Ryan Rothman ADPR 283 Portfolio

COMPANY ANALYSIS:
In 1976, Steve Jobs and Steve Wozniak founded Apple, a publicly held company based in
Cupertino, California. Apple manufactures notebook and desktop computers (hardware and
peripherals) and software that runs on the computers (OSX), portable music players (iPod), tablet
computers (iPad), and device accessories (headphones, cables, adapters). Apple has acquired
over 60 brands, and recently acquired Beats Electronics, a manufacturer of personal audio
accessories. Apple sells their products through Apple Retail Stores and Authorized Apple
Resellers. The product that I chose to focus on for my marketing communication plan is the
MacBook Pro with Retina Display, the top-of-the line notebook in the MacBook series.
Apples mission is to engineer and produce high-quality computing and personal entertainment
products that stand out in design and ease of use.
Apple reports that the MacBook Air/MacBook Pro lines have gained global market share for 31
of the last 32 quarters, as of April 2014. They attribute the gain in market share to the decision to
make OSX updates free. The Mac line of products brought Apple $5,540,000 dollars in revenue
in the third quarter of 2014, a share of the $37,432,000 that Apple reported in total revenue. Mac
sales went up eighteen percent in the past year, but still lag behind the rest of the personal
computer market, only making up less than six percent of the 300 million personal computers
sold in the past year. The MacBook line represents nearly 80 percent of all Mac sales, which
shows the popularity of the product.
Apples major company trend is innovation of technology. Apple designs and sells some of the
most technologically advanced products on the market. Their MacBook line of laptops offer fast
Intel processors, ultra high definition Retina displays, aluminum unibody enclosures, and OSX
Mavericks, the most highly advanced operating system in the market today. Apple announced
OSX Yosemite, the newest OSX operating system earlier this year, and is due to be released in
the next month. Other products and operating systems that Apple has recently announced are the
iPhone 6 and 6 Plus, the iOS8 mobile operating system, and the Apple Watch.
Company Insights:
-Innovation is able to drive an increase in market share.
-Notebook computers are widening the gap between portable and desktop computers
-Technology is moving towards portable/mobile in general (Smartphones, notebook
computers, wearable technology).
-In the post Jobs era, Apple is continuing to design and release innovative and highquality products and technological solutions (i.e. Apple Watch, iOS8).
-Even though their market share is a small fraction of the computer market, its steadily
on the rise, which could be a result of consumer spending and purchasing decisions.
CONSUMER ANALYSIS:
In general, the MacBook Pro has a very wide range of consumers. Analysis of data found in the
MRI+ Mediamark Reporter indicates that the MacBook Pro and the OSX operating system are
used both at home and in the workplace.

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The two consumers that I interviewed were Austin Lubker, a 19-year-old software and app
developer (Lubker Design LLC) from Omaha, NE, and Adam Furley, a 20-year-old journalism
student from Lincoln, NE. Both interviewees have been using MacBook Pro computers along
with various other Apple products for around two years. Both use their computers on a daily
basis: Austin for computer science purposes, and Adam for school and surfing the web. While
they both agree that the price of a MacBook is high, they note that the computer is very fast, and
Apples high attention to detail is reflected in each of their products. Both consumers have
familiarity with OSX and Windows computers, and after using OSX on the MacBook for two
years, they have both continued using OSX as their main platform. Adam prefers OSX because
after using the various Apple products, it is what hes used to. He likes how easy it is to switch
between applications and tabs, unlike Windows Tiles feature, which he described as a turnoff, as it takes multiple clicks back and forth to get where you need to go. Austin prefers OSX
because the operating system offers him access to Terminals for coding that Windows makes
hard to access. He describes the software as developer and user friendly. They both cited many
factors that pushed them to purchase a MacBook Pro. Both Adam and Austin use iPhones, which
connect and sync very easily with an Apple laptop. They both cite customer service as a major
draw to purchasing Apple products along with the overall quality of the product. Both consumers
purchased their MacBook at the Apple Store at Village Pointe in Omaha, and they were both
impressed with the free set-up, fast experience, and great customer service. Adam noted that the
blue shirts that Apple employees wear have become synonymous with the brand. They both
frequently commented on the ease of use of the MacBook. Austin noted, When you click
something, you can easily tell what is going to happen, and Adam likes how his laptop helps
him get things done fast.
There are certain psychographic and psychological aspects that influence people to purchase and
use products, and that is apparent in people who use the MacBook Pro. People who use a
MacBook Pro, or any Apple product seem to be motivated by other people who use the product.
Adam, one of the consumers that I interviewed, originally purchased his MacBook Pro because
of a suggestion from one of his parents. MacBook Pro users like to recommend the product to
those who dont use it. Users look for a product that can sync with their lifestyle; they look for a
product that can sync on the go, and move with busy lifestyles. Because the iCloud is able to
sync everything between devices, the user can always be connected to their MacBook, even on
the go. Consumers that use a MacBook Pro look at life holistically. In the end, they want a
product that they can form a meaningful and complete connection with that keeps them moving
along with the pace of a quickly changing world of relationships and connections.
Consumer Insights:
-Brand loyalty negates the high price of Apple products
-Consumers want a laptop that has many features but isnt overwhelming
-Consumers want a product that they can connect with their lives
-Users will sacrifice cost for a product that will last longer
-Customer support is just as important to consumers as the product itself
-While prices are high, the value of the hardware and features of the product will reflect
high prices positively.

