Apple Inc. (formerly Apple Computer, Inc.) is anAmerican multinational corporation that designs andsells consumer electronics, computer software, and personal computers APPLE
1975-Steve Wozniak was working for HP by day andwas a computer hobbyist by night.He realized that the price of some computer partshad gotten so low he could buy them himself.Decided to work with fellow hobbyist Steve Jobs tobuild their own computer.On January 4, 1976-released the Apple 1(for $666)and started Apple Computers.
In 1977, Apple II was releasedfor $1298.Had color graphics-a first forpersonal computer.Originally used an audiocassette drive for storage butlater it was replaced by a floppydisk drive.Had 64 KB of memorySupported the BASIC program.
Apple III was released on May 1980Had 128K of RAMDesigned for business-expensive!! > $4300Had lots of problem.
Apple Lisa was released in1983Became the first personalcomputer sold to the publicwith GUI.Aimed at large businessesCommercial failure due to highprice tag (almost $10,000) andlimited it could run
The Introduction of MacintoshApple introduced Macintosh in1984Sold for $2495Sales not initially as strong asdesired
Macintosh Plus wasreleased in 19864 MB of memory$2600
Macintosh PortableApple’s first attempt at a portable computerReleased in 1989$65008 MB RAM
More portable efforts……Power Book 100Released in 199140 MB hard drive8MB RAM$2500
Various other Apple efforts…In 1987-2001Macintosh(desktops)PowerBooks(Laptops)Servers
Other Major Apple Milestones……1998-introduces a new all in one computer-the iMac2001-Mac OS X2001-first Apple retail store available2001-iPod introduced2003-iTunes store introduced2007-iPhone introduced
Steve Jobs: “The Man WhoThought Different”
iPOD PRODUCTS iPod iPadiPhone Apple TV
Software OS X (latest version is OS X Mountain Lion) iLife (iMovie,iPhoto) iWork iCloud
• Apple is a premium brand computer that does not attempt to compete on price.• The company has reduced prices after some initial product launches.• It uses skimming and premium pricing strategies.• Apples iPad pricing strategy includes the flexibility to lower the prices if consumer response dictates such action.• This would be consistent with a similar $200 price cut on the iPhone in 2007.
Coming off the heels of yet another successful Apple launchdebut, it’s increasingly clear that Apple is on top of theirgame in a way like no otherThe secret lies beyond their product line and designstandards; it lies beyond even Steve Jobs’ emphaticadherence to Apple’s core philosophy, which is that the userdoesn’t always know what they want.
NAME According to SteveJobs, Apple was sonamed because Jobswas coming back He thoughtfrom an apple farm, the name wasand he was on a "fun, spiritedfruitarian diet. and not intimidating
LOGO Apples first logo, designed by Ron Wayne, depicts Sir IsaacNewton sitting under an apple tree. It was replaced by Rob Janoffs "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bitetaken out of it. In 1998, with the roll-out of the new iMac, Apple discontinuedthe rainbow theme and began to use monochromatic themes,
SLOGANS Apples first slogan, "Byte into anApple", was coined in the late 1970s From 1997–2002, Apple used theslogan "Think Different" inadvertising campaigns. Apple also has slogans for specificproduct lines — for example, "iThink,therefore iMac" was used in 1998 topromote the iMac,and "Say hello toiPhone" has been used in iPhoneadvertisements
Instrumental in making Apple the iconic brandApple advertisements established traits such as creative and intelligent
Today’s Apple’s advertisements highlights: Hip & Cool Obsessed with perfection MinimalismEg: 2011 ad for iPhone “if you don’t have an iPhone , well , you don’t have an iPhone”
Apple’s Most Unforgettable Ad
PROMOTIONAL STRATEGY• Apple has been very active in its promotional endeavors.• The first promotional tool it uses is advertising.• For example, in 2008, the company successfully managed to create a series of televised advertisements that utilized a form of comparative advertising.• The second promotional tool that Apple uses extensively is personal selling.
APPLE RETAIL STORES
7 Key Strategies Of Apple’s Marketing1. Ignore Your Critics2. Turn the Ordinary into Something Beautiful3. Justify Your Price4. Communicate in the Language of Your Audience5. Extend the Experience6. Build a Tribe7. Become “The Name”
Success of Apple Brand Fresh and Imaginative way of thinking Winning combination Great style and design Great strategy Innovative marketing Sleek and enticing communication