve
Wozniak met Steve Jobs, who was still in high school, through a mutual
friend.
 Wozniak ended his employment with Apple in 1985.
  In February of 1981, Wozniak was injured, when the private plane he was
piloting crashed while taking off from the Santa Cruz Sky Park.

 About Ronald Wayne:

 He was born in Cleveland, Ohio on May 17, 1934.
 He is known as one of the three co-founders of Apple company.
 He graduated from the School of Industrial Arts, New York City in 1953.
 Starting in early adulthood, in parallel with his professional life, Wayne
developed an insatiable compulsion to know the origins, the workings, and
the fundamental principles of “currency”.

Mission and Vision

 Vision Statement:
Apple’s current vision statement was introduced by CEO Tim Cook, who stated,

‘We believe that we are on the face of the earth to make great products and that’s not
changing. We are constantly focusing on innovating. We believe in the simple not the
complex. And I think regardless of who is in what job, those values are so embedded in
this company that Apple will do extremely well.”

 What does Apple vision statement mean?

Apple’s vision statement guides the company’s decision-making processes, strategic

management, and operations. It ensures each decision takes the company closer to realizing its
mission and goals. The statement consists of two components:
 Leadership in Product Design: From iPhones, iPads, iPods, Macs, microchips, and
more, Apple delivers high-quality products to the market. The company seeks to protect
its leadership in product design and development by pushing for novel innovations. In
April 2021, Apple introduced the new iPad Pro with an industry-leading M1 chip and
ultra-fast 5G. Apple-designed M1 chips push the limits of iPad Pro’s performance,
 making it the fastest device of its kind. The new iPad Pro is 5G-enabled and can reach
speeds up to 4Gbps. 5G is the future. So, Apple can rely on this next-gen iPad to protect
its global leadership position for many years to come.

 Carbon Neutral: Apple’s vision is to attain zero net climate impact across all its
operations. In 2020, the company unveiled a plan highlighting its commitment to
ensuring all Apple devices are carbon neutral by 2030. According to Apple’s 2020
Environmental Progress Report, the company plans to reduce emissions by 75% and
develop innovative carbon removal solutions for the remaining 25% of its footprint by
2030. “With our commitment to carbon neutrality, we hope to be a ripple in the pond that
creates a much larger change,” said Tim Cook, Apple’s CEO.

 Mission Statement:
Their current mission statement is,

"Apple designs Macs, the best personal computers in the world, along with OS X, iLife,
iWork and professional software. Apple leads the digital music revolution with its iPods
and iTunes online store. Apple has reinvented the mobile phone with its revolutionary
iPhone and App store, and is defining the future of mobile media and computing devices
with iPad.”

 What does Apple’s mission statement mean?

This mission statement highlights Apple’s commitment to offering the best products and
services to meet each of its customer’s unique needs. It guides the company towards its long-
term goals, which has contributed to its success. Apple’s mission statement consists of three
core components:
 Best User Experience: Whether it is iPhone, iPad, or wearable, Apple designs all its
products to be user-friendly. The company does not compromise when it comes to user
experience. Apple’s products come with innovative and user-friendly features, delivering
the best experience for the end-user. In 2020, Apple introduced robust location and
Bluetooth permissions in iOS 13. In 2021, it unveiled an opt-in ad-tracking feature for
iOS 14. These user-friendly privacy features can help protect the personal data of iPhone
users and improve their experiences.
 Innovative Products: Apple designs products that address the unique needs of its
customers. Since its founding, Apple has pushed the standard in product design, usability,
and functionality. Apple’s hardware and software solutions cater to various market
segments, including education, business, and healthcare. In the past few years, Apple has
increased its healthcare presence with innovative products like Apple Watch for detecting
heart irregularities. Its Apple Health Records feature for iPhone allows patients to access
their medical data via their mobile devices. In Q1 2020, Apple reported $91.8 billion in
quarterly revenues with record-high earnings from its healthcare products and services.
 Quality Service Delivery: From its App Store, Apple Care, and tech support, Apple is
obsessed with customer service. It oversees everything, from design to development,
sales, and repairs. This hands-on approach gives Apple an edge over its competitors. A
 2020 investigative research awarded Apple 51/60 for online support and 34/40 for phone
support with an overall tech support score of 85/100. This score is impressive given that
most companies offer poor customer service.

