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Apple business success analysis

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  1. Historical analysis
  2. Current strategy and objectives
    1. The Packaging
    2. The Customer Service
    3. Innovation and Strategy
    4. Apple Pricing Strategy
    5. Customer Expectation Versus The Delivered Quality
    6. Value, Product uniqueness and suitability
    7. Value, Product uniqueness and suitability

In this world full of technology and computing, largely dominated by Microsoft, Apple arrived to gain market shares after years of representing 7% of the worldwide computer sales but also 72% of worldwide MP3 players sales.

Since 1976, Apple has diversified its products and imposed its brand as a symbol of innovation and quality.

The success of Apple is not only due to its innovation but in an important way to its marketing and communication strategy. The company was one of the first to think globally for its communication with a unique message ?think different?.

In the last 10 years, the Apple communication has changed in order to answer to the market and the demands. But its main message has always been the same, it strives to think different and manufactures unique products.

In 1984, Apple started selling computers with an already included operating system. This was a real revolution to include an operating system ready to use. In those days, computers were not affordable for everybody due to the cost of the operating system.
Apple was the first to do that. This was its huge advantage.

In order to introduce this product, Apple chose to use suspense to introduce its new computer with this ad ?On January 24th, Apple Computer will introduce Macintosh and you'll see why 1984 won't be like 1984?.

[...] Apple pays 25 cents per song to record labels. In fact, the album price is on a rise in the Apple Music Store due to the pressure. Some albums cost up to $ E-commerce sites such as,, offer free-shipping services for a purchase of over $25. Thus, if a consumer purchases no less than such two CDs, the cost would be lower while we need to take the delivery time into account. Furthermore, if there would be rise in a single piece's price, some of iTunes Music Store customers might go back to free file- sharing sites. [...]

[...] The Delivered Quality Customers don't evaluate a product or service on their own merits. They evaluate it based on their expectations. Rising expectation level generates trials, but overly high expectations contribute to low retention. A firm must strike the optimal balance between expectations and delivered quality. As far as iTunes Jukebox is concerned, this digital jukebox is an award- winning software. Its user-friendly features such as music import, smart playlists, easy CD burning, makes it superior as opposed to its competitors', and thus likely to meet its customer expectations. [...]

[...] With this part, we have seen that Apple is really planning on making more business day after day. Nevertheless, we can see that this brand wants to be renowned with an innovative spirit and a certain elegance in its product. Apple Pricing Strategy Apple's general pricing strategy can be interpreted by Steve Jobs' comment: ?Innovation is a bit expensive but our customers look for innovative products. Our goal is not to offer the cheapest in the market but to offer the best quality. [...]

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