Marketing Apple
Apple was once lost but revived through innovation and creativity with the advertisement tagline “think differently.” Apple has established itself as one of the world’s leading innovators in today’s technology world, with substantial market share and a strong rival to Microsoft. Its one-of-the-kind technology system, Macintosh Operating System (Mac OS), poses a huge threat to Microsoft and remains the only competitor today.
One of the factors that contribute to Apple’s success would be their unique selling point, Steve Jobs. From our research, the previous Chief Executive Officer, (CEO) John Sculley, committed management blunders and almost caused Apple’s closure. Jobs claimed back his CEO position in 1997, sales propelled. One reason for Apple’s turnaround is their innovation and creativity strategies, such as iMac and iPod. The successes of the iMac, iPod, and iTunes have revived the company's reputation for product innovation among investors, as a result, Apple's stock shot from $16/share in 2003 to $68/share in 2005. (Kennedy 2007) Because of Jobs, undeniably, Apple products reflect his philosophies and attitude.
Apple dominated the personal computer (PC) market as a result of being the first well-financed company to dedicate their entire funds to PC. Nonetheless, competitors emerged as the technology world evolved; Apple lost their market share to companies such as IBM. Macintosh was Apple’s niche. (Glaskowsky 2001) Jobs focuses on dominating specific niches within the PC market and has proven that market share is not the sole factor in business success. (Glaskowsky 2001) He is aware that business success is not defined by the amount of market shares one owns but the return on the investment. Thus, his only concern is about making profits. (Carl 2007) Although Apple has limited range of products, it is still able to dominate the PC and digital music market with their adventurous innovation and creativity. (Burrows 2004)
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