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MARKET ANALYSIS:
I pulled my demographic information from the MRI+ Mediamark Reporter. Data was pulled
from two different reports, MacBook Pro Use At Home and MacBook Pro Use At Work (Fall
2013 Product-Apple/Mac). The following are some of the trends that MRI+ reports on some of
the basic demographics: Ages 18-49 had above-average index numbers ranging from 108-170.
Males and females generally have similar usage patterns, although slightly more women use the
MacBook Pro than men. College attendees and graduates have much higher index numbers than
the market average. Household income has created a major gap with high index numbers of an
HHI of $75,000/year+, but index numbers fall steeply below the $75,000/year HHI mark. Even
though some demographics have fairly small numbers of total MacBook Pro users, there are
numerous index numbers that are over 100, even in minority demographics, which indicate that
shifts can occur in the market.
In summary, the demographics of the best possible consumer (including home and work usage)
include:
-Age: The majority of users are 18-49 years old.
-Sex: Males and Females had almost equal MacBook Pro use at work and at home.
-Education: The highest number of users had either attended or attended and graduated
college.
-Income: The best possible consumer for the product has a total household income of
$75,000-$149,000 dollars per year.
-Geographic: The highest number of users are concentrated in the Southern region of the
United States.
-Race/Ethnicity: There are more White/Caucasian consumers than any other race.
PRODUCT ANALYSIS:
Through qualitative research, I found that the most well-liked features of the Apple brand are
customer service, overall product quality, products that are intuitive and easy to operate, and the
many technological upgrades and innovations that Apple designs and releases each year.
Consumers and salespeople agreed on each of these features.
The MacBook Pro has many features that set it apart from its competition. Apple does more than
just design and manufacture the MacBook Pro hardware; they also create the operating system
that runs on the notebook. With a team of dedicated engineers, Apple has created a revolutionary
operating system with the ability to sync between many of the other products that Apple offers
including smartphones and tablets. Recently, Apple has made massive strides in innovating the
continuity between devices, which will be featured as part of the release of iOS8 (mobile
operating system) and OSX Yosemite (computer operating system) later this month. In regard to
computer specs, the MacBook Pro line is upgradable in many aspects; Processors include the
Intel Core i5 and i7 processors, 128-500 gigabyte hard drives, 4-8 gigabytes of upgradable
memory, varying levels of graphics and graphic processing, and 13-15 inch screen sizes. Any
MacBook Pro that is purchased new includes a variety of preloaded software from word
processing to productivity programs. Apple also offers an App Store that is very similar to the
iPhone/iPod App Store with thousands of software titles available for download. The MacBook
Pro offers features for professionals, students, and light users.

