A STUDY ON IMPACT OF EXPERIENTIAL MARKETING ON CREATING

BRAND LOYALTY OF APPLE INC

A RESEARCH REPORT SUBMITTED FOR PARTIAL FULFILLMENT OF

COMPLETION OF GRADUATION

TO
UNIVERSITY OF MUMBAI
FOR AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
IN THE FACULTY OF COMMERCE (MANAGEMENT)
(ADMISSION NUMBER: - 2021PC1343 & 2023-24)

SUBMITTED BY
ROLL NO- 7858
PREM VILAS PATIL

UNDER THE GUIDANCE OF

ASST.PROF. KHAN SHAFIQUA

PILLAI COLLEGE OF ARTS, COMMERCE & SCIENCE

(AUTONOMOUS), NEW PANVEL, SECTOR- 16
DISTRICT- RAIGAD, MAHARASTRA
DATE OF SUBMISSION: -
 DECLARATION

I, the undersigned MR. PREM VILAS PATIL here by, declare that the work embodied in this project work
titled ―A STUDY ON IMPACT OF EXPERIENTIAL MARKETING ON CREATING BRAND
LOYALTY OF APPLE INC‖ forms my own contribution to the research work carried out under the
guidance of ASST. PROF.KHAN SHAFIQUA is a result of my own research work and has not been
previously submitted to any other university for any Degree/Diploma to this or any other university.
Whenever reference has been made to previous works of others, it has been clearly indicated as such and
included in the bibliography. I hereby further declare that all information in this document has been obtained
and presented in accordance with academic rules and ethical conduct.

Name and Signature of Learner

(PREM VILAS PATIL)
 CERTIFICATE

This is certified that the report entitled ―STUDY ON IMPACT OF EXPERIENTIAL MARKETING ON
CREATING BRAND LOYALTY OF APPLE INC‖ submitted by Prem Vilas Patil
(Admission no. 2021PC1343 and 2023-24) for the fulfillment of the requirement for the degree
Of Bachelor of Management Studies of the University of Mumbai, is his original research work
Carried out under my supervision. To the best of my knowledge, the results presented have not
Been submitted in part or full for any other diploma or degree of this or any other University.

Asst.Prof KHAN SHAFIQUA Signature of External Teacher

(Signature of guiding teacher)

Dr.Shaikh Farhat Fatma Dr. GAJANAN WADER

(BMS Coordinator) (Principal)
 ACKNOWLEDGEMENT

I would like to acknowledge the following as being idealistic channels and fresh
Dimensions in the completion of this project. I take this opportunity to thank the University of
Mumbai for giving me the chance to do this project.
I would like to thank my Principal, Dr. Gajanan Wader for providing the necessary facilities
Required for completion of this project.
I take this opportunity to thank our BMS Co-Coordinator DR. SHAIKH FARHAT, for her moral
Support and guidance.
I would also like to express my sincere gratitude towards my project guide Ms. PROF.KHAN
SHAFIQUA whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books and
Magazines related to my project.
My genuine thanks are due to the rest of the workforce, staff of the Mahatma Education Society’s
Pillai College of Arts, Commerce and Science (Autonomous), New Panvel for their significant
Exhortation and direction.
Ultimately, no words can satisfactorily offer my obligation of thanks to my parents and my parents
In law for producing in me a lasting interest in higher investigations.
To list who all have helped me is difficult because they are so numerous, and the depth is so
Enormous.
 PREFACE

