Table of Contents

1. Executive Summary...............................................................................................................1
2. Introduction...............................................................................................................................2
2.1. About Apple Inc...............................................................................................................2
2.2. About Apple Watch.........................................................................................................2
3. SWOT ANALYSIS......................................................................................................................3
3.1. Strengths............................................................................................................................3
3.2. Weaknesses......................................................................................................................3
3.3. Opportunities....................................................................................................................3
3.4. Threats................................................................................................................................4
4. STP ANALYSIS...........................................................................................................................5
4.1. Market Segmentation....................................................................................................5
4.2. Market Targeting.............................................................................................................6
4.3. Market Positioning..........................................................................................................8
5. 4P ANALYSIS............................................................................................................................10
5.1. Product..............................................................................................................................10
5.2. Price...................................................................................................................................14
5.3. Place..................................................................................................................................17
5.4. Promotion.........................................................................................................................17
6. Conclusion...............................................................................................................................19
7. List of Figures and Tables..................................................................................................20
8. References...............................................................................................................................21

2
1. Executive Summary
This report provides a comprehensive analysis of the marketing strategy behind Apple
Watch, a frontrunner in the competitive wearable technology market.

1.1. Objective of the Report

This report is made to ascertain the marketing tactics Apple utilizes to solidify Apple
Watch's position as a leader within the smartwatch industry.

1.2. Data Used / Literature Review of the Report

A SWOT analysis is employed to evaluate Apple Watch's strengths, weaknesses,

opportunities, and threats.

Further examination is conducted through a 4P analysis, which explores Apple Watch's

product attributes, branding strategies, packaging design, and customer support
services. The report delves into Apple's product line expansion strategy, encompassing
continuous innovation, product diversification, and a focus on health and fitness through
ecosystem integration. Additionally, the analysis examines Apple's pricing strategy,
including price skimming, segmented pricing based on features, and value-based pricing
that highlights the benefits users receive. The various sales channels employed by Apple,
both direct and indirect, are also explored.

In terms of promotion, the report details Apple's multi-faceted approach, encompassing

mass media campaigns, strategic sales promotions, fostering word-of-mouth marketing
through user experiences, and leveraging influencer marketing to reach target
audiences.

1.3. Conclusion

Apple Watch's marketing strategy represents a well-honed approach that capitalizes on

its unique features, a powerful brand image, and a commitment to customer centricity.
Despite facing competition, Apple Watch remains a dominant force in the smartwatch
market due to its innovative features, seamless ecosystem integration, and strong
developer support. The report concludes by emphasizing the importance of continuous
knowledge acquisition to stay abreast of Apple's evolving operations and marketing
strategies.

1
2. Introduction
2.1. About Apple Inc.
Apple Inc. is a multinational technology company headquartered in Cupertino, California.
Apple Inc. is one of the most valuable companies in the world and is famous for their
innovative consumer electronic devices, software, and services.

2.2. About Apple Watch

The Apple Watch is a smartwatch designed, developed, and launched b y Apple Inc. It
integrates fitness tracking, and health-oriented capabilities with wireless
telecommunication, and integrates with iOS, watchOS, and other Apple products and
services.

Fig. 1. Apple Watch series (Apple Inc., 2024)

2
3. SWOT ANALYSIS
3.1. Strengths
Brand value. Apple is the leading company in the top 25 world brand values of the year.
With brand power, Apple Watch has recorded revenue growth for many years.
(Brand Finance, 2024)

Customer loyalty. In 2020, Apple Watch held the largest market share in the world, with
36%, approximately 100 million users. With such huge sales volume, Apple shows that its
customers will not leave its brand for another brand. (Counterpoint, 2023)

Outstanding features. Apple has developed an Apple Watch with many advanced
functions, such as physical activity tracking, mobile network connectivity, heart rate, ECG
monitoring capabilities, and the ability to synchronize with other Apple devices. These
attributes make them different in the market and attract users worldwide.
(Apple Inc., n.d.)

Design and aesthetics. What Apple Watch possesses is thin, light touch screen design
with high resolution, and neutral design suitable for all ages. With such a perfect
appearance, even the most demanding customers will be captivated by the beauty of the
smart watch.

