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