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In addition to MacBook Pro itself, Apple has a very recognizable brand personality and image
throughout the company. All four of the salespeople and consumers that I interviewed agreed
that one of the defining characteristics of Apples brand personality was dedication to providing
the best and most efficient customer service possible. In order to do that, Apple chose a few
focus points. In the stores, Apple sales associates all wear blue shirts and similar nametags, so it
makes it easy for customers to find someone to help them while at the store. In store technical
support is offered at the Genius Bar, which can be found at every Apple retail store. Apple sells
their customer service as much as they do the product itself, making their dedication to the
customer equal to an extremely high product quality. Over the years, Apple has kept a high
standard for its brand image and perception amongst both real and potential customers.
SALESPERSON ANALYSIS:
The two salespeople that I interviewed were Ben Nikolas, the 24-year-old manager of the UNL
Computer Shop, and Jeremiah Tripp, the 29-year-old operations and store manager at Computer
Hardware, Inc. Both interviewees have experience using and selling the MacBook Pro, Ben for 4
years, and Jeremiah for 10. At their respective stores, both Ben and Jeremiah pride themselves on
helping people find a computer that suits their lifestyle. Both interviewees assert that the
MacBook stands out by a large margin from its competitors. Ben asserted that 86% of all
MacBook Pros are in perfect working condition when they come out of the box, the highest rate
in the industry. Along with that, Ben cites the integration between Apple devices as an incentive
for consumers to purchase a MacBook Pro. Jeremiah argues that the MacBook Pro boasts the
worlds best operating system and display as two of the biggest reasons why the MBP beats its
competitors. Both Ben and Jeremiah put a lot of emphasis on the value of a MacBook Pro.
Jeremiah noted that there is lots of value in the MBP from the parts inside to the operating
system that the MacBook Pro runs on. He asserted, The MacBook Pro has little to no
maintenance required, no tune-up is needed, and the MacBook Pro has an easy learning
process. Both interviewees put a lot of emphasis on the quality of Apples customer service. As
the MacBook has evolved over time, both Ben and Jeremiah agree that many upgrades and new
features have pushed Apple ahead of its competitors. Ben cites the upgrade to solid state drives,
retina display, and upgraded RAM as features that will benefit consumers over time. Jeremiah
made reference to the iWork software and iCloud as two features that are revolutionary.
COMPETITIVE ANALYSIS:
Two of Apples main competitors in notebook computers are Lenovo and HP. According to a
report by PCworld.com and IDC, in 2013, Lenovo and Dell had the two highest market shares of
the top 5 worldwide notebook computer companies, with shares of 18.6% and 16.8%
respectively. Lenovo sold a total of 15.3 million units and HP sold around 13.8 million units.
Both Lenovo and HP have products that are similar to the MacBook Pro. The Lenovo Thinkpad
X1 Carbon matches many of the details that can be found in a MacBook. Some advantages that
the ThinkPad has over the MacBook Pro are a lighter weight, faster charging time, and a
ruggedized exterior shell. Despite those features, the MacBook Pro has a higher resolution
(2880x1800) compared to the Lenovo at 2560x1440, longer battery life, and runs on OSX, a
much more user-friendly operating system than Windows. HP offers notebook computers in a
variety of configurations, but the unit that matches the MacBook Pro fairly closely is the HP
Envy 15t. The Envy 15t offers a quality computer at a lower price than the MacBook. It features

