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Table of Contents
A Overview :...................................................................................- 2 -
B Apple Marketing:.......................................................................- 3 -
1.Advertising is based on the customer's own experience – The
success of the Apple brand:........................................................- 3 -
2.“Simply above all”:..................................................................- 4 -
3.Perfect in all sales methods :...................................................- 4 -
4.Tap into the customer's feelings:............................................- 5 -
5.The launch of Apple iPhone XS: Does Apple still follow
"perfectionism" in marketing :..................................................- 7 -
C Business strategy:.......................................................................- 8 -
D Products : Operating System IOS, MacOS, WatchOS, TvOS,
IpadOS Product life lines Iphone.................................................- 9 -
E Apple Competitors...................................................................- 10 -
Top Apple Competitors :..........................................................- 11 -
F Market Share............................................................................- 12 -
G Review.......................................................................................- 13 -
H Customer concerns :................................................................- 14 -
1. Online Support Feedback.....................................................- 14 -
2 . NPS (Net Promoter Score)...................................................- 14 -
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A Overview :
Apple Inc. is a multinational technology corporation specializing in the design,
development and sale of all kinds of consumer electronic devices, computer
software, online services. After many years of establishment, Apple from
computer company Garage operation is now the most valuable brand in the
world .

-Apple Computer Company was founded on April 1, 1976 in Los Altos,

California. It was not until 2007 that it changed to Apple Inc. The company
founders are Steve Jobs, Steve Wozniak and Ronald Wayne. In more than 40
years of development, this corporation has had seven CEOs. But of which only
two people are really making outstanding marks for the Apple brand globally,
Steve Jobs and Tim Cook. It can be said that these two people are also the
people who have helped Apple achieve the admirable achievements it is today.
So far, Apple's product lines have been extremely diverse with many different
types and versions. But the most prominent is probably still the Iphone every
time it is launched, it makes the whole market "wobble" along. Up to now,
Apple has provided the consumer market with 220 product lines and in which,
the versions of the same type have not been taken into account. If we were to
list each product category, it would be a long list

- The first product named Apple I, the computer was designed and built entirely
by hand (July 1976) and after overcoming many difficulties, Apple decided on
November 10, 1997, The corporation launched the Apple Store website and it is
still in use today.
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B Apple Marketing:
1.Advertising is based on the customer's own experience –
The success of the Apple brand:
The beauty of Apple's marketing strategies is to use the experiences of
influencers to show Apple's audience how perfect their products are. Unlike
other brands that use celebrities for advertising purposes only.

Moreover, Apple's media - "Word of Mouth" is a media, but it is handled with

great power by Apple. The free experience for users is also noticed by the
company, because according to research from Nielsen, user trust in Marketing
shows:

 92% of consumers trust recommendations from friends and family

members
 70% of consumers trust from other consumers who have used the
product

For this reason, by giving customers a product experience before buying, the
company has proven that its products are the best and enough to satisfy
customers. The truths of "perfectionism" are perfectly incorporated into Apple's
international business strategy by Apple.

2.“Simply above all”:

Why simply above all? Apple gives customers great experiences, not only their
products are the best, but the things around them also care about customer
experience. Apple helps users understand that users do not like complicated
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things and always aim for minimalism. In Apple's Content Marketing, the
company puts words close to customers, minimizing high-tech specialized
words, because they understand that Apple's target audience is people who
"don't know very well" about technology”.

Another point that sets Apple's marketing strategies apart and resonates is the
way it communicates information, specifications, and features. Instead, the
company emphasizes that "their product can change your life, and make it
better". Apple's brand positioning is also associated with the philosophy of
"Simplicity First" through their website and blog, they know how to lead
customers to their website in the easiest way. According to research, only 79%
of web users scan the top information and the information they need, finding
that, instead of making the site "ornate", Apple is aiming for simplicity to
deliver the best information. for customers.

