Marketing and Promotion: A study of marketing andpromotion successes and failures at Apple Inc. |

Content

Why I chose to examine Apple Inc.'s marketing and promotions strategies…..P.3

Background………………………………………………………………….……..P.4

Initial Product Marketing & Promotion: Apple I, II and III………………...…P.4

Primary New Product Launch: “Classic Macintosh” and Family……….……..P.5

Further Success in Novel Products, Marketing and Promotions: iPod….……..P.5

Expanding to Mobile Devices: Marketing and Promoting the iPhone………....P.6

Fortified Marketing and Promotions: Operating Systems and Capabilities…..P.7

Other Marketing and Promotion Strategies……………………………….......P.7-8
- Back to School Promotion
- School Bulk Purchasing
- Trade-In Program

Conclusions………………………………………………………………………....P.8

Reference…………………………………………………………………...………P.9

Why I chose to examine Apple Inc.'s marketing and promotions strategies.

I specifically chose Apple Inc. for the marketing and promotions assignment not only because Apple Inc. is well-recognized for the quality and marketing of its products on a global scale, but also for its history. Whereas a number companies which have excelled through aggressive and strategic marketing strategies, Apple Inc.’s history reveals multiple decades of rebranding and reorientation, which led to its position and success today.

From Apple Inc.’s first home computers, the Apple I, II, and III, to their latest iPhone series, Apple has established itself as a serial innovator. While some of their products have gained much more popularity than others, it is inarguable that Apple Inc. has become an international icon. This can be seen through their successful advertising campaigns. Apple has shifted its focus from the iPod to iPhones and their newer laptops, but if one recalls the era of the iPod, he or she would most likely