Apple asked the digital marketing consultant to review Apple's 7P's marketing mix and submit a report including images, videos, and descriptions explaining why Apple continues to be a leader in its industry. The consultant's report found that Apple innovates its products annually to meet changing needs, has a premium brand image emphasized through sleek design, uses strategic pricing and placement of its stores and products, promotes through various channels while connecting personally with customers, trains employees extensively so they can knowledgeably assist customers, and provides aligned, easy-to-use in-store and online customer experiences.

1. ASSIGNMENT 1 BRIEF
You are a freelance digital marketing consultant working with your client, Apple. In the forefront of
consumer electronics, they have asked you to review their marketing mix (7P’s) and submit your
findings to them. This document must include images, videos and brief descriptions on why these
references were chosen. As a collective, all imagery must explain why Apple continues to be a leader
in their industry.
You will submit one pdf document which includes images, links to videos, a written report and a link to
your blog article.

2. PRODUCT
• Apple provides a wide range of quality products to their consumer. These products serve a purpose
to the consumer’s lives. This range consists of: iMac, Macbook, iPad, iPhone, iWatch, Apple Music,
Home Pod, Airpods, Apple TV and their newest launch in 2019; Apple TV+ (streaming service).
• Apple is a leading brand when it comes to innovation and adapting their products and technology
to modern times. Once a year there is a new product launch or update to meet customer needs.
• Apple is known for their sleek and modern aesthetic when it comes to the hardware of their
products, packaging and logo. This has made their products a recognizable brand worldwide.
PRODUCT

3. PRODUCT
Image 1: this image shows the evolving dimensions and different models of the Apple iPhone – from the original iPhone (launched
in 2007) to the latest iPhone 11 (launched in 2019).
(iPhone Life (2020))

4. Image 2: we see the extended screen with a maximum of 5.8in (iPhone 11Pro Max) covering the majority of the device’s surface. This
update was introduced in 2017 after competitor’s started to introduce larger screens.
(Trusted Reviews (2019))
PRODUCT

5. PRODUCT
Image 3: this image shows the sleek design of the Apple iMac with a contrasting background emphasizing the device’s modern,
lightweight appeal.
(Just One Suitcase (2019))

6. PRODUCT
• This video shows us the evolution of the Apple iPhone from 2007 to present (2020). We see detailed
information on the specs of the device and the ever-evolving design to meet customer needs and
wants:
Apple Explained (2019)
My Thoughts:
Apple has done an excellent job adapting to the modern times. Their iPhone device evolves overtime
along with technological advances and consumer needs. A great example of moving forward with
innovation and demand.

7. PRODUCT
• This video shows us the evolution of the Apple headphones, which started as a bundle accessory which
then evolved into a popular stand-alone product.
Apple Explained (2020)

8. PRICE
• Apple’s price points are within the premium/luxury tier. With their lowest price point product being
the Air pods for £159.00 up to a Mac Pro for £4,899.00. (Apple (2020))
• Apple runs a price skimming strategy – the newer launched products will be higher in price, where
the older versions will drop in price as the launches continue.
• Apple offers monthly payment schemes on their products. They also offer corporate and student
discounts which makes them more appealing to customers when deciding on which products to
invest in.
PRICE

9. PRICE
Image 4: this image demonstrates the price skimming strategy, where we see the new models are higher in price and older models drop
in price.
(CondéNast Traveler (2019))

10. PRICE
Image 5: this image shows us the Apple iPhone upgrade program. This program allows customers to pay a monthly fee on top of their
phone’s cost and be able to upgrade as soon as a newer model is released.
(Apple Insider (2018))

11. PRICE
• In this video we see the price evolution of the Apple iPhone from their first-generation iPhone
(launched in 2007) to the most recent model. Seeing the uplift not only in price but also the design
features and technological advances.
Aspect Equity (2019)
My Thoughts:
This video outlines Apple’s price strategy throughout the last decade and explaining why prices have
risen since the original launch and the reason behind it. Clearly showing the more features and novelty,
the higher in price – with them also using a great marketing strategy in selling the idea to the
customer to justify the price.

12. PLACE
• Apple stores are in either popular tourist areas or heavy in traffic shopping centers. Their stores are
designed to have an elevated aesthetic to them yet inviting to all. They are recognizable through
their modern design and exterior logo placement.
• Apple has opened 506 retail stores across 24 countries, including 272 in the United States
and 234 elsewhere, since May 2001. (MacRumors (2019))
• Apple stores align with the aesthetic of their products, with modern exteriors usually consisting of
simple materials such as glass panels and wood (used for in-store fixtures). The interior of the store
are minimal in design and are created to revolve and better showcase their products.
PLACE

13. PLACE
Image 6: we see a new concept of Apple store in Taipei, Taiwan – opened in 2019. Keeping true to Apple’s modern
and sleek design aesthetic.
(Trusted Reviews (2019))

14. PLACE
Image 7: The 186-foor store in Dubai features exterior wings that are made from 340 carbon fiber
reinforced polymer rods. At 180 feet wide, the 18 panels make it one of the world’s largest kinetic art installations.
(Business Insider (2019))

15. PLACE
Image 8: This image depicts a 2nd party vendor partnership with Selfridges in London, UK and Apple. Their Oxford Street
windows had an apple makeover promoting their new iWatch.
(Wallpaper (2015))

16. PLACE
• In this video we see what goes behind the design and build of their brick and mortar stores. Their
stores are ever evolving to meet modern times while aligning the customer journey and aesthetic
globally.
iTechEverything (2012)
My Thoughts:
Apple stores really captures the hybrid between historic building and modern retail spaces. Explaining
their process really helps us understand what goes on behind the scenes and what it takes to build
impactful spaces.

