How Apple became the most successful company in the electronics market? Marketing strategies of Apple have been analyzed.

1. How Apple became
the world's most
valuable company
By Anvar Shomamatov

2. Apple’s success
Apple has been a Silicon Valley trend-setter for almost four decades. The Apple
II, Macintosh, iPod, iPhone, and iPad have all been widely emulated — if not outright
copied — by Apple's competitors.
Apple's success is due in large part to its obsessive focus on the user experience. Apple
is a designer-centric company that likes to build all parts of a product — hardware,
software, and online services — itself. That approach has allowed Apple to build some of
the most elegant and user-friendly products ever created.

3. How did Steve Jobs turn Apple around?
In 1998, Jobs unveiled the iMac. It sported a colorful, curvy
look and was one of the most affordable computers Apple
had ever made.
In 2001, Apple released the iPod music player. Customers
loved its elegant click-wheel interface. More importantly, the
iPod worked seamlessly with iTunes, Apple's jukebox
software for the Mac, making it easy to get music from CDs
(and, later, from the iTunes music store) onto their iPods. By
the end of the decade, Apple had sold more than 200 million
iPods.
Jobs announced the iPhone in 2007. It sported a
revolutionary touchscreen interface that transformed mobile
phones in much the same way the Macintosh had
transformed personal computers 23 years earlier. Apple has
sold 500 million iPhones.
Apple expanded on the iPhone's success in 2010 with the
iPad, a tablet computer based on the same software. Apple
has sold 200 million iPads.

4. How has Tim Cook changed Apple?
Tim Cook has taken a more conventional approach to managing Apple. Fewer decisions
flow through Cook directly, which makes it possible for Apple to handle more tasks in
parallel.
Since taking over at Apple, Tim Cook has tried to capitalize on Apple's status as the only
technology company that is also a luxury brand. In 2013, Apple paid $73 million
to recruit Angela Ahrendts, CEO of the luxury brand Burberry, to run Apple's retail
operation. The same year Apple also hired Paul Deneve, CEO of Yves Saint Laurent.

5. Where does Apple get its money?
More than half of Apple's
revenue comes from iPhones.
Macs and iPads are also
significant revenue sources.
Apple services are one of the
most profitable ones in the
industry.

6. Why is Apple so good at making
gadgets?
It helps that Apple develops so much of its technology in-house. Most technology
products are highly modular—most Dell computers, for example, have chips from Intel
and an operating system provided by Microsoft. Apple products are different. For
example, the iPhone is powered by Apple's A7 chip and runs Apple's iOS operating
system. Apple even sells iPhones in Apple-designed retail stores.
Steve Jobs believed that this kind of vertical integration was essential to creating a great
user experience. When hardware and software are designed by different companies, it's
more difficult to make them work together seamlessly. Creating the whole product allows
Apple designers to control every aspect of the user experience and ensure that
everything lives up to Apple's exacting standards.

7. PREMIUM PRICING STRATEGY
Apple sets premium prices for its products
and minimizes discounts to wholesalers to
keep prices consistent across the market.
The company aims to offer customers a
high-quality product with unique features
and uses high prices to reinforce the
perception of added value and maintain
profitability. The high-pricing strategy also
sets a benchmark for competitors, which
must offer equivalent features to match
Apple’s perceived value without losing
money.