Apple focuses on innovation through research and development as well as acquisitions to develop new hardware and software products. It maintains a secretive culture to protect its innovations and uses niche marketing strategies to target customers. Apple faces challenges in bringing new offerings to market. It uses advertising campaigns and events highlighting the superiority of its products to reach customers and drive awareness, interest, evaluation, trial, and adoption of new products. Brand plays a key role in the customer adoption process.

4. APPLE
PRODUCTS

5. APPLE
NEW MARKETING OFFERINGS

6. Existing
products
Cover both
Hardware and Software
SO
R&D IS THE KEY

9. INNOVATION
BY
ACQUISITION

10. Organization culture
Secrecy maintained to protect innovations

11. Challenges to the
market offerings
NICHE SEGMENTATION
TARGET MARKETING

13. RIVALS

14. • REACHING
THROUGH
ADVERTISEM
TS

15. Ad
Campaigns
SHOWING
SUPERIORITY OF
PRODUCT

16. • EVENTS FOR
ADVERTISING

17. Customer Adoption in today’s age
 Awareness
 Interest
 Evaluation
 Trial
 Adoption

18. Role of brand in Customer Adoption

19. Summar y
• Apple’s market offerings since the beginning
• Need to innovate to come up with market offerings
• Emphasis on design while developing a market offering
• Innovating through acquiring tech companies
• Corporation atmosphere due to innovations
• Challenges faced to market offering
• Next step : Testing of market offering
• Reachinng out to the customer – ads and events
• Customer adoption of the new market offering

20. CREDITS
• https://www.interaction-design.org/literature/article/apple-s-product-development-
process-inside-the-world-s-greatest-design-organization
• Google images
• Wikipedia
• www.flaticon.com
• https://www.technologyreview.com/s/407782/the-secret-of-apple-design/
• http://www.apple.com/

21. Disclaimer
Created by V.L.Yashasvy (NIT Jamshedpur) during
a marketing internship under
Prof. Sameer Mathur (IIM Lucknow)