17. PROMOTION
• Apple’s outbound marketing consists of billboards, posters, TV advertisement and magazine
advertising. Reaching out to all demographics (can be specific demographics based on where and
how these channels are executed).
• Apple’s inbound marketing consists of videos, talks, launch keynotes/events, social platforms and
online forums where conversations are held and consist of talking about current and future
products.
PROMOTION

18. PROMOTION
Image 9: Here we see a billboard for the new iPhone X being installed in Toronto, Canada days before it’s launch on November 3rd. We
see apple using a more traditional billboard in a busy city area approach.
(Apple Base (2017))

19. PROMOTION
Image 10: This advert emphasizes the water-resistant feature in the new iPhone 11 Pro.
(Access Winnipeg (2019))

20. PROMOTION
Image 11: Along with electronics Apple has also tapped into video streaming services, here we see their
promotional adverts in a London tube station.
(Imore (2019))

21. PROMOTION
• In this video we see the new iPhone 11’s either new or improved features:
• Water resistance
• Tough durability
• Dual Cameras – HQ imagery
• HQ Video + new video features
• Improved security – Face ID
• Fast internal chip processor
• All day battery life
We see how Apple doesn’t verbally paint us these images by text but by day to day imagery
which the consumer can connect with on a personal level.
Apple (2019)

22. PROMOTION
• We see personal stories from actual Apple customers on how the devices have impacted their lives.
Reaching out on a deeper/personal level to connect with a larger audience.
Apple (2018)
My Thoughts:
Apple does a really good job here in reaching out to consumers on a personal/emotional level.
Connecting their product to people’s daily lives and how they can benefit beyond expectations.

23. PEOPLE
• Apple believes in having more than one platform (free standing store) to interact with their
customers, thus having both in-store experience and online support platforms. This includes calls,
web chat or email. Reaching out to all customers regardless of their geographic location.
• Employees have a uniform which has become a recognizable aesthetic to the Apple team. These
employees attend Apple University to better understand the products and thus being able to speak
powerfully to customers at the point of sale.
PEOPLE

24. PEOPLE
Image 13: an apple employee showing a potential customer their Apple iPad.
(The Next Web (2011))

25. PEOPLE
Image 12: We see Steve Job’s formula in regard to the work environment and drive. A key part of the
company’s success. Having the right people in the right place, driven.
(Into The Look (2013))

26. • In this video we see the new, rigorous and complex minded environment Apple employees need to
go through when working for Apple. They are required to attend a ‘Apple University’ course through
their training.
Newsy Tech (2014)
My Thoughts:
The consumer knowing the training that goes behind the apple team is a great way for the consumer
to trust the brand’s products. Apple staff going through this procedure of training helps us understand
the amount of detail the brand enforces to create a powerful selling tool.
PEOPLE

27. PROCESS
• Apple creates an alignment in all their stores globally. They all feature the same aesthetic and
customer journey/process.
• Apple use their own products to help with the customer’s experience; from using their iPhones as
mobile tills to using their iPads as a check-in service for a Genius Bar appointment.
• Their online support platform has an easy to use interface, this platform consist of online chats,
emails and direct calls for troubleshooting your device. This ultimately makes it easy for customers
who aren’t accessible to a retail store to get Apple’s support.
PROCESS

28. PROCESS
Image 14: the online website shows us customers being able to quickly receive support on multiple issues relating
to their devices and overall business. This platform is synced with each individuals iTunes account.
(Time (2015))

29. PROCESS
Image 15: Apple uses mobile tills as a cash register in order to create a smoother journey when purchasing goods.
Using their own devices is also promoting their devices’ capabilities.
(LSM Guide))

30. PROCESS
Image 16: We see Apple’s Genius Bar. A service dedicated to helping customers after their purchase, should there be any
issues with their device. This service highlights the importance of ‘after the sales’ business– ensuring customers remain
supported with their Apple products, which ultimately ensures customer retention.
(Teesdale Business (2018))

31. • In this video created by Apple, we see the making of the Mac Pro. We see the behind the scenes
assembly and overall mechanics behind the sleek exterior. The team and process behind the
devices are an essential part of Apple’s business model.
Apple 2013 (2019)
My Thoughts:
Great to know what consumers are buying past the sleek façade. A breakdown not seen by many
brands.
PROCESS

