Title of the Project

MARKETING STRATEGIES OF APPLE

A Project Submitted to
University of Mumbai for partial completion of the degree of
Bachelor of Management Studies
Under the Faculty of Commerce
By
(“ANSARI MOHAMMED KAIF ZAINULABDIN”)
Roll No.04 Specialization:MARKETING

Under the Guidance of

“PROF. DEEPA DALVI”

VIVA COLLEGE OF ARTS, COMMERCE AND SCIENCE

VIRAR (WEST)

401303

Month and Year

2024-2025
 DECLARATION

I hereby Declare that the Project Titled “Marketing strategies of apple” is an

original work prepared by me and is being submitted to University of Mumbai in
partial fulfillment of “BMS(Bachelor of Management Studies)” degree for the
academic year 2024-2025. To the best of my knowledge this report has not been
submitted earlier to the University of Mumbai or any other affiliated college for the
fulfillment of “BMS (Bachelor of Management Studies)” degree.

Date: Place :

Name : Signature:
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the
depth is so enormous. I would like to acknowledge the following as being idealistic
channels and fresh dimensions in the completion of this project. I take this
opportunity to thank the University of Mumbai for giving me the chance to do this
project. I would like to thank our Principal Sir,(Dr.)V.S.Adigal for providing the
necessary facilities required for completion of this project. I take this opportunity
to thank our Vice Principal Madam(Dr.)Prajakta Paranjape,Vice Principal &
IQAC Coordinator Madam(Dr.)Deepa Verma for their moral support and
guidance. I would also like to express my sincere gratitude towards my project
guide PROF.DEEPA DALVI whose guidance and care made the project
successful. I would like to thank my College Library, for having provided various
reference books and magazines related to my project. Lastly, I would like to thank
each and every person who directly or indirectly helped me in the completion of
the project especially my Parents and Peers who supported me throughout my
project.
 INDEX

SR.NO CHAPTER NAME PAGE NO

1 INTRODUCTION

2 LITERATURE REVIEW

3 RESEARCH DESIGN

4 RESEARCH METHODOLOGY

5 CONCLUSION,FINDINGS AND SUGGESTION

6 BIBLIOGRAPHY

7 QUESTIONNAIRE
 ABSTRACT

This abstract provides an overview of the marketing strategies employed by Apple Inc., a global
leader in technology and innovation. Apple's success can be attributed to its strategic marketing
initiatives, which encompass product differentiation, brand positioning, customer-centric
approach, and ecosystem integration. By analyzing Apple's marketing strategies, this abstract
aims to elucidate the key factors contributing to its market dominance and sustained competitive
advantage. Through a combination of product innovation, minimalist design, premium pricing,
and effective communication, Apple has cultivated a loyal customer base and achieved
remarkable success in various product categories, including smartphones, tablets, computers,
wearables, and services. Additionally, Apple's focus on customer experience, retail presence, and
digital marketing has further strengthened its brand equity and market leadership position. This
abstract concludes by highlighting the enduring relevance of Apple's marketing strategies in
shaping consumer preferences and driving business growth in the dynamic tech industry
landscape.
 CHAPTER 01

INTRODUCTION

1.1 INTRODUCTION
Apple, a globally cherished tech brand, firmly maintains its position among the prominent tech
Big Four.Established and still guided by the visionary spirit of the legendary Steve Jobs, Apple's
products have become ubiquitous, gracing households worldwide. The company maintains a
stringent hiring policy, seeking exceptionally talented individuals who are not only the best but
also possess the intelligence to innovate and redefine the possibilities of personal technology.

1.2 INTRODUCTION ABOUT TGE COMPANY

Apple stands as one of the most renowned tech giants globally, firmly securing its position
among the Big Five in the industry for valid reasons. From the inaugural Apple computer to the
latest iPhone, the company has consistently demonstrated innovative prowess in consumer
technology since its humble beginnings in a home garage. The fortuitous meeting of founders
Steve Jobs and Steve Wozniak, facilitated by a mutual acquaintance, marked a pivotal moment
that reshaped the trajectory of modern technology. The inception of Apple Computers Inc.
occurred on April 1, 1976, when Jobs and Wozniak collaborated after the latter created the
original prototype for the Apple I computer, a groundbreaking model resembling the computers
we are familiar with today.