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a 1.5 terabyte hard drive, 16 gigabytes of memory, and does offer a disk drive, which is a feature
missing from the newer MacBook Pro line. The screen resolution doesnt quite match up to that
of the MacBook Pro, and it features a standard hard disk drive, which is more susceptible to
damage than a solid-state drive, which is featured in the MacBook Pro.
The MacBook Pro can compete with the Lenovo, HP, and other Windows based notebook
computers in many ways. While the computer cannot be upgraded in ways that other notebooks
can, the hardware that makes up a MacBook Pro is superior in quality for a number of reasons.
Apple manufactures every part from the inside out in each of their products (phones, laptops,
tablets, and accessories). Because Apple controls the manufacturing process for each part of their
final product, the end user is able to keep maintenance costs lower. Ben Nikolas, the UNL
Computer Shop manager noted that Apple has the highest rate of undamaged computers outside
of the box, which proves that Apple takes pride in product quality. Beyond hardware benefits,
the purchase of a MacBook includes a warranty and customer service that is unmatched in the
computer industry. Products are warranted against damages for the span of a year with 90-day
over the phone technical support included as well.
SWOT:
Works Cited
Bott, Ed. "How Apple took over the only segment of the PC market that still matters." ZDNet, 20
Aug. 2014. Web. 30 Sept. 2014.
<http://www.zdnet.com/how-apple-took-over-the-only-segment-of-the-pc-market-thatstill-matters-7000032801/>.
Financial Information. Apple, n.d. Web. 28 Sept. 2014.
<http://investor.apple.com/financials.cfm>.
Furley, Adam. Personal interview. 14 Sept. 2014.
Hachman, Mark. "Lenovo widens lead as PC market decline slows." Laptops. PCWorld, 10 Jan.
STRENGTHS
1) Tradition of easy-to-use UI (user interface)

WEAKNESSES
1) Product price

2) Recognizable brand image

2) Fairly limited hardware selection

3) Hardware quality and innovation

OPPORTUNITIES
1) High brand loyalty amongst product users

THREATS
1) Cheaper competitors products

2) High demand for accessories and apps

2) Market share is still below competitors

3) Increasing integration of new technology into

schools and businesses

3) Use of tablet computers in place of notebook

computers is increasing

2014. Web. 26 Sept. 2014.

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<http://www.pcworld.com/article/2086561/lenovo-widens-lead-as-pc-market-declineslows.html>.
"HP ENVY - 15t Laptop Best Value." Shop HP for home. HP, n.d. Web. 29 Sept. 2014.
<http://bit.ly/1tfnzAi>.
Investor News. Apple, n.d. Web. 28 Sept. 2014.
<http://investor.apple.com>.
Kelly, Gordon. "Lenovo ThinkPad X1 Carbon Review: Beats MacBook Air - On Paper." Forbes.
Forbes, 25 June 2014. Web. 29 Sept. 2014.
<http://www.forbes.com/sites/gordonkelly/2014/06/25/lenovo-thinkpad-x1-carbonreview-beats-macbook-air-on-paper/>.
Lubker, Austin. Personal interview. 12 Sept. 2014.
MacBook Pro. Apple, n.d. Web. 8 Sept. 2014.
<https://www.apple.com/macbook-pro/>.
Mediamark Reporter, Fall 2013 Products. MRI+. Web. 8 Sept. 2014.
<http://ureporter.mriplusonline.com/selectdemo.asp>
Nikolas, Ben. Personal interview. 12 Sept. 2014.
Richardson, Angelique. "Apple Computer, Inc. ." Business Reference Services. Ed. Ellen Terrell.
Library of Congress, Apr. 2008. Web. 28 Sept. 2014.
<http://www.loc.gov/rr/business/businesshistory/April/apple.html>.
Sikka, Puneet. "MacBook Pro and MacBook Air help Apple to gain PC market share." Yahoo!
Finance, 25 Apr. 2014. Web. 29 Sept. 2014.
<http://finance.yahoo.com/news/macbook-pro-macbook-air-help-132217085.html>
Tripp, Jeremiah. Personal interview. 13 Sept. 2014.

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Company Information/Project:
-Apple Inc. (408-996-1010)
-2014/15 MacBook Pro Campaign
Product/Personality:
The product of focus in this campaign is Apples MacBook Pro line. The brand/product is known
for quality, ease-of-use, and innovative design.
Background/Overview:
Apple notebooks and the OS X operating system still lag behind many competitors in the
personal computer market. Price is a major factor in consumers purchasing habits, and the price
of a MacBook Pro can seem unreasonable to some consumers.
Problem/Prospect Need:
By proving the benefits vs. cost of the product, we need to sell the consumer the idea that the
front-end cost of our product lowers the back end cost in the long run when compared to
competition.
Communication Objective:
The communication objective of this campaign is to establish greater awareness in 50% of the
target market by the end of August 2015.
Target Market/Audience Segment:
The most promising target segment is male and female users ages 18-49 that are currently
attending or have completed some form of a post-secondary education. They have a higher
income and are willing to spend extra to get a better product.
Consumer Insight:
The consumer wants a product that is easy to use and can connect with their lifestyle. Current
MacBook Pro users have a history of Apple product use and high brand loyalty.
Promise/Major Proposition:
The MacBook Pro has the most advanced software and reliable hardware available in notebook
computer in todays market.
Support/Source of Credibility:
The quality of the MacBook Pro comes from years of industrial design experience, a dedicated
engineering team, and the focus on individual lifestyles that Apple keeps close to heart.
Creative Guidelines:
Include the Apple logo, product image, company website, product name, and minimal
information about the product.
Mood/Voice:
All brand communication must be consistent with Apples current brand assets. The tone of the
advertisement should be encouraging but simple.