Core Value
 Apple’s Core Values:
Apple’s values dictate how the company and its employees operate and interact in the workplace
and the world. 
Accessibility: Apple gives consumers and organizations access to the hardware, software,
services, and technologies they need to achieve their goals and aspirations. Developers rely on
Apple’s App Store ecosystem to build applications. In 2020, Apple reduced App Store
commission to 15% for small enterprises. The program’s reduced commission gives small
developers access to App Store and more financial resources to reinvest and grow their
businesses.
Support education: The Cupertino-based tech giant gives products, support, and opportunities
to schools that need them most. Since 2014, Apple has been part of the connected initiative and
donated over $100 million worth of teaching and learning solutions to more than 100
underserved schools across the US. “We’ve donated an iPad to every student, a Mac and iPad to
every teacher, and an Apple TV to every classroom,” said Apple.
A planet-sized plan: Apple is carbon neutral and working to make all its products with clean
energy and no carbon footprint by 2030. In 2021, Apple announced the Restore Fund, a first-of-
its-kind carbon removal initiative. It will invest $200 million in forestry projects to remove about
1 million metric tons of CO2 annually from the atmosphere. This initiative builds on Apple’s
ongoing work in forestry conservation, including a partnership with organizations in Colombia to
restore a 27,000-acre mangrove forest.
We’re all in: Apple has strengthened its long-standing commitment to making the workplace
more inclusive and promoting justice globally. In May 2021, Apple fired Antonio García
Martínez, one of its ad managers, for promoting sexist and racist views in his 2016 book “Chaos
Monkeys.” More than 2,000 Apple employees signed an internal petition denouncing sexism and
racism. Apple values inclusion and diversity in the workplace. “Behavior that demeans or
discriminates against people for who they are has no place here,” said Apple.
Privacy is a human right: Apple designs its products to protect consumers’ privacy and give
them control over their information. The company believes that privacy is a fundamental human
right. In April 2021, Apple updated its iOS with new privacy controls designed to protect iPhone
users from being tracked by digital advertisers. Apple’s more than 1 billion iPhone users will
receive a pop-up notification in some apps seeking their permission to collect data. This feature
ensures that third-party apps and websites cannot use customers’ data to track them online.
Racial equity and justice: As a global leader in technology, Apple acknowledges its
responsibility in the fight against systemic racism and injustice globally. The company
committed $100 million through the Racial Equity and Justice Initiative (REJI) to help dismantle
racism facing communities of color. Apple banned Parler from its app store for allowing its users
to propagate hate and plan the Jan 6th storming of the US congress. In April 2021, Apple
reinstated Parler in the app store after implementing new updates to detect unlawful content and
hate speech.
Supplier responsibility: Apple holds its suppliers to the highest labor and human rights
standards, health and safety, and environmental practices. To accomplish this, the company
conducts a rigorous supplier performance assessment process in these three areas. In 2019, Apple
conducted 80 assessments at manufacturing facilities, 50 in the services supply chain, and 291
evaluations at smelting sites and refineries.

Marketing share in Pakistan

 There was a time when Apple was the single biggest player in the global smartphone
market. As soon as other smartphone makers started getting fame, Apple started coming
down on the list. There are many rivals in the market including Samsung, OPPO and
Xiaomi etc. Due to the still competition, Apple has been having a rough time lately and
has struggled to maintain its once unassailable market share.
 iPhones are some of the most expensive smartphones in Pakistan. Given the country’s
declining economy and low buying power, it is no wonder that very few people here use
them. The latest update on Stat Counter puts this into perspective.
 According to recent report, an online counter that tracks global statistics only 6.04% of
smartphones in Pakistan are iOS devices. An unsurprising 93.13% amount of smartphone
users use Android phones. The remaining 0.83% is made up of lesser-known operating
systems on feature phones such as KaiOS.
 According to recent report, Apple came in second in terms of market share last quarter,
this quarter has seen it drop all the way down to fourth place. Samsung comes in first
followed by OPPO and Xiaomi respectively. Yes, it is very sad news for Apple. Now the
question arises what reasons caused Apple to lose its market position. The one main
reason is the decreased iPhone production. While Apple has seen a 13.7% drop in market
share this quarter, it also decreased production by over 22%. By that metric, it seems that
Apple is actually doing surprisingly well with all things having been considered and
taken into account. But overall, it was unable to sustain its market position.
 Net profit of Apple’s Company
 Revenue and Profit:
 As of 2015, Apples revenue has reached 233.7 billion USD.
 Apple’s net income was on September 26th 2015 which reached $53,394,000.

