marketing strategy ofapple

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VIET NAM NATIONAL UNIVERSITY HO CHI MINH CITY

UNIVERSITY OF ECONOMICS AND LAW

MARKETING STRATEGY OF APPLE

Lecturer: Mr Phung Thanh Binh Course code: 222 BA92

GROUP NAME: GROUP 4 MEMBER’S NAME:

1 Le Vu Hang (K214132026)

2 Tran Nguyen Diem Kieu (K214132029)

3 Tran Truong Kim Ngoc (K214132033)

4 Tran Thanh Thao (K214132043)

5 Tran Anh Thu (K214132045)

HO CHI MINH CTY - 2023

TABLE OF CONTENTS COMMENTS FROM THE SUPERVISING LECTURER 2: - 2222222 222222cszscce2 4 THANK YOU Q.2 22222121 122121 1211121111 Ẹ1111151 2012111511111 11 11111111121 HH1 g1 HH 4 INTRODUCTIƠN - 22 22222121 121121 121111111 1221111 811 1151201111111 011g 111111971 1111 11k 5

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COMMENTS FROM THE SUPERVISING LECTURER

Supervising lecturer

THANK YOU

To successfully complete my thesis and finish the course, I would like to express my deepest gratitude to the Principal of Marketing at the University of Economics and Law for providing me with an environment to study and develop my skills

1 am extremely grateful to my supervisor, Master Phung Thanh Binh, for his tireless efforts and heartfelt guidance throughout the research process I would like to express my sincere appreciation and wish her good health always

Finally, 1 would like to thank my family and friends for their support, encouragement, and unwavering companionship throughout this learning journey

Thank you all very much!

The group officially states that the information contained in this phenomena is wholly the product of our study and references from other sources, and was not plagiarized Honest and precise sources are cited in the research materials on the phenomena known as

"Marketing strategy of Apple in Viet Nam " The group will accept full responsibility if any instances of plagiarism or dishonesty are discovered

Team leader

TRAN NGUYEN DIEM KIEU

INTRODUCTION The economy is currently following a trend of global integration, with more diverse marketplaces and rising consumer expectations Therefore, businesses are competing more and more for customers, profits, and brand affirmation The marketing plan is one

of the crucial and fundamental elements that helps firms establish a competitive advantage, draw in a lot of potential clients, and generate large amounts of revenue This

is a crucial element that is crucial to the success of enterprises The US-based technology company Apple has one of the top spots in the world of technology The Apple brand is well-known to consumers worldwide Each item they offer draws a sizable number of buyers from all over the world is a company that specializes in producing and trading technology devices Each of its goods, including the iPhone, Macbook, Ipod, Ipad, and others, has a strong competitive position and is well ahead of other technology firms The Iphone, which Apple releases once a year and updates frequently, must be specifically identified as the smartphone device Despite the numerous competitors in the smartphone market, Apple continues to gain consumers’ trust, generate enormous revenues, and, of course, further establish its position as the top technology brand in the world.The secret

to Apple's success is not just based on high-quality products, cutting-edge technology that

is continuously updated, but also on a distinctive marketing approach As a result, group | selected the topic "Apple Marketing Strategy" in order to do research and gain a comprehensive, unbiased understanding of the marketing strategy employed by the Apple technical group for a particular product, the iPhone Through that, we are able to understand the importance of marketing strategies for companies and learn how to create one that will work for our company

ISO brand standards add that a brand “is an intangible asset” that is intended to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values.”

A brand represents the esteem and trustworthiness that a business or organization has endeavored to cultivate over a prolonged period Through consistent effort and a focused approach, companies have built their brands to become synonymous with their product or service offering Consumers and stakeholders are able to identify a brand through a variety of distinct components that form part of its identity These elements may encompass visual aspects, such as logos or packaging, as well as non-visual attributes, such as reputation or perceived value By creating a strong brand, businesses can establish a lasting connection with their audience and differentiate themselves from competitors

A brand can be employed in a diverse range of contexts, including but not limited to, product branding, corporate branding, organizational branding, personal branding, local branding, and event branding By utilizing a brand, companies can convey numerous aspects of their product or service, such as its features, benefits, and value proposition Moreover, a brand can also communicate the personality of its target audience and the cultural values that are associated with it Through skillful use of a brand, businesses can differentiate themselves from their rivals and establish a distinctive identity that resonates with consumers In essence, a brand serves as a conduit through which companies can project their message and forge a connection with their target audience