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Positioning Statement:
For male and female consumers 18-49 years old, the MacBook Pro is the best value in a
notebook computer because only the MacBook Pro is designed to integrate technology with
individual lifestyles.

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Media Objective:
Reach 75% of 18-49 year old males and females in the United States of America four times in
the span of four weeks. According to raw data from the 2010 US Census, there are
approximately 124,096,656 people in this age range.
Media Classes:

Media Rationale:

Media Type
Cable TV
Broadcast TV
Magazine
Magazine
Radio
Internet
Social Media
**Average of 6-10, 10-3, 3-7

Vehicle
ESPN Monday Night FB
NCIS (CBS)
Sports Illustrated
People Magazine
6am-7pm run of
schedule**
Pandora.com
Facebook

Proj.
Pop.
Index #
Down%
(000)

No MRI+ Data

No MRI+ Data
128
10.8
1205
92
16.7
1865
100
199

43.6
4870
36
4024
No MRI+ Data

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Media/Quintile
TV I
Magazine I
Radio I
Internet IV
Social Media

Index #
51
97
132
82

Proj. Pop.
Down %
(000)
10.1
1130
19.4
2166
26.4
2950
16.4
1835
No MRI+ Data

I chose these types of media and vehicles for a variety of reasons. After looking at the quintiles, I
determined that TV and magazines were the two most important types of media to use to reach
my target audience. According to the MRI+ Fall 2013 Media Demographics data, the heavy
quintiles for TV and magazines had the highest total number of users of all media, with a
difference of only 4,000 users. Radio, outdoor, Internet, and newspaper follow in that order.
After figuring out which types of media were used the most amongst my target audience, I
determined which vehicles to use in each media category. I chose ESPN Monday Night Football
because ESPN the channel has a fairly high index number (89) combined with one of the largest
total number of viewers compared to other networks on MRI+. Out of the choices for Broadcast
TV with a high rating and number of viewers, NCIS has one of the lowest costs per point of the
major broadcast TV network programs, and has more viewers than most of the other programs
on the list. Because I dont have a very specialized or niche target audience, I chose to pick two
magazines (Time and People) that appeal to broader audiences. I chose to run radio spots
between the hours of 6am-7pm because MRI+ data shows that more people listen to the radio
during the workday than on the drive to and from home. Radio has a very low CPP and overall
cost while creating a very high number of impressions over the span of four weeks. Placing ads
on Pandora.com was a good choice because it has a high index number (199) compared to other
websites, meaning that it is doing very well in the market. Finally, I chose to use ads on
Facebook in the social media category. It has a high cost per thousand, but Facebook has the
highest number of users in the entire social media category, and can create earned media.
Media Tactics Summary:

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Percent of Total Budget

Cable TV

14
28

Broad. TV
Magazine

17

Radio
14

4
23

Internet
Soc. Media

-Paid Media: ESPN Monday Night Football commercials, NCIS commercials, Time Magazine
ad, People Magazine ad, radio ad, and Pandora.com ad.
-Owned Media: MacBook Pro website, using traffic routed from Facebook clicks.
-Earned Media: Possible earned media could come from word of mouth, links to the MacBook
Pro shared by social media users, and from buzz/rumors before and after big Apple
announcements or keynotes. Apple has accounts on Facebook and Twitter promoting the App
Store and iTunes, but that is the extent of their social media use. My suggestion for getting more
earned media would be to create accounts on Facebook, Twitter, Instagram, and YouTube to
produce and share content related to the MacBook Pro. While Apple has a very dedicated
following off of social media, adding accounts could help them communicate directly to
audiences faster.
The media classes that I chose work together to create a unified national campaign because they
combine the types of media that the target audience uses the most. By using the types of media
that the target audience prefers, I was able to capitalize on the number of gross impressions to
meet the demands of my media objective.

