ABOUT APPLE

Apple Inc. is an American multinational technology company headquartered in Cupertino,

California. Apple is the world's largest technology company by revenue, with US$394.3 billion in
2022 revenue.[6] As of March 2023, Apple is the world's biggest company by market
capitalization.[7] As of June 2022, Apple is the fourth-largest personal computer vendor by unit
sales and the second-largest mobile phone manufacturer in the world. It is one of the Big
Five American information technology companies, alongside Alphabet, Amazon, Meta Platforms,
and Microsoft.
Apple was founded as Apple Computer Company on April 1, 1976, by Steve Wozniak, Steve
Jobs and Ronald Wayne to develop and sell Wozniak's Apple I personal computer. It was
incorporated by Jobs and Wozniak as Apple Computer, Inc. in 1977. The company's second
computer, the Apple II, became a best seller and one of the first mass-produced microcomputers.
Apple went public in 1980 to instant financial success. The company developed computers
featuring innovative graphical user interfaces, including the 1984 original Macintosh, announced
that year in a critically acclaimed advertisement called 1984. By 1985, the high cost of its
products, and power struggles between executives, caused problems. Wozniak stepped back
from Apple and pursued other ventures, while Jobs resigned and founded NeXT, taking some
Apple employees with him.
As the market for personal computers expanded and evolved throughout the 1990s, Apple lost
considerable market share to the lower-priced duopoly of the Microsoft Windows operating
system on Intel-powered PC clones (also known as "Wintel"). In 1997, weeks away from
bankruptcy, the company bought NeXT to resolve Apple's unsuccessful operating
system strategy and entice Jobs back to the company. Over the next decade, Jobs guided Apple
back to profitability through a number of tactics including introducing
the iMac, iPod, iPhone and iPad to critical acclaim, launching the "Think different" campaign and
other memorable advertising campaigns, opening the Apple Store retail chain, and acquiring
numerous companies to broaden the company's product portfolio. When Jobs resigned in 2011
for health reasons, and died two months later, he was succeeded as CEO by Tim Cook.
Apple became the first publicly traded U.S. company to be valued at over $1 trillion in August
2018, then at $2 trillion in August 2020, and at $3 trillion in January 2022. As of April 2023, it was
valued at around $2.6 trillion. The company receives criticism regarding the labor practices of its
contractors, its environmental practices, and its business ethics, including anti-competitive
practices and materials sourcing. Nevertheless, the company has a large following and enjoys a
high level of brand loyalty. It has also been consistently ranked as one of the world's most
valuable brands.

History

1976–1980: Founding and incorporation

1980–1990: Success with Macintosh
1990–1997: Decline and restructuring
1997–2007: Return to profitability
2007–2011: Success with mobile devices
2007–2011: Success with mobile devices

Products

Mac

The Mac is Apple's family of personal computers. Macs are known for their ease of use[179] and
distinctive aluminium, minimalist designs. Macs have been popular among students, creative
professionals, and software engineers. The current lineup consists of the MacBook
Air and MacBook Pro laptops, and the iMac, Mac mini, Mac Studio and Mac Pro desktop
computers. As of May 2023, all newly sold Mac models except the Mac Pro use Apple
silicon chips.

Macs run the macOS operating system, and include the Safari web browser, iMovie for home
movie editing, GarageBand for music creation, and the iWork productivity suite. Apple also
makes pro apps: Final Cut Pro for video production, Logic Pro for musicians and producers,
and Xcode for software developers.
iPhone

The iPhone is Apple's line of smartphones, which run the iOS operating system. The first
iPhone was unveiled by Steve Jobs on January 9, 2007. Since then, new models have been
released annually. When it was introduced, its multi-touch screen was described as
"revolutionary" and a "game-changer" for the mobile phone industry. The device has been
credited with creating the app economy.
As of 2022, the iPhone has 15% market share, yet represents 50% of global smartphone
revenues, with Android phones accounting for the rest.[180][181] The iPhone has generated large
profits for the company, and is credited with helping to make Apple one of the world's most
valuable publicly traded companies.[182]

