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Apple Company

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Apple Company

Introduction

Apple Inc. is an international technology organization found in Cupertino, California,

operating in the United States. The corporation designs, develops and markets consumer devices,

computer software, and internet services. Steve Jobs, Stephen Wozniak, and Ronald Wayne were

the three founders of Apple Computer in April of 1976. The Apple I personal computer was the

first product released by the corporation. Wozniak was responsible for its design and

construction by hand. This paper discusses the organization's mission and vision statements and

identifies environmental forces, customer service management, total marketing expenditures, and

the marketing mix.

Mission and Vision Statements

Apple's mission statement is " to bring the best personal computing products and support

to students, educators, designers, scientists, engineers, businesspersons, and consumers in over

140 countries around the world" (Rowland, 2022). Furthermore, Apple's vision statement is " to

make the best products on earth, and to leave the world better than we found it" (Rowland,

2022). Also. Apple's mission and vision statements align with the organization's overarching

objectives. The mission statement expresses Apple's objective of offering exceptional goods and

services to varied clients across the globe, while the vision statement underlines Apple's goal of

being a corporation devoted to safeguarding the environment and having a positive effect on the

world.

Regarding ethics concerning customers/consumers, the mission statement mentions the

customers as critical stakeholders and emphasizes delivering the best products and support to

them. Although not directly mentioning ethics, the statement implies that Apple values customer
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satisfaction and prioritizes meeting their needs. The vision statement, on the other hand,

explicitly mentions leaving the world better than it found it, indicating that Apple considers the

ethical and social impact of its products on the environment and society. This supports Apple's

corporate social responsibility approach, which focuses on environmental sustainability, ethical

sourcing, and responsible manufacturing.

Environmental factors

The primary environmental concern for Apple company is the correct disposal of

electronic equipment that is either no longer working or is not being used. Because of the

potentially high disposal cost, this problem is of particular concern for electronic gadgets

powered by lithium batteries. There are worries about the potential dangers these gadgets pose

when disposed of in landfills, and Apple may be obliged to pay the expenses connected with

their responsible disposal.

Apple’s Call Center (Customer service management)

Apple's customer care representatives are kind and knowledgeable and have been

instructed to handle various issues and inquiries. They give each customer the attention they

deserve while working hard to solve their problems as quickly and efficiently as possible. In

addition to its contact center, Apple offers its customers various avenues to get help. Help is

available by e-mail, chat, and a community forum, among other methods. Both regular users and

Apple employees are welcome to participate in the discussion threads.

Total Marketing Expenditures

Apple company spends seven percent of its total revenue generated on marketing. For

example, in 2022, the company spent $1.8 billion on advertising. In 2022, the company also

spent over $100 million on advertising, specifically on Twitter (Bhaimiya, 2022). The
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advertising expenditures indicate that the company is dedicated to increasing its sales. Due to

massive advertising expenditure, the company made an income of $3.7 billion in 2022

(Bhaimiya, 2022). In addition, the company promotes its products through paid search ads,

which cost over $64.8 (Peterson, 2021).

Apple company provides positioning statements yearly. Apple's positioning statement

encourages consumers from all walks of life to consider the company a source of innovative,

high-quality goods designed to better society and the environment. The official logo of Apple is

a simple depiction of a black apple fruit, with a slight bite taken out of the right side. The outline

of the apple is cleanly arched, giving the logo a distinctive shape.

Company's Target Customers

The firm has clearly articulated its target customers, evident in its marketing methods and

the goods and services it develops. Customers that are prepared to pay the price for high-quality,

innovative goods that provide a streamlined user experience are Apple's target customers since

they fit the profile of the company's target demographic. The mission statement for Apple does

not single out any one demographic of consumers as its primary focus. On the other hand, the

corporation's product design and marketing methods give the impression that the company aims

to attract wealthy, technologically sophisticated customers who place a premium on quality,

originality, and flair.

Apple's Marketing Mix

Apple has a strategy that encourages premium branding while it is in the process of

establishing its marketing mix. This strategy's goal is to emphasize the premium product while

ensuring that all 4Ps of the traditional marketing mix components contribute to the consistent

presentation of a powerful brand image. The 4Ps include;

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Product: Apple's reputation rests on the quality and originality of its products. It offers various

mobile devices, computing devices, accessories, and wearables. Apple's products are known for

their innovative technology and beautiful aesthetics (Lamido, 2018).

Price: Apple has a premium pricing approach. Its goods are more expensive than its rivals

because of the brand's excellent quality and limited availability.

Promotion: Apple's marketing efforts, which combine conventional and digital methods, are

famous for their success. Apple's advertising efforts often emphasize the items' many advantages

and uses (Lamido, 2018).

Place: Apple's retail shops, online stores, and authorized resellers make up a formidable

distribution network.

In conclusion, Apple Company is among the most successful companies globally because

of its marketing strategies, mission and vision statements, innovation, and good customer service

management. If Apple company could lower the prices of its products, it could have done better

in the market. For Apple to remain successful in selling more products, it should lower the prices

of its products than that of its competitors to gain a large portion of the customer base.
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References

Bhaimiya, S. (2022, November 29). Apple spends over $100 million advertising on Twitter

annually, report says, amid Elon Musk’s growing criticism of the tech giant. Business

Insider Africa. https://africa.businessinsider.com/news/apple-spends-over-dollar100-

million-advertising-on-twitter-annually-report-says-amid/4jzyjgv

Lamido, K. (2018). The Analysis of Apple Inc. Marketing Mix. Www.academia.edu.

https://www.academia.edu/2647488/The_Analysis_of_Apple_Inc_Marketing_Mix

Peterson, M. (2021, October 26). Apple spent $64.8 million on paid search ads in 2020, ranking

12th overall. AppleInsider. https://appleinsider.com/articles/21/10/26/apple-spent-648-

million-on-paid-search-ads-in-2020-ranking-12th-overall

Rowland, C. (2022, May 9). Apple Inc.’s Mission Statement and Vision Statement (An Analysis).

Panmore Institute. https://panmore.com/apple-mission-statement-vision-statement