Furthermore, a brand plays a crucial role in enhancing a business's capacity The widespread recognition of a brand facilitates smoother business operations A powerful brand also gives a company a competitive edge that can be sustained over time Brands serve as evidence of a company's dedication to quality standards, product excellence, and superior service Moreover, a brand enables a company to safeguard the legally protected characteristics and unique features of the brand

A brand plays a crucial role in helping customers recognize and distinguish products from others It simplifies the process of decision-making by providing a clear association

of product information and attributes with a specific brand, allowing customers to quickly identify products that cater to their interests Moreover, brands are helpful in mitigating risks associated with consumer purchases The purchasing process can be daunting for consumers, as they may encounter various risks, but the presence of a well-known brand, with a clear origin and identity, can alleviate some of these concerns

Furthermore, brands help customers assert their status and value When consumers purchase products from a particular brand, they also express a sense of individuality and assert themselves by making a statement about their identity By associating with a particular brand, consumers may feel that they are part of a specific community or lifestyle, which can add to their sense of belonging and self-esteem Overall, brands are

an essential element in the purchasing decision of customers, as they help them identify, differentiate, and assert themselves in the marketplace

1.2 Marketing communication

1.2.1 Concept

According to Philip Kotler, marketing communication is the activity of communicating information, both indirectly and directly, about a company's products, services, and business itself to customers in order to persuade them to trust the company and its products and make a purchase This involves creating and disseminating promotional messages through various channels of communication, such as advertising, sales promotion, personal selling, direct marketing, public relations, and sponsorship Effective marketing communication can help build brand awareness, generate interest, and establish a favorable image for the company and its offerings in the minds of the target audience It plays a crucial role in the overall marketing strategy of a business and requires careful planning, coordination, and evaluation to ensure its effectiveness in achieving marketing objectives

Marketing communication has basic purposes of informing, persuading, and reminding the target audience about the products, services, and brand of the business Through the content of the message, businesses inform customers about their presence, products, and services in the market, persuade them about the advantages of their products and services over competitors, and remind them to think of their products when they have a need Marketing communication is a vital tool for businesses to reach their target audience and promote their brand and products effectively By utilizing various channels of communication such as advertising, public relations, sales promotion, and

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personal selling, businesses can create a comprehensive and consistent message that resonates with their target audience and helps them achieve their marketing objectives Furthermore, marketing communication helps businesses build and maintain relationships with their customers by providing valuable information, addressing customer concerns, and offering personalized solutions to their needs Overall, marketing communication plays a crucial role in shaping the perception of the brand and products in the minds of customers and driving business success

Marketing communication also known by the equivalent term promotion (Marketing Promotion) is one of the 4 components of the marketing mrx

The American Marketing Association (AMA) provides a definition for Integrated Marketing Communication (IMC) as a planning concept for marketing communication to enhance the value of a plan by combining and evaluating the strategic roles of different communication components such as advertising, promotion, and propaganda The goal is

to create clear, consistent, and effective communication that maximizes the impact of the combined components

1.2.1 The role of communication for the brand

Marketing communication activities can support the brand in the following roles:

In charge of informing customers about the company's products and services Businesses employ communication activities to deliver helpful information about their goods and services, features, customer support services, and information about relevant marketing campaigns Furthermore, communication efforts aid in persuading clients to utilize products and services

Not only that, communication activities also play an important role in supporting the process of building and promoting brands of products and services Helps create brand preference, build awareness and favorable attitudes about the product Maintain trust, create good public relations with the products and services of the business Brand communication needs to be clear and consistent across all communication channels While recognizing the benefits of consistency, brands often change and/or add different messages to a campaign Too many messages can confuse the viewer and fail to convey the essence of the brand

1.2.3 Communication response model

The AIDA model is a traditional marketing communication framework that enables companies to comprehend the mental process that consumers undergo while making purchasing decisions Subsequently, this knowledge can be used to design appropriate

communication tactics for each of these stages The initial stage involves attracting the customers' attention, followed by demonstrating beneficial and captivating features to evoke interest and excitement The subsequent step is to generate a desire and aspiration

in customers and eventually guide them towards taking action in accordance with their intention This proven formula has been effectively applied across several domains, including advertising, sales, and communication The acronym AIDA represents the four stages of Attention, Interest, Desire, and Action