Sales
 DIVISIONS:

iOS, MacOSX, Mac, Apple TV, Apple Watch

 SUBSIDIARIES:

Beats Electronics, Apple Store, File Maker, Shazam Entertainment.

 What do the sell?

 Apple Inc. is mainly known for its famous iPhone

 Apple designs, develops, and sells consumer electronics, computer software, and online
services.
 The hardware products include the iPhone smartphone, the iPad, the Mac personal
computer, the iPod portable media player, and the Apple Watch smart watch.
  They offer their own software products, which consists of iOS, the Company's mobile
operating system; OS X, the Company's Mac operating system; and server and
application software

Marketing Environment
Microenvironment:
Suppliers
Suppliers are stakeholders in a business to which they provide goods or services to in order to
achieve their own goals. For a supplier security, predictability and satisfactory margins are very
important.
China:
Due to low labor costs, China is one of the biggest suppliers of Apple. Contract factories and the
rest of Apple’s suppliers that sell other materials such as glass and cables are also expanding and
becoming concentrated to far more locations in China than any other country. Among all
suppliers, in 2015, the other suppliers were 44.9% in china which rose to 47.6% by 2019
(Chinadaily.com.cn, 2019). One of the problems that Apple can face due to the US-China trade
war is that it has a real potential to effect Apple’s supply of both chips and fully finished phones.
Customers:
Customers are a group that has a potential or an actual interest or impact on the ability of a
business to achieve its aims.
Target audience
Apple is a premium brand which means that its target market are people from established
families with a premium income level so people with more secure and financially stable jobs
such as executives and managers tend to buy these products. However, students are also targeted
by Apple in the form of consumerism which means that parents/guardians tend to buy Apple
devices for them. This is the reason why Apple tends to target younger and wealthier people such
as Millennials (can be consumers and costumers) and teenagers.
Usage on certain apps
Apple has a number of different apps to target different people such as gaming, music and social
media apps for teenagers, note recording apps for college and University students, apps for
sending documents, communication with clients for business people and touch screen for
accessibility for kids where they can also use the platform to download apps for learning. Adults
can also use iPhones for phone calls, map directions and camera.
Distributors
Distributors can be a person or an organization that’s involves in the selling of supplies of goods
to shops and companies (Dictionary.cambridge.org, 2019). These tend to provide many valuable
services such as breaking bulk, making products available to customers and providing specialist
services like installation.
Low profit margins:
In India, retailers are concerned with the iPhone X profit margin to be being as low as 4.5%
which can farther drop to 1.5% when card payments are involved. A managing director in India
has stated that Apple provides the lowest margins compared to other brands such as Samsung
which offer more than the double the margin at around 12-15%. Companies such as Oppo offer
even more to grow their market.
Competitors
A competitor in the technological term means a company that is competing against another to
maintain and increase its market. For a company to be successful, a greater customer value and
satisfaction has to be provided compared to the company’s competitors as stated by the
marketing concept. Therefore, marketers has to take a different approach then to just adapt to the
needs of target consumers, by gaining a strategic advantage by positioning their offering strongly
against its competitors’ offerings in the minds of consumers.
Androids:
Apple manufacturers’ premium products targeting high end markets only but this is a greater
advantage for its competitors who sell their products for low and high-end consumers. In the
second quarter of 2019, Samsung has an increase of 1.1% compared to 2018 while Apple
suffered the biggest drop by selling a little more than 38.5 million iPhones in the same period
which is a drop from 44 million sales made in 2018.
Macro-environment:
Technological
These factors are concerned with innovations in technology that can have a direct affect with the
operations of the industry and the market positively or negatively, such as level of innovations,
automation and research and development (Jobber and Ellis-Chadwick, 2016).
Technological breakthroughs
Innovation has led to companies earning a lot more than others who just relied on information
technology. Apple has always been a trend setter in consumer electronics business due to its
innovative ideas. In 2012-13, apple had 49% of its existing customers converted 20% to iOS.
Apple also brought 760 subscribers after the cracked deal with China Mobile, giving it a greater
competitive advantage in the world’s largest growing market.