Apple is a leading technology company known for its popular products like the iPhone, iPad,
MacBook, and Apple Watch. With a workforce of 147,000 employees, the company operates in
various fields, including retail, software, hardware, artificial intelligence, customer support, and
design. In addition to its devices, Apple offers services such as Apple Music, launched in 2015,
and Apple TV, which received two Academy Award nominations by 2021 for the films
Wolfwalkers and Greyhound. The company also provides tailored products and services for
education, businesses, healthcare, and government sectors. After Steve Jobs stepped down as
CEO in 2011, Tim Cook took over, guiding Apple to become one of the world’s largest
technology companies. Today, Apple remains a top Fortune 500 company, continuously
expanding its product lineup and services.

Apple is not only a leader in technology but also a smart business player, making important
acquisitions and investments over the years. Some key purchases include NeXT Computer in
1996, Beats Electronics in 2014, Shazam in 2017, and Texture in 2018. These strategic decisions
show Apple’s focus on innovation, using outside expertise to improve its technology and
services.
1.2 WHY IS APPLE’S LOGO A BITTEN APPLE

The bitten apple logo was introduced by Apple in 1977, and numerous myths surround the
reason for the bite, with one suggesting a connection to Apple's former tagline, "Byte into an
Apple."

Nevertheless, designer Rob Janoff has clarified that the bite in the logo holds no symbolic
significance.According to him, any meaning attributed to the bite is merely an "urban legend."

1.4 LOGO OF COMPANY

Many people mistakenly believe that Apple’s logo is a tribute to Alan Turing, the famous British
mathematician known as the father of computer science. However, the designer of the logo has
clearly stated that it has no special meaning and is not connected to Turing in any way.

In terms of typography, Apple employs a font called Myriad Set in its marketing materials, a
variation of the Myriad font, as stated by the company.
There's a belief that apples held a special place in Steve Jobs' preferences. It is speculated that
the logo embodies Jobs' philosophy, emphasizing that "simple can be harder than complex; you
have to work hard to get your thinking clean to make it simple."

1.5. HISTORY OF APPLE

In 1976, Steve Jobs and Steve Wozniak founded Apple Computer, with Ronald Wayne initially
involved but soon selling his stake. The Apple I microcomputer was their first product,
assembled in Jobs' garage. The successful Apple II followed in 1977, propelling Apple to
prominence. Steve Jobs, inspired by Xerox's GUI, integrated it into the Apple Lisa, released in
1983 but failed due to high costs. Jobs then led the development of the Macintosh, launched in
1984 with a notable Super Bowl ad. Disagreements with CEO John Sculley led to Jobs leaving
Apple.

Despite challenges, Apple thrived in the late 1980s and early 1990s, driven by Apple II and
successful Macintosh models. However, the mid-1990s brought financial struggles, exacerbated
by failed products like the Newton tablet and competition from Windows-based PCs. To
revitalize, Apple acquired NeXT, Jobs' company, in 1997, making Jobs interim CEO. The iMac's
introduction in 1998 marked a turnaround, focusing on design and digital media tools.

The release of Mac OS X in 2001, based on NeXT's work, showcased a stable Unix kernel.
Apple's foray into consumer electronics began with the iPod in 2001, followed by the
groundbreaking iPhone in 2007 and the App Store in 2008. The iPhone 4 and iPad further
solidified Apple's position as an industry trendsetter in 2010.
1.6 ESTABLISHMENT OF APPLE INC

-Apple Inc. was established in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne.

-Ronald Wayne sold his stake in the company for $800 just two weeks after its formation.

Origins of apple brand name

- Various theories surround the origin of Apple's brand name, such as biblical references and
stories of immortality.
- The actual reason, as revealed by Steve Jobs, was his personal preference for the fruit due to his
fruitarian diet.

Development of original brand identity

-The first logo, designed by Ronald Wayne in 1976, depicted Isaac Newton under an apple tree
reading abook.