Figure 1 The AIDA Model A-Attention: The initial phase entails initiating contact and drawing customers’ attention towards the content and the business niche being conveyed In a world replete with numerous choices, how can businesses entice customers to pause and explore what they have to offer? Enterprises can deploy a variety of techniques, including comparative analysis, utilization of striking vocabulary, and frequent repetition, to kindle the interest and inquisitiveness of prospective customers in the vicinity

Ex: Apple easily attracts customers and creates a lasting impression through its easily recognizable logo, beautiful and modem product designs, and high-quality marketing campaigns both before and after launching products

Figure 2 Apple Logo

Figure 3 First Apple Logo /-Interest: Customer attraction will only have a certain effect and not be long-lasting or stable if the business fails to showcase new and captivating aspects Generating interest is one of the most important and challenging steps Businesses need to conduct thorough research and analysis to understand the outstanding features of the topic and products, as well as comprehend the needs and desires of the targeted audience, in order to organize and select the most appropriate elements and messages

Ex: Apple products are well-known for their simple user interfaces, seamless comnectivity with other Apple devices, and excellent user experience Their marketing emphasizes the unique features and benefits of each device, creating a desire among consumers to discover more about what Apple has to offer

Figure 4 Apple environment

Selling through social media can take many forms, but ultimately the business is creating customer desire by providing valuable and detailed information through a user-influenced scope of influence This information can be provided in the form of user-generated reviews, testimonials, or exemplary studies and interactions on social media

Ex: Through their marketing and branding, Apple creates a desire in consumers to

be part of the exclusive Apple community, which represents style, innovation, and cutting-edge technology The perception of owning an Apple product is associated with status, sophistication, and trendiness, making it a must-have for many consumers

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Figure 5 Apple Watch fashion A-Action:

The above three steps are the premise to help businesses succeed at this final stage When there is enough interest, interest and desire, businesses can fully take the initiative in leading customers to follow the desired actions Customers can agree with the theme, proposal, introduction of the business or accept to use the product provided by the business

The AIDA model shows the impact communication process that takes consumers through the sequential steps, from receiving attention, interest, desire to action

Ex: Apple's easy-to-navigate website, user-friendly online store, and strategically located retail stores make it easy for customers to purchase their desired products Apple also offers a seamless checkout process and excellent customer support, which further incentivizes consumers to make a purchase and become loyal Apple customers

Figure 6 Apple’s website

Il OVERVIEW THE COMPANY

2.1 Introduction about the company

Apple Inc is an American multinational technology business that creates, produces, and markets consumer devices, computer software, and internet services Steve Jobs, Steve Wozniak, and Ronald Wayne established the business on April Ist, 1976 Cupertino, California serves as the company's primary location

Hardware items produced by the firm include the iPhone smartphone, iPad tablet, Mac desktop computer, iPod portable media player, Apple Watch smartwatch, Apple TV digital media player, AirPods wireless earphones, and HomePod smart speaker

Apple's software portfolio includes the operating systems macOS, iOS, iPadOS, watchOS, and tvOS,

The iTunes media player, Safar, Shazam, the iLife and iWork creativity and productivity suites, as well as specialized tools like Final Cut Pro, Logic Pro, and Xcode Its online services include iMessage, iCloud, Apple Music, Apple TV+, the iTunes Store, the 10S App Store, and the Mac App Store AppleCare, ApplePay, Apple Pay Cash, Apple Store, and Genius Bar are additional services

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Figure 7 The first Apple Store opened at Tysons Corner Center

2.2, Introduction about the owner and process established

Figure 8 Steve Paul Jobs Steve Paul Jobs is his full name From 1976 through 1996, he served as the company's co-founder, CEO, and director He was born in California, United States, in 1955 At the age of 56, he passed away in 2011 In 1972, he left Reed College co-founded a business with Steve Wozniak He is a perfectionist and has numerous well-known sayings, including:

"Innovation distinguishes between a leader and a follower" Steve Jobs

"If you are working on something exciting that you really care about, you don't have

to be pushed The vision pulls you." Steve Jobs

Apple, once a nameless corporation, is now a well-known brand in the IT industry and is respected for its clever business strategy, design innovation, and constant delivery of consumer-satisfying products

In April 1976, Steve Jobs, Steve Wozniak, and Ronald Wayne formed Apple to develop and market Wozniak's Apple I personal computer; however, Wayne quickly sold his part In January 1977, it became a corporation under the name Apple Computer, Inc., and sales of its computers, especially the Apple H, surged quickly Jobs and Wozniak engaged a team of computer designers and established a production line within a few years 1980 saw the IPO of Apple, which was immediately profitable Over the following few years, Apple released new computers with ground-breaking graphical user interfaces, like the first Macintosh in 1984, and its marketing material for its products was widely praised by the critics

Power disputes among executives as well as the high cost of its goods and small application library created issues While Jobs and other Apple employees quit to create NeXT in 1985, Wozniak amicably left the company and continued to work there as an honorary employee

Throughout the 1990s, as the personal computer market grew and changed, Microsoft Windows on Intel PC clones gained market share at the expense of Apple The board hired CEO Gil Amelio for a 500-day assignment to turn around the financially challenged business by reforming the leadership team, laying off workers, and putting more of an emphasis on the company's products He steered Apple to acquire NeXT in

1997, reversing the disastrous operating system plan and bringing Jobs back Once again

in a position of authority, Jobs was named CEO in 2000 Under the energizing Think Different campaign, Apple quickly returned to profitability as he rebuilt the company's reputation by introducing the iMac in 1998, establishing the retail chain of Apple Stores

in 2001, and making a number of acquisitions to expand the software portfolio Jobs changed the company's name to Apple Inc in January 2007 to represent the shift in emphasis toward consumer electronics That same month, he introduced the highly successful iPhone Tim Cook took over as CEO after Jobs' resignation in August 2011 owing to health issues Jobs' passing two months later signaled the end of an era for the business Apple's CDO, Jony Ive, left the company in June 2019 to launch his own business, but he promised to focus on serving Apple as his main client

For the 2018 fiscal year, Apple's yearly global revenue came to $265 billion By revenue, Apple is the biggest technological corporation in the world and one of the most valuable businesses After Samsung and Huawei, it is the third-largest producer of mobile devices worldwide Apple became the first American firm valued at over $1 trillion in August 2018 when it went public.In just two years, in August 2020, the corporation became the first to reach $2 trillion in revenue in the United States The business runs

510 retail locations in 25 different countries and has 137,000 full-time employees

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Example: As of It runs the iTunes Store, the biggest online music store in the world More than 1.5 billion Apple products are currently in use around the world The business

is recognized as the most valuable brand in the world and enjoys a high level of brand loyalty However, Apple faces harsh criticism for the working conditions of its subcontractors, its treatment of the environment, its unethical business tactics, such as anti-competitive activity, as well as the sources of its raw materials

HH INTRODUCTION APPLE COMPANY

3.1 The company

Company name: Apple Inc

Year of establishment: April 1, 1976

Headquarters: Cupertino, California, USA

Founding members: Steve Wozniak, Steve Jobs and Ronald Wayne

Current CEO (CEO): Tim Cook

Operation Area: Worldwide

Figure 9 Steve Wozniak

Figure 10 Steve Jobs

Figure 11 Ronald Wayne 17

Figure 12 The picture of the three of them standing together

Together with Steve Wozniak, Steve Jobs created Apple Computer in 1976 Ronald Wayne, the third founding member, promptly sold his shares to Jobs and Wozniak The Apple I microcomputer, which they created in the garage of Steve Jobs' home, was their initial offering Without additional essential parts like a keyboard and monitor, it was offered as a single board with a CPU and RAM

In 1977, the Apple II was released Due to its simplicity of use, color graphics, and VisiCalc spreadsheet application, it was a commercial success Apple's popularity helped

it grow into the nation's top computer manufacturer and resulted in one of the biggest IPOs of all time

After witnessing the early Alto system from Xerox, Steve Jobs developed an obsession with GUIs This inspired him to give the Apple Lisa, the following Apple system, a GUI Jobs was fired as the project's leader when the Apple Lisa's development ran significantly over schedule and over budget Eventually introduced in 1983, the Apple Lisa was a commercial failure because of its exorbitant cost and dearth of software

