In this world full of technology and computing, largely dominated by Microsoft, Apple arrived to gain market shares after years of representing 7% of the worldwide computer sales but also 72% of worldwide MP3 players sales.
Since 1976, Apple has diversified its products and imposed its brand as a symbol of innovation and quality.
The success of Apple is not only due to its innovation but in an important way to its marketing and communication strategy. The company was one of the first to think globally for its communication with a unique message "think different".
In the last 10 years, the Apple communication has changed in order to answer to the market and the demands. But its main message has always been the same, it strives to think different and manufactures unique products.
In 1984, Apple started selling computers with an already included operating system. This was a real revolution to include an operating system ready to use. In those days, computers were not affordable for everybody due to the cost of the operating system.
Apple was the first to do that. This was its huge advantage.
In order to introduce this product, Apple chose to use suspense to introduce its new computer with this ad "On January 24th, Apple Computer will introduce Macintosh and you'll see why 1984 won't be like 1984".
[...] Apple pays 25 cents per song to record labels. In fact, the album price is on a rise in the Apple Music Store due to the pressure. Some albums cost up to $ E-commerce sites such as amazon.com, buy.com, offer free-shipping services for a purchase of over $25. Thus, if a consumer purchases no less than such two CDs, the cost would be lower while we need to take the delivery time into account. Furthermore, if there would be rise in a single piece's price, some of iTunes Music Store customers might go back to free file- sharing sites. [...]
[...] The Delivered Quality Customers don't evaluate a product or service on their own merits. They evaluate it based on their expectations. Rising expectation level generates trials, but overly high expectations contribute to low retention. A firm must strike the optimal balance between expectations and delivered quality. As far as iTunes Jukebox is concerned, this digital jukebox is an award- winning software. Its user-friendly features such as music import, smart playlists, easy CD burning, makes it superior as opposed to its competitors', and thus likely to meet its customer expectations. [...]
[...] This was a bestseller among its customers and Apple soon opened new perspectives in market development such as the sales of accessories with high margins. Making people buy a Mac Mini meant that customers would need to buy separately a screen, a mouse and a keyboard making the whole package of accessories more expensive than the computer. Current Strategy and Objectives: Apple wants the Mac computer, iPod and its other different products to be developed and used in our every day life. [...]
[...] Apple cut down iPod prices for the current model launch due to a drop in the hard drive price. “Competition” In the MP3 portable player market, a player of 1GB costs around $500. Hence these prices are very competitive. But with a MP3 player, a user can fetch music from a variety of digital music jukeboxs while with iPod, he can fetch only from the iTunes Jukebox. Therefore, this flexibility could encourage him to buy MP3 players regardless of higher price and poor strategy. [...]
[...] In 1986, the press was making bad publicity saying that Apple computers was too expensive and also that its characteristics couldn't be compared to Microsoft computers. In order to push Machintosh sales, Apple made Michael Jackson its brand ambassador and also asked him to act in many commercials, thus gaining popularity. Apple also started working on innovative new programs for its platform in cooperation with Microsoft. Word for Mac In 1986, the aim was to credibilize Apple computers in front of Microsoft, by using stars and innovation in the development of new programs Microsoft Word for mac). [...]
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