This case study on Apple was done by Rohan Roy under the marketing internship by Prof. Sammer Mathur, IIM Lucknow.

2. History
Apple Computer Company was founded on April 1, 1976,
by Steve Jobs, Steve Wozniak and Ronald Wayne.

3. Introducing

4. Features of iPhone X

5. Marketing of iPhone X
Features first based marketing
Highly innovative product that’s a market leader
YouTube based Marketing to reach a bigger market

6. Introducing

7. Features of iPad Pro

8. Marketing of iPad Pro
Built to replicate Personal Computers
Boasts the iPad Pencil which is shown to have zero lag
Is shown to be powerful enough to run high performance games
Competes with Microsoft Surface Pro

9. And not to forget the iconic..

10. Let’s discuss a few Questions..
1. What makes the company so good at innovation ?
2. How important is the iPod to the company’s success ?Also
discuss the significance of iPhone and iPad to Apple's new
product development strategy ?
3. What’s next for Apple ?

11. Apple’s penchant for Innovation
• According to TIME magazine, Apple spent 10 billion $ in 2016,a 30%
rise from 2015.
• Apple crowdsources innovative ideas from its 800,000 developers
around the world for its apps on the Apple app store
• Apple adopted creativity techniques using “Attribute listing” for the
iPhone to find major flaws in its competitors’ products like Nokia
which had clunky keyboards

12. Importance of iPod
This iconic ad gained Apple
a lot of publicity as it
showed how the music
experience provided by the
iPod could be enjoyed
across various cultures

13. What’s next for Apple ?
Apple faces a lot of competition from Microsoft, Samsung and Google
on different fronts like iTunes v/s Spotify, iPhone v/s other flagship
smartphones like OnePlus, Pixel and Galaxy S series phones.
For the future, announced plans at WWDC 2017 that it plans to launch
a new augmented reality platform, virtual reality development tools,
the Home Pod speaker, and improvements to iOS 11 on iPad
Ecosystem.

14. Apple’s Marketing Strategy
Uniqueness Of Apple’s Product
High R&D investment
Market Testing
Commercialization
Consumer Adoption

15. Uniqueness Of Apple’s Products
Apple’s founder Steve Jobs
wanted the engineers to
create the products as if
they are designing them for
themselves.
Let’s look at how Apple has
evolved over the years:

16. High R & D Investment
Apple spent 10 billion $ in 2016 to fund its research programs.
According to the Apple Insider the increase in revenues have been
complimented by the equally rising R & D costs.
According to the Apple Insider its R&D spending is highly efficient--
“Apple spends $2 billion less per year on research and development than Samsung,
and still crushes it on revenue by over $46 billion per year. Alphabet's R&D
expenditures vastly exceed Apple's by more than $4 billion, and Apple clears more
than twice the annual revenue.”

17. Market Testing
Apple follows a very confidential approach to test its products.
It tries to keep all reports gleaned from customer survey away from the
prying eyes of its competitors and public
When Steve Jobs was asked whether Apple conducts market surveys or
not he replied “None. It isn't the consumers' job to know what they
want. It's hard for [consumers] to tell you what they want when they've
never seen anything remotely like it.”

18. Commercialization
Apple commercializes its products through the WWDC(Apple
Worldwide Developers Conference) which is located in San Jose,
California: The heart of Silicon Valley.(Where ?)
Apple showcases its products using minimalist technical jargon,
because Apple is all about innovation in daily lives. The audience
comprises apple fanboys, developers and Tech enthusiasts.(To Whom ?)
YouTube Unboxing Videos became the latest fad when it came to
marketing the iPhone X.(How?)

19. Consumer Adoption

20. Summary
• Introduction to Apple’s iconic Product Line-
The iPhone, iPad Pro and the iPod Touch.
• Discussion of Management Questions related to Apple-
Apple’s innovation strategy, Importance of iPod and Future Plans
• Apple’s marketing Strategy
Uniqueness, R&D investment , Market testing , Commercialization and
Consumer Adoption

21. Disclaimer
This project was created by Rohan Roy, IET Lucknow during a Marketing
Internship by Prof. Sameer Mathur, IIM Lucknow.