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  • First introduced in March 2010.
  • 16, 32, and 64GB
  • $499-$699, extra $130 for 3G wireless capabilities.
  • Later, retailed at the same size with price points set.
  • Now:
  • iPad Mini
  • iPad with Retina Display

Apple Inc. (2013). Apple Store. Apple.com. Retrieved March 10, 2013, from http://store.apple.com/us.

iMac

  • Original Macintosh created in 1984.
  • Current versions started with introduction of iMac in May 1998.
  • $1,299
  • Colorful Macs released in April 1999.
  • Laptop first introduced in September 1999 as the iBook for $1,599.
  • Now, range in all sizes and all types, including laptops, notebooks, and desktops.

iPad

  • Later, introduced:
  • iPhone 3G
  • iPhone 3GS
  • iPhone 4
  • iPhone 4S
  • iPhone 5
  • First introduced in June 2007.
  • 4GB/8GB
  • $499/$599
  • Now, the iPhone 5 starts at $199 with contract-free options.

iPhone

iPod

The History of Apple

  • iPod Mini
  • iPod Photo
  • iPod Shuffle
  • iPod Nano
  • iPod Touch
  • iPod Classic
  • First introduced in October 2001.
  • 5GB storage
  • $399
  • Later, made compatible with PCs with price points set for different storage unit sizes.
  • Click wheel feature introduced in July 2004.
  • 1976: Steve Jobs and Stephen Wozniak found the Apple Computer Company
  • 1977: Apple II introduced — first personal computer designed for the mass market.
  • 1981: IBM introduces the PC — Apple's first form of competition.
  • 1984: The Original Mac is put on the market — $2,495.
  • 1985: Steve Jobs resigns from Apple
  • 1986-1990: Apple endures near financial crisis as sales steadily decrease.
  • 1991: First PowerBooks ship — Apple becomes the standard bearer in the portable market.
  • 1997: Steve Jobs returns to Apple as interim CEO.
  • 1998: iMac hits the market — $1,299.
  • 1999: AirPort debuts on iBook — sets off an industry-wide WiFi craze.
  • 2000: Steve Jobs becomes CEO.
  • 2000-Present: Apple continues to release new products and updates to previous products.
  • 2011: Steve Jobs dies.

References

SWOT ANALYSIS

Apple Inc. (2012, November 2). Apple - iPad mini - TV Ad - Piano. YouTube.com. Retrieved March 10, 2013, from http://youtube.com/.

Apple Inc. (2013). Apple Retail Store. Apple.com. Retrieved March 10, 2013, from http://www.apple.com/retail/storelist/.

Apple Inc. (2013). Creating jobs through innovation. Apple.com. Retrieved March 10, 2013, from http://www.apple.com/about/job-creation/.

Grandoni, Dino. (2012, September 19). Apple’s Marketing Secret: Hold Off On The Ads, Ride The Hype. Huffington Post. Retrieved March 10, 2013, from http://www.huffingtonpost.com/2012/08/06/apple-marketing-secret-phil-schiller_n_1749313.html.

MacXprts. (2013). About Us. MacXprts. Retrieved March 10, 2013, from http://www.macxn.com/stores/columbia-missouri.

Sanford, Glen. (2013). Specs for every apple computer, established 1996. Apple History. Retrieved March 10, 2013, from http://apple-history.com/.

Wasserman, Todd. (2012, December 3). 4 Huge Brands That Still Aren’t on Social Media. Mashable. Retrieved March 10, 2013, from http://mashable.com/2012/12/03/brands-not-on-social-media/.

Webdesigner Depot. (2009, September 15). The Evolution of Apple Ads. Webdesigner Depot. Retrieved March 10, 2013, from http://www.webdesignerdepot.com/2009/09/the-evolution-of-apple-ads/.

Strengths: Brand name is very recognizable world wide, associated with quality and innovation.

Weaknesses: No good social media use.

Opportunities: Because of popularity and brand name, there's more opportunity to take risks.

Threats: A lot of other companies develop similar plans.

