Apple Company Example

An overview of Apple computer Inc. Some may not see it as necessary but I have included it so the reader can gain a better understanding of this project.

Who are they? A Silicon Valley computer company Based in Cupertino, California and founded April 1st 1976  Famous for helping the personal computer revolution to commence  Known worldwide for the success of their hardware including the iPod and the iMac.

One of the main reasons that I have chosen Apple computers as my topic is that in my opinion, Steve Jobs (founder of Apple Computer Inc.) is undoubtedly a genius in the marketing sector. Apple Computers Inc started with the production of 2 computers in the garage at the side of Steve’s house. With very limited education Job’s has managed to build his empire to be what it is today. His marketing strategies are well thought out and always up to date,

Job’s has expanded his marketing techniques to reach a wide market (something some companies would consider insane, having to take a risk that no one has took before).

He has used his persuasiveness and clever marketing techniques to build an ideal world of white, abstract, shiny , arty and most importantly expensive surroundings that everyone wants. Luckily for the consumer, Steve Job’s loves to sell you his premium priced electronics, which, are of course “superior” to that of the competitor.

Job’s ability to sell products, market them successfully and always come up with something new and unique is reflected in the company logo

To cut a long story short Apple is a huge success story from the point of marketing. Now, on to the product.


I will be focusing on a selection of Apple’s products. I have chosen the most successful from a marketing point of view. Here they are:


The Powermac is Apple’s flagship desktop “Power PC”. The Powermac is aimed at professional users and is used worldwide as industry standard in web design, graphic design, movie production, music production, print and art (the list goes on). Apple’s marketing technique places strong emphasis on the importance of design, packaging and atmosphere. I could list the specifications of the computer, how big the hard drive is, how fast it is…. But wouldn’t this be pointless? These computers have been designed to sell on looks alone.

The consumer wants the computer once they see it, before they even know anything about it. For a long time Apple have looked at what the competition is doing and then thinking…. How could we improve this? A fine example of this is the Powermac. Other computers boast up to a “jaw-dropping 20inch monitor” as an extra bonus. Apple have taken this idea and included a slightly bigger 40inch widescreen monitor as standard.

Apple ask why should the consumer use any product that doesn’t have the Apple logo on it? Let’s make it work as a TV and a DVD player and copier at the same time, why should you need a TV? And, seeing as this is an unbelievable, out of this world product we’ll charge the consumer eight times what it costs to make, that’s right 8,000euro.

The idea of the high “Premium pricing strategy” leads the consumer to believe that it is better. But is it really?

As a result the Powermac has played a huge role in helping Apple up theladder to success.

THE iBOOK and the iMAC.

The iBook is a laptop designed by Apple. Again, a lot of time and consideration have gone in to the design and the eye-pleasing factor of the iBook. Why should we make a laptop like all others ? Why not create something new and unusual, drop the price, sell more and make another fortune?

Here is an extract from Apple’s website about the iBook:

“Surf the Web, chat with friends, do homework, play games, even burn DVDs and CDs to create your own video or musical masterpiece. In your favorite café. At 2 a.m. With built-in wireless capability and 512MB of memory standard, the iBook G4 delivers today’s digital lifestyle to your backpack, starting at $999.”

On the website apple boasts “Rave-worthy performance”, “Durable space age construction” and conclude by saying “Its your life” and then “Live wirelessly, spend wisely”. They also mention that it is the smallest consumer laptop available on today’s market.

The iBook is aimed at College students, Apple’s marketing strategy takes advantage of travel and college life. “The iBook is small enough to bring to your lectures to take notes”, “Store all of your photos in one place”, “Ultimate portability for students”

The iMac is basically the desktop equivalent of the iBook and is based on the same slim-line, abstract design. Of course this only comes in white (Something Apple is well known for). For simplicity, the iMac incorporates all parts of the computer into the 20inch monitor. This would encourage to consumer to buy it – As Apple put it a powerful, inexpensive computer, which saves desk-space and will do anything a PC will do only better.b

DIFFERENT USERI think you could be a lot more focused in your question about Apple’s marketing mix.

1) Steve Jobs is not a marketing genius. His company chose a different business model and an open architecture operating system than did Microsoft. It was more a technical issue than a marketing choice.

2) Apple and Microsoft sell through the same channels; unlike Dell that chose a fresh, new sales channel for their products.

3) Apple has only garnished 5% to 8% of the worldwide market. So, what is their marketing mix? It’s not the products per se, but they have evolved into finding niche markets such as education and multimedia (photo/video editing) that have gotten them some modest market penetration.

On the other hand, Bill Gates and Microsoft is a “marketing genius”. How could a company be so hated yet be so successful? That would make a heck of a lot more interesting paper.

BUT……not to dash your hopes. Focus your paper on what NICHE markets made Apple successful, not the product hardware.

By the way, the fact that the new IPod nano is “sleek, sexy, and black” has actually come to BITE Apple in the behind. Because it is touted like a piece of art, people hate it because it scratches too easily.

The moral is…..never lose sight of what the customer REALLY “needs” as well as what the customer “desires”.