Jobs relocated to oversee the creation of the Macintosh computer In an open challenge to industry leader IBM, a Super Bowl advertising with the dystopian 1984 theme announced its debut in 1984 One of the best television commercials ever is largely regarded as being this one Despite this, the Macintosh's early sales were weak because of its high cost and subpar performance

Steve Jobs was relieved of his obligations by the board of directors as a result of his disagreement with the previous Apple CEO John Sculley about the introduction of the Macintosh Because of this, Jobs left Apple and founded NeXT computers Around this time, Steve Wozniak also resigned from a position of authority at Apple owing to Apple managed to sustain its success in the late 1980s and early 1990s, even after the departure of its founding members This was mainly due to the continued popularity

of the Apple II and the successful launch of an upgraded version of the Macintosh that gained popularity among creatives due to the availability of Adobe products and other high-quality digital publishing software exclusive to Macintosh

However, Apple's profitability declined in the mid-1990s due to various factors, including the company's venture into other consumer electronics products, such as the failed Newton tablet Additionally, Apple faced stiff competition from low-priced Microsoft Windows-based PCs, especially after the launch of Windows 95 The Macintosh operating system also began to show its age and lacked proper support for multitasking

To overcome its financial struggles and secure a new operating system for its computers, Apple acquired NeXT, which was founded by Steve Jobs in 1997 Following the removal of the former CEO in the same year, Jobs became the interim CEO of Apple and managed to steer the company back to its core computer business, saving it from bankruptcy In 1998, Apple released the iMac, designed by Jonathan Ive, which featured

a friendly and colorful gumdrop shape and became popular among consumers Apple also introduced video editing and CD/DVD mastering software, further establishing the Macintosh's role in digital media production

In 2001, Apple launched Mac OS X, which utilized the stable and secure BSD Unix kernel and was based on the operating system work of NeXT The same year also saw the release of the iPod, which gained widespread acclaim and cemented Apple's position as a leader in consumer electronics

When it was originally released in 2007, the iPhone quickly gained popularity The next year, App Store went live, enabling outside developers to promote and sell their programs to customers In 2010, the iPad and the well-liked iPhone 4 followed the iPhone

Tim Cook was appointed as Apple's new CEO when Steve Jobs took a leave of absence at the beginning of 2011 On October 5, 2011, Steve Jobs passed away

In recent years, Apple has continued to introduce new goods and increase its service offerings First with the iPhone, and now in its Macintosh range of computers, Apple has

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shifted to employing its own custom-designed CPUs Additionally, it provides media streaming services via Apple Music and Apple TV+ With reports that a self-driving car and a virtual reality/augmented reality headset are in development, it is anticipated that Apple will soon enter new markets

3.3 Achievements and Awards

Apple Awards 2016: Apple won 1 award in 2016 In 2016, Apple won for Top 5% Rated CEO Based on 27,333 ratings and 2,656 participants, employees at Apple are satisfied with their work experience The overall culture score, 73/100 or B, incorporates employee ratings based on ther feedback on the Professional Development, Compensation, eNPS and more

Apple Awards 2017: Apple won 13 awards In 2017, Apple won for Best Company Culture, Best CEO, Best Company for Women, Best Compensation, Best Company Perks

& Benefits, Best Product Teams, Best Engineering Teams, Best Marketing Teams, Best Operations Teams, Best Sales Teams, Best Companies in San Francisco, Best Company Leadership and Best Company Outlook

Apple Awards 2018: Apple won 5 awards In 2018, Apple won for Best CEO 2018, Best Company Compensation, Best CEOs for Women, Best CEOs for Diversity and Best Company Leadership

Apple Awards 2019:Apple won 9 awards In 2019, Apple won for Best CEO 2019, Best Company Culture 2019, Best Company Perks & Benefits, Best Company Compensation, Best CEOs for Diversity 2019, Best CEOs for Women 2019, Best Product Team 2019, Best Marketing Team 2019 and Best Company Outlook 2019

Apple Awards 2020: Apple won 9 awards In 2020, Apple won for Best Company for Diversity 2020, Best CEO 2020, Best Company Culture 2020, Best Company Perks