Integrated ecosystem. Apple boasts a broad ecosystem, so the Apple Watch can be
easily integrated with other Apple devices. Owing to this great ecosystem, Apple has
retained many customers to stay and use many product lines from its brand.

3.2. Weaknesses
Price. In the smartwatch market, the Apple Watch positions itself at a much higher price than other
competitors, such as Garmin or Fitbit. Because it has a price ranging from 399 USD to 1,399 USD, it is
difficult for customers with a tight budget to access this product line. (H2 Hub, 2023)

Battery life. Through many improvements with many upgrades in both appearance and battery life,
users are still concerned about the usage time of the Apple Watch. Some people find having to
charge a watch every day to be too much of a hassle, especially those who are used to using a watch
with a very long battery life.

Dependence on iPhone. To be able to use the Apple Watch, owning an iPhone is a necessity. The
refusal to own an Apple Watch is understandable for potential customers who are using a
standalone watch or a phone other than an iPhone.

3.3. Opportunities
Health and fitness market. The Apple watch has a lot of promise in the market owing to
consumers' health concerns. Technological developments such as heart rate monitoring,
body movement monitoring, and ECG applications provide the clearest evidence that
Apple is linking up with health application providers and joining the health market. It can
be seen that Apple is benefiting greatly from this trend. (Apple Inc., n.d.)

Expanding into new markets. Apple has wisely expanded its customer base with Apple
Watch products aimed at athletes and the elderly while also targeting developing
markets to help this product line gain popularity. outgrow. Therefore, the use of the
apple watch is expanding. For example, Apple Watch Ultra 2 is for athletes and people
who regularly exercise.

3
Services and subscriptions. Leveraging Apple watch user bases, Apple has used
marketing strategies to sell services, such as Apple Fitness+ and Apple Music. Owing to
these policies, Apple has helped improve and enhance customer experience and
generate recurring monthly income.

3.4. Threats
Fierce competition. The smartwatch market is becoming increasingly fierce because of
Apple's competitors, Samsung, Garmin, and Fitbit. Apple is gradually losing its market
share and dominance in the market by continuously offering innovative products with
superior technology that are sold at more affordable prices than its competitors.
(Brittany Vincent, 2024)

Legal barriers. Any changes to rights and laws related to consumer protection and
healthcare policies or data privacy rights could affect how the Apple Watch is developed
and implemented. be marketed. Apple's business operations will become more difficult
and complicated due to compliance with changes in terms and laws.
(“Apple Watch: What to Know About the Legal Disputes,” 2024)

Economic Uncertainty. The economic downturn has dealt with a direct blow to consumer
behavior and purchasing habits; therefore, the purchasing power of luxury items such as
the Apple Watch may be somewhat reduced. It can be seen that the unstable economy
also affects product consumption and sales growth of the product line.

4
4. STP ANALYSIS

Fig. 2. Apple Segmentation, Targeting, and Positioning Mind Map (Edrawmind, n.d.)

The map above, as an example, gives us an overall view of Apple’s STP strategy - Apple’s
market segmentation, market targeting, and market positioning. This strategy helps the
company to understand customers’ behavior, therefore applying strategic objectives
effectively.
4.1. Market Segmentation
Apple differentiates its consumer base into three main groups: geographic segment,
behavioral segment, and psychographic segment. (Zhang, 2023)

4.1.1. Behavioral
Apple divides its client base into groups according to their usage patterns,
benefits sought, and loyalty status.

 Usage patterns. The company analyzes how customers use their

devices to tailor its products and services. They always try to develop
features in their products to adapt to users’ habits.
 Benefit sought. Apple is a renowned technology company that always
provides its clients with cutting-edge goods, packed with unique
features and elegant designs.
 Brand loyalty. Apple has one of the most superior brand loyalists, which
has helped them rise and acquire their current dominance. People
usually remain loyal to Apple products and upgrade to the latest
editions right at release due to this intertwined handle of
interconnectivity, workability, and high-end customer experience.

4.1.2. Psychographic
The company focuses on customer lifestyles and personality characteristics.

 Apple manufactures products that are considered to be more than just

electronic gadgets but, rather, extensions of personalities and
lifestyles.

