1. Because of Apple’s innovative products and marketing strategies, Apple has grown into one of the most admired and successful brands in the world. To millions of consumers, Apple’s brand represents quality, prestige, and innovation. Although, introducing a new product can be expensive and risky, Apple has reinvented the concept of a new product. Apple products provide a function that is already on the market, however, Apple’s products are different, distinctive, and are often viewed as superior to the competition. Apple’s product strategy is based on innovative designs, ease-of-use, and seamless integration. There are few companies that have been able to exploit the concept of product modification as effectively as Apple. There is no other company has mastered the concept of product differentiation better than Apple. The company’s retail stores and service have helped create a complete product that is unlike any available in the marketplace. This aided Apple in becoming a cultural icon with loyal followers devoted to Apple products. This cultural branding resulted in consumers exhibiting cult-like loyalty to their products.

In addition to the company’s revolutionary products, Apple’s success in pricing, promotion, and distribution have also contributed to their popularity. Apple supports “evangelism” of its products, which refers to its employees who extensively promote their products; acting as both employees and loyal customers. These “evangelists” spread enthusiasm about the company among consumers, spread awareness about Apple, and spur demand. These consumers in turn convince others people about the value of the product. Through this product evangelism, Apple has developed cult-like loyal customers eager to share their enthusiasm about the company with others. This promotion strategy has led to a perception that Apple products are a part a consumer’s identity, in that the product becomes a part of their self-concept and image when interacting with others. Apple pushes strong identification with products that are young, cool, up-to-the minute, smart, creative, and innovative.

2. Apple’s retail stores have been considered the capstone of the organization’s strategy, and have become the role model for its competitors, both in and out of the electronics industry. Apple stores have not only enhanced the brand and but also changed Apple’s distribution strategies. Apple Stores were originally created to give the company more control over product displays and customer experiences. As a result, their store model was a huge success, which allowed them to grow faster than any other retailer in history. Apple has taken the concept of retail in an entirely new direction, and has therefore been able to differentiate themselves significantly from other retailers. Each Apple Store is place where customers can shop and play. Everything in their store is carefully planned to align with the company’s image, and their customer service plays a vital role in supporting the company’s image. Each Apple employee receives extensive training, and is expected to speak with customers within 2 minutes of entering their store. This company encourages better customer service by offering their employees greater compensation than other retail stores.

In addition, Apple executives constantly look for new ways to improve their stores, enhance customer service, and increase the amount of time that customers spend shopping and playing in their stores. For example, in 2011 the company installed iPad stations in its stores. These stations encourage people to come in and shop, and each iPad has a help app, which the customer presses if they need additional help. This results in a different customer service experience in that the sale representative comes to the customer.

3. Apple’s corporate culture of innovation and creative marketing has had a significant impact on the practice of marketing among consumer electronics firms, as well as other industries. Over the past ten years, Apple has excelled at keeping pace with quickly evolving computer and electronic industries. The company’s diversification, collaboration, corporate culture, and product evangelism have pushed them to heights, unimaginable by Jobs and Wozniak when they sold their first computer kit in 1976. Just as the company shows no signs of stopping its momentum, consumers also show no signs of reducing their admiration for Apple. In order to maintain innovation and customer loyalty, Apple must continue to excel at core research and development skills, which have enabled the company to translate its technological capabilities into products that consumers want and are willing to pay premium prices for. Furthermore, the company must

Apple must also continue to recognize windows of opportunity and act upon them before their competition. The flat structure of the organization enables employees at every level of the company to have the opportunity to provide input and new ideas. When this is combined with a fun working spaces, incentives, and diversity, the company maintains its innovative spirit.