Marketing Mix Of Iphone.docx

Marketing mix of IPhone Product Featured above is the first iPod in 2001 and arguably the product that made Apple relevant again, reaching new audiences. The sale of the iPod caused a rise in Apple’s market share and computer sales with 125,000 iPods shipped over two months while that quarter, Apple also shipped 746,000 Macs and reported a profit of $38million (Macworld, 2006).

Place Apple stores; they don’t just sell iPhones or iPads, they sell an immersive experience from the moment you enter the store, much akin to a trip to Disneyland. Everything from the enthusiastic but non-pushy staff to being able to play with the products before buying to the aftercare (as well as a purchasable After Care plan they offer if the products are faulty. In a world where people purchase the majority of products online, the store excels due to the ‘community’ feel and sense of belonging it offers. Not much has changed since Steve Jobs introduced the first Apple store as seen in the above YouTube video.

Price The latest iPhone and potentially the most expensive iPhone on offer. Notably the pricing is the same in the US ($999) and UK (£999) which Apple blame on Brexit and the crumbling pound (Telegraph, 2017).

Promotion The first Apple television advert which debuted during the 1984 Super Bowl and was directed by Ridley Scott. Regarded as one of the most famous Super Bowl ad’s of all time. It was based on George Orwell’s grimly predictive novel (also named “1984”) and was the start of Apple’s rise to the top of consumer products. Since then the advertisements, much like their products have been simplified and are much sleeker.

People Steve Jobs was one of the masterminds behind Apple and demonstrated an iconic, celebrity identity. Windows had Bill Gates, Apple had Steve Jobs, and now Tim Cook. Unlike other brands who don’t have such a visible public figure, Apple has excelled at encouraging the CEO to be in the public eye. Steve Jobs (and now Tim Cook) are the frontiers for the brand and hosts of WWDC each year.

Physical Evidence Apple have succeeded in having made their way into the publics psyche. We don’t say ‘smart phone’ we say iPhone, we don’t say ‘laptop’, we say MacBook. In the same way people say Nikes over ‘sneakers’. This domination of our brains and in the physical world is further cemented by their new state of the art, Apple Park in Cupertino, CA with its energy efficient building and plan to run entirely on renewable energy (Macworld, 2017).

Process Apple are excellent at ensuring everything is simple — from the products easy to use interface to the hassle-free way of getting gadgets repaired if needs be. Their website walks the customer through a step by step guide to troubleshoot what the issue may be with their device before offering appointments at the nearest Apple Store if needs be.