Apple Inc Marketing Plan 1

Topics: IPhone, IPod, App Store Pages: 8 (2778 words) Published: March 20, 2011
AppApple inc. is located in Cupertino, CA , and founded in 1976, it currently employs 34,300 full and part time workers globally.   The current CEO for Apple inc. is Steve Jobs, and the COO is Timothy D. Cook.   Board members include William V. Campbell, Al Gore Jr, Andrea Jung, and Arthur D. Levinson.   Apple currently spends $1.3 billion in research and development, which is 3.6 percent of total revenues. Continuing innovation in a number of key products has been the key to the company's success over recent years.   It has developed an extensive patent portfolio around the touch-screen interface used in the iPhone and iPod Touch.  Products such as the iPod provide an inexpensive opportunity for customers to relate and identify themselves with a brand that has been successfully marketed as representing innovation, design and intuitive simplicity.   At the same time, these devices encourage them to connect with other parts of Apple's product line.   As a whole, Apple continues to capitalize on the convergence of the personal computer, mobile communications, and digital consumer electronics by creating and refining innovations.   Apple's strategy also includes expanding its distribution network to effectively reach more of its targeted customers and provide them with a high-quality sales and post sales support experience. At the end of 2009, Apple owns 217 retail stores in the U.S. and 56 internationally.   Apple is always ready to fight to defend its intellectual property. 

Industry Review

Apple Inc. competes in three main digital media markets: personal computers, mobile communication devices, music devices and services. The global PC market had a value of $203.7 billion in 2008 and it is set to increase 28.1 percent by 2013, according to Datamonitor. Apple has positioned itself in a niche premium market with significant customer loyalty. While Apple has 7.4 percent of the world market for PCs and 9.4 percent of the US market (fourth among computer manufacturers in the US), Apple dominates 91 percent of market for the PCs priced above $1,000, according to NPD.  The mobile communications industry is highly competitive with several large, well-funded, and experienced competitors. Since 2007, Apple entered this new market with the release of the iPhone.  Apple's music products and services face competition from other companies promoting their own digital music and content products and services, including those offering free peer-to-peer music and video services.   The introduction in January 2009 of songs without digital rights management to the iTunes catalog, together with its seamless integration with other Apple products (such as computers, iPods and iPhones) offer Apple an advantage over its competitors. Apple's iTunes Store accounts for 25 percent of all music sold in the US, according to NPD. 


Apple Inc. is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognize that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.   We are also committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.

Mission Statement

Apple Inc. is committed to protecting the environment by integrating sound environmental, health and safety management practices into all aspects of our business.   We are also committed to bringing the best personal computing experience to consumers around the world through our innovative hardware, software...
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