5
  It serves consumers with very high levels of design innovation and
uniqueness or those who are just tech lovers; to those who yearn to be
sleek, sophisticated, and high-status, Apple products communicate a
statement that it is a symbol of sophistication, elegance, and
developed technology.

4.1.3. Geographic
Apple pays primary attention first to its most well-established markets, such
as the United States and Canada. It provides features and other offerings that
cater to the tastes and behavioral patterns of its clientèle in these regions.

 For example: To meet the growing demand for dual SIM cards among
Chinese consumers, Apple launched the "Dual SIM Dual Standby"
feature in China.
(Zhang, 2023)

Psychographic segmentation is used in the case of the Apple Watch, with

consumers who are more inclined to be health-conscious, tech-savvy, and
value a modern lifestyle.

4.2. Market Targeting

Fig. 3. Apple Targeting Segmentation Mind Map (Boardmix, n.d.)

Apple has differentiated market targeting, with its primary targets being middle-class to affluent
consumers; with a particular emphasis on tech enthusiasts; and also fashion-conscious people.

- The business frequently expands the length of its product lines, or develops different
product models, offering a wide range of costs to cater to a diverse clientele that includes
both well-off and wealthy individuals.

6
Fig. 4. Apple Watch series (Apple Inc., 2024)

Fig. 5. iPhone models (Apple Inc., 2024)

7
 - The products have different technological features for different uses, some
models also offer a wide range of colors for fashion-enthusiast consumers.
(Zhang, 2023)

4.3. Market Positioning

Fig. 6. Apple Positioning Segmentation Mind Map (Boardmix, n.d.)

Apple is positioning itself as innovative and customer-focused.

- As one of the leading companies in this field, Apple is frequently looked up to by

other industry participants for its innovative products and technologies.
- Apple’s competitive advantages: strong brand loyalty, innovative product
differentiation, and unique operating systems like iOS.
- Just-in-time inventory management in its supply chain, restricted access to
application developers, and Apple's emphasis on security measures all give the
company a competitive edge in the market.
- The brand has managed to stand out because it deals with innovative products
with unique operating systems, and regular updates that assure an optimized
experience.
- In line with new waves of innovation and a consumer-oriented market, the Apple
logo is redesigned from time to time to maintain basic simplicity and strong
recognition.
- Its message, "Think Different", encourages the user to get away from the ordinary
and use technology to change their world, which makes one feel dearly
emotionally attached to the brand.

8
Fig. 7. Apple Logo History and Brand Evolution (The Designest, 2022)

9
5. 4P ANALYSIS
5.1. Product

5.1.1. Product Analysis

5.1.1.1. Product Attributes

Product Quality. The Apple Watch is made of superior materials like

stainless steel, and aluminum and is available in various colors. This
diversification in materials and finishes not only meets different
preferences and needs but also prolongs tenacity and durability,
maximizing customer experience and satisfaction.

Fig. 8. Apple Watch Aluminum, Stainless Steel Case Comparison (Apple Inc. (Belarus), n.d.)

Product Features. The Apple Watch offers diverse features. Apple

typifies fitness and health tracking with the Apple Watch, where users
can track their fitness activity, heart rate, blood oxygen, and sleep. In
addition, the Apple Watch allows users to receive notifications, make
calls, and schedule appointments. It also syncs perfectly with other
Apple devices and supports different third-party apps, making it easy for
users to access various features directly from their wrists and
synchronize data with their other devices.

Product Style and Design. Apple Watch products are renowned for their
sleek and modern design, heavily emphasizing minimalist style. With a
range of sizes and materials to choose from, users can tailor their
watches according to their preferences. With options including

10
 aluminum, stainless steel, and titanium cases, as well as a selection of
strap materials such as leather, stainless steel, nylon, and silicone,
users can create a truly personalized watch. Additionally, customers can
also personalize their unique watches with photos from their library or
select from a variety of watch face options offered by Apple.

Fig. 9. Apple Watch strap options (Apple Inc., n.d.)

Fig. 10. Apple Watch case options (Apple Inc., n.d.)