This project was really a challenge for me, but I learned a lot while preparing this project. This
Project provides me a chance to study and analyze the practical aspects of the topic. It enhanced
My knowledge in the field of marketing. This project also gave me the chance to improve logical
The project explores the impact of experimental marketing on fostering brand loyalty for Apple Inc.,
examining how innovative marketing strategies contribute to customer loyalty and brand perception. New
Marketing strategy means that creating a new market area, developing the new relation, doing new
Promotion and advertising are done in relation to the four Ps of marketing. The good after sales
Service of the company will develop the good relationship with existing customers as well as the
New customers. The extract of the work is presented in this report under various headings as, Introduction,
Research Methodology, Literature Review, Data Analysis, Interpretation and Presentation and
Conclusions and Suggestions. While working on the project, I came to know about the Consumer Buying
Behaviors and various after sales service techniques prevailing in the market. The way of promoting the
products, providing a better convenience of customer and developing the new after sales service techniques
To sell the products.
My topic of study is ―A STUDY ON IMPACT OF EXPERIENTIAL MARKETING ON CREATING
BRAND LOYALTY OF APPLE INC
 INDEX

Chapter No Topic Page No

1 Introduction 1-38

2 Research methodology 39-42

3 Literature Review 43-45

Data analysis and

4 46- 75
Interpretation

5 Conclusions and Findings 76-80

6 Bibliography 81

7 Appendix 82-89
 CHAPTER 1
INTRODUCTION

APPLE INC.

Apple Inc., originally named Apple Computer, Inc., is a multinational corporation that creates and markets
consumer electronics and attendant computer software and is a digital distributor of media content. Apple's
core product lines are the iPhone smartphone, iPad tablet computer, and the Macintosh personal computer.
The company offers its products online and has a chain of retail stores known as Apple Stores. Founders
Steve Jobs, Steve Wozniak, and Ronald Wayne created Apple Computer Co. on April 1, 1976, to market
Wozniak's Apple I desktop computer, and Jobs and Wozniak incorporated the company on January 3, 1977,
in Cupertino, California. Apple devices are renowned for their design aesthetic and attention to detail. Tight
integration between hardware and software gives their systems a performance advantage over competitor
systems with similar specifications. Apple rose to its position as a market leader by correctly positioning its
products. They didn't invent personal computers; graphical user interfaces (GUIs), mp3 players,
smartphones, smart watches or tablets. Instead, they produced some of the first versions of these products
that were refined, easy to use and well-designed, which led to wide market adoption.

1
1.1 APPLE PRODUCT LINES

Apple offers numerous products and services. A few of its major offerings today include:

Mac computer:

The Macintosh, or Mac, is Apple's line of personal computers. Its main product types are the iMac all-in-one
desktop, Mac mini standard desktop, Mac Studio media-focused desktop, Mac Pro professional production
workstation desktop, MacBook Air consumer laptop and MacBook Pro professional laptop. All Mac
computers use the macOS operating system. From 2020, they use the "M" series CPUs designed by Apple
based on ARM architecture. These chips have been praised for their excellent performance and power
efficiency. Mac computers are popular with students and creative professionals for their elevated style and
ease of use. Computer programmers might also use them because the underlying operating system is based
on UNIX and is POSIX compatible. Due to the lack of built-in central management and high cost, Mac
computers have historically been unpopular in the workplace. Still, the introduction of Zero Trust, BYOD
and third-party tools such as JAMF have begun to make them more acceptable to IT administrators.

2
iPhone and iPad:

The iPhone is Apple's smartphone line, and the iPad is its tablet. The iPhone was the first smartphone to
receive mass market adoption due to its ease of use, built-in app store and capacitive multitouch touchscreen.
The iPhone uses the "A" series mobile CPU, and recent iPads use the same "M" series CPUs as Mac
computers. Their operating systems iOS and iPadOS are based on the same UNIX kernel as macOS but have
a touch-focused interface.

Apple Watch:

3
The Apple Watch is a smart watch and fitness tracker. It can monitor health signals, such as ECG, blood
oxygen and heart rate data. It can also act as a digital key, allowing users to unlock, lock and start
compatible cars. The Apple Watch runs on the watchOS operating system.

Apple TV:

Apple TV is a television set-top box and streaming media device. Apple TV has voice control capabilities
and can integrate with other Apple devices via Airplay. It also has video conferencing features and the
ability to locate the Sire remote. The Apple TV runs on the tvOS operating system.

