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Marketing Strategies for iPhone Range

1.Analyze the two articles provided in terms of the marketing strategies that Apple Corporation has used for their iPhone range over the last decade?

2.How effective are the current strategies in terms of preparing for the release of the 10th anniversary model of iPhone?

1. In the analysis of the case study, we are going to discuss the marketing procedures that Apple Incorporated while launching their products. Perhaps one of the most important and widely launched products of Apple is the iPhone which is the revolution itself. The launch of iPhone was itself a huge expectation from the followers of Apple products (Godwin-Jones, 2017). The launch was very much hyped but at the same time, it was kept a big secret regarding the features of the phone. This secretive measured become a very strong point while launching the product. It created and anticipation in the market and Apple gained a lot of profitability with this marketing approach. Apple identified the high prized target market as its goal. With the latest features of touch screen and high storage of songs and data the Apple product already created a lot of fuss in the electronic media market.

After the initial launch of iPhone each and every year the expectation of the consumers of Apple products increase (Hartsock, 2015). This is due to the fact that each and every version of Apple has its own unique features and advanced technologies that are far beyond than the other products in Smartphone industry. Apart from the market capture Apple also has created a very simple and interesting management within the company that helps the production to run smoothly. In the two-year contract between the customers and AT&T labs, post sales servicing and caring of the product is also made easy for the customers. Since most of the supplies of the hardware comes from Taiwan the production cost of the products is also limited to a certain extent. With this cutting of cost in the production company can invest more money in its marketing strategies and promotions. The main selling point of each and every version of Apple products is the innovation and the new technology that the company in corporate within them. The new features and new technologies used in the products are always exclusive in the electronic media and this is the reason why there is no actual competitor of Apple in the industry (Chen, 2014).

Effectiveness of Current Strategies for 10th Anniversary Model

Another feature that differentiates Apple from the rest of the product in the market is its use of exclusive applications. The applications used in Apple phones cannot be used in any other Smartphone because of the fact that the company uses its own product offers that are compatible with Apple Apple. The connectivity and the Internet speed in Apple phones are much faster than any other smartphone in the market.. These new features and technologies are the most important medium of marketing for the products for Apple. Each and every year the new Apple phones are launched with a lot of promotional activities using online and offline media. Journals and articles are written over the launch of Apple products. Online promotions in various sites and blogs are also followed by social media interaction with the existing and new potential customers of the product. Even in print media the launch of new Apple products are very much initiated even months before the launch date (Kakarala, 2017).


One of the most important strategies that the company incorporated in the Global release of Apple phones was to partner up with the leading Telecom technologies in certain countries, whic helped Apple in gaining the market much faster than it was expected to because of the collaboration with communication service providers in different countries. With the initial launch of the product all over the world, Apple has also collaborated with a lot of Logistic companies so that transportation won't be a problem during its sales. The company has also focused on the pricing of the product in each and every location according to the target market that the company has created for itself. Apple has kept in mind that product is not for any person who is willing to use a Smartphone rather than the marketing is more focused on the high-end consumers. Each year Apple launches three consecutive versions of the same iPhone. These three versions are actually the same series with a better screen size. For example, last year Apple launched iPhone 6, 6s and 6s Plus. These are all the same questions of Apple but they come with different screen display sizes.

2. 2017 is one of the most important years for April because it was the 10th anniversary of the Apple phones first launch. From the time of its first launch, Apple has created a mark for its products in the market with its innovative features and brilliant performance. In this year's launch also Apple is focusing more on the latest technologies that it can provide to its customers (Williams, 2014). Send the last few articles that have mentioned the new launch of Apple phone there is no mention of any new name but the specifications of the design and the hardware used can definitely help us in understanding that the company is in no way compromising with its previous mark in the market. It has been rumored that the new version of Apple that will be launched in this year will have biometric scanner mechanism that can identify the facial recognition of the person in charge of the product. This will enhance the security measures in the phone and also help in the previous difficulties from hacking the lock feature of Apple phones. Apart from the security measures, the new technology used in the edge to EDGE screen is also one of the fascinating features that will make the product exclusive in the market.

Graphs and Charts Underpinning Recommendations

The operating system that will be used in this new version is iOS 11. This is the latest update from its last release (Kim, 2015). The hardware that will be used in this product is much sleeker than the previous versions. Just like the previous versions, this will also be a new worldwide launch that will encounter the 10th anniversary of Apple products in the market. And this new version Apple is concentrating more on the sensor that will be used in the phone (Ewe, 2017). According to the company, this will be the most anticipated product that Apple is going to launch in the last one decade. Again from the graphical representation, it has been assumed that the company Apple has significantly presumed their business activities to be helping them in achieving excess revenues. This revenue has been significantly utilized in achieving business expansion along with product diversification.

This is the 10th year anniversary of Apple iPhones in the market and the anticipation that the customers of Apple have created over the years is coming to an end this September when happens is going to launch in the new iPhone. The best marketing strategies that the company would use this year is to make the price of the phone a bit higher than the previous versions of Apple iPhone. This new launch will be expected to have a price range of $1000. With this launch Apple is targeting its market in the business field more than the usual customers.

Here the analysis of iPhone sales has been reflected so as to underpin the recommendation. It has been ascertained that the total sales of the company have been increased successively. As the company is launching products that are highly stylish and reflects brand value, customers has shown willingness in purchasing the products. It is quite obvious that the overall economic prosperity has sustained the income level of the customers and thus the products are in demand. Therefore from the graph, it can be analyzed that the overall sales have been significantly increased to a distinctive level where new products of iPhone 7 and 7 plus are achieving the greater sales. Thus it can be recommended that the intervention of the company Apple for the new product is quite effective in enhancing the business revenue of the company for the particular financial year.

Reference

Akhtar, H., Kemao, Q., & Kakarala, R. (2017, June). A review of sensing technologies for small and large-scale touch panels. In Fifth International Conference on Optical and Photonics Engineering (pp. 1044918-1044918). International Society for Optics and Photonics.

Arndt, H. K., & Ewe, C. (2017). Analysis of Product Lifecycle Data to Determine the Environmental Impact of the Apple iPhone. In Advances and New Trends in Environmental Informatics (pp. 3-13). Springer International Publishing.

Fogliasso, C. E., & Williams, A. (2014). Analysis Of The Business, Societal And Governmental Relationships Of Apple Inc. Leadership & Organizational Management Journal, 2014(1).

Duncan, S. F., Hendawi, T. K., Sperling, J., Kakinoki, R., & Hartsock, L. (2015). iPhone and iPad use in orthopedic surgery. The Ochsner Journal, 15(1), 52-57.

Godwin-Jones, R. (2017). Smartphones and Language Learning. Language Learning & Technology, 21(2), 3-17.

Richtel, M., & Chen, B. X. (2014). Tim Cook-Making Apple His Own. New York Times, Technology, 15.

Sanger, D. E., & Chen, B. X. (2014). Signaling Post-Snowden Era, New iPhone Locks Out NSA. New York Times, 26.

Son, I., Lee, H., & Kim, J. (2015). Preannouncement and Release Effects on Apple's Supply Chain. International Information Institute (Tokyo). Information, 18(6 (B)), 2627.

Son, I., Lee, H., & Kim, J. (2015). Preannouncement effect of innovative new product on global telecom industry: focused on iPhone. Indian Journal of Science and Technology, 8(24).

Thomee, B., Shamma, D. A., Friedland, G., Elizalde, B., Ni, K., Poland, D., ... & Li, L. J. (2015). The new data and new challenges in multimedia research. arXiv preprint arXiv:1503.01817, 1(8).

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[Accessed 22 July 2024].

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