APPLE

APPLE’S 4P’S MARKETING MIX

Product:
Apple Inc is known for its innovation in the world. It has always come up with new
products that amazed the whole world. Some of its popular products in the marketing mix
of Apple explain its product strategy as below:-
Price:
Apple Inc products are premium products and they do not target all the sections of the
society. Being a market leader in its segment, the marketing mix pricing strategy of
Apple is that of a market leader. However, competition also influences its pricing. Apple
is always know for its innovation and innovation comes up with cost. So, they follow
premium pricing policy in order to delight their customers. Most of its products such as
Mac book, iphone, iPad are all comes under premium products category. Apple products
are costly and are also considered as a status symbol. It is always argued that why these
products are so costly. One of the reasons for it is the technology that is being used in the
products. Once you get addicted with these products, you won’t think about other brands.
Place:
Apple adopts an aggressive strategy in reaching out to premium customers. There are
various channels that are being used by Apple Inc to target the end consumers. Apple
came up with the idea of opening its own outlets i.e. Apple stores where it could sell its
products. They also brought the concept of trade partners. They collaborate with such
trade partners to maintain the distribution channel. They have firm believe that keeping
lesser number of trade partners can increase the efficiency of distribution channel. These
products are then sending to authorized retailers for apple products. These are premium
retailers who are given targets as set by the company. Another channel of selling is
through online portals. Most e-commerce portals have apple products and it is one
biggest point of sale for apple. One of the differentiator factors for apple is that they have
lots of staff in the apple stores because of its complexity. Staffs are there to make you
understand well about the products.

Promotion:
Apple Inc targets specific segment of people. So during promotional activities, its main
focus is on its products and the differentiating factors that make its unique from the
competitors. The promotional strategy in the marketing mix of Apple focuses on
aggressive advertising using various channels like TV, print media, online ads, billboards
etc. If we closely see the ads that Apple has come up with, it has always tried to focus on
how different it is from the competitors. It has always believed that ads should be simple
and gets connected to the heart of the people. These ads are to the point and no irrelevant
information. These ads will came during any one of the product launch and will run for a
very long time. Apple Inc hardly comes with any sales offers or gives discounts to any
other people except students. Hence, this summarizes the marketing mix of Apple.

APPLE COMPANY VISION AND VISION

Vision:
 We believe that we are on the face of the earth to make great products and that’s
not changing. We are constantly focusing on innovating.
 We believe in deep collaboration and cross-pollination of our groups, which
allow us to innovate in a way that others cannot.
Mission:
 Apple designs Macs, the best personal computers in the world, along with OS X,
iLife, iWork, and professional software.
 Apple leads the digital music revolution with its iPods and iTunes online store.
 Apple reinvented the mobile phone with its revolutionary iPhone and App Store,
and has recently introduced its magical iPad which is defining the future of
mobile media and computing devices.
PRODUCTS
Macintosh – generally branded as Mac, is one of
the premier products of Apple Inc As a user of
Mac, I much more prefer Mac than other brands
of computers/Laptops. Although, the prices of
this is expensive, it is all worth because computer
viruses can not easily infiltrate.

Apple watch- It does not only keep tracks your

fitness schedules. It also enables you to keep
track on your messages and calls even if your
phone isn’t within your reach.

Iphone- Apple released different models of

Iphone and so far they are able to showcase
exquisite products. For its costly price, its value
is incomparable, from its high-end camera and
features, it is totally worth it.
CODE OF ETHICS

Suppliers must be committed to the highest standards of ethical conduct when dealing
with workers, suppliers, and customers.

Corruption, Extortion, or Embezzlement

Corruption, extortion, and embezzlement, in any form, are strictly prohibited. Suppliers
shall not engage in corruption, extortion or embezzlement in any form and violations of
this prohibition may result in immediate termination as an Apple Supplier and in legal
action.

Disclosure of Information
Suppliers must disclose information regarding its business activities, structure, financial
situation, andperformance in accordance with applicable laws and regulations and
prevailing industry practices.

No Improper Advantage
Suppliers shall not offer or accept bribes or other means of obtaining undue or improper
advantage.

Fair Business, Advertising, and Competition

Suppliers must uphold fair business standards in advertising, sales, and competition.

Whistleblower Protection and Anonymous Complaints

Suppliers must create programs to ensure the protection of Supplier and worker
whistleblower confidentiality and prohibit retaliation against workers who participate in
such programs in good faith or refuse an order that is in violation of the Apple Supplier
Code of Conduct. Suppliers shall provide an anonymous complaint mechanism for
workers to report workplace grievances in accordance with local laws and regulations.

Community Engagement
Suppliers are encouraged to engage the community to help foster social and economic
development and to contribute to the sustainability of the communities in which they
operate.

Protection of Intellectual Property

Suppliers must respect intellectual property rights; safeguard customer information; and
transfer of technology and know-how must be done in a manner that protects intellectual
property rights.

Sources:
https://sites.google.com/a/email.vccs.edu/appleportfolio/information-about-apple-
inc/apple-inc-code-of-ethics
https://www.mbaskool.com/marketing-mix/products/16812-apple.html
https://www.thebalancesmb.com/apple-mission-statement-4068547