Apple Airtag:

4
The Apple Airtag is a small tracking device. Users can attach it to items they wish to track and see its
location using the Find My app. The Airtag uses Bluetooth to establish its location by communicating with
other devices in the Find My network.

Vision Pro:

The Apple Vision Pro is a mixed reality headset -- an augmented reality headset also capable of virtual
reality. It debuted at WWDC – Apple's annual developer’s conference in 2023 and is expected to be released
to the public in early 2024. It runs on the visions operating system, which displays apps using spatial
computing. The user interface is controlled by eyes, hands and voice.

5
1.2 HISTORY OF APPLE INC

1976–1980: Founding and incorporation

In 1976, Steve Jobs and Steve Wozniak co-founded Apple in Jobs' parents' home on Crist Drive in Los
Altos, California. Wozniak called the popular belief that the company was founded in the garage "a bit of a
myth", although they moved some operations to the garage when the bedroom became too crowded The
Apple I is Apple's first product, designed by Wozniak and sold as an assembled circuit board without basic
features such as a keyboard, monitor, and case. It received an aftermarket keyboard and wooden case Apple
Computer Company was founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne as a
partnership. The company's first product was the Apple I, a computer designed and hand-built entirely by
Wozniak. To finance its creation, Jobs sold his Volkswagen Bus, and Wozniak sold his HP-65
calculator. 57 Neither received the full selling price but in total earned $1,300 (equivalent to $6,700 in 2022).
Wozniak debuted the first prototype Apple I at the Homebrew Computer Club in July 1976. The Apple I was
sold as a motherboard with CPU, RAM, and basic textual-video chips—a base kit concept which would not
yet be marketed as a complete personal computer. It went on sale soon after debut for $666.66 (equivalent to
$3,400 in 2022): 180 Wozniak later said he was unaware of the coincidental mark of the beast in the number
666, and that he came up with the price because he liked "repeating digits".
Apple Computer, Inc. was incorporated on January 3, 1977, without Wayne, who had left and sold his share
of the company back to Jobs and Wozniak for $800 only twelve days after having co-founded it.
Multimillionaire Mike Markkula provided essential business expertise and funding of $250,000 (equivalent
to $1,207,000 in 2022) to Jobs and Wozniak during the incorporation of Apple. During the first five years of
operations, revenues grew exponentially, doubling about every four months. Between September 1977 and
September 1980, yearly sales grew from $775,000 to $118 million, an average annual growth rate of 533%

6
The Apple II, also invented by Wozniak, was introduced on April 16, 1977, at the first West Coast Computer
Faire. It differed from its major rivals, the TRS-80 and Commodore PET, because of its character cell-based
color graphics and open architecture. While the Apple I and early Apple II models used ordinary audio
cassette tapes as storage devices, they were superseded by the introduction of a 5+1⁄4-inch floppy disk drive
and interface called the Disk II in 1978 The Apple II was chosen to be the desktop platform for the first
"killer application" of the business world: VisiCalc, a spreadsheet program released in 1979.VisiCalc created
a business market for the Apple II and gave home users an additional reason to buy an Apple II:
compatibility with the office, but Apple II market share remained behind home computers made by
competitors such as Atari, Commodore, and Tandy. On December 12, 1980, Apple (ticker symbol "AAPL")
went public selling 4.6 million shares at $22 per share ($.10 per share when adjusting for stock splits as of
September 3, 2022), generating over $100 million, which was more capital than any IPO since Ford Motor
Company in 1956. By the end of the day, 300 millionaires were created, including Jobs and Wozniak, from a
stock price of $29 per share and a market cap of $1.778 billion

