Apple has a minimal social media presence as part of its marketing strategy. They do not have official accounts on major platforms like Twitter or Facebook, instead directing people to their website. This creates buzz and intrigue around new product launches. While it helps Apple stand out, it also means they cannot respond directly to customers or promote products as much as competitors through social media.

1. Patrick Sailsbury
Sofia Novo
Devon Adams-Martin
Shannen Cox

2. Background
Founded in 1976 by Steve Jobs and Stephen Wozniak, Apple Inc. has since become
one of the world’s largest tech and electronics companies today. The two launched the
Apple Computer Company out of a garage in Palo Alto, California, with Wozniak
designing the Apple 1, Apple’s first product to hit the market. In 1977, Apple introduced
the first ever personal computer designed for the masses known as the Apple II.
This is not to say that Apple never had their rough moments. With tensions rising,
Steve Jobs was fired from Apple in 1985, only to assume his position as CEO 12 years
later following Apple’s purchase of Next Software, founded by Jobs during his furlough.
Fast-forward to 2015 and Apple has grown into the world’s most profitable company,
valued at $733 billion earlier this year.
(Linzmayer, 2006)

3. Company Culture
Steve Jobs’ belief that things should work the way we wished they would work along
with his relentless pursuit of perfection in the design of Apple’s products has been the
root of Apple’s company culture. These strong values of simplicity, innovation and
sophisticated design are apparent not only in their products, but in their stores, their
online presence and throughout their overall customer experience.
The importance of these values is understood by all of Apple’s employees, which is
why your experience with any of their associates tends to be similar regardless of
where you are. Apple takes the minimalistic approach to virtually every aspect of their
company, delivering compelling products and setting the industry's standards for a
modern company culture. It is these morals that have made Apple second to none.
(Moreland, 2011)

4. Strengths
● While Apple has been known to limit their use of social media, it has proven to
benefit their image by creating a perception of exclusivity.
● Apple has official social media accounts for many of its services such as Apple
Music and the App Store, which has given followers a more direct relationship to
their desired areas of the company.
● Apple created an official Tumblr account for the iPhone 5c, proving their
unconventional approach towards social media marketing in using a less
mainstream, and more aesthetically pleasing medium than competitors.
● Their unconventional social media marketing strategy has ultimately left
consumers wanting to know more, causing them to look further into the company
directly.
(Kapko, 2015)

5. Weakness
● Lack of social media presence in general is Apple’s social media weakness.
○ Are not on Twitter, Facebook, etc (note: iTunes, and some product lines have
accounts).
○ Cannot respond or engage via social media to consumers.
○ New products not promoted via official social media accounts.
○ Reduced marketing/product exposure.
(Richter 2015)

6. Opportunities
● Little social media presence/engagement
allows for several opportunities:
○ No need to hire social media team.
○ Directs people seeking for product information
to their website, creating more website traffic.
○ The mystery of new products that aren’t being
talked about via Apple’s social media creates
more buzz and talk because consumer’s
curiosity is peaked.
○ Apple differentiates the way they market from
their competitors which makes them stand out
and feel like a very unique company.
(Bajarin 2015)

7. Threats
● Apple faces strong social media competition from its competitors (ie:
Dell)
● They are at threat to lose sales because consumers:
○ Gain knowledge about other brands product via their social media.
○ Prefer the engagement other companies show via social media.
○ Aren’t aware about new product releases immediately through social media as they
would be with other brands.
(Hellman, 2014)

8. Social Media
● Apple Inc. only official social media platform is YouTube with over 2.8 million
subscribers, 106 million views and 511 videos.
● They do not allow any comments to be made on their videos.

9. Social Media
● It is not easy to find any Apple Inc. official social
media platforms on the Internet.
● Although this is not their official Twitter, without even
posting any content or following anyone, they are
able to gain over 35,000 followers.

