- The iPhone is one of the highest rated products on the market.
- Apple strives to achieve superior ease of use, seamless integration and innovative design.
Features include:
- Touch screen
- Internet connectivity
- GPS navigation
- HD video and photos
- Retina display
- Focus on improving software for all current versions.
- Improving hardware rigidity, particularly the glass screen.
- The price of the Apple iPhone is between $650-$950.
- It is one of the most expensive mobile phones on the market.
- Apple aims to maintain the image of a prestige product.
- Apple should maintain their current price for the iPhone.
- They should consider releasing a cheaper phone from a sister company.
- Apple has a strong presence with its first party stores.
- They offer opportunities for customers to test products.
- The retail stores are large, open, well-lit areas with many helpful staff.
- Stores can feel clinical and turn potential customers off. It's recommended that they provide a warmer, more comfortable buying experience.
- Apple uses a variety of old and new media techniques to promote the iPhone. These include: Television ads, newspapers, online advertisements and pre-roles.
- They encourage user testing in retail stores.
- Apple does not do much for promotional offers.
- They should encourage customers to buy from their first-party stores by matching promotional offers.
- Executives and CEO's are promoted as the face of the product.
- Apple has effective technical support teams
- Often they have over staffed shop floors to ensure every customer has a personal staff member appointed to them.
- Apple promotes an engaging, but relaxed and fun culture for its employees and customers
- It is recommended that Apple finds a personality that is able to capture media attention and be an absolute face of the company, like Jobs once did.
- Both in-store and online delivery options are available to customers.
- During release, shipping of the iPhone can be slow.
- Apple makes it easy for customers to file complaints if necessary, through phone, email or face-to-face.
- They offer both repair services, warranty and buy-backs.
- In the Apple store, tutorials for customers with a lack of knowledge of device and its capabilities are readily available.
- It is recommended that Apple uses previous sales data to predict shipping requirements and;
- provide shipping tracker for online purchases.
- Lack of information is made accessible to the public causing speculation and anticipation
- Most user reviews are displayed on external websites which Apple doesn't have control over.
- It is recommended that Apple offers an exclusive information to 'tech' websites and journals.
Marketing Mix - Apple Inc
Review and Recommendations
Physical Evidence
Product
Recommendations
Processes
Price
Apple's iPhone Marketing Mix
7 P's
Recommendations
People
Place
Recommendations
Recommendation
Promotion
Recommendation