Apple Marketing strategy Essay Example | Topics and Well Written Essays - 1250 words

Apple Marketing strategy - Essay Example According to Schneiders (2011), Apple is able to charge higher prices than its competitors buy its products remain competitive. He argues that Apple makes use of traditional and cult marketing strategies. Moreover, the company manages to manufacture products with high software compatibility hence easy to market in the competitive market. Madden (2010) argues that Apple has a unique marketing strategy that has not been mastered by many brands. The strategy enables Apple to cross-sell products that people already own. Moreover, the company designers have great understanding of the needs of the customers and focus on creating products that meet the changing needs of the customer. The alterations involve inclusion of more software to ensure the products are better than previous ones. For example, Apple iPhone was considered unique in that it has the features of an iPad as well as those of a smartphone. Mickalowski, Mickelson, & Keltgen (2008) argue that Apple makes advantage of trade sho ws and media coverage to market their products long before they are released into the market. Moreover, the company remains secretive about the features and outlook of their product to prevent imitation of new inventions by their competitors. For example, during development of iPhone, Steve jobs managed to sign Apple as the select carrier of the product. Moreover, the company understands the needs of the customers and comes up with unique products. Apple’s success had been greatly determined by the former CEO, Steve jobs. Steve Jobs and Steve Wozniak who were quite unprofessional in terms of their academic qualifications founded the company. However, they became successful right from the start.