3.Perfect in all sales methods :

The Apple retail experience is truly “top of the top”. The company does not
need aggressive PR factors, does not need flashy words, but only focuses on
practical factors, what Apple's customers experience is the key to their success.
According to market research by Nielsen, 70% of customers who walk out of an
Apple store buy something in the store. It is because of the natural marketing
strategy that prioritizes user experience that Apple does not need to focus too
much on advertising but still attracts a large number of customers and extremely
impressive profits.
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Unboxing videos from customers are a way for users to PR for the company - success in Apple's PR strategy

(Source: Youtube)

You can go to Youtube and search for videos about unboxing iPhone phones or
other products like Macs, Ipods, and Apple Watches. Apple files are provided
right from the device box. The product is an inside. The work that makes an
impression right from the outside is a condition that not everyone can think of
and do. According to research by experts, people who are beautiful and impress
customers will make them want to share more with everyone. Apple has
understood that and made a difference for themselves. They can rely on that to
increase coverage. It is those videos that go deep into the customer's mind that
the iPhone is a good product. It is worthwhile to purchase. 

4.Tap into the customer's feelings:

Emotional connection is the key to Apple's marketing strategy. Perhaps the
stories that Apple gives to customers are extremely viral and viral videos. Think
back to the first Ipad ad released in 2010. Apple made the scene with people in
the living room. They didn't talk about screen size or speed but simply loved
their Ipad.
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The famous studies by Dr. Jonah Berger show that content evokes highly
arousing emotions and is more contagious than any other form. That's why
Apple has turned that emotion into a "pain point" to hit customers with
emotional campaigns and ads that have a very high rate of spread on social
media. To evoke and build customer emotions the Apple way, use your own
emotional language where it makes sense to do so. Make sure it flows naturally.
One way to do this is to use emotional trigger words to develop your marketing
campaign.

Non-confrontation on prices in the market is the pricing strategy of Iphone in

particular and of Apple in general:

Apple understands that competing on pricing strategy can completely destroy

your business, and Apple knows that price cuts and competition will lead to a
dead-end race. Therefore, Apple's competitive strategy focuses on their USP
(unique value proposition), which is the beautiful design you can see right out
of the box. Apple doesn't mind the competition. While others focus on a single
strong point, Apple focuses on the whole product and proves it.
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Apple's pricing strategy: the price is set very high is Apple's marketing strategy in terms of price

(Source: Apple)

5.The launch of Apple iPhone XS: Does Apple still follow

"perfectionism" in marketing :
It can be said that the launch event of three new product lines from the "Apple
defect" technology company caused a storm of public opinion and gave Apple a
boost in its target market. The number of people interested in Apple's event is
still extremely large. Comments after the event showed that Apple did not
change the design and made no breakthrough like in the past that it did.

Apple's strategy for iPhone products, the iPhone XS launch event still
proves that Apple's marketing strategy still follows the "perfectionism" that
Steven Jobs proposed (Source: ZDNet)
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But consider the facts: remember when Apple changed the definition of "Touch
Screen" or "Touch ID" demonstrated what security is? With a saturated market
like today, creativity is very difficult, and sometimes trying to be creative will
backfire. That's why Apple still maintains the position in Apple's PR strategy
that improving the customer experience is above all to show Apple's target
customers what the best experience is like. Because of the marketing strategy of
not advertising aggressively but prioritizing "perfection," through the recent
launch of the iPhone XS, the company has shown its calculations. Those who
say that the company is out of time, just look at the number of people searching
for information about the iPhone XS (772 million searches). You can see that its
marketing strategy is still as perfect as it was in the past.

C Business strategy:
- Apple's strategic goals: In any business strategy, the goal is always something
clearly defined from the beginning. It is what you want to achieve, need to
achieve when building this amazing strategy. Apple's strategic goals will change
from time to time, but will still focus on issues related to revenue, profit, brand
value and influence.

- Apple's target customer: For the market price distribution, you can also
immediately see that Apple's target customer is not the general public. Apple's
target customers are defined as the high-end segment, i.e. high-income
consumers. Because target customers are not simply those who have needs and
desires for products but must be able to pay for them.