32. PHYSICAL EVIDENCE
• Apple’s logo has become a recognizable symbol; their logo reads a simple, innovative, yet
traditional story behind the image. When you see the logo you immediately understand the
product and lifestyle.
• Flagship Apple stores now include a classroom type environment where you are able to come in
and learn about your already owned, or new product(s) – learning features to get the most out of
your device.
• Apple’s exterior architecture varies depending on landscape. They are known for taking historic
buildings and injecting their modern take on retail space around the foundation; to keep the
history of the building present. They are also known for completely building a new simplistic and
sleek exterior/interior retail space to meet modern times.
PHYSICALEVIDENCE

33. PHYSICALEVIDENCE
Image 17: The Apple logo has become a symbol of a lifestyle and modern technology. Favoured by students and business
professionals.
(The Register (2015))

34. PHYSICALEVIDENCE
Image 18: Newer Apple stores now include a section where customers can come back for a ‘school’ type course on their
new (or already owned) devices. Strengthening customer relationships and retaining loyalty.
(Apple (2017))

35. PHYSICALEVIDENCE
Image 19: Apple free standing stores showcase imagery shot on their iPhones. Customers submit their photos and use
#ShotOniPhone. This shows customers the devices’ photography skills in person.
(9to5 Mac (2018))

36. PHYSICALEVIDENCE
• We see in this video the evolution of the Apple logo. From 1967 – present time. Changing its
appearance to meet modern aesthetics.
Techsoln (2017)

37. PHYSICALEVIDENCE
• In this video we see the Apple store in Champs Elysée's, Paris. The original structure of the building
was kept, refurbished and the Apple business was built around it. This showing their importance of
maintaining historic architecture while still being present to the modern consumer.
Figaro Live (2018)
My Thoughts:
Great to see the aesthetic process behind their store design. Their Paris free standing store is a great
example in maintaining historic sites with a blend of modern retail design.

38. Assignment 1 - Task 2:
Promotion
When we talk about Apple, Promotion is a key factor in their business module.
Apple uses both Inbound and Outbound marketing strategically to promote their
services to new customers and existing ones which ultimately enforces retention.
In 2019 Apple’s brand value was estimated at 205 Billion, making it the most valuable
brand in the world. With competitors such as Google ($168 Billion (Forbes)) and
Microsoft ($125 Billion (Forbes)) not far behind.
When we talk about Apple’s demographic, we can’t just speak of one. Apple has
focused on multiple customer profiles as they have redefined the market of phones,
computers, software, watches and services – by designing appealing and easy to use
products (Quora (2018)). Apple’s target audience ranges from/to all ages, gender,
incomes, geographic location and appeal to smart technology. Therefore, it is
important Apple use multiple outlets to advertise and promote their products.
In a 2019 Apple commercial we step into the world of Apple in both a professional
and personal life. We see a team at a creative packing department land their dream
meeting to pitch a new type of pizza box (You Tube (2019)). With only four days to
put together their meeting content, we see the team kick into overdrive and handy
Apple comes to the rescue in multiple ways. We see a list of their products make an
appearance and we see them being utilized; iWatch, Mac, iPhone, iPad and
Homepod. In one commercial we see the team members have individuals lives, a
father, a commuter a businessman and we see how Apple products fit into their
everyday lives. Apple effectively using this form of outbound marketing advertising
to promote five products while connecting with an array of audiences who
potentially connect with the underdogs.
Apple utilizes the inbound marketing strategy through social media platforms. We
look into three social platforms; 22.6M followers in Instagram (Instagram (2020)),
1.1M on Twitter (Twitter (2020)) and 10.8M subscribers on You Tube (YouTube
(2020)). Apple utilizes these three platforms in three different ways. On Instagram we
see Apple use this imagery forum to showcase the best #ShotOniPhone images their
customers share to create a mood board of customers lives, thus creating a
community. On Twitter @AppleSupport is a platform that is used to provide tips,
tricks and helpful information. A forum where the audience has the option of
tweeting a question and getting a response from an Apple representative or
customers just wanting to browse tweets and conversation to be informed. Then we
have You Tube, where Apple utilizes this platform with a mix of content. They update
‘how to’ videos, commercials, community videos and live streaming of their yearly
Apple Events. Here Apple really is able to give the consumer a 360 view on what the
Apple’s community (community being something Apple strongly believes in) from
product details, to talks to stories where customer share their personal stories with
their choice of Apple product.
In conclusion, we see how Apple is successful in their promotion marketing through
inbound and outbound marketing. They use these types of marketing strategies to
engage, attract new customers, while always catering to their loyal customers.

39. Bibliography
https://www.youtube.com/user/Apple
https://twitter.com/AppleSupport?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ct
wgr%5Eauthor
https://www.instagram.com/apple/?hl=en
https://www.inc.com/jason-aten/apple-is-now-most-valuable-brand-ever-thanks-to-
this-1-thing-the-good-news-is-you-can-totally-do-it-too.html
https://www.quora.com/What-is-Apples-target-market
https://research-methodology.net/apple-segmentation-targeting-and-positioning/
https://www.youtube.com/watch?v=G9TdA8d5aaU
https://www.impactbnd.com/blog/steve-jobs-ultimate-inbound-marketing-success-
story
https://www.eternalworks.com/blog/6-ways-apple-uses-inbound-marketing