5.1.1.2. Branding

Over nearly 50 years, Apple has built a name for itself as a premium
brand associated with luxury, innovation, and quality. Thanks to its
strong value brand, Apple has benefited by fostering trust and loyalty
among customers who are passionate brand advocates. According to
Brand Finance's Global 500 2024 Report (2024), Apple has risen to the
top of the table, becoming the most valuable brand in the world this
year, with 517 billion USD (up 74%), far ahead of other famous brands
such as Microsoft, Google, Amazon, etc (Brand Finance, 2024) . The
investment in the union between advanced technology and excellent

11
 design helps enhance the perceived value of Apple products in the eyes
of consumers.

Fig. 11. Brand Finance Global 500 2024 (Brand Finance, 2024)

5.1.1.3. Packaging

The packaging is primarily focused on design and user experience. The

product box is made from white, sturdy cardboard with a meticulous
and neat design, giving users the feeling of receiving a premium
product. The design not only helps enhance the customer's unboxing
experience, making it more enjoyable but also contributes to enhancing
the premium nature of the product. Not only that, Apple is increasingly
focusing on using sustainable materials for its designs, typically the
Apple Watch Series 9 with packaging made 100% from fiber, eliminating

12
 most plastic as a way to demonstrate Apple's commitment to
environmental responsibility. (Apple Inc., 2023)

5.1.1.5. Labeling and Logo

The Apple logo is prominently displayed on the case and packaging,

serving as a brand identity symbol. Apple Watch products usually do not
have much labeling, instead that information will be displayed on the
iPhone when the user integrates the product during the Apple Watch
setup process. In this way, the watch design becomes simple and
streamlined while users still have access to necessary information. For
some models (e.g. Apple Watch Ultra) the logo and some typical
information will be engraved on the back of the watch, creating a clean
and neat design.

5.1.1.5. Product Support Services

Apple offers a variety of ways to deliver extended support, both online

and offline. Customers can through online support access resources
such as user guides, troubleshooting tips, and answers to frequently
asked questions on the Apple Watch Support website. Additionally,
customers can use the Apple Support App, which allows them to get
personalized support for their Apple Watch, check on warranty status,
schedule repairs, and chat with an Apple Support representative. In
addition, Apple users can also contact Apple Support directly via phone,
chat, or at the Apple Store Genius Bar, or through Apple Authorized
Service Providers (AASPs). In particular, during the purchase process,
customers have the right to choose the AppleCare+ extended warranty
program, which provides additional warranty coverage, including
accidental damage repair.

5.1.2. Product Line Expansion Strategy

5.1.2.1. Continuous Innovation

Apple always focuses on research, development, and continuous

innovation of Apple Watch product lines. Not only improving hardware
components such as processor, display technology, sensors, and battery
life, Apple also continuously updates the watchOS operating system
with new features as well as performance optimization. New generations
of Apple Watch are significantly upgraded and improved, for example,
the Apple Watch Ultra models have a more durable structure than
previous Series models with longer battery life and may have health
sensors more advanced. In particular, Apple focuses a lot on improving
battery life, which is a big concern of smartwatch users. In addition,
they are also very interested in application development, from sports
tracking apps to language learning tools. With this, Apple can expand
the functionality of the smartwatch while also meeting the specific
needs of users.

5.1.2.2. Diversification

Apple offers many Apple Watch models with many different feature sets
and prices, suitable for many market segments. For example, high-end
models, typically the Apple Watch Ultra, often contain advanced
features and materials and have extra enhanced capabilities. These
models are often aimed at users who need products with high
performance and durability for extreme activities, such as athletes and

13
 adventurers. As for the standard models, e.g. Apple Watch Series, it is a
product line designed to appeal to the widest consumers who want a
feature-rich smartwatch at an affordable price, not high like the Ultra.
These lines often have a balance between features and price, also have
many material choices and often focus on health care and fitness
features (blood oxygen, ECG, sleep monitoring). And finally, the Apple
Watch SE, whose target audience is budget-conscious consumers. This
version also offers core functions like fitness tracking, notifications, and
basic health features but at a lower price, although they may have older
technology than the Series versions. Besides, Apple also offers material
and design options, including different case materials (like titanium,
aluminum, and stainless steel) or strap material options (like leather,
nylon, and silicon), this allows customers to customize their smartwatch
according to their wishes and budget.

