Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. It’s hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, and the Apple Watch smartwatch. Apple's consumer software includes the OS X and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites. Its online services include the iTunes Store, the iOS App Store and Mac App Store, and iCloud.

1. MARKETING MIX OF APPLE INC
Brief Introduction on Apple Inc.
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California, that designs,
develops, and sells consumer electronics,
computer software, and online services.
It’s hardware products include the iPhone
smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, and
the Apple Watch smartwatch. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media
player, the Safari web browser, and the iLife and iWork
creativity and productivity suites. Its online services include the
iTunes Store, the iOS App Store and Mac App Store, and iCloud.
(Anonymous, 2016)
History of Apple Inc.
Apple Inc. originated from the friendship and mutual interests of
Steve Wozniak and Steve Jobs. The Two collaborated in the
development of the “Apple” in the early 1970s. The Apple I was
a step ahead of most computers of the time featuring a use of
a TV as a display system and a cassette interface for recording
programs. After obtaining financing for the development of
Apple II, the Apple Computer Company was formed in 1970.As
the growth of home computer use grew, Apple grew with it. In
1980 the company issued its initial public offering of investment
stock. Apple next introduced the Macintosh Computer in 1983
during the Super Bowl. The computers desktop publishing
features provided the foundation for future innovations that
have become standard for the company. (Malviya, 2011)
Current CEO: Tim Cook; after Jobs resigned as CEO and
became chairman of the board, Cook was named CEO of Apple
Inc. on August 24, 2011. (Tim Cook, n.d.)
Marketing Mix of Apple Inc.
Apple Inc’s marketing mix indicates how the company matches
its business activities to market conditions. This analysis of the
firm’s marketing mix provides insights about how to effectively
address market conditions and the competitive landscape
through appropriate products, distribution, promotion and
pricing. Apple continues to use its marketing mix in globally
expanding the business through various channels and with a
growing product mix, along with an array of promotion
strategies. As one of the most admired companies in the world,
Apple Inc. serves as an example of how the marketing mix can
support business success. (Greenspan, 2015)
PRODUCT
Apple Inc. has continued to expand its product mix. This
component of the marketing mix determines the outputs of the
business organization. In Apple’s case, the following are the main
product lines:
 Mac
 iPad
 iPod
 iPhone
 Apple TV
 Apple Watch
 Software
These Apple products currently available in the market show the
firm’s diversification in this component of the marketing mix.
However, as part of its product development intensive growth
strategy, the company continues to develop new products, such
as the Apple electric vehicle, which is under development through
collaboration with firms like Tesla Motors. This product mix shows
that Apple’s marketing mix is extensive in terms of product
variety to address customers’ needs in different areas of their
lives. (Greenspan, 2015)
PRICE
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.
 The Apple iPad is priced at a minimum of $499.
 The Apple iPhone costs begin at $99.
 The Apple iPod Classic is priced starting at $249.
 The Apple iPod Nano costs $149.
 The Apple Mac Book costs $999.
 The Apple MacBook Pro is priced at $1199.
 The Apple Quicktime Pro for Windows costs $29.99
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.
In 2009 Apple announced a reduced cost pricing structure for
iTunes – songs will cost 69 cents, 99 cents or $1.29. He said the
“vast majority” of the songs will cost 69 cents. Changes are said
to be a response to a slower pace of music downloads.
(Unknown, n.d.)

2. AYUSH MAN TAMRAKAR MBA EVENING SPRING 2015 - MARKETING 15-FEB-2016
PROMOTION
 Apple Inc. offers special discounts on refurbished Macintosh
computers, iPod Nanos, and the 8GB iPod Touch. In each
case a 1-year warranty is included on the all products.
 Apple Inc. authorized Training Centers are located
throughout the U.S. each provides instruction in Mac systems,
Mac OS X, and Apple’s professional applications. A wide
range of certification exams and courses offer innovative
learning opportunities for IT and creative professionals,
educators, and service technicians—delivered exclusively
by Apple Certified Trainers.
 The Apple Consultants Network website provides a search
tool allowing visitors to locate nearby certified Mac product
consultants in the U.S, Canada, and a number of
international locations.
 The online Apple Store offers free shipping for orders over
$50.
 The online Apple store offers iTunes gift cards.
 Apple provides a $100 rebate when you purchase a Mac
or specific printers from the online store.
 Apple has packaged back-to-school offers, including some
aimed at college students.
 Apple’s main website is located at www.apple.com
 The Apple logo has evolved from its original depiction of
Sir Isaac Newton under a tree to the memorable rainbow
apple to the present blue Apple with a bite taken out.
(Unknown, n.d.)
PLACE
Headquarter: Apple Inc. Headquarters are located at is located
at 1 Infinite Loop, Cupertino, California.
Consultants Network: The Apple Consultants Network includes
independent professional service providers and technology
consulting firms that specialize in Apple and third-party
solutions. Certified on Apple technologies, these providers
deliver on-site technology services and support to home users
and businesses of all sizes.
Service Providers: Apple service providers are certified
technicians, who complete regular Apple training and
assessments, and offer repair services, and exclusive access to
genuine Apple parts. They are located in Asia/Pacific, Africa,
the Middle East Europe and Latin America.
Retail Stores: Apple has over 200 retail stores worldwide
including the US, UK and Canada. Apple recently opened a new
retail store in Shanghai China.
Bibliography
Anonymous. (2016, February 13 ). Apple Inc. Retrieved from
Wikipedia: https://en.wikipedia.org/wiki/Apple_Inc.
Greenspan, R. (2015, September 09). Apple Inc’s Marketing Mix
(4P’s). Retrieved from Panmore Institute:
http://panmore.com/apple-inc-marketing-mix-4ps
Malviya, M. (2011, April 22). Marketing mix of apple. Retrieved
from Slideshare:
http://www.slideshare.net/MohitMalviya/marketing-
mix-of-apple
Unknown. (n.d.). Apple Marketing Mix. Retrieved from Marketing
Teacher: http://www.marketingteacher.com/apple-
marketing-mix/