& Benefits, Best Company Compensation, Best Company Happiness, Best Professional Development 2020, Best Leadership Teams 2020 and Best CEOs for Diversity 2020 Apple Awards 2021: Apple won 8 awards In 2021, Apple won for Best CEO 2021, Best Company Perks & Benefits, Best CEOs for Women 2021, Best Product & Design Team 2021, Best Engineering Team 2021, Best Places to Work in the Bay Area 2021, Best Global Culture 2021 and Best Company Outlook 2021

Apple Awards 2022: Apple won | award In 2022, Apple won for Best Places to Work in the Bay Area 2022

3.4 Message of Apple

Apple is known for their innovative products and technology, and in 2023, they may continue to focus on developing new and improved products, such as the iPhone, iPad, Mac, Apple Watch, and AirPods They may also invest more in artificial intelligence and machine learning to improve the user experience and expand their capabilities

Apple has also been making efforts to become more environmentally friendly and sustainable, and in 2023, they may continue to prioritize this initiative by reducing their carbon footprint, using recycled materials in their products, and investing in renewable energy sources

In terms of services, Apple may continue to expand their offerings in areas such as Apple Music, Apple TV+, and Apple Arcade They may also continue to develop their own original content to compete with other streaming services

The message of Apple in 2023

Building a functional supply chain: Every consumer electronics manufacturer has experienced issues with their supply chains because to COVID China, the world's largest factory, has suffered, and businesses with extensive supply chains there face existential risks from the Ukraine conflict, the war there, and the unrest in Taiwan

New Maes, the M2 and a first sighting of the M3: TSMC will produce Apple Silicon chips in Arizona by 2024 to secure the supply chain New Macs may experience slight delays, but 14- and 16-inch MacBook Pro models with M2 Pro and M2 Max chips are expected early in 2023

A good old get-together : Apple may adopt a hybrid approach to events moving forward, with increased in-person attendance There may also be resistance to a return to the office

Security, security, security: There is growing tension and insecurity, with a rise in high-level cyberattacks Apple will prioritize platform protection and encryption in 2023 The future comes fast: Apple's first mixed-reality glasses are expected to debut in

2023, but will likely be expensive and aimed at developers and gamers

Look to the skies : Apple will expand its satellite service, which lets users contact emergency services when offline, to include additional services such as access to media services from anywhere

Services, services, services : Due to the need to secure the supply chain, Apple may delay hardware releases in 2023, but will focus on expanding its services, such as Apple Music Classical and a new HomePod

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Of course, there will be a new iPhone : The next iPhone, the iPhone 15, will likely include a titantum model, improved camera, and USB-C The App Store may also undergo changes New iPads may have larger screens with MiniLEDs and Pro Motion

IV APPLE PRODUCTS

4.1 Apple product overview

Apple products are a range of high-tech products manufactured by Apple Inc These products include personal computers (Mac), smartphones (iPhone), tablets (iPad), digital music players (iPod), smartwatches (Apple Watch), and accompanying accessories such

as wireless earphones (AirPods)

Apple products are known for their beautiful designs, diverse features, and high quality The company's operating systems, 10S and macOS, are highly secure and user- friendly

Figure 13 Apple product 4.1.1 Iphone

iPhone is a line of smartphones The first iPhone was introduced in 2007 and since then the iPhone has become one of the most popular and recognizable smartphones in the world

The iPhone stands out for its high-quality camera, advanced features, and beautiful design It runs on iOS, Apple's mobile operating system, and offers a variety of apps and services through the App Store

The iPhone has undergone many design changes over the years, with each new model offering improved features and performance Today, iPhones are available in several different models, including iPhone 14, iPhone 14 Pro, and 1Phone 14 Pro Max

Iphone's continuous development process

® iPhone 11, 11 Pro, 11 Pro Max

® iPhone 12, 12 Mini, 12 Pro, 12 Pro Max

® iPhone 13, 13 Mini, 13 Pro, 13 Pro Max

® iPhone 14, 14 Plus, 14 Pro, 14 Pro Max

Figure 14 Development of Iphone 4.1.2 iPad

iPad is a line of tablet computers First introduced in 2010, the iPad has become a ubiquitous and versatile device for both personal and professional use

iPad has a high-resolution display, powerful processor, and a wide range of apps and services through the App Store It runs on iPadOS, an operating system designed specifically for the 1Pad, and offers features like split-screen multitasking, Apple Pencil support, and augmented reality capabilities