5.1.2.3. Ecosystem Integration

Apple has been very successful in creating a strong ecosystem that

integrates products together, creating a seamless and smooth system,
contributing to an increase in customers using Apple products, thereby
strengthening brand loyalty and retention. For example, users can
integrate their Apple Watch and iPhone, making receiving notifications,
making calls and messages, or syncing data easier and more convenient
than ever. In addition, features such as Handoff, Continuity, and Apple
Pay provide convenient tasks, helping to enhance seamlessness
between devices as well as user experience. With Handoff, users can
move tasks between devices extremely conveniently without losing
concentration, or with Apple Pay users can pay faster, more
conveniently, without having to carry their wallet everywhere, while
payment information is always encrypted and securely protected.

5.1.2.3. Health and Fitness Focus

Apple built the Apple Watch as a product specializing in health care and
fitness, with outstanding features such as the ability to track activity,
heart rate monitoring, blood oxygen monitoring, ECG, sleep monitoring
and exercise instructions. With this product, Apple has succeeded in
penetrating a growing market trend and reaching out to consumers
interested in health and healthy lifestyles. Apple Watch offers health-
related features and services, such as the Health app and Apple
Fitness+, where users can access various exercises led by professional
trainers, and workout from anywhere, making exercising at home more
convenient than ever, thereby helping them lead a more active and
healthier lifestyle.

5.1.2.3. Partnerships and Collaborations

Apple has partnered with a variety of companies to expand functionality

and capture more market share, ranging from fitness companies, health
care providers to fashion brands or application developers. Apple has
partnered with Nike to create several versions of the Apple Watch Nike+
(Apple Inc., n.d.) . These versions come with special options such as
exclusive watch faces, workout bands or integration between Apple
Watch Ultra 2 and the Nike Run Club app to help users have a better
running experience. Apple also partners with various hospitals and
research institutes such as the Harvard T.H. Chan School of Public
Health, the National Institute of Environmental Health Sciences,

14
 Brigham and Women's Hospital, the American Heart Association, and
the University of Michigan and World Health Organization, through a
research project involving a large number of iPhone users and Apple
Watch, Apple has shown the potential application of technology devices
in research and health care (Apple Newsroom (Israel), 2022) . Apple has
also cooperated with high-end fashion brands such as Hermès and
Chanel to create exclusive and limited edition straps that appeal to
fashionistas.

5.2. Price
5.2.1. Pricing Strategy of Apple Watch

5.2.1.1. Price Skimming

Apple often launches new Apple Watch models at high prices to target
early adopters, those willing to pay high costs for the latest technology.
Over time, Apple gradually reduced the price of older models to be more
suitable for many remaining audiences who were not ready to pay the
initial high price. For example, when the latest Apple Watch Series X
launches, it has the highest price point within the current lineup, but
when newer models are introduced, Apple might reduce the price of
older Series models, making them more attractive to budget-conscious
consumers. This strategy allows Apple to maximize revenue from both
early adopters and budget-conscious consumers. Besides, it also helps
different customer segments with different needs and price sensitivities.
Not only that, this strategy also helps strengthen and maintain the
premium brand image while making the product accessible to a wider
audience and maximizing total sales throughout the product's life cycle.

5.2.1.2. Segmented Pricing

Apple often offers different levels of products that cater to distinct

customer segments with different needs and budgets. For the early
adopter market segment, Apple designed the Apple Watch Ultra product
line with advanced features, premium materials, the latest technology,
and the highest price point in the product line, for those looking for the
best features and willing to pay a premium. With a mid-range price - for
regular Smartwatch users, the Apple Watch Series X product line will be
extremely ideal because they are still rich in features but have a more
affordable price. Finally, the budget-conscious consumer segment,
Apple Watch SE offers core functions and basic health features but at a
lower price, suitable for those who prioritize affordability but still want to
own a basic smartwatch. With this strategy, Apple can reach more
customers, thereby maximizing sales potential. Besides, customers can
also choose the model that best suits their needs and budget.