Other products

AirPods Max

Apple Watch Ultra

Apple also makes several other products that it categorizes as "Wearables, Home and
Accessories".[187] These products include the AirPods line of wireless headphones, Apple
TV digital media players, Apple Watch smartwatches, Beats headphones and HomePod
Mini smart speakers.
As of the end of 2021, this broad line of products comprises about 11% of the company's
revenues.[1]
At WWDC 2023, Apple is expected to introduce its new VR headset, along with xrOS
Finances
Apple is the world's largest technology company by revenue, the world's largest technology
company by total assets,[268] and the world's second-largest mobile phone
manufacturer after Samsung.[269]
In its fiscal year ending in September 2011, Apple Inc. reported a total of $108 billion in annual
revenues—a significant increase from its 2010 revenues of $65 billion—and nearly $82 billion
in cash reserves.[270] On March 19, 2012, Apple announced plans for a $2.65-per-
share dividend beginning in fourth quarter of 2012, per approval by their board of directors.[271]
The company's worldwide annual revenue in 2013 totaled $170 billion.[272] In May 2013, Apple
entered the top ten of the Fortune 500 list of companies for the first time, rising 11 places above
its 2012 ranking to take the sixth position.[273] As of 2016, Apple has around US$234 billion of
cash and marketable securities, of which 90% is located outside the United States for tax
purposes.[274]
Apple amassed 65% of all profits made by the eight largest worldwide smartphone
manufacturers in quarter one of 2014, according to a report by Canaccord Genuity. In the first
quarter of 2015, the company garnered 92% of all earnings.[275]
On April 30, 2017, The Wall Street Journal reported that Apple had cash reserves of $250 billion,
[276]
officially confirmed by Apple as specifically $256.8 billion a few days later.[277]
As of August 3, 2018, Apple was the largest publicly traded corporation in the world by market
capitalization. On August 2, 2018, Apple became the first publicly traded U.S. company to reach
a $1 trillion market value.[278][279] Apple was ranked No. 4 on the 2018 Fortune 500 rankings of the
largest United States corporations by total revenue.[280]
In July 2022, Apple reported an 11% decline in Q3 profits compared to 2021. Its revenue in the
same period rose 2% year-on-year to $83 billion, though this figure was also lower than in 2021,
where the increase was at 36%. The general downturn is reportedly caused by the slowing global
economy and supply chain disruptions in China.[281]
In May 2023, Apple reported a decline in its sales for the first quarter of 2023. Compared to that
of 2022, revenue for 2023 fell by 3%. This is Apple’s second consecutive quarter of sales
decline. This fall is attributed to the slowing economy and consumers putting off purchases of
iPads and computers due to increased pricing. However, iPhone sales held up with a year-on-
year increase of 1.5%. According to Apple, demands for such devices were strong, particularly in
Latin America and South Asia.[282]

Taxes
Apple has created subsidiaries in low-tax places such as Ireland, the Netherlands, Luxembourg,
and the British Virgin Islands to cut the taxes it pays around the world. According to The New
York Times, in the 1980s Apple was among the first tech companies to designate overseas
salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-
tax subsidiaries on other continents, sidestepping income taxes

