3. SWOT Analysis
Strength
Innovation by
Continuous
Development
Marketing and
Advertisement
Product Quality
Stores
Weakness
Pricing
Special Software
for MAC
Patent
Infringement
Opportunity
High Demand for
IOS and OSX
based devices
iTV and iWatch
launch
Cooperation
Apple-IBM
Threat
Efforts from
Competitors
Online music
market
6. 7 Notion of Innovation
See the future through the
eyes of your customer
Use digital technology to
create tools for customers
Intellectual property and
brand power are key assets
Build a championship team
Innovation is a state of mind
Speed is critical, so push your
organization
Partner up if you’re not the best
7.
8. • Apple launched iPod in Oct 2001
• Apple exemplified its design skills
and looked, felt, and operated like no
other device
• It was changing the way people
listened to and used music
• iPod has gone through a series of re-
generations, adding features like
photo, video, and radio capabilities
along the way
9. • Apple reached its impressive market domination through a combination
of shrewd product innovation and clever marketing
• “Push” and “Pull” marketing strategies
10. • Apple launch iPhone in June 2007
• With plenty of features like touch screen pad,
virtual keyboard, internet and e-mail capabilities,
the iPhone launched to huge customer
excitement
11. • iPhone became a game changing
technological invention
• Steve Job declared it as “the most
successful product launch in Apple’s
history”
12. • iPad was launch in April 2013
• The multitouch device combined
the look and feel of the iPhone with
the power of a MacBook
• It gave consumer access to music,
books, movies, pictures, video
games, documents and thousands
of application at the touch of finger
without mouse or keyboard.
13. • Accompanied by powerful
marketing campaign, inspired
consumers to do anything with
their iPad.
• Creating movies, building wind
turbines, studying coral reefs and
making mountain climbing safer
14.
15. R&D
Top Priority
$4.5 Billion in
2013
$3.4 Billion
in 2012
$2.4
Million
in 2011
Launching new
Products
ProducingCreating
16. Apple’s Product launches over the past decade have been monumental.
What makes the company so good at innovation? Is anyone comparable to
Apple in this respect?
• Always focus on developing technology, design and innovation
• Identify new opportunity in market
• Apple has its own operating system i.e. IOS where most of its application are
developed around IOS
• Apple face serious competition from its smart phones, tablets and other
handheld devices from Samsung and HTC
17. How important was the iPOD to Apple’s current success? Discuss the
significance of the iPhone’s and iPad launches to Apple’s new-product
development strategy?
• Different with other devices
• Transform the way people enjoy in music
• A halo effect helped increase Apple’s share in its other market
• iPad and iPhone has made its mark in both personnel and
professional use
18. It has been few years since Apple’s last epic innovation. What’s next for
Apple?
• HomePod is Apple's first Wi-Fi connected smart speaker, designed to
compete with existing smart speakers
• Apple has been updating the Apple Watch – Fourth Generation model
• iPhone 8, 8 Plus, and X introduce support for Qi-based inductive charging
for the first time, allowing them to work with Qi-certified chargers
• Second-generation AirPods case
• New versions of the software that runs on iOS devices, Macs, the Apple
Watch, and the Apple TV
19.
20. Recap
• About the Company
• SWOT Analysis
• Innovations
• New product category – iPod, iPhone, iPad and their Marketing
Strategies
• Advertisements
• Question and Answer Analysis
21. Disclaimer
Created by Ajit Maurya, IMI Bhubaneswar during Marketing Internship with by
Prof Sameer Mathur, IIM Lucknow.