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  • 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

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