In 2016, after a two-year investigation, the European Commission claimed that Apple's use of a
hybrid Double Irish tax arrangement constituted "illegal state aid" from Ireland, and ordered Apple
to pay 13 billion euros ($14.5 billion) in unpaid taxes, the largest corporate tax fine in history. This
was later annulled, after the European General Court ruled that the Commission had provided
insufficient evidence.[292][293] In 2018, Apple repatriated $285 billion to America, resulting in a $38
billion tax payment spread over the following 8 years.
Market power
On March 16, 2020, France fined Apple €1.1 billion for colluding with two wholesalers to stifle
competition and keep prices high by handicapping independent resellers. The arrangement
created aligned prices for Apple products such as iPads and personal computers for about half
the French retail market. According to the French regulators, the abuses occurred between 2005
and 2017 but were first discovered after a complaint by an independent reseller, eBizcuss, in
2012.[216]
On August 13, 2020, Epic Games, the maker of the popular game Fortnite, sued Apple and
Google after its hugely popular video game was removed from Apple and Google's App Store.
The suits come after both Apple and Google blocked the game after it introduced a direct
payment system, effectively shutting out the tech titans from collecting fees.[217] In September
2020 Epic Games founded the Coalition for App Fairness together with other thirteen companies,
which aims for better conditions for the inclusion of apps in the app stores.[218] Later in December
2020, Facebook agreed to assist Epic in their legal game against Apple, planning to support the
company by providing materials and documents to Epic. Facebook had, however, stated that the
company will not participate directly with the lawsuit, although did commit to helping with the
discovery of evidence relating to the trial of 2021. In the months prior to their agreement,
Facebook had been dealing with feuds against Apple relating to the prices of paid apps as well
as privacy rule changes.[219] Head of ad products for Facebook Dan Levy commented, saying that
"this is not really about privacy for them, this is about an attack on personalized ads and the
consequences it's going to have on small-business owners," commenting on the full-page ads
placed by Facebook in various newspapers in December 2020

Corporate affairs
Leadership
Senior management
As of March 16, 2021, the management of Apple Inc. includes:[234]

 Tim Cook (chief executive officer)

 Jeff Williams (chief operating officer)
 Luca Maestri (senior vice president and chief financial officer)
 Katherine L. Adams (senior vice president and general counsel)
 Eddy Cue (senior vice president – Internet Software and Services)
 Craig Federighi (senior vice president – Software Engineering)
 John Giannandrea (senior vice president – Machine Learning and AI Strategy)
 Deirdre O'Brien (senior vice president – Retail + People)
 John Ternus (senior vice president – Hardware Engineering)
 Greg Josiwak (senior vice president – Worldwide Marketing)
 Johny Srouji (senior vice president – Hardware Technologies)
 Sabih Khan (senior vice president – Operations)
Board of directors
As of January 20, 2023, the board of directors of Apple Inc. includes:[234]

 Arthur D. Levinson (chairman)

 Tim Cook (executive director and CEO)
 James A. Bell
 Al Gore
 Alex Gorsky
 Andrea Jung
  Monica Lozano
 Ronald Sugar
 Susan Wagner
Previous CEOs

1. Michael Scott (1977–1981)

2. Mike Markkula (1981–1983)
3. John Sculley (1983–1993)
4. Michael Spindler (1993–1996)
5. Gil Amelio (1996–1997)
6. Steve Jobs (1997–2011)

MARKETING MIX OF APPLE

A company’s marketing mix includes the strategies and tactics
involved in implementing a marketing plan. Marketing mix focuses
on specific 4Ps variables of product, price, place, and promotion.
In developing its marketing mix, Apple uses a strategy that
promotes premium branding. This approach aims to focus on the
premium brand and ensure that all 4Ps support the maintenance of
a strong brand image.
Marketing mix thus holistically covers the marketing and business
strategies that surround a business. Let us learn more about the
marketing mix of Apple.

Apple Product Strategy

Here is a list of products offered by Apple :
1. Mac
2. iPad
3. iPhone
4. Apple watch
5. Apple tv

Services offered by apple

1. Apple Music
2. Icloud
3. Apple news
4. Apple books
5. Apple arcade
6. Apple podcasts
7. Apple fitness+

The product mix of Apple focuses on quality rather than quantity. It

focuses on the chosen products and continues to enhance them
rather than branching bent designs to other products within the
same category. Apple’s product strategy shows that it has
diversified its business from computer technology business to
information technology.