-Steve Jobs hired Rob Janoff in 1977 to create a new logo, resulting in the iconic rainbow-
colored bitten apple representing the Apple II computer.

-Significant logo changes occurred in 1984, removing the company name, and in 1998,
transitioning to a solid black design under Steve Jobs' leadership.

1.7 LOGO EVOLUTION OVER THE YEARS

The products, the founder, and the stories of Apple make up its decorated history, but what
stands out as a single defining factor of the tech giant is its iconic logo design. The logo has been
through a whirlwind of changes before making it to the back of today's dazzling devices, where it
gets lit up as a beacon of excellence and innovation.

Here's the Apple logo history and evolution through the years.

1. 1976 to 1977: Newton makes an appearance

The original Apple logo, if introduced today, would not align with Apple's design ethos. It lacks
the sleek minimalism and modern aesthetic characteristic of the brand. Instead of conveying a
technological image, it appears more reminiscent of a Bavarian beer label, being both cluttered
and classic. The logo depicts Isaac Newton in a moment of revelation before the apple falls on
him, with the inscription "Newton... a mind forever voyaging through strange seas of thought...
alone" encircling the frame. The brand name is featured on a banner wrapped around the frame
with a medieval touch.

2. 1977 to 1998: The rainbow spectrum

The initial Apple logo was swiftly replaced by Steve Jobs within a year, as he recognized its
outdated appearance could negatively impact the brand's image. To address this, Jobs enlisted
graphic designer Rob Janoff to create the first iteration of the current Apple logo. This version
featured a rainbow spectrum filling the apple shape, with the brand name presented in small caps
and the 'a' interacting with the mnemonic, giving the impression of a bite taken from the colorful
fruit.

Over time, the logo underwent various experimental changes, leading to the eventual evolution
into the iconic design we now appreciate. The most successful iteration emerged from these
trials, featuring only the logo with a distinct bite taken out of it, eliminating the need for the
wordmark

3. 1998 to 2001: The classic design

As computers embraced slimmer and more sophisticated designs with silver or metallic finishes,
the original rainbow Apple logo seemed out of place in this evolving ecosystem. Steve Jobs'
return to Apple prompted a significant rebranding effort. While the distinctive shape of the
Apple logo was already ingrained in customers' minds, the company decided to undergo a color
transformation, opting for a black and white logo.
The iMac became the inaugural device to showcase this bold and updated design.

4. 2001 to 2007: Full of depth

In an attempt to infuse some personality into the flat black logo, the 2001 Apple logo featured a
silver gradient that added a noticeable depth to its color. Referred to as the aqua or glass logo,
this iteration was exceptionally vibrant, making it stand out on any surface. The color gained
popularity among fans and saw a growing adoption in the brand's online channels.

5. 2007 to 2017: A 3D spin

By 2007, the initial charm of the aqua logo had started to fade, leading Apple to introduce a
modified 3D logo with a touch of chrome. This version featured an additional strip running
across it, providing a premium look, although it might not have appealed to those who preferred
solid colors.

This adjustment could be attributed to the competitive landscape, where rival products were
priced lower than Apple's devices at the time. The enhanced gradient in the logo aimed to
position it as a premium choice in contrast to its competitors.

Interestingly, this logo coincided with Apple's increased focus on sustainability initiatives.
Despite its departure from the original design, this logo endured for a decade, standing the test of
time.

6. 2017 to today: Chrome takes the stand

Returning to Steve Jobs' monochromatic color scheme, the company opted for a chrome finish
instead of the previous jet black. The latest design stands out as the most versatile across various
logo backgrounds, and it creates an impressive visual display when illuminated on the backs of
laptops.

Effectiveness of the Apple logo:

The Apple logo has become emblematic of a contemporary, trustworthy, and chic brand,
evolving in tandem with Apple's advancements in product design.

-Its straightforwardness and effortless recognizability play a crucial role in its effectiveness,
establishing it as a symbol of sophistication and trustworthiness.