Product Strategy
The company is known to have introduced new innovative products over the past few years.
Apple products line over time to meet the needs of global customers. The product line of Apple
includes both goods and services. The product element of the marketing mix indicates that Apple
is in the consumer electronics business. 
 Here is a list of products offered by Apple:
1. Mac 
2. iPad 
3. iPhone 
4. Apple watch   
5. Apple TV. 
 Services offered by apple
 1. Apple Music 
2. iCloud 
3. Apple news 
4. Apple books 
5. Apple arcade 
6. Apple podcasts
7. Apple fitness+
 
The product mix of Apple focuses on quality rather than quantity. It focuses on the chosen
products and continues to enhance them rather than branching bent designs to other products
within the same category. Apple’s product strategy shows that it has diversified its business from
computer technology business to information technology. 

Slogans
 Slogan:

"Think different." was an advertising slogan for Apple. In 1997 created by the Los Angeles
office of advertising agency It was used in a television commercial, several print advertisements,
and a number of TV promos for Apple products.

Marketing Strategy
Apple as multinational company has a unique at the same very challenging corporate culture.
Management strategy focuses on the innovating and high standard products so the company
attract more talented people into their business, the younger generation will love to work with as
they can learn something every day also they can expose themselves to improve products.

 Marketing Strategies:
 Rethink the Need for Advertising
 Avoid Price Wars
 Keep Marketing and Products Simple
 Know Your Audience
 Design a Better Customer Experience
 Aim at Your Prospect's Emotions
 Build a Community of Users or Customers
 Competitor
 Competitors:
A competitor in the technological term means a company that is competing against
another to maintain and increase its market. For a company to be successful, a greater
customer value and satisfaction has to be provided compared to the company’s
competitors as stated by the marketing concept. Therefore, marketers has to take a
different approach then to just adapt to the needs of target consumers, by gaining a
strategic advantage by positioning their offering strongly against its competitors’
offerings in the minds of consumers.
The main competitors in the tech industry are:

Advertisement
 Advertising strategy:
Apple focused on many categories while considering its advertising strategy. it took into
consideration the location of the people the usage and demand for certain technological updates
but just like its first product in the beginning every strategy boosted after a minor setback.
''Because the customer doesn't know what to expect next, until we show it to them.''
 Marketing Segmentation
4 P'S
 Price: Apple uses a premium pricing strategy that helps maintain the high-end image of
the company and its products.

 Products:
-iPhone, iPad, iPod, Apple watch, Apple TV, Mac.

 place:
Apple’s distribution strategy:

- Apple Stores

- Online Apple Store and App Store

- Authorized retailers

- Telecom companies

- Fulfillment services

 Promotion:

The promotional or marketing communications mix supports business position in reaching more
target buyers.

In Apple’s case it includes the following elements:

- Advertising

- Personal Selling

- Sales Promotion

- Public Relations
Apple's demographic market segmentation includes developing its products around the target
customers' age, lifestyle, and occupation. Apple's products are then distributed to various areas
and classified based on family size and age. An example of this is a PC with the latest features
and software for professionals and a PC containing more games for kids. You might also notice
that Apple provides several features to its other gadgets. Those with the higher graphic resolution
for the younger people and digital watches with the capabilities to monitor one's pulse rate will
be highly favored by the later generations.
Since Apple caters to a broader range of global markets, geographic elements must be considered
part of its segmentation. As of December 2021, Apple already has more than 500 retail stores
across 25 countries worldwide. Besides its physical locations, customers can access its products
through online retail stores wherever they may be in the world. This way, Apple can expand its
market and reach several customers.
Apple also includes the behavioral variables of its target market in its market segment. It consists
of the attitudes, usage, responses, and product knowledge. The psychographic element of Apple's
market segmentation tackles developing products based on the target market's lifestyles.