2. Apple Pricing Strategy

Apple has built the image of itself as a premium brand. Its product
range includes only higher-end products and they only target people
with high affordability. The company follows a premium pricing
policy. Apple products are expensive and are considered a status
symbol. Apple never prices lower than its competitors to maintain
the image of a premium brand. Lowering the sale price will dilute
the brand image.
One of the reasons Apple follows a premium pricing strategy is its
high-end technology and superior-quality products. Apple does not
offer its product on sale and the price of the products is generally
standard. Naturally, with such a huge fan following and brand
image, the company charging higher prices for its products is
justified.

3. Apple Place Strategy

Apple products are available almost everywhere across the globe.

The company uses various distribution channels to serve the
demands of global customers. They use both online and offline
channels for distribution purposes. Apple stores: Apple has set up
outlets in different locations where customers can purchase
products directly from the company.
E-commerce platforms: Customers can purchase products directly
through Apple’s official website and other online portals such as
Amazon, Flipkart, etc. These portals are one of the biggest points
of sale for Apple products.
Corporate resellers: Apple also has tie-ups with various corporate
resellers who are authorized to sell Apple product

Corporate resellers: Apple also has tie-ups with various corporate

resellers who are authorized to sell Apple products. Due to the
premium image, these stores are handpicked based on the size of
the store, monthly sales, etc. The global availability of Apple
products allows the company to target a larger customer base and
also helps in creating brand awareness on a global scale.

4. Apple Promotion Strategy

The promotional strategy of Apple focuses on aggressive

advertising using various channels like medium, TV, billboards,
online ads, etc. It makes use of both conventional and non-
conventional techniques to promote its product. The products are
also promoted from its website and also from other online channels
including social media.
In 1997, Steve Jobs launched the “Think Different” advertising
campaign. He wanted to explain the value of apples in the fast-
paced world. He said, “Apple’s core values is that [ we believe ]
people with passion can change the world for the better.” The
campaign inspired people to be confident about themselves and not
only “think different” but be different and be proud of themselves.
As we all know that Apple targets a selected segment of society,
the most focus of its promotional activities is on its products and
therefore the differentiating factors which make it unique and better
than its competitors. The promotion mix of Apple also uses public
relations as a means to attract more customers.
The ads are simple and to the point with no irrelevant information.
Commercial ads are run when a product is first launched and print
ads run throughout the lifetime of the merchandise. The use of
ads can help brands get alot of exposure online.
The primary goal of its promotional activities of Apple is to make
the customer aware of the superior user experience of Apple
products.
One effective way to promote a product is through the use of a short
film or ad, as demonstrated by Apple’s recent release, “The
Greatest.” This film, created by Apple’s in-house team and directed
by Kim Gehrig through production company Somesuch, features
disabled individuals using Apple’s accessibility technologies in their
daily lives.
By showcasing how these technologies can assist individuals with
disabilities in various aspects of their lives, the film effectively
promotes the value and benefits of Apple’s products. Additionally,
the film’s focus on innovation and transformative solutions aligns
with the theme of the International Day of Persons With Disabilities.
With its use of a powerful song by the Marliya Choir, “The Greatest”
not only promotes Apple’s products but also resonates with viewers
on an emotional level.
Watch the film here –
Apple is known for its effective use of billboard advertisements to
make a statement. With their recent billboard in Canada, placed
strategically outside a company owned by Google’s parent
company, Alphabet, they are able to take a direct jab at their
competitor and highlight their commitment to privacy.
Apple’s approach to billboard advertisements is to use short and
impactful messages that align with its brand values. By placing
billboards in highly visible and strategic locations, such as outside a
competitor’s office, they are able to generate buzz and attention to
their message. This approach has proven to be successful for Apple
in the past, and its recent billboard in Canada is yet another
example of its efficient use of billboard advertisements.

Conclusion
The marketing mix of Apple focuses on simplicity and innovation
and tries to connect to the hearts of its customers thereby making
the brand the most valuable in the world.