-The seamless connection between the logo and the brand name allows for swift identification,
all while Apple maintains its commitment to delivering top-notch, user-friendly, and portable
products.
 CHAPTER NO. 2

LITERATURE OF REVIEW

1. Jacob Mlynarski, Muhammad Sohaib (Dec 31, 2022)

In the realm of electronic devices, Apple products have consistently set trends, transcending
social status, wealth, and geographical boundaries. Notably, China emerged as a significant
contributor to Apple's sales, comprising 17% of the total in 2019. This phenomenon is largely
attributed to the favorable perception of the Apple brand among Chinese consumers and their
positive experiences with Apple products. This research sought to investigate the influence of
brand experience, brand love, and brand engagement on Apple's brand equity. Moreover, the
study delved into the mediating role of brand love between brand experience and both brand
engagement and brand equity. The conceptual framework drew support from social exchange
and attribution theories. Analyzing responses from 339 participants in China, the research
revealed that brand experience, brand love, and brand engagement exert a significantly positive
impact on Apple's brand equity. Furthermore, the study uncovered a noteworthy mediating effect
of brand love between brand experience and brand engagement/brand equity. These insights
offer valuable guidance to other electronic manufacturers operating in China, enabling them to
refine their marketing and competitive strategies to enhance brand equity and, consequently,
sales revenue.

2. UGA Kitano, Hajime Nobuhara (Jan 1, 2022)

This paper introduces a method for measuring the texture of apples and presents a neural
network model designed to wclassify the texture of different apple brands. The texture inspection
equipment records featuressuch as load and sound, which serve as inputs to the neural network
model. The model, in turn, categorizes the apples based on their respective brands. In a previous
study, the authors measured apple texture using a labor-intensive approach that involved
hollowing out apple samples with a stainless-steel pipe and then cutting the flesh to a uniform
size for texture inspection. This paper outlines an improved method where inspectors slice entire
apples into uniform thickness to assess flesh texture. The study experimented with this new
method, obtaining load and sound signals for three apple brands: Sun-Fuji, Orin, and Shinano-
Gold.Despite the complexity of the features distinguishing the specimens, the neural network
model successfully identified the corresponding apple brands. The paper presents validation
results for the proposed method and the neural network model and outlines potential future
research directions.

3. Dorkas Angelica Alor-Rau, Franklin Cordova-Buiza (Jul 1, 2022)

Apple has established itself as a prominent brand in the electronics and software market,
renowned for its quality and innovation.
This study aims to discern the consumer profile of the Apple brand within the city of Lima, Peru.
Employing a mixed, cross-sectional, and nonexperimental research method, quantitative data
was gathered from a sample of 384 Apple customers aged between 18 and 35 years in
Metropolitan Lima.The questionnaire utilized a Likert scale for responses, while qualitative
insights were obtained through interviews with salespeople and marketing expert s. The findings
suggest that demographic, psychographic, and cultural factors collectively shape the profile and
behavior of Apple consumers. Moreover, it was observed that buyers are notably influenced by
their pursuit of fashion and status when choosing Apple products.

4. Helen C. Seaborne, Michael Colin Can't (Jan 1, 2014)

Apple consumers are renowned for their exceptional loyalty, transcending the typical consumer-
device relationship into a realm of fandom. Unlike users of ordinary computers or mobile
devices, Apple consumers don't merely make purchases; they become ardent advocates. Beyond
word-of-mouth recommendations, these enthusiasts forge emotional connections with the brand,
exhibiting a staunch defense of Apple even in the face of dissatisfaction. This qualitative study
delves into the characteristics of Apple brand advocates, utilizing informal conversations as a
method of data collection on two Apple community blogs. Employing content analysis, six
primary themes emerged from the study. Apple brand advocates leverage word-of-mouth to
passionately recommend products, establishing a profound sense of trust in the brand. These
enthusiasts believe that Apple consistently meets their expectations, appreciating the
functionality and design of the products. Furthermore, they find value in being part of the Apple
community and assert that Apple's offerings are irreplaceable, overshadowing any competition
from alternative products.