Product

  • Since 1976, Apple has created numerous products. We'll focus on the most recent products:
  • iPod
  • iPad
  • iMac/MacBook
  • iPhone

Mac Pro

iMac

  • 13-Inch: 2.5 GHz — $1,199
  • 13-Inch: 2.9 GHz — $1,499
  • 15-Inch; 2.3 GHz — $1,799

MacBook Pro

iPhone

  • 21.5-inch: 2.7 GHz — $1,299
  • 21.5-inch: 2.9 GHz — $1,499
  • 27-inch: 2.9 GHz — $1,799
  • 27-inch: 3.2 GHz — $1,999

iPhone 5

  • 16 GB — $199
  • 32 GB — $299
  • 64 GB — $399

Desktop Computer

  • Quad-Core — $2,499
  • 6 GB memory and 1 TB Hard Drive
  • 12-Core — $3,799
  • 12 GB memory and 1 TB Hard Drive
  • Server — $2,999
  • 8GB memory and 2 1 TB Hard Drives

iPhone 4S:

  • 16 GB — $99

With Retina Display:

  • 13-Inch: 2.5 GHz — $1,499
  • 13-Inch: 2.6 GHz — $1,699
  • 15-Inch; 2.4 GHz — $2,199
  • 15-Inch; 2.7 GHz — $2,799

iPhone 4:

8 GB — $0

Microsoft Surface RT:

Price

iPad Mini:

  • 16 GB — $329
  • 32 GB — $429
  • 64 GB — $529

iMac

  • 11-inch: 64 GB — $999
  • 11-inch: 128 GB — $1,099
  • 13-inch: 128 GB — $1,199
  • 13-inch: 256 GB — $1,399

Archos 43

iPod

  • 32 GB = $299.00
  • 64 GB = $399.00
  • 64 GB - $899
  • Higher price for lower quality

Apple:

Marketing Mix Presentation

Mac Mini

iPod

  • $20 less but for obvious reasons

iPad

With Retina display:

  • 16 GB — $499
  • 32 GB — $599
  • 64 GB — $699
  • 128 GB — $799

MacBook Air

  • 2.5 GHz: 500 GB Hard Drive — $599
  • 2.3 GHz: 1 TB Hard Drive — $799

iPad

Come in various colors, including:

  • Black
  • Silver
  • Pink
  • Limegreen
  • Blue
  • Red

iPhone

Presentation by:

Angel Mendez

Haley Padilla

Paige McCumber

Brittney Kokemiller

Place

Three main ways to purchase any Apple product:

  • Shop Online or by phone 24 hours a day
  • Shop Retail
  • Missouri — 3 Apple Stores (1 in KC, 2 in STL)
  • United States — 250 Apple Stores in 44 states
  • Find a Reseller
  • Big names, like Wal-Mart, Target, Best Buy, Radioshack, Toys R' Us, etc.
  • Cell phone providers, like AT&T, Verizon, Sprint.
  • Some resellers have "Apple Shops" located inside their stores.
  • Some resellers are certified "Apple Specialists."
  • Recognized by Apple for providing superior customer service with a focus on Apple solutions, service, and support.
  • One in Columbia, Mo., called, "MacExprts Network."
  • http://www.macxn.com/stores/columbia-missouri

Promotion

  • Social Media
  • Television Commercials
  • Print Advertisements
  • Most Used: Word of Mouth
  • Utilize hype of the product, customer reviews, and brand name to market.
  • "Hold off on the ads and ride the hype."

Social Media

  • Twitter (twitter.com/AppStore)
  • "App of the Week"
  • YouTube Channel
  • TV advertisements, informational videos, clips of music festivals promoted by Apple (iTunes Festival).

  • No official Instagram or Facebook page

Television Advertisements

Print Advertisements

  • Originally, advertisements were wordy.
  • Tried to get consumers to purchase a personal computer.
  • Released the first iPod and advertisements become more colorful and fun.
  • http://www.webdesignerdepot.com/2009/09/the-evolution-of-apple-ads/
  • First commercial aired during the Superbowl XVIII, introducing Apple's Macintosh personal computer.
  • Mac vs. PC Phase that ran from 2006—2009.
  • Current commercials
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