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Methods of Evaluation
Objective
Marketing
Increase the sales of the
MacBook Pro by 40%
compared to the previous year
during the first two quarters
of 2015.
Advertising
Increase awareness in 50% of
the target market by the end
of August 2015.

Media
Reach 80% of the target
market by February 2015.

Tactic(s)

Evaluation

This objective can be

evaluated by comparing total
number of MacBook Pro
sales from the previous year
with the total number of
sales by the second quarter
of the following year.

Produce a series of ads

that convince the
consumer that the
MacBook Pro has the
most advanced software
and reliable hardware
available in notebook
computer in todays
market.

To evaluate the advertising

objective, we need to begin
by using concept testing to
determine the audiences
awareness before the
campaign, and use post
testing to determine the level
of awareness after the
campaign.

In order to reach 80% of

the target market, a mix
of the appropriate media
will need to be chosen in
order to reach the
audience. Place ads on
TV, in magazines, on the
radio, various websites,
and measuring clicks on
social media.

This objective can be

evaluated by determining the
number of gross impressions
that the four-week media
schedule creates.

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Appendix: Consumer and Salesperson Interviews
Ben Nikolas (24 years old)
UNL Computer Store Manager/Communications Specialist
-Has worked four years at the UNL Computer Store
-Manages marketing, social media, and store operations
-People that dont know about computers want to learn about them
-UNL Computer Store focuses on the student and what they need for their major
-They beat the big box stores because of the individuality and knowledge of classes at UNL
-They contact departments directly to get updated specs needed for laptops
-They are honest, with no upsell
-Good knowledge of customer base
-Apple has the highest rate of non-broken computers out of the box
-Apple service has a high standard
-Integration between iOS and OSX is a major draw
-Apple products are the best computing products on the market
-Incentive=integration between devices
-Single minded experience
-Apple supplier-good contact with Apple support
-Good store-supplier relationship
-We are an 80/20 Mac campus
-Apple has an Education Discount
-iPad for education is great for teachers
-Apple pitches on whats cool for college
-He has history using MacBook, brand loyalty
-K-12 integration with education
-Lots of people have already used the products
-Reliability of product is huge
-Price is only downfall
-His first MacBook lasted six years, which was the longest hes had yet
-MacBooks are great for students and employers
-People have what they need right out of box
-You are forced to use the trackpad for example, easy learning curve
-It makes you learn how to use the device
-Solid-state drives can break, Apple has advantage with Flash
-Retina display is among the best on the market
-Newer Macs have high amounts of RAM already included, with same price as before
-They have high Mac sales seasonally. 30-50 per day at peak.

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Austin Lubker (19 years old)

Software and App Developer
-Has been using Mac for 2 years
-Prefers over other computer brands
-You pay for the design of the product
-Better quality (i.e. Light, aluminum body)
-Apple looks at the small details. Things are exactly how they should be
-No nickel/dime. You pay more upfront, fewer repairs in the long run
-Product shows design effort with use
-Quality vs. competition
-Has mainly Apple products-iPhone, iPad, two MacBooks
-Figured that he would use MacBook mobile only, but is now his main computer
-He joined the bandwagon
-Easy to use, lots of developer options
-Houses lots of power, battery life
-iMessage integration from phone to computer is great
-Brand=quality and attention to detail
-Apple company is great with store and service experience
-Nice people, fast service, good guide while looking for a product
-They are willing to help everyone
-Likes Terminal, good preinstalled software, touch gestures, no need to keep computer running
all the time
-Has very few accessories, his mac came with most everything that he needed.
-Power cable replacement went well with Apple support after catching on fire
-Apples process starts with keynotes and videos, good content
-Wanted one for years, videos made him pull the trigger and get one
-Click something and you know what its going to do
-Good for all ages, because its easy to use
-Simple communication on the device

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-It just works
-Gets tossed around as a product for casual use, but its a good professional tool.