5. Fuga Kitano, Hajime Nobu Hara (Oct 20, 2019)

This paper introduces a system designed to determine the brand of an apple based on the physical
characteristics of its flesh. The system consists of hardware for assessing the apple's physical
features and software incorporating a convolutional neural network (CNN) for brand
classification. As a sharp metal blade cuts through a piece of the apple flesh, the load and sound
are recorded. Using this data, the computer generates an image featuring a sound spectrogram
and a color bar representing the load change. The sound spectrogram captures detailed features
of the apple flesh. This image is then fed into the CNN to identify the brand of the apple. In the
experimental phase, the authors validated the effectiveness of the proposed system.
The primary objective of this study is to develop a system capable of estimating texture attributes
such as crunchiness or crispness. The application of this system extends to quality management
in apple brands. For instance, the system could be employed to examine a randomly selected
apple from a batch, allowing for the assessment of the texture quality of the flesh.

6.Ana Rita Lapo da Silva, Anabela de Figueiredo Marcos (Jun 1, 2020)

The examination of factors contributing to consumers experiencing brand love has gained
increasing significance, given the contemporary trend of consumers forming emotional and
passionate connections with brands. This study aims to pinpoint the key determinants and
relational outcomes of brand love for Apple.Utilizing a sample of 215 respondents, a structural
equations model was employed. The findings underscored the critical role of experience,
identification, and brand satisfaction in fostering consumers' love for the Apple brand.
Additionally, brand prestige, experience, and identification emerged as pivotal factors
influencing satisfaction with the Apple brand. Furthermore, the study revealed that love and
satisfaction with the Apple brand are instrumental in cultivating consumer loyalty and generating
positive word-of-mouth.Ultimately, loyal consumers were found to actively endorse the Apple
brand through positive expressions.

7. Romelia Yusof, Lok Yee Huei (Jun 20, 2023)

Apple stands as a globally recognized technology giant and ranked among the most valuable
brands in 2020.Renowned for designing, developing, and distributing a diverse range of
products, including mobile communication devices, media players, personal computers, and
portable digital music players, Apple Inc. has made an indelible mark with iconic products like
iPhones, iPads, Macs, and iPods. In Malaysia, a significant trend is observed among university
students who overwhelmingly opt for Apple devices in their academic pursuits. This study aims
to unravel the reasons behind this prevalent choice, delving into aspects such as customer
satisfaction, product quality, and other factors influencing students' loyalty to Apple products.
Data for this research were gathered through monitoring and surveying students at the University
Sains Malaysia. The analytical approach of this paper involves a comparative analysis, aligning
theoretical concepts with empirical observations and survey data.

8. (Nov 1, 2017)
This research seeks to enhance our comprehension of how an individual's perception of a brand
influences their preferences, word-of-mouth communication, and associations with peer groups.
The chosen case study for this investigation is the Apple brand, given its global prominence and
the widespread attention it receives during product launches. After each launch, reviews about
Apple products become a ubiquitous topic of discussion. The research questions are addressed
through a series of questionnaires administered to individuals who own Apple brand products.
The study's findings contribute valuable insights into the intricate dynamics of word-of-mouth
effects on brand perception. Practically, the study suggests that brands should maintain proximity
to their target markets by consistently delivering high-quality products that allow consumers to
express their identities through the brand. Building consumer affection for a brand should focus
on product excellence rather than fostering group or tribal affiliations to a specific brand, thereby
enhancing market penetration more effectively

9. Marcella Evelyn (Dec 16, 2019)

This research undertook an analysis of the "Ingenious" video advertisement produced by
Samsung, which notably features its competitor's product, the Apple iPhone X, throughout its
duration. The study employed both Multimodal Discourse Analysis (MDA) and Critical
Discourse Analysis (CDA) within a three-dimensional framework developed by Fairclough. The
objectives of the study were to understand how the Apple iPhone X is portrayed by Samsung in
the "Ingenious" video, decipher the intended messages conveyed by Samsung as explained on its
official website, gauge consumer reactions to the advertisement, and examine the societal brand
positioning of Samsung and Apple. Multimodal Discourse Analysis was utilized to delve into the
inner dimension of the framework, focusing on the video itself. The second dimension involved
an analysis of Samsung's official explanation on its website to discern the intended meanings of
each segment from the producer to the consumers. Additionally, YouTube comments were
scrutinized to gauge viewer reactions. The outer dimension sought insights into brand
positioning from various sources such as online newspapers, websites, and blogs to ascertain
societal perceptions of Apple and Samsung as smartphone brands. Keywords for this study
include Multimodal Discourse Analysis (MDA), Critical Discourse Analysis (CDA),
Advertisements, and Discourse.

