Apple

Università degli Studi Suor Orsola Benincasa




English for business and communication


Apple : marketing strategy


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“People talk about technology, but Apple was a marketing company. It was the marketing company of the decade.” - The Guardian





Clizia Margheron 176000118
Through our work we want toexplain how Apple has become, over the years, one of the most important companies in the world.

History

1976: Apple was founded in Cupertino by Steve Jobs and Steve Wozniak to sell the Apple I, a motherboard, less than a modern pc. This creation improved little by little with Apple II and Apple III. And, over the years, Steve Jobs became more than a CEO of Apple: he became a very leader and oneof the reasons of Apple’s success.

1984: the year of the turning point with the launch of the Mac, the first computer with a graphical user interface .This made pc usable by ordinary people thanks to the mouse and a desktop organized into icons and windows.
Mac was presented with a spot 1984 (based on Orwell’s novel) that anticipates the vision of Apple which will be used in a publicitycampaign in 1997. Thanks to Mac the persons can “think different”: so the Big Brother (the society) can’t control them.

Mac was a great success until Bill Gates puts on the market Windows. In fact started a competition between the two companies that continues today.

2001: Jobs decided to entry in the market of digital music with the iPod, a digital music player and iTunes, software through whichyou can listen to music. You can also buy the music online with the service iTunes Music Store. Actually iPod is the most sold multimedia player in the world, with a market share of more than 80 %; iTunes Store is the digital “market” more used in the world, with 10 billion songs sold.

To signify the displacement of core business from the market of computer to multimedia, Jobs changed the name ofcompany from Apple Computer Inc in Apple Inc.

2007: launch of the iPhone, a mobile phone with only one key and a multi-touch screen. iPhone includes the function of web navigation. So it becomes a mix of iPod, pc and a mobile phone. The introduction of this product represented the entry of Apple in the mobile telephony. Actually Apple is the first producer of mobile phones in the UnitedStates.

2010: Steve Jobs presents the first Apple tablet, the iPad. It offers multi-touch interaction with multimedia formats including newspapers, magazines, ebooks, textbooks, photos, movies, TV shows videos, music, word processing documents, spreadsheets, video games, and most existing iPhone apps.

2011: death of Steve Jobs. Tim Cook has become the new CEO: he has a great responsibility.Product range

Today the Apple product range is composed by: Mac, iPod, iPhone and iPad with their applications. With these products the company is a reference in the market of technology buyers.



Steve Jobs answers: What means Apple?

• Mobile devices company

• Apple at the core, its core value, is that we believe that people with passion can change the world for the better• Soon there'll just two kinds of people. Those who use computers and those who use Apples

• Apple is the most creative technology company

• Every now and then is a revolutionary product, changing all the rest ... Apple has been fortunate to introduce some things that have changed the world

• An Apple a day keeps the doctor away

• Simplicity is the greatestinnovation



“The most valuable company in the world” Wall - Street Journal



Target

• Middle/upper income willing to pay a bit more for a better user experience.

• People who like to have fun with technology as who like to shoot a lot of digital photo or video.

• Music enthusiast and fans ages 12-35.

• Professionals in media and design.




Apple...