10. Social Media
● The company distances themselves from any social media on a corporate
level
○ Their flagship services such as the App Store and Apple Music are active online and
participate in social media on all different platforms

11. Purpose and Objectives
● The purpose of Apple’s avoidance of social media engagement is to build
the hype between Apple fans.
● The objective is to keep minimal communication in order to create the
buzz for launching their new products.
○ The skillfully done minimal engagement via social media equates to more consumer
interest.
● Another objective for their social media is to reach the organizational
goals of:
○ Brand Awareness
○ Service
○ New Product Development
○ Employment/Recruiting (Hartley, 2015)

12. Target Group
● Target audience = between age 25-45.
● Focus on middle and upper income individuals first.
● Secondary focus is on students.
● Target group use social media to communicate mainly on:
○ Twitter
○ Facebook
○ Youtube
(Asay, 2010)

13. Advantages & Disadvantages of Social Media Tools
● Apple creates cliffhangers by releasing hints about future products.
○ Advantages: Creates a buzz by intriguing consumers and raises anticipation.
○ Disadvantage: Leaves room for false rumors and loses the sense of confidentiality.
● The haven’t used social media analytics in the past.
○ Advantages: Considering their limited social media presence, they were able to save money
by not paying for an analytics service.
○ Disadvantage: Apple loses out on valuable consumer information that they can use to benefit
their products and strategies.
● They’ve strategically created a sense of scarcity.
○ Advantages: This has driven demand, causing consumers to desire what they believe is
limited.
○ Disadvantages: Consumers are sometimes discouraged if they believe scarcity to be a
created perception as opposed to reality.

14. What Apple is Doing Right with Social Media
● Apple Inc. is “anti-social” in order to keep people talking about their products
because they are unknown.
● They do not offer much communication when it comes to any social media
platform, including their own YouTube channel
● They aren’t participating in any social media platforms besides posting
YouTube promotion videos when a new product is about to launch.

15. What Apple Needs to Improve on with Social Media
● Apple should create direct customers service via social media.
○ Would be helpful to make a Twitter or other platform solely for the focus.
of answering questions and comments of their audience.
○ Many direct questions to Tim Cook (CEO) via twitter that go unanswered.
● Embedding social sharing into Apple products.
○ Would create more informed social audiences.
○ Easier to share content.
○ Reach more potential customers.
(Burnham, 2012)

16. References (Page 1 of 2)
Arakali, H. (2015, January 27). Once a tough market for Apple Inc. Indians show a growing taste for iPhones. Retrieved
October, 2015, from http://www.ibtimes.com/once-tough-market-apple-inc-indians-show-growing-taste-iphones-1796326
Asay, M. (2010, August 26). Apple Doesn't Target Markets. It Targets People. Retrieved October, 2015, from https:
//gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/
Bajarin, T. (2015, May 5). Apple’s iPhone Growth Opportunities. Retrieved Octorber, 2015, from http://recode.
net/2015/05/05/apples-iphone-growth-opportunities/
Burnham, J. (2012, January 19). Is it Time for Apple to Get Social? Retrieved October, 2015, from http://mashable.
com/2012/01/19/apple-social-media-2/#4sXnQhF5jEqh
Hartley, K. (2015). Apple. Retrieved October, 2015, from http://www.mysocialmediareputation.com/featured-brands/apple/
Hellman, J. (2014, August 26). Apple Inc.: A Short SWOT Analysis. Retrieved October, 2015, from http://www.valueline.
com/Stocks/Highlights/Apple_Inc___A_Short_SWOT_Analysis.aspx#.VjFMzaJlWio

17. References (Page 2 of 2)
Kapko, M. (2015, September 2). Inside Apple's odd, yet effective, social media strategy. Retrieved October, 2015, from http:
//www.cio.com/article/2979114/social-networking/inside-apples-odd-yet-effective-social-media-strategy.html
Kaputa, C. (2012, September 28). 5 Marketing Tools Apple Exploits to Build. Retrieved October, 2015, from
Linzmayer, O. (2006, April). 30 pivotal moments in Apple's History. Retrieved October, 2015, from http://www.macworld.
com/article/1050112/30moments.html
Moreland, J. (2011, November 2). Steve Jobs, Apple, and the importance of company culture. Retrieved October, 2015,
from http://www.fastcompany.com/1792485/steve-jobs-apple-and-importance-company-culture
Richter, F. (2015, July 21). The iPhone Is More Vital Than Ever to Apple's Success. Retrieved October, 2015, from http:
//www.statista.com/chart/1822/iphone-share-of-apple-s-revenue/