10. Hafiza Adlina, Leonardo Giovandhi (Mar 23, 2023)

The inclination of Apple's loyal consumers, particularly Generation Z individuals who are
typically open to trying new products, to explore offerings from other brands in the
market reflects a lack of comprehension regarding the concepts of product quality and
brand affection. This study seeks to analyze the impact of product quality on repurchase
intentions for the Apple brand among Generation Z students at the University of North
Sumatra. Additionally, it aims to assess the influence of brand love on repurchase
intentions within the same demographic and analyze the combined effect of both
product quality and brand love on repurchase intentions. Employing a quantitative
research approach with an associative perspective, the study utilized a probability
sampling technique to select 100 respondents for analysis. The data analysis methods
encompass validity and reliability tests, classical assumption tests, multiple linear
regression analysis, and hypothesis testing. The findings indicate that product quality
significantly influences repurchase intentions, and similarly, the variable of brand love
exhibits a substantial impact on repurchase intentions. Furthermore, when considered
together, both product quality and brand love collectively contribute to influencing the
dependent variable, which is repurchase intention.
11. Amélia Brandão, Clarinda Rodrigues (Nov 23, 2020)
Purpose this paper aims to the literature on negative consumer-brand relationships by advancing
knowledge on the key triggers of brand hate of global and prominent brands. It investigates for
the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand
hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it
explores the impact of product ownership and previous love feelings in the formation of brand
hate. Design /methodology/approach the data collection was conducted on two Apple anti-brand
communities after the given consent of its administrators. Data analysis was performed using
structural equation modeling. Findings the paper suggests that brand hate is a construct with four
first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past
experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous
concept that comprises negative emotional dimensions (i.e. negative brand engagement) and
behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish
brands). Finally, it shows how brand hate differs among user's vs non-users and passionate vs
non-passionate consumers of Apple. Originality/value this paper contributes to the literature on
negative consumer-brand relationships by advancing knowledge on the key triggers and
outcomes of brand hate of global and prominent brands. More importantly, it demonstrates
empirically that brand hate does not occur at a specific point of time and may result in transient
hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-
brand relationship that changed from love to hatred.

12. (Jun 25, 2021)

Smartphones, as a rapidly advancing technology medium, have witnessed significant progress,
particularly in hardware, in recent years. As technology continues to evolve, consumers find the
need to establish personal standards in their preferences. The role of brand personality is crucial
in shaping brand positioning and attributes, as consumers seek products that align with their self-
image. This study aims to elucidate the comparison of Apple and Samsung brand personalities in
the context of Indonesian society, considering five dimensions: sincerity, excitement,
competence, sophistication, and ruggedness. Data was collected through questionnaires
distributed to 400 respondents familiar with or users of Samsung and/or Apple smartphones in
Indonesia. Descriptive analysis was employed to understand the brand personalities of Samsung
and Apple, and comparative analysis was conducted to highlight differences using the Mann-
Whitney test. The findings revealed variations in the average values of brand personality
between the two brands, with Apple surpassing Samsung across all dimensions. The most
notable difference lies in the competence dimension, suggesting that Apple exhibits a brand
personality that resonates more closely with the characteristics of its users.

13. Manasi Prasad Kabaddi, Nandita Beria (Jan 1, 2019)

The primary focus of this study is to acquire insights into various types of smartwatches through
a detailed examination of consumers' minds and moods. The research specifically delves into the
factors that influence consumers to choose the Apple brand, considering both social and cultural
elements, as well as the challenges they encounter with alternative brands. The mind and mood
analysis of consumers involves a comprehensive understanding of social and cultural intricacies
throughout the entire consumer journey, encompassing the buying process and post-purchase
behavior.