5.2.1.3. Psychological Pricing

Apple leverages its strong brand equity and reputation to convince

consumers that the Apple Watch's higher price is justified. Apple builds
a brand image associated with innovation, design excellence and high
quality, which also significantly influences consumer perception of the
brand, that Apple products are premium and reliable. For that reason,
customers are willing to pay more for an Apple Watch than other

15
 alternatives because they believe that Apple products have exclusivity
and excellent quality.

5.2.1.5. Value-based Pricing

Apple Watch is valued for the value it brings to users such as access to
many apps and services, connectivity with other Apple devices, and
sophisticated health and fitness tracking features. For example, Apple
promotes the Apple Watch's ability to track workouts, monitor heart
rate, and provide insights into sleep patterns to appeal to health-
conscious consumers. By highlighting the specific benefits of the Apple
Watch compared to other competing products, Apple has helped
strengthen its brand image in the eyes of the public.

5.2.2. Comparative Analysis: Apple Watch Pricing vs Competitors

Table 1. Apple Watch Pricing vs Competitors

Brand Product Line Price Range Focus

(USD)

Apple Apple Watch Ultra $499+ Advanced features, durability, athletes

Apple Watch $399+ Balance of features, general smartwatch

Series X users

Apple Watch SE $279+ Core functionalities, budget-conscious

users

Samsung Galaxy Watch 5 $449+ Durability, advanced fitness tracking

Pro

Galaxy Watch 5 $279+ General smartwatch functionalities

Galaxy Watch 4 $249+ Stylish design, basic health tracking

Classic

Fitbit Sense 2 $299+ Advanced health tracking, stress

management

Versa 4 $229+ Fitness tracking, wellness features

Inspire 3 $99+ Fitness tracker, basic activity tracking

Garmin Fenix 7 Series $699+ High-end outdoor adventure watch,

advanced GPS

Epix Gen 2 $999+ Premium outdoor smartwatch, mapping

features

Venu 2 Plus $399+ Health & fitness tracking, AMOLED

display

16
 From the table above, we can draw some main observations as follows:

 Apple Watch. It offers a variety of prices suitable for each segment,

including the Ultra series for the high-end segment, and can compete
with Garmin, followed by the mid-range segment (Series X) and pocket-
friendly options (SE).
 Samsung. Overall, it has a similar segmentation model, focusing on
design and general smartwatch functions. The Galaxy Watch 5 Pro can
compete with the Apple Watch Ultra in terms of durability and features
but with a slightly lower price.
 Fitbit. They primarily develop budget-friendly fitness trackers and
smartwatches with a primary focus on health and fitness features.
Although they lack some advanced functionality compared to Apple and
Garmin, they are more affordable.
 Garmin. Garmin is famous for its specialized product lines, which offer
advanced features, rugged durability, and outstanding GPS
functionality, worthy of their premium prices. However, Garmin's
product lines lack seamless integration with smartphone ecosystems
like Apple and Samsung.

5.3. Place

Fig. 12. Apple Distribution Channel

As shown in the chart above, we can see there are two main categories of Apple
distribution channels, which are direct sales channels and indirect sales channels.

5.3.1. Direct Sales Channels

Apple Retail Stores. These are physical stores that Apple operates around
the world, serving as a premier destination for customers to experience
products firsthand and receive personal support from Apple staff. These stores
provide premium brand experiences and realistic shopping environments,
contributing to enhanced customer experience and product satisfaction.

17
 Apple Online Store. The online store offers a great platform where
customers can browse, buy, and customize Apple Watches with just an
Internet connection. Not only that, here, customers can also fully explore the
store's products as well as compare designs and prices of different models
easily. In addition, online stores also help Apple expand its reach to global
consumers.

5.3.2. Indirect Sales Channels

Authorized Resellers. These are independent stores that have been authorized
by Apple to sell its products. By connecting with them, Apple can expand its
distribution reach to additional retail channels, including electronics retailers,
department stores, and telecommunications service providers. These resellers
can offer customers more options, with customers being able to purchase
products locally.

