Strategic Marketing: Apple

Mission Statement

“To bring the best user experience to customers through innovative hardware, software, and services” (Apple, n.d.).

Vision Statement

“To make the best products on earth and to leave the world better than we found it.” (Apple, n.d.): Strategic Marketing: Apple.

Product Line Description

Apple’s products can be categorized into hardware, software, and services. The hardware category that contains the company’s major sales includes iPhone, Mac, AirPods, iPad, Apple watches, Apple TV, and Apple Vision Pro. The software segment mainly consists of operating systems, and they include iOS, iPadOS, and MacOS.

The services segment consists of streaming platforms such as Apple Music and Apple TV. The company also offers storage services through the iCloud platform. Another product that falls under the company’s services segment is Apple Pay, which is a financial services platform that enables people to send money.

Business Information

Apple has been ranked among the top five smartphone companies since 2009. With the decline of former market leaders such as Nokia and RIM, Apple subsequently emerged as the top smartphone seller, jostling for the opposition with strong rivals such as Samsung. Currently, Apple ranks second in smartphone sales, with a market share of 17.7% in the second quarter of 2024 (Laricchia, 2024).

Current Target Markets

Apple’s primary target market is young to middle-aged adults, with its products being popular among women. Demographic characteristics of the target market include middle to high-income earners. Although the company initially focused on North America and Europe, it has since expanded to the rest of the world.

In particular, recent developments show that the company is making inroads into emerging economies, especially in Asia. A significant portion of the market is skewed toward entry-level phones, but Apple has made significant gains thus far.

Current Marketing Tactics

Apple’s popular products are at the center of its marketing strategy. The company leverages corporate events to announce upgrades, new product launches, and the entry into new service industries. For instance, the company creates a buzz on social media to market new iPhone upgrades. Apple uses this marketing strategy to emphasize innovative and functional features incorporated in its devices to appeal to the premium market.

References

Apple. (n.d.). Vision and Mission of Apple Inc. – Apple Community. Discussions.apple.com.          https://discussions.apple.com/thread/251301665?sortBy=rank

Laricchia, F. (2024, April 19). Apple iPhone market share 2019. Statista; Statista.             https://www.statista.com/statistics/216459/global-market-share-of-apple-iphone/

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Assignment Content

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Question <bdi></bdi>

In this course, you will develop a strategic marketing plan for a selected business that you will use throughout this course. To do so, the assignments and summative assessments in this course build on each other, and you will develop your strategic marketing plan in sections. Please do not integrate previously used content from other courses or assessments outside of this course.

Review the Strategic Marketing Plan Template to get an understanding of the type of information you will need throughout this course.

Select 1 well-known business you would like to research and use as the basis for developing a marketing campaign. Refer to the following resources, as needed, for assistance selecting a business and locating information about it:

Strategic Marketing: Apple

1. • Marketing professional organizations, such as 4 A’s website or American Marketing Association website
   • Get Started with Marketing Research page on the University Library website
   • Business databases on the Week 1 University Library

Consider the following during your business selection process:

1. • The business you select will be used throughout the weekly assignments and summative assessments in this course.
   • It will be to your benefit to select a business whose information is easily accessible. While you will base your plan on the actual business, there may be parts of this assignment that will require you to use your knowledge and resources to make an informed plan.

Develop a 350- to 700-word outline for your selected business in which you include the following information that you will use to complete portions of your Week 2 summative assessment:

1. • Mission statement
   • Vision statement
   • Product line description
   • Business information, such as the size of the business
   • Current target markets
   • Current marketing tactics

Cite sources to support your outline.

Format citations and references according to APA guidelines.