Apple Inc.s iPhone Marketing Mix

Table of Contents

iPhone Distribution Method
Pricing Strategy
Product Promotion
References

iPhone is a brand of cutting-edge smartphones designed and marketed by Apple Inc., which has traditionally targeted the high-end market segment through premium pricing and direct selling. Since the launch of the first iPhone generation, Apple Inc. has consistently released innovative and revolutionary models, which are available to consumers through the companys website, strategic stores across the globe, and various, such as Amazon. The smartphone manufacturer psychographically segments the consumer base by concentrating its marketing efforts on buyers specific qualitative traits, including luxurious lifestyle, ostentatious values, and affluent personality. Apple Inc. utilizes a value-based pricing strategy, emphasizes the unique value proposition, and pursues product placement with celebrities and popular shows as the promotional initiatives for the psychographic market segment.

iPhone Distribution Method

Apple Inc.s product distribution leverages both indirect and direct channels for onward product dissemination to the market. Consumers access iPhones directly from the website and Apple Stores, strategically situated in prime locations worldwide. Direct selling is critical for the companys overall success as it facilitates the delivery of premium buying experiences, where education and service are emphasized to the prospective buyers. Thus, Apple Inc. adopts both direct and indirect distribution channels to get the gadgets to consumers.

Pricing Strategy

Apple Inc. sets the market prices for its iPhone products relatively higher than its competitors. The company employs a value-based pricing strategy that exploits the distinctive uniqueness of its products, the consumers perceived worth, and the iPhones high valuable features. Instead of focusing on raising prices in a competitive environment, Apple Inc. creates additional consumer value, increasing the buyers willingness to pay extra by emphasizing the uniqueness and the high-worth perception of the gadget. For instance, the newly launched iPhone 12 features ceramic shield protection, superfast 5G capabilities, and a revolutionary wireless charging system (Apple Introduces iPhone 12 Pro, 2020). Through such consistent improvements, the company raises the gadgets price without risking the loss of customers to competitors.

Product Promotion

Apple Inc. spends less on advertising initiatives than other firms of equal size. The company exploits endorsements and attachments of the iPhone to idolized personalities and popular movies and shows. Consequently, the companys products enjoy substantial media hype due to creative marketing strategies, displaying ordinary people doing extraordinary things with iPhones on popular shows. For instance, the hit show Gossip Girls showed the glamorous teens in the program carrying iPhones and texting each other on the devices (Zukin, 2020). Strategic product placement on TV programs minimizes expenditures and increases sales volume.

Further, discussions and displays of the companys products have increasingly dominated numerous conversations and TV debates over the years. In 2011, Apples products were discussed 891 times on TV, representing an increase of 278 from 2009. Additionally, the manufacturers devices appeared in various movies and TV shows, such as Dial M for Murder (De Luce, 2019). Apples iPhone brand is a successful product that has controlled the high-end smartphone market.

Apple Inc. utilizes a value-based pricing strategy, which emphasizes the superior features of its smartphone. The direct and indirect distribution allows the firm to exploit the two channels inherent advantages. Additionally, the strategic product promotion approach, where the company uses the endorsements of popular TV shows and movies, ensures minimal expenditures on advertisements. Conclusively, iPhones marketing mix holistically enhances its success and competitiveness.