Third-Party Online Retailers. These are online stores that sell Apple products
but are not authorized by Apple, such as Amazon, Walmart, and eBay. With
these platforms, Apple can reach a large number of online shoppers, thereby
helping them penetrate new markets and increase sales. In turn, customers
using these platforms also benefit from the convenience of online shopping, as
well as access to pricing options and comparisons of alternatives; however,
providing less customer support.

5.4. Promotion
5.4.1. Mass Media
Apple used television ads, online video ads (YouTube, social media platforms),
and print ads (magazines, select billboards) to showcase the Apple Watch. In
2021, Apple launched a strong mass media campaign for the Apple Watch
Series 7, called "Every Second Counts" (Digital Tripathi, 2024) . The campaign
features a series of ads featuring actual emergency calls to 911 made from an
Apple Watch. With its emotional storytelling, real-life scenarios, and multi-
channel approach, the campaign received critical acclaim and is a successful
example of Apple Watch's mass media marketing. Through this campaign, the
Apple Watch has proven that more than a technological device, it is also an
effective life-saving tool in emergencies.

5.4.2. Sales Promotion

Apple may occasionally offer Limited-Time Offers or Seasonal Promotions such
as during the holiday or back-to-school season to attract new customers.
Apple has partnered with educational institutions around the world to offer
exclusive discounts on Apple products to students and faculty. Back-to-school
season is an ideal time to target students who are in need of technology
purchases, helping to boost Apple Watch sales during this peak period.

5.4.3. Word-of-Mouth Marketing

Apple has a loyal customer base known for their enthusiasm for Apple
products. The spread of positive user experiences and recommendations can
create a strong word-of-mouth effect, encouraging others to consider the
Apple Watch. Besides, Apple's social media strategy also contributes to
encouraging user interaction. Features like Activity Challenges and sharing
health data on social media platforms can drive natural conversation and
promote Apple Watch among existing users' networks.

18
5.4.4. Influencer Marketing
Apple incorporates influencer marketing into its Apple Watch advertising
strategy. For example, in the Apple Watch Ultra Challenge with Fitness
Influencers (2023) campaign, a group of famous fitness YouTubers and famous
Instagram athletes participated in a fitness challenge that showcased
advanced metrics, Apple Watch Ultra's durability and GPS capabilities in a
variety of outdoor environments. These people received early access to the
Apple Watch Ultra and were tasked with recording their experiences with the
Apple Watch Ultra throughout the challenge, sharing engaging photos, videos,
and stories on their social media platforms. Some influencers have hosted live
workout sessions on platforms such as YouTube or Instagram, introducing the
functions of the Apple Watch Ultra to their audiences. As a result, influencer
content has helped the Apple Watch Ultra reach a large target audience. Not
only that, they also help build credibility and trust, as well as create
excitement and positive buzz around the new Apple Watch model.

19
6. Conclusion
The marketing plan for the Apple Watch which is a well-oiled machine that has been
carefully planned to make the most unique features, strong brand, and customer-focused
approach. As the wearable technology market continues to evolve, Apple's dedication to
innovation and its well-established marketing concepts positions the Apple Watch for
sustained success.

It's been 10 years since the original Apple Watch was released. Apple Watch has plenty
of benefits such as Innovative Features (ECG, heart rate monitoring, fitness tracking, and
integration with other Apple devices), Ecosystem Integration (the Apple Watch
seamlessly integrates with other Apple products such as iPhones, iPads, and Macs),
Strong Developer Support. It holds the largest market share in the smartwatch industry,
with over 100 million people wearing an Apple watch worldwide due to its popularity,
quality products, and position of the brand in the minds of users, although Rival
companies (Oppo, Huawei, or Samsung) continuously introduce new features and
technologies, posing a threat to Apple's market share and dominance. Thanks to
Marketing's operational efforts and effective Marketing policies.

*Lessons from the group's project:

- Widen our knowledge

- We not only know that it is just a technology company through images, but also
have a deeper understanding of how to operate, set up and very new knowledge
from inside Apple Inc.