Target Market
As an industry, Apple focuses on computer hardware, computer software, consumer electronics,
digital distribution, semiconductors, fabless silicon design, and corporate venture capital.

The Apple iPhone is assembled in China from components made in Japan, Singapore, and a half-
dozen other locations. The only things coming from the U.S. are designs and instructions from a
handful of engineers and managers in California.

The target market for the Apple products was people under 3 years old.

Apple creates products that make life easier for the common businessman, musician, and people from
all the fields.

Marketing Positioning
The positioning approach for every marketing plan plays a critical role in promoting a brand
image in the customers' minds. A practical and critically selected positioning strategy can hugely
influence the firm's success. When deciding on the brand's positioning, companies vary on the
aspects they want to highlight and emphasize, based on the industry, company time, size, and
products.
The technology industry is rapidly growing and constantly evolving, hence the continuous
introduction of new products with technical resolutions and innovative features. Apple is one of
the top firms in this sphere, and most of the players in the industry often look up to Apple, its
new technologies and products.
This success is partially due to its solid and effective positioning based on various elements.
Apple positions itself in the market as a premium brand sought by everyone. Surely, the
company's products are not cheap, but you will find people, even those who cannot afford to find
ways to get their hands on Apple products.
Apple positioning its brand to create an emotional connection with its customers through
exceptional experiences is an excellent approach, especially in this competitive industry. In the
same manner, Apple uses its positioning approach based on competition. Since competition is
tight in the technology industry, Apple ensures to continuously invest in R&D and introduce
innovative products and features all the time. It keeps on making unique technologies for the
brand and cannot be copied anywhere else.

SWOT ANALYSIS
 Strengths:
- Customer loyalty combined with expanding closed ecosystem

- Apple is a leading innovator in mobile device technology

- Brand reputation

- Retail stores

- Strong marketing and advertising teams

 Weaknesses:
- High price

- Incompatibility with different OS

- Decreasing market share

- Patent infringements

- Further changes in management

- Defects of new products

-Long-term gross margin decline

 Opportunities:
- High demand of iPad pro and iPhone 6S/6S+
- iWatch launch
- Emergence of the new provider of application processors
- Growth of tablet and smartphone markets
- Strong growth of mobile advertising market
 Threats:
-Rapid technological change
-Rising pay levels for Foxconn workers
-Price pressure from Samsung over key components
-Android OS growth
- Competitors moves in online music market

Product Life cycle

Between the launch of the first iPhone through the introduction of the iPhone 4S, Apple has established
a consistent iPhone product cycle. This involves a major new device redesign every two years, and a
“midcycle upgrade” in between each redesign, according to an October 2011 article by Seeking Alpha.
Apple introduced the iPhone 3G (which included third-generation cellular connectivity and assisted
global positioning system capabilities) in July 2008. It launched the iPhone 3GS (which offered faster
performance and better camera capabilities) in June 2009. A year later, in June 2010, Apple introduced
the iPhone 4, which offered video calling and a better central processing unit (CPU). Apple releases a
major iPhone upgrade every two years to convince existing iPhone users who are eligible for a device
upgrade from their cellphone carrier to purchase a new phone.

Conclusion
The main conclusion that can be drawn that is found to be the most interesting about
Apple is how they are very successful innovators. Apple is usually the first company to
come out with a new product line before anyone else. This is very risky but it seems to be
working to Apples advantage. This shows that taking risks can sometimes make or break
you and Apple has great potential and has a lot to improve.

Conclusion and Recommendations:

 Apple still has a strong market stand and name value, and should put efforts on
maintaining its market position.
 At the same time, it needs to aggressively expand its market in China with a collaboration
with China Mobile.
 The strong financial resource of Apple will provide advantage of its domestic and
international activities.