Marketing mix of IPhone

Product
Featured above is the first iPod in 2001 and arguably the product that made Apple relevant again,
reaching new audiences. The sale of the iPod caused a rise in Apple’s market share and computer
sales with 125,000 iPods shipped over two months while that quarter, Apple also shipped 746,000
Macs and reported a profit of $38million (Macworld, 2006).

Place
Apple stores; they don’t just sell iPhones or iPads, they sell an immersive experience from the
moment you enter the store, much akin to a trip to Disneyland. Everything from the enthusiastic
but non-pushy staff to being able to play with the products before buying to the aftercare (as well
as a purchasable After Care plan they offer if the products are faulty. In a world where people
purchase the majority of products online, the store excels due to the ‘community’ feel and sense
of belonging it offers. Not much has changed since Steve Jobs introduced the first Apple store as
seen in the above YouTube video.

Price
The latest iPhone and potentially the most expensive iPhone on offer. Notably the pricing is the
same in the US ($999) and UK (£999) which Apple blame on Brexit and the crumbling pound
(Telegraph, 2017).
Promotion
The first Apple television advert which debuted during the 1984 Super Bowl and was directed by
Ridley Scott. Regarded as one of the most famous Super Bowl ad’s of all time. It was based on
George Orwell’s grimly predictive novel (also named “1984”) and was the start of Apple’s rise to
the top of consumer products. Since then the advertisements, much like their products have been
simplified and are much sleeker.

People
Steve Jobs was one of the masterminds behind Apple and demonstrated an iconic, celebrity
identity. Windows had Bill Gates, Apple had Steve Jobs, and now Tim Cook. Unlike other brands
who don’t have such a visible public figure, Apple has excelled at encouraging the CEO to be in
the public eye. Steve Jobs (and now Tim Cook) are the frontiers for the brand and hosts of
WWDC each year.

Physical Evidence
Apple have succeeded in having made their way into the publics psyche. We don’t say ‘smart
phone’ we say iPhone, we don’t say ‘laptop’, we say MacBook. In the same way people
say Nikes over ‘sneakers’. This domination of our brains and in the physical world is further
cemented by their new state of the art, Apple Park in Cupertino, CA with its energy efficient
building and plan to run entirely on renewable energy (Macworld, 2017).

Process
Apple are excellent at ensuring everything is simple — from the products easy to use interface to
the hassle-free way of getting gadgets repaired if needs be. Their website walks the customer
through a step by step guide to troubleshoot what the issue may be with their device before
offering appointments at the nearest Apple Store if needs be.