The iPad comes in a variety of models, including the standard iPad, 1Pad mini, iPad Air, and iPad Pro Each model offers different screen sizes, processing power, and features to suit different needs and preferences

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The iPad has many uses, from entertainment and gaming to productivity and creativity It can be used for reading, watching movies, browsing the web, creating art, and even as a replacement for a traditional laptop

Apple's first iPad was announced in January 2010 and was released to the general public on April 3, 2010

Figure 15 ipad gen 10

The iMac runs on macOS, Apple's operating system designed for Mac computers It offers a wide range of features and services, including access to the Mac App Store and pre-installed apps like Safari, Mail, and 1Tunes

Figure 16 iMac 27 inch 4.1.4 Macbook

The MacBook is a line of lightweight and portable laptop computers The MacBook is known for its sleek design, high-quality display, and powerful performance

The MacBook features a slim and lightweight design, with a high-resolution display and a backlit keyboard

The MacBook runs on macOS, Apple's operating system designed for Mac computers

The MacBook is a popular choice for people who need a laptop that is easy to carry and can be used on-the-go Its lightweight design, long battery life, and powerful performance make it a great option for students, professionals, and anyone who needs a reliable and high-quality laptop for work or personal use

The MacBook also comes with built-in security features, such as Touch ID and Apple's T2 security chip, which help to keep your data safe and secure

First macbook and now macbook

Summary of the four generations of Macbook Air:

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Figure 17 First macbook

Figure 18 Now macbook

The Apple Watch runs on watchOS, Apple's operating system designed specifically for the Apple Watch

The Apple Watch is a popular choice for people who want a wearable device that can help them stay connected and active throughout the day

The Apple Watch also comes with a host of health and safety features, such as fall detection, emergency SOS, and heart rate monitoring

¢ Apple Watch Ultra

e Apple Watch Series 8

The AirPods feature a small, lightweight design that fits comfortably in your ears They connect wirelessly to your iPhone, iPad, or other Apple devices, allowing you to listen to music, make phone calls, and access Siri without any cords or cables

The AirPods offer high-quality sound with adaptive equalization, which automatically tunes the music to the shape of your ear They also feature active noise cancellation technology, which helps to block out background noise and enhance your listening experience

Apple TV is a digital media player It is designed to stream digital content, including TV shows, movies, music, and photos, from a variety of sources, such as Apple's iTunes Store, Netflix, Hulu, and more

It can be controlled using the remote or the Apple TV app on your 1Phone or iPad Apple

TV also comes with built-in apps like YouTube, Apple Music, and Apple Arcade Apple TV runs on tvOS, Apple's operating system specifically designed for Apple TV It offers a wide range of features and services, including Siri voice search, multi-user support, and the ability to mirror your iPhone or iPad screen on your TV

e Apple TV 4K

e Apple TV HD

Figure 21 Apple TV

4.1.8 Apple Accessories

Apple offers a wide range of accessories for its products, including:

Apple Pencil: The stylus works with certain iPad models, allowing users to write, draw, and take notes accurately and easily

Figure 22 Apple Pencil Magic Keyboard: Wireless keyboard that works with Mac computers, has a slim design and has a built-in rechargeable battery

Figure 23 Magic Keyboard

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Magic Mouse: A wireless mouse that works with Mac computers, featuring a sleek design and touch surface

Figure 24 Magic Mouse Smart Keyboard: The iPad Pro keyboard accessory connects via the Smart Connector and features a slim, lightweight design

Figure 25 Smart Keyboard Apple Watch Bands: Apple offers a variety of bands and bands for the Apple Watch, allowing users to customize the watch to fit their style and needs

Figure 26 Apple Watch Bands Apple TV Remote: Compact remote that works with Apple TV, has a touch surface, and Siri voice control

Figure 27 Apple TV Remote Power adapters and cables: Apple offers a wide range of power adapters and cables for its products, provided that users can easily charge and sync their devices

Figure 28 Power adapters and cables HomePod: Apple's smart speaker with high-quality sound and Siri voice control

