Apple has become a world leader in innovative new product launches over the past decade. The company's evolutionary product innovations include the iPod, iMac, iPhone, and iPad, which have transformed how people listen to music, communicate, and consume media. The iPod paved the way for Apple's success, demonstrating their new product development process. Subsequent launches of the iPhone and iPad applied this strategy and built on the iPod's popularity through multiple generations of each product. While Apple has seen great success, its next steps may include expanding into new areas like augmented and virtual reality as well as growing other existing product lines like the Apple Watch.

1. APPLE Inc.
MINI CASE ANALYSIS

2. THIS IS WHERE IT ALL STARTED!

3. Steve Wozniak and Steve Jobs form the Apple Computer
Company on April Fool's Day on 1976 in GARAGE.
Steve Jobs Steve Wozniak Ronald Wayne

4. TIMELINE OF APPLE
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5. Apple Inc. Current Profile
• bigger than Microsoft ($73.7 billion)
• Larger than GDP of 100 countries

6. Best Global Brands 2013

7. Mission Statement
"Apple is committed to
bringing the best personal
computing experience to
students, educators, creative
professionals and consumers
around the world through its
innovative hardware, software
and Internet offerings."

8. From Where Apple is Making Money
iPod
42%
iPhone
23%
iPad
10%
Apple TV
<1%
Macintosh
Computers
25%

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Financial history - Net Sales (in Million)

10. Global Market Share

11. MARKETING STRATEGY OF APPLE
Four P’s
•Product
•Price
•Place
•Promotion

12. Marketing - Product
Apple Inc's product strategy
is:
• Supply superior ease-to-
use
• Seamless integration
• Innovative industrial
design

13. Marketing - Price
• Value based pricing model
• Variable pricing for iTunes
• Fixed pricing over all
We don't know how to make
a $500 computer that's not a
piece of junk" - Steve Jobs

14. Marketing - Place
Distribution Channels:
• Resellers
• Large distribution
• On line stores
• No Franchises Place

15. Marketing - Promotion
Promotional techniques:
• "Test drive a Mac" 1983
• iPod as contemporary art
• Celebrity involvement

17. Q1. 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?
• It could Identify quickly the Increasing marketing opportunities
in the market.
• It approached each innovation with positive attitude.
• They were ready to take up any risks and maintain effective
teams who work hard to meet the desired goals.
• They conducted market research and Identified what exactly the
customer demands.
• The company continuously monitoring the activities of their
competitors.
• They exhibited clever marketing effort by developing memorable
ads.

18. The iPod was responsible for paving the way for other Apple devises and was the
first indicator towards Apple’s success. With its initial launch the company
followed the same new-product development process that it still uses for products
like iPhone and iPad. Beginning with idea generation, screening, and concept
development and testing, Apple could make the initial moves to introduce the iPod
to the market. Then they applied marketing strategy development, business
analysis, and product development to finalize the launch of the product. Lastly
they used market testing and commercialization to spread product awareness and
build a name for their brand. The iPhone launch to huge consumer excitement
based on the previous success of the iPod. Launching multiple generations of the
products helps keep the brand and products fresh. “Organic growth” came initially
from the “blockbuster product” iPod. In releasing new products and different
updated versions, Apple adopts creative techniques like “attribute listing”
Q2. How important was the iPod to Apple’s current success? Discuss the significance of
the iPhone and iPad launches to Apple’s new-product development strategy.

19. Q3. It has been a few years since Apple’s last epic
innovation. What’s next for Apple?
• As the company continues to grow and innovate itself questions arise on
from where to grow. Apple initially served as a computer company but
their most profitable products have been consumer-friendly handheld
devices. In order to progress through the future, Apple should look at
expanding in both the direction of handheld devices that they have been
going and look for alternative areas to gain profits.
• New field, such as AR & VR Augment reality and Virtual reality
• Apple watches- they have got good sales, said “12 million Watches were
sold in year one, at an estimated average price of $500, that is a $6 billion
business”(source, wall street journal), in first year of lunch.

20. SUMMARY
Over the past decade, Apple has become a world leader in
innovative new product launches company has truly transformed the
way people listen to music, play video games, talk on the phone, and
even read books. Apple's evolutionary product innovations include
the iPod, iMac, iPhone, and iPad and are the reason the company
topped Fortune magazine's World's Most Admired Companies list
three years in a row, from 2008 to 2010. alone. The company takes
creating, producing, and launching new products very seriously With
creative marketing support behind them, these products are the
reason consumers and analysts alike stay on their toes awaiting
Apple's latest product news.

21. DISCLAIMER
Created by Aman Kumar, IIT Roorkee,
during a marketing internship, by Prof. Sameer Mathur, IIM Lucknow.