Ch. 18 - Social Media and Marketing

Unlike some companies that utilize the social media to promote the product they have prepared to launch, Apple has always kept it as a secret. The executives do not talk about it until it is a reality to the customers. Apple has recently introduced their latest iPad Pro, which will not hit the stores until this coming November. Before Apple showed this particular product at the past September 2015 Special Event, Apple ensured that no real details about this iPad leaked out of the company. Yes, customers have a way to chat with an Apple Specialist regarding any Apple product, which can be considered as social media. However, the Specialist will not say anything about a product that is not on the Apple's website. Now, with the online chatting, Apple still has the opportunity to introduce its products to people who seek to get a device that satisfies their needs.

Perhaps a way for people to get familiar with what is new in the Apple world is by going to the website and searching for Apple Info at the bottom of the site. This page contains information related to the latest products and contains information of previous events. What can also be considered as social media is the Apple Support Community at the Apple's website. There you can find discussions about the products that everyone uses on daily basis. This specific page is not really use as a page to promote the products since it is used by individuals to find solutions for particular Apple products that they may need help with. 

Some ways that Apple uses to promote its products is by creating TV ads, or by playing a slideshow of the latest product at apple.com. For example, since the announcement of the latest iPad Pro, Apple adjusted its website for the iPad Pro to be shown in the home screen when customers first go on to the site. Another way would be the giant billboards around the city since it is visible to everyone. Lastly, when people search for something related to the iPads online, links to Apple's website will come up as first results.

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Ch. 2 - Strategic Planning for Competitive Advantage

iPad     

Apple has been known as an innovative company for creating portable products and easy to interact with. In January 2010, Steve Jobs introduced the iPad to the world and people were amazed by how Apple had created a different kind of computer that would allow users to have a more personal device. The iPad was developed to target those who were constantly using their personal computers to check e-mails, watch videos, view photos, and listen to music. Apple, by developing the iPad, provided an opportunity to the users since it would permit them to carry it around wherever they went. Apple knew this new product could revolutionize the world and began developing a plan to target those who needed a device that allow them to work as they mobilized to their jobs. The iPad had a brand new category of application, which allowed people to revise their documents. It was a new version of iWork, redesigned for the iPad. iWork was first introduced on the MacBooks and it was an opportunity for Apple to attract those who rely on computer software to complete their work. As the iPad became a great tool for the users, Apple began creating advance versions of this particular device. The iPad would not only let you work on documents, but also it started offering users an new way to interact with other people. Newer versions contained a camera, in the front and back of the device. People were able to connect with their loved ones since they had the option to FaceTime each other from any part of the world. It still targeted businesses since it could be used for conference calls, and the camera was used to record videos for those special project. Apple does not wish to compete with any company because it has also created partnership with companies who develop the same kind of products. Apple has kept the same prices of its products even if other companies reduce them to increase sales. 

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Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

A Brief History of Apple Inc.

• Apple Inc. is an American corporation that designs and manufactures computer hardware, software and other consumer electronics. The company is best known for their Macintosh personal computer line, Mac OS X, extremely loyal user-base, iTunes media application and the iPod personal music player. The company headquarters is in Cupertino, California, CEO and co-founder is Steve Jobs and the company boasts 284 retail locations spanning 10 different countries.
• Apple was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple I personal computer kit. Steve Jobs was said to own 45% of the company, Steve Wozniak with 45% and Wayne with the remaining 10%. While Jobs and Wozniak were young with little to no assets, Ronald Wayne was older with personal assets and was scared to put these at risk. This resulted in Wayne selling his share of the company back to Jobs and Wozniak for a reported 800$. Today Wayne’s share of the company would be worth over 3 billion dollars.
• Apple has developed a unique reputation in the consumer electronics field. Those who use Apple electronics tend to be enthusiastic about and loyal to the products while those who have no experience with Apple’s products often criticize them as being overpriced.
• With the release of the iMac on August 15, 1998 Apple was able to put to rest some its past failures. These failures included the first Apple Portable, which was bulky and awkward and the Newton, Apple’s first attempt to enter the PDA market. In 2001, after several years of development, Apple released Mac OS X, an operating system that targeted both consumers and professionals. Mac OS X was a complete redesign from Mac OS 9 and was able to harness the power of UNIX while offering a streamlined user experience with a simplified GUI (Graphical User Interface). The iMac line of personal computers paired with Mac OS X returned Apple to profitability and the release of the iPod portable digital audio player later that year was the icing on the cake. The phenomenal success of the iPod set the stage for future products, including the best selling mobile device in history, the Apple iPhone, the MacBook line of portable computers, and the Apple iPad announced on January 27, 2010.

Mission Statement of Apple Inc.

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 has reinvented the mobile phone with its revolutionary iPhone and App Store, and has introduced its magical iPad which is defining the future of mobile media and computing devices. 
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.