Created under the guidance of Prof. Sameer Mathur, IIM Lucknow, during a Marketing Internship

1. Apple Inc.

2. What is Apple?
📱Apple was founded by Steve Jobs,
Steve Wozniak and Ronald Wayne in
the April of 1976.
📱It is currently headquartered in
Cupertino, California
📱Apple manufactures various
electronic devices with the iPod,
iPhone, iPad and the iMac being the
prominent products.

3. But what
makes Apple
so special?

4. INNOVATION

5. MARKETING
COMMUNICATION

6. AND LASTLY,
SIMPLICITY

7. Does this make
Apple immune to
market
competition?
Obviously, no.
Let’s take a look
into its strengths and
weaknesses.

8. Strengths
- Strong Brand
Image
- High Profit Margins
- Effective
Innovation Process
- Research and
Development

9. Weaknesses
✪ Limited Distribution Network
✪ High Selling Prices
✪ Sales Limited Only to High-
End Market
✪ High Repair Costs

10. Range of Apple Products

11. Apple’s Marketing Excellence in Introducing
New Market Offerings

12. Launch of the first iPod
in 2001
• The iPod introduced Apple to many consumers
leading to a series of product innovations.
• This device brought about a change in the way
people listened to music.
• With shrewd product innovation and clever
marketing, Apple gained market domination.
• The ‘Push’ and ‘Pull’ marketing efforts.

13. Feature Focused Marketing
• Entry in the cell phone industry with the
iPhone.
• With constant innovation, they introduced
the iPhone 3 and subsequently iPhone 3G.
• Apple’s marketing focused on the easy
access to internet through the iPhone 3G.
• iPhone 4’s Facetime feature was pivotal and
increased the sales substantially.
• Apple focused iPhone 7’s marketing majorly
on its high quality camera features.

14. Research and
Development
• In recent years, Apple has faced stiff
competition from Samsung and OnePlus.
• Investment in research and development has
played a key role in keeping Apple at the top.
• It has spent $4.5 billion for R&D in 2013.
• The blades of clever marketing and
innovation helps Apple cut through the tough
market competition.

15. A Few Print Advertisements by Apple

16. Let us analyze a few
noteworthy questions
about Apple’s success
and it’s path in the
future.

17. What makes Apple so good at
innovation? Is anyone comparable to
Apple in this respect?
• Technology scientists at Apple are one of the best in
the world and keep a perennial effort to improve the
product in whichever way possible.
• Moreover, since Apple has a completely different
operating system and the developments in Apple are
restricted to itself to a certain extent.
• Android operators like Samsung, OnePlus and HTC
are giving Apple a tough competition and catching up
with Apple’s standards.

18. How important is iPod to
Apple’s success?
How did the iPhone and
the iPad effect Apple?
iPod played a major role in
introducing Apple to the non-
computer market.
Subsequent launches of the
iPhone and the iPad made a wider
customer base for Apple.
The iPhone and the iPad has made
its mark in both personal and
professional uses.

19. ‘What next,
Apple?’
In the past 5 years, Apple has developed a
wide range of products.
This gives it an opportunity to start parallel
development.
As of today, the buzz is all about the iOS 11
software update.

20.  What is Apple?
A tech company started in 1976 which is one of the best in
today’s industry.
 What makes it so special?
Innovation, Marketing and Ease of Use.
 Apple’s Marketing Excellence in 3 phases-
Launch of the iPod, Feature Focused Marketing and
Research and Development
 Question and Answer Analysis

21. Disclaimer
This presentation is created by Pratik Sanghvi, St. Xavier’s
Kolkata, during an internship under the guidance of Prof. Sameer
Mathur, IIM Lucknow.