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Marketing Strategy Analysis<br />Apple Inc.<br />iPhone<br />Christine Yang<br />

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Apple Marketing Strategies <br /><ul><li>Apple rank #1 as the most admired company by Fortune.

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Marketing mix and market segmentation.

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High secrecy.

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Creating innovative products and services aligned with a digital hub strategy, whereby Apple computer function as the digital hub for digital devices.

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Apple fully understands that all aspects of the customer experience are important and that all brand touch points must reinforce the Apple brand.

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Advertisement designed to reflect their products to creative individuals. </li></li></ul><li>IiPhone<br /><ul><li>Apple released the 1st generation iPhone on</li></ul> June 29, 2007.<br /><ul><li> Rumor of 5th generation iPhone to be release in Summer, 2011. </li></li></ul><li>Prices<br /><ul><li>1st generation 4G iPhone $499, 8G iPhone $599.

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Current iPhone 4 16G $199, 32G $299 with two year contract.

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iPhone 3GS still available at AT&T for $49 with two year contract.</li></li></ul><li>Features<br /><ul><li>3.5 inch touch display.

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Digital camera.

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Web browsing.

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Phone.

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E-mail .

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Game center.

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Ipod MP3 player.</li></li></ul><li>Additional Current iPhone Features<br /><ul><li>High Definition Video Recording and Editing.

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Dual camera.

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Video phone.

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Multitasking.

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Retina Display. </li></li></ul><li>Marketing Strategies<br />Target Market:<br /><ul><li>Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family.

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Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. </li></li></ul><li>Marketing Strategies<br />iPhone Strategies:<br /><ul><li>Brand Awareness.

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Ease-of-use.

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Compatibility with iTunes and Mac/Apple Products for upgradeability.

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Secrecy prior to new product launch.

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Promoted as both professional and hip.</li></li></ul><li>Market Shares and Profits<br /><ul><li>17.25% of smart phone market.

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4.2% of phone market.

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51% share of overall phone market profits.

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22% share of overall phone revenues.</li></ul>*fourth quarter of 2010<br />

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Competitions <br />Smartphone Shares<br /><ul><li>Android 33%

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Blackberry 28.9%

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iPhone 25.%

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Windows 7.7%

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Others 5%</li></ul> *comScore between November 2010 and February 2011<br />

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Conclusion<br /><ul><li>Due to their secrecy, innovation, branding and product to product connectivity and compatibility, iPhone is the most sought after mobile device and is the market leader in the mobile market.</li>