The buying process for a smartwatch initiate with exposure to stimuli, driven by the consumers'
needs and desires, capturing their attention. Subsequently, the learning process unfolds as
consumers acquire knowledge about the brand or product, shaping perceptions that give rise to
positive or negative attitudes. These attitudes influence conative behaviors, ultimately
culminating in the purchase of the product. Repeat purchases may occur, leading to habit
formation and reinforcing brand preference, ultimately resulting in brand loyalty. This research
aims to shed light on the nuanced aspects of consumer decision-making in the smartwatch
market, taking into account the complex interplay of psychological, social, and cultural factors.

14. Hendra Setiawan, Indra Ayu FatMala Apr 29, 2022)

The emergence of Industry 4.0 and the impact of the COVID-19 epidemic are significant
phenomena in Indonesia, requiring individuals to stay abreast of developments in the digital era.
Concurrently, the rapid growth of gadget development, particularly by various electronic
companies like Apple Inc., is notable. The continuous evolution of the Apple brand has led to a
consistent increase in market share, with Indonesia boasting a considerable number of Apple
consumers.

This prompts a key question: why are consumers in Indonesia willing to pay a premium for
Apple gadgets?To explore this, the study aims to investigate the factors influencing this
willingness to pay a premium, specifically focusing on Brand Love, Brand Commitment, and
Brand Trust among Apple product users in Indonesia. The analysis of the gathered data was
conducted using PLS (Partial Least Square) 6.0, and both
validity and reliability tests were carried out through factor analysis in SPSS 16, demonstrating
that all indicators were valid and reliable.

The study's findings reveal that all proposed hypotheses are valid, indicating a positive and
significant effect of Brand Love, Brand Commitment, and Brand Trust on the Willingness to Pay
Premium among Apple consumers in Indonesia. This sheds light on the intricate relationship
between consumer perceptions of the brand and their financial commitment, highlighting the key
drivers behind the premium pricing strategy adopted by Apple.
15. Ronni Marshak (Aug 1, 2011)
Apple has increased the commission it charges on digital media purchases made through
publishers' iPhone apps, compelling them to adjust the previously seamless customer experience.
In the past, users could purchase items like books directly within the Kindle app from Amazon.
However, Apple now claims a 30% share of those revenues. As a result, app owners such as
Amazon are forced to eliminate the direct link and direct customers to use their web browsers
instead. This shift has led to customer dissatisfaction and could potentially harm the Apple
brand. When operating within a customer-centric ecosystem, it's crucial to acknowledge the
value that partners bring to support essential customer scenarios and maintain a smooth customer
experience.

16. Akshata R., Aswini Renuga G. (Jan 18, 2022)

Gadgets have become integral to the lives of the current generation, prompting this study to
investigate the impact of brand loyalty on the purchase decisions of gadgets in the Combatore
District. The research also delves into the specific features that influence consumers in choosing
a particular brand of gadgets. The target population for this study comprises Apple users aged 18
and above in the Coimbatore district. A comprehensive questionnaire was developed,
encompassing variables such as demographics, technical attributes, and gadget features. This
approach facilitated the collection of primary data from the respondents.
The gathered data underwent analysis using statistical tools including percentage analysis,
Friedman rank analysis, Chi-square test, and ANOVA. The results obtained provided valuable
insights, and constructive suggestions were formulated based on these findings.

CHAPTER NO. 3

RESEARCH DESIGN

- Objective of the study

 1. Examine Apple's Target Market:
2. Analyze Branding Strategies:
3. Marketing Mix Strategies:
4. Investigate Innovation and Product Launch Strategies:
5. Evaluate the Impact of Marketing Strategies on Financial Performance:

1. Demographic Analysis:
 Investigate the age, gender, income levels, and other demographic factors of Apple's
target customers.
 Explore how Apple tailors its products and marketing messages to specific demographic
segments.

2. Psychographic Insights:
 Analyze the lifestyle, values, and personality traits of Apple's target audience.
 Examine how Apple's products align with the psychographic preferences of its
customers.

3. Behavioral Characteristics:
 Evaluate consumer behavior patterns related to Apple products, including purchasing
frequency and brand loyalty.
 Investigate how consumer behaviors influence Apple's marketing strategies.

