Apple Case Study
I remember going to the video store and being able to rent my first movie along with renting a video player. The problem was deciding as a new consumer of moving renting was “Beta” or “VCR”. Luckily my family chose to buy a VCR after several rentals, and fortunately we picked the consumer product that beat Beta out of the video player market. That struggle of the consumer still deciding what product to choose still exists in Mac verse PC. Over the last three years Apple has seriously dominated the consumer market. According to Fortune Magazine Apple was rated as one of the most admired Companies three years in a row, and here are the reasons why: 1. Apple clearly defined product innovation with the launch of iPod, iMac, iPhone and iPad. 2. Apple demonstrated clever marketing campaigns with “push” and “pull” advertising. This case study of Apple focuses on these two questions.
How has Apple defined its product innovation with the launch of iPod, iMac, iPhone and iPad?
Clearly there still exists as of today a consumer debate on whether the Mac or PC is superior, but Apple was able to push ahead of Microsoft and other companies by launching products that were innovative and wanted by millions of consumers. With the launch of iPod consumers were able to tap into a unique technology that allows the consumer to literally immerse oneself into “musicology”. Next consumers lined up for hours for the iPhone with its touch screen pad, virtual keyboard. The iPhone changed the game in technology and was the most successful launch in Apples history. The latest innovative product from Apple is the handheld device of the iPad with the capabilities of an iPhone and applications of an iMac. Apples’ product innovation marketing plan has allowed the company to change its name from Apple Computers, Inc. to Apple Inc. Just like well known celebrities change there name for example like Madonna Louise Veronica Ciccone changed her name to Maddona. By...
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