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Adam Furley (20 years old)
Journalism Student
-Been using MacBook for almost two years
-Fast computer, but has some software that he doesnt like or use.
-Small features are great: Backlit keyboard, Ethernet
-Simple uses for him like school and surfing the web
-Easy to find information
-Apple prices are too high
-His mom convinced him to get a MacBook after she had been using one
-You get what you pay for
-Could be running ten years down the road with less viruses than PC
-Some can afford it, but not everyone
-Hes used Windows 7/8, but doesnt like the Tiles on 8
-Likes how iCloud syncs music and data
-When you buy something on iPhone, it syncs to MacBook
-Apps work too
-Used to using OSX
-Cool features like quick commands, dashboards switch easily, tabs, speed
-Price is a factor
-Had iPhone first, loyal to brand
-Apple care and education discount are good deals
-iPod, iPhone, iPad, Mac
-Well made products
-Great customer service
-Design of products is good
-Apple store was good experience
-Free set up and fast
-All of the products are out for you to try and play with
-Test them, do things you want to do
-Very busy always, shows how many people buy Apple products
-Blue shirts are recognizable, help you get the right products
-Uses creative tools on Mac
-Apple wants you to enjoy the product
-Easy software to use
-Found Apple through basic research
-Played with the product before buying
-Minimal accessories besides laptop itself, good for the basics

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Jeremiah Tripp (29 years old)

Operations Manager at Computer Hardware, Inc.
-Has been using Mac for over 10 years, at CH for 4-4.5
-Store is the 5th oldest Apple retailer in the country
-Apple hasnt always been cool, but it evolved
-They are a repair center at CHI
-Jeremiah loves Apple, and the employee network that it provides
-Seen the products evolve over the years
-Customer experience is key
-Relationship focused company
-Neat environment, find customers that you click with
-They specialize in one product; know what they are good at
-Simplified marketing, why will I need this product?
-Gross value to product
-Retina Display is best on market
-Worlds most advanced OS-no malware or viruses
-Lots of cool features with few moving parts in the computer
-Thinner, lighter, faster is focus
-MacBook does things so that we dont have to work
-Surface Tab catches wind in sales
-Chromebooks
-Lenovo is making leaps and bounds in the PC market
-Apple prices are high forcing budget cuts in education, doesnt allow for renewal of products
-Lots of value in the price
-Get a computer for half the price, lots of back end maintenance (viruses, parts, antivirus, etc.)
-Apple is the Cadillac of computers. Spend more, get a great product
-Little to no back end maintenance
-Two minutes after you start it, youre up and running
-In his experience, it has less problems than Windows overall
-Easy learning process-70 year olds buy Macs because of ease of use
-Apple is creating a huge shift in the market
-2&3 year olds are playing with Apple devices, know how to operate them

Ryan Rothman ADPR 283 Portfolio

-Wide target market, kids to pre/post retirement
-Beauty of Apple Anyone can use it.
-Feature summary: Value/usability/functionality, great OS and display, less maintenance and
software problems than other computers. Simple but powerful.
-Apple puts the consumer first
-Just added iWork for free on all new Mac purchases

Jeremiah Tripp Continued

-Word processing, spreadsheets, and presentations are now all free
-All software is good to go for school, work, or surfing the web
-Took iOS/OSX and married them
-Things sync between Apple devices
-No need to get anything else
-Apple has a great engineering team for software and product design
-Light aluminum shell
-Powerful and advanced operating system
-Google Docs is good, but Apple does it better
-Support is wonderful
-Apple will sometimes cover the cost of repairs out of warranty
-Very customer focused, with unbeatable phone support
-Simply put, nobody does it better than Apple
-CHI sells 65-70 Macs (of all varieties) per month
-Averages about three a day
-On top of selling computers, they have classes, question and answer sessions
-They service more than they sell