- Apple's market: Determining the market, the target market is always essential
in every business strategy. If the determination is not correct, it just makes you
waste resources but the effect is not as desired. Apple's market is divided into
many different segments, especially will focus on key markets. In particular,
Apple's main markets are countries and regions with high consumption such as
the US or China.

-Automatic recognition of names: Focusing on community values and

humanity. Inspiring through words and aesthetics. Connect with the community
with its own ecosystem
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D Products : Operating System IOS, MacOS, WatchOS, TvOS,

IpadOS Product life lines Iphone

1. iPhone 2G (2007)

2. iPhone 3G (2008)

3. iPhone 3GS (2009)

4. iPhone 4 (2010)

5. iPhone 4s (2011)

6. iPhone 5 (2012)

7. iPhone 5s and 5c (2013)

8. iPhone 6/6 Plus (2014)

9. iPhone 6s/6s Plus (2015)

10. iPhone SE (2016)

11. iPhone 7/7 Plus (2016)

12. iPhone 8/8 Plus (2017)

13. iPhone X (2017)

14. iPhone Xs/Xs Max/Xr (2018)

15. iPhone 11, 11 Pro and 11 Pro Max (2019)

16. iPhone 12 mini, iPhone 12, iPhone 12 Pro, iPhone 12 Pro Max (2020)

17. iPhone 13 mini, iPhone 13, iPhone 13 Pro and iPhone 13 Pro Max(2021)

18. iPhone SE 3(2021)

19. iPhone 14, Iphone 14 Plus, Iphone 14 Pro, Iphone 14 ProMax (2022)

- Iphone has the best sales Iphone 6/6 Plus (222.4 million units)

- Iphone has the biggest change ever Iphone X iPad Ipad Gen iPad Mini iPad
Air iPad Pro Macbook Macbook Gen Macbook Air Macbook Pro Apple Watch
Apple Watch Gen Apple Watch SE Apple Watch Series 1-8 Apple Watch Ultra
Airpods Airpods 1 (2016)
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Airpods 2 (2019)

Airpods 3 (2021)

Airpods Pro (2019)

Airpods Max (2020)

New product Iphone 14 Series

Iphone 14" Iphone 14 Plus Square Design A15 Bionic chip from 4 to 5 GPU
cores Takes 12MP sensor from Iphone 13 ProMax, has 2 Cameras: Main
Camera and Super Wide Angle Camera Greater battery life Super Retina OLED
XDR Display is fine-tuned by Apple itself

Iphone 14 Pro Iphone 14 ProMax Square Design Powerful performance A16

Bionic chip There are 3 Cameras: Main Camera, Super Wide Angle Camera and
Tele Camera. Camera upgrade: sensor size up to 48MP, upgrade super wide
angle camera and add more functions to support video recording and
photography With Promotion (120hz) Has Action Mod Has Always On Display
Front camera shape change: from rabbit hand to pill and camera upgrade
Apple's sales policy Genuine Strength 1 year warranty if there is a manufacturer
defect All Apple products will be sold in all distribution stores nationwide
Promotion policies will be different for each store Weakness The goods will be
slow compared to the portable version because there is no Apple Store in
Vietnam Handed Strength Available sooner than the original Experience the
product sooner Weakness Difficult to warranty, if you want to guarantee the
product, you must provide all relevant documents such as receipts, personal
information, ... And it is unlikely that the warranty will be covered. The price
will be higher at first due to scarcity No promotion policy

E Apple Competitors

Soon they were able to capture the market by and starting their product line.
Since the beginning Apple differentiated its products with innovation, sleek
design and marketing strategies.

Apple has a limited but top notch product line. Every product is designed with
great innovation. Apple product line consist Mac, iPad, iPhone, Watch, TV and
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other accessories and services. Brand Loyalty is the main factor in the success
of the company.

Mac Product line i.e. computers and laptops include MacBook, MacBook Air,
MacBook Pro, iMac, iMac Pro, Mac Pro and Mac mini. Besides Mac, in the
smartphone category Apple iPhone is a great success have a handsome market
share in the global market.  Apple watch is another great success story where it
has already introduced Apple Watch Series 4, Apple Watch Nike+ and Apple
Watch Hermes.