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Figure 29 Apple's smart speaker and Siri 4,2 Characteristics of differences and competitive strengths

Apple has utilized a product differentiation strategy to set its goods apart from those of other electronics producers since the 1980s Apple has targeted a segment of the consumer market with a differentiated approach to advertise the superiority of its products

4.2.1 Differentiate Apple products

4.2.1.1 Product design

Apple has really set itself apart from its competitors by using unique designs in its products Apple products are known for their sleek and modern design, which is a key factor in their popularity and success

For instance, the iPod from Apple was not the first music player created and praised for its aesthetic beauty when worn as jewelry The Apple Watch may also change the

definition of what people still refer to as a watch to tell the time, such as Senko or Rado,

or as high-end jewelry, such as Longin or Rolex

Figure 30 Development of airpods One of the ways Apple has achieved this unique design is by focusing on user experience Apple products are designed with the user in mind, with a focus on simplicity, ease of use, and an intuitive interface This approach has helped Apple create products that are not only aesthetically pleasing, but also highly functional and user-friendly

Another way Apple sets itself apart is through its attention to detail Apple products are known for their high-quality materials, precise engineering, and attention to even the smallest detail This attention to detail extends to everything from product packaging to user interfaces and helps create a sense of luxury and exclusivity for the brand

4.2.1.2 Use genuine Apple operating system

Apple's computers run on the Mac operating system High levels of security, usability, and stability are also present Apple does the same thing on devices running the 10S operating system, such as the iPhone and iPad Apple's phone and computer screens

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function smoothly thanks to the 10S operating system and high-capacity RAM It provides access to the App Store and built-in analytics tools like Apple Music, Apple Pay, and Siri, among a wide range of other features and services

4.2.1.3 Pricing Strategy

Steve Jobs, a co-founder of Apple, aimed to produce a product with a high price tag in line with its degree of quality Customers are willing to pay that amount for Apple products, even the ones that are constantly in the middle of the price range

Figure 31 The price segment changes markedly

4.2.1.4, Unique form of product advertising

Apple gets product PR simply with the product introduction and "shows off" to the media and its clients the distinction and exceptional characteristics that its goods deliver Customers and the media refer to Apple on their own thanks to consumer loyalty and curiosity every time the company introduces a new product, saving the company money

on advertising activities that other brands’ competitors must invest in

Figure 32 Advertise at product launch

4.2.2 Competitive strength

4.2.2.1 Apple Ecosystem

Due to Apple's ecosystem, one advantage of having Apple goods is their smooth connection with one another With this integration, using related apps and having a consistent user experience across devices is simple

For instance, if you get a call on your iPhone, you may answer it on your Apple Watch or iPad and use the cellular connection of your iPhone to make calls from your iPad or MacBook Additionally, thanks to tools like iCloud, it's simple to access data like contacts, notes, and images from any device because it's synced across all of your devices

Additionally, Apple's ecosystem extends beyond its own products On non-Apple devices like Windows laptops and Android smartphones, you can use applications like iMessage, FaceTime, and iCloud

Video about Inside the Apple Ecosystem: https://youtu.be/73J3 YW4mhSc

4.2.2.2 Lifetime software support

This implies that for several years following its release, you can still receive software and security updates even if you purchase an older iPhone model

After a device's original introduction, Apple normally provides software updates for at least five years

In contrast, Android smartphones often only receive software upgrades for a year or two after the device is released, according to several manufacturers Furthermore, because Android is supported by such a wide range of devices from many manufacturers, updates are frequently fragmented and might take a while to reach all devices

With Apple, when a new operating system is released, all iPhones that are capable of running it will receive the update simultaneously, which helps ensure that all users have access to the latest features and security enhancements This can be a significant advantage for iPhone users who value timely updates and software support

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Figure 33 New products are released every year to continuously serve the needs of

life 4.2.2.3 Live customer support

Apple provides live customer service for all of its devices, including iPhones, and you can contact them via phone, chat, or email You can simply get in touch with Apple's customer care team for assistance if you're experiencing any problems with your iPhone

Figure 34, Means of communication with apple

Users of iPhones can quickly download and install new software updates over the air, which can enhance the functionality and stability of their smartphone

Android customers, on the other hand, could have a more fragmented customer care and software update experience because they are frequently reliant on the manufacturer and carrier