4. Geographic Considerations:
 Assess regional variations in Apple's target market.
 Explore how cultural and geographical factors impact marketing approaches.
1.Brand Image and Perception:
 Examine the evolution of Apple's brand image over time.
 Evaluate how Apple maintains a consistent brand perception and identity.

2. Brand Messaging:
 Analyze the key messages conveyed through Apple's branding efforts.
 Investigate how these messages resonate with the target audience.

3. Loyalty Programs:
 Explore initiatives and programs aimed at fostering customer loyalty.
 Evaluate the effectiveness of these programs in retaining customers.

4. Co-branding and Partnerships:

 Assess Apple's collaborations with other brands and how they contribute to its overall
brand strategy.
 Examine the impact of co-branded products on consumer perception.

1. Product Strategy:
 Analyze the features, design, and innovation of Apple products.
 Evaluate how Apple maintains a competitive edge through product differentiation

2. Pricing Strategies:
 Investigate Apple's pricing models, including premium pricing.
 Explore how perceived value influences pricing decisions.
3. Distribution Channels:
 Analyze the distribution channels used by Apple, including retail stores and online
platforms.
 Evaluate the effectiveness of these channels in reaching the target market.
4. Promotional Activities:
 Explore Apple's advertising campaigns, both online and offline.
 Evaluate the impact of promotional activities on brand visibility and sales.

1. Innovation Pipeline
 Explore Apple's approach to continuous innovation.
 Analyze how innovation contributes to maintaining market leadership.
2. Product Launch Events:
 Evaluate the strategies employed in launching new products.
 Investigate the role of events and marketing campaigns in building anticipation.
3. Market Research and Customer Feedback:
 Investigate how Apple incorporates customer feedback into the innovation process.
 Analyze the role of market research in shaping product development.

1. Revenue Growth:
 Analyze the correlation between marketing strategies and revenue grow
 Evaluate the contribution of marketing efforts to overall financial performance.

2. Market Share Analysis:

 Explore how marketing strategies impact Apple's market share in the industry.
 Analyze trends in market share alongside key marketing initiatives.
3. Return on Investment (ROI):
 Assess the ROI of various marketing campaigns and strategies.
 Evaluate the efficiency and effectiveness of marketing expenditures.
4. Stock Performance:
 Examine the relationship between marketing announcements and Apple's stock
performance.
 Analyze how marketing strategies influence investor perception and confidence.
By delving into these specific areas, the research aims to provide a nuanced understanding of
Apple's target market, branding strategies, marketing mix, innovation tactics, and the financial
impact of its marketing endeavors.

- Limitations of study

1. Dynamic and Evolving Industry:

 Description: The technology industry, in which Apple operates, is dynamic and rapidly
evolving
  Elaboration: The study may not capture real-time changes in Apple's marketing strategies
due to the fast-paced nature of the industry.

2. Data Validity and Accuracy:

 Description: Reliability and accuracy of data from external sources might be a concern.
 Elaboration: Depending on the quality of data available, there could be limitations in the
precision of the analysis and potential for inaccuracies.

3. Limited Consumer Perception Insights:

 Description: Understanding consumer perceptions may be subjective and challenging to
capture comprehensively.
 Elaboration: Different stakeholders may have diverse opinions on the effectiveness of
Apple's marketing strategies, and capturing this subjectivity can be a limitation.

4. Ethical Considerations in Data Use:

 Description: Ethical concerns regarding the use of certain data, especially related to
consumer behavior, may arise.
 Elaboration: Adhering to ethical standards while analyzing and interpreting data,
particularly in areas involving user privacy, may impose limitations on the depth of the
research.

5. Dependence on Secondary Sources:

 Description: Relying heavily on secondary sources may limit the depth of analysis.
 Elaboration: The availability and quality of secondary data may vary, impacting the
comprehensiveness of the study.
By acknowledging these limitations, researchers can provide a balanced perspective on the scope
and potential constraints of their study on Apple's marketing strategies. Additionally, researchers
can use these limitations to guide future research and methodologies.