20
7. List of Figures and Tables
Fig. 1. Apple Watch series (Apple Inc., 2024)......................................................................................2
Fig. 2. Apple Segmentation, Targeting, and Positioning Mind Map (Edrawmind, n.d.).......................5
Fig. 3. Apple Targeting Segmentation Mind Map (Boardmix, n.d.).....................................................6
Fig. 4. Apple Watch series (Apple Inc., 2024)......................................................................................7
Fig. 5. iPhone models (Apple Inc., 2024).............................................................................................7
Fig. 6. Apple Positioning Segmentation Mind Map (Boardmix, n.d.)..................................................8
Fig. 7. Apple Logo History and Brand Evolution (The Designest, 2022).............................................9
Fig. 8. Apple Watch Aluminum, Stainless Steel Case Comparison (Apple Inc. (Belarus), n.d.)........10
Fig. 9. Apple Watch strap options (Apple Inc., n.d.)..........................................................................11
Fig. 10. Apple Watch case options (Apple Inc., n.d.).........................................................................11
Fig. 11. Brand Finance Global 500 2024 (Brand Finance, 2024)........................................................12
Fig. 12. Apple Distribution Channel...................................................................................................17

Table 1. Apple Watch Pricing vs Competitors.....................................................................................16

21
 8. References
Apple Inc., 2024. Apple Watch series [WWW Document]. URL https://www.apple.com/vn/watch/
(accessed 5.19.24).

Apple Inc., n.d. Apple Watch - Why Apple Watch [WWW Document]. URL
https://www.apple.com/watch/why-apple-watch/ (accessed 5.19.24a).

Apple Inc., n.d. Healthcare - Apple Watch [WWW Document]. URL

https://www.apple.com/healthcare/apple-watch/ (accessed 5.19.24b).

Apple Inc., n.d. Create Your Apple Watch Series 9 Style [WWW Document]. URL
https://www.apple.com/shop/studio/apple-watch (accessed 5.19.24c).

Apple Inc., n.d. Apple Watch Nike [WWW Document]. URL https://www.apple.com/apple-watch-nike/
(accessed 5.19.24d).

Apple Inc. (Belarus), n.d. Apple Watch - Compare Models [WWW Document]. URL
https://www.apple.com/by/watch/compare/ (accessed 5.19.24).

Apple Newsroom (Israel), 2022. How Apple is empowering people with their health information [WWW
Document]. URL https://www.apple.com/il/newsroom/2022/07/how-apple-is-empowering-people-
with-their-health-information/ (accessed 5.19.24).

Apple Watch: What to Know About the Legal Disputes [WWW Document], 2024. . Time. URL
https://time.com/6692718/apple-watch-masimo-alivecor-patent-antitrust-legal-explainer/ (accessed
5.19.24).

Boardmix, n.d. Apple Segmentation, Targeting, and Positioning [WWW Document].

Brand Finance, 2024. Global 500 2024 Report Published! [WWW Document]. URL
https://brandfinance.com/insights/global-500-2024-report (accessed 5.19.24).

Brittany Vincent, 2024. The best Apple Watch alternatives for 2024 may make you forget about Apple
altogether [WWW Document]. CBS Essentials. URL https://www.cbsnews.com/essentials/best-
apple-watch-alternatives/ (accessed 5.19.24).

Counterpoint, 2023. Smartwatch Market Grows 13% YoY in Q1 2022; Apple Stays First, Samsung Solidifies
Second Place [WWW Document]. URL https://www.counterpointresearch.com/insights/smartwatch-
market-grows-13-yoy-q1-2022-apple-stays-first-samsung-solidifies-second-place/ (accessed 5.19.24).

Digital Tripathi, 2024. Every Second Counts: The Apple Watch 911 Ad Campaign that Gripped the World
[WWW Document].

Edrawmind, n.d. Apple Segmentation, Targeting, and Positioning [WWW Document].

H2 Hub, 2023. Smartwatches vs Apple Watches [WWW Document].

Inc, A., 2023. Product Environmental Report Apple Watch Series 9 Date introduced.

The Designest, 2022. Apple Logo History: All About Apple Logo Evolution [WWW Document]. URL
https://thedesignest.net/apple-logo-history/ (accessed 5.19.24).

Zhang, R., 2023. Advances in Economics, Management and Political Sciences 29, 24–32.

22
23