Though Apple have a narrow product line, it still has strong competitors in the
global market for its different product line especially for laptops and
smartphones .

Top Apple Competitors :

1. SAMSUNG

Samsung is the one of the Top competitors of Apple in the

Smartphones segment. Samsung is the leader in smartphone market share.
Galaxy smartphones is considered the pioneer in the industry. Apple iPhone and
Samsung Galaxy are strongly competing to increase market share. One way
another it greatly affected the iPhone market share. Samsung is able to produce
phone with affordable prices. In laptops segment, Samsung has a decent market
share but not among the top apple competitor in laptop segment.

2. DELL

Dell is strong competitors of Apple in the Laptops segment. This rivalry started
many years ago when Dell introduced a competitive product Dell DJ and
become one of the early competitors of iPod. Few years back Dell has launched
XPS laptops product line which are competing with MacBook Pro.

Though dell is competing with Apple in the PC market, Apple has more loyal
customer base. Over the year Apple Inc. build a strong brand awareness in the
mind of consumer in all the segments they are dealing.

3.HP
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HP Inc. and Lenovo are top companies having almost 22% market share
followed by Dell and Acer and Apple. HP Inc. is providing acceptable quality
products with affordable prices. On the other hand Apple is providing high
quality products with premium pricing. HP Inc. is a strong Apple competitor for
example specter and MacBook. Hewlett-Packard focused on outside US while
Apple is concentrating on US Market. HP is among Top Apple Competitors.

There are also some other competitors such as Sony, Asus, Microsoft, Google,
…

F Market Share
According to statistics from market research company Counterpoint Research,
in the second quarter of 2021, sales of high-end smartphone models (priced
above $ 400) increased by 46% compared to the same period last year.

Sales of high-end smartphones accounted for about 24% of total smartphone

shipments, up slightly from 21% in the same period a year ago. In particular,
this growth comes from the strong consumption of iPhone.

Apple is the world's largest premium smartphone maker with a 57% market
share in the second quarter of 2021. Meanwhile, last year, the brand accounted
for only 48% of the market share. iPhone sales increased 74% in the second
quarter thanks to the attraction of the iPhone 12 generation. Meanwhile, the
ultra-premium segment (smartphones priced above $800) also grew by 182%.
iPhone continues to hold 75% market share in this segment, up 20% over the
same period last year.

Currently, Apple is the largest premium smartphone brand in every country in

the world.
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G Review
 From juornalist

According to 9to5Mac, every year Fast Company evaluates companies globally

in all fields and votes for the Most Innovative award - the most innovative
company of the year. The Most Innovative Award 2018 belongs to Apple with
the best idea in 2017. In the Most Innovative Award 2017, Apple is only in the
consulting position behind Amazon, Google and Uber. In 2017, Apple released
AirPods, Apple Watch Series 3, ARKit, iPhone X and all became popular
products with users and obtained large numbers. Apple is highly appreciated by
Fast Company for the full hardware and software ambitions of the project. This
shows that other phone and tablet manufacturers often buy chips like
competitors, while Apple chooses its own solution for design chips. The result
is products like the iPhone with optimized processors designed specifically for
the operating system, apps .

 Customer experience :

1.Consider the need for advertising

2.Intensifier different values instead of competing on price

3.Apple's customer experience is about putting yourself in the shoes of the

customer
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4. Keep for product and battle the next to the simple market is can only

5.Direct all focus to emotional customers

6.Apple's customer experience is understanding customers

H Customer concerns :
1. Online Support Feedback

With the market survey, Apple will send the coupons to customers via email as
soon as they make a purchase. In this form, customers will rate the level of
satisfaction with the product and the overall rating of the purchase experience,
as well as the likelihood of returning to buy Apple products in the future. The
questionnaire helps Apple receive information immediately and also measures
the accuracy of the response when the transaction is still new, the customer is
still impressed

2 . NPS (Net Promoter Score)

For customers who shop at the company, Apple receives customer satisfaction
assessments about the purchasing experience at the company when they
complete transactions through feedback receiving devices such as hearme is
providing. grant.
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