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iPhone 6 and 6+
Major Products
Product line
• iPhone
• iPad
• Mac
• iPod
• iTunes
• Software
• Services
• Accessories
3 lines of Business
• Computer hardware and software
• Mobile Device
• iTunes
However,
• Apple sells it iPhones through the traditional retail channel, through partners and through its own retail and web channels
Apple Business ModelPartners
Value propositionKey activitiesCustomer service Customer segment
Apple Business Model
• Product line
• Partners – App developers
• Value proposition
• Distribution channel
• Customer relationship
• Customer segment
Target Audience
• Apple serve mostly elite audience
• Aged between 18 – 35
• Youth population and young working professionals
• Those that are conscious of their status or image in society, amongst friends and peer group
• Those who like gadgets with latest technology
• Fashionable people that wants to stay stylish and in tune with changing trends.
• Attention seekers
• People who like to socialize
• Those who would prefer to buy branded products only
• influencers such has friends, families and peer group
Competitors
Samsung Galaxy s5
HTC One M8
Advertising Campaign - Effectiveness
• Press conference / product launch
• Apple - September Event 2014
• https://www.youtube.com/watch?v=38IqQpwPe7s
Apple iPhone 6 and 6+ Launch
• Motivating consumers• Creating anticipation• Educating consumers
iOS 6, 7 and 8
Advertising Campaign
• One month delayed launching in China - the number one mobile subscription.
• Other countries such as in Asia like Singapore, Japan and Hong Kong had been released on the same day as USA and UK.
• However, the delay in China affected the market share in the region.
• Less compatible
• Limited distribution
Weakness
Thank you
References
• http://macapplepod.wikispaces.com/Promotional+Strategy
• http://www.businessinsider.com/apples-shifting-online-ad-strategy-2014-4?IR=T
• https://blog.kissmetrics.com/7-strategies-apple-marketing/
• http://www.ibtimes.com/iphone-6-release-new-video-depicts-chinese-mafia-taking-over-lines-1692412
• http://www.telegraph.co.uk/technology/apple/11068420/Apple-iOS-a-brief-history.html
• http://worldwidegadget.blogspot.co.uk/2013/10/europe-windows-phone-os-gaining.html
• http://www.digitalbusinessmodelguru.com/2013/02/analysis-of-apple-inc-business-model.html
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