1980–1990: Success with Macintosh

A critical moment in the company's history came in December 1979 when Jobs and several Apple
employees, including human–computer interface expert Jef Raskin, visited Xerox PARC in to see a
demonstration of the Xerox Alto, a computer using a graphical user interface. Xerox granted Apple
engineers three days of access to the PARC facilities in return for the option to buy 100,000 shares (22.4
million split-adjusted shares as of September 3, 2022) of Apple at the pre-IPO price of $10 a share. After the
demonstration, Jobs was immediately convinced that all future computers would use a graphical user
interface, and development of a GUI began for the Apple Lisa, named after Jobs's daughter.
The Lisa division was plagued by infighting, and in 1982, Jobs was pushed off the project. The Lisa was
launched in 1983 and became the first mass marketed personal computer with a GUI but was a commercial
failure due to its high price and limited software library.

7
Jobs, angered by being pushed off the Lisa team, took over the company's Macintosh division. Wozniak and
Raskin had envisioned the Macintosh as a low-cost computer with a text-based interface like the Apple II,
but a plane crash in 1981 forced Wozniak to step back from the project. Jobs quickly redefined the
Macintosh as a graphical system that would be cheaper than the Lisa, undercutting his former division. Jobs
was also hostile to the Apple II division, which at the time, generated most of the company's revenue. In
1984, Apple launched the Macintosh, the first personal computer without a bundled programming language.
Its debut was signified by "1984", a $1.5 million television advertisement directed by Ridley Scott that aired
during the third quarter of Super Bowl XVIII on January 22, 1984.This was hailed as a watershed event for
Apple's success and was called a "masterpiece" by CNN and one of the greatest TV advertisements of all
time by TV Guide. The advertisement created great interest in Macintosh, and sales were initially good, but
began to taper off dramatically after the first three months as reviews started to come in. Jobs had required
128 kilobytes of RAM, which limited its speed and software in favor of aspiring for a projected price point
of $1,000 (equivalent to $2,800 in 2022). The Macintosh shipped for $2,495 (equivalent to $7,000 in 2022),
a price panned by critics due to its slow performance: 195 In early 1985, this sales slump triggered a power
struggle between Steve Jobs and CEO John Sculley, who had been hired away from Pepsi two years earlier
by Job saying, "Do you want to sell sugar water for the rest of your life or come with me and change the
world? Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple
board of directors. The board of directors instructed Sculley to contain Jobs and his ability to launch
expensive forays into untested products. Rather than submit to Sculley's direction, Jobs attempted to oust
him from leadership. Jean-Louis Gassée informed Sculley that Jobs had been attempting to organize a
boardroom coup and called an emergency meeting at which Apple's executive staff sided with Sculley and
stripped Jobs of all operational duties. Jobs resigned from Apple in September 1985 and took several Apple
employees with him to found neXT. Wozniak had also quit his active employment at Apple earlier in 1985
to pursue other ventures, expressing his frustration with Apple's treatment of the Apple II division and
stating that the company had "been going in the wrong direction for the last five years" Wozniak remained
employed by Apple as a representative, receiving a stipend estimated to be $120,000 per year. Jobs and
Wozniak remained Apple shareholders following their departures.
After the departures of Jobs and Wozniak in 1985, Sculley launched the Macintosh 512K that year with
quadruple the RAM, and introduced the LaserWriter, the first reasonably priced PostScript laser printer.
PageMaker, an early desktop publishing application taking advantage of the PostScript language, was also
released by Aldus Corporation in July 1985.It has been suggested that the combination of Macintosh,
LaserWriter, and PageMaker was responsible for the creation of the desktop publishing market.

8
This dominant position in the desktop publishing market allowed the company to focus on higher price
points, the so-called "high-right policy" named for the position on a chart of price vs. profits. Newer models
selling at higher price points offered higher profit margin and appeared to have no effect on total sales as
power users snapped up every increase in speed. Although some worried about pricing themselves out of the
market, the high-right policy was in full force by the mid-1980s, due to Jean-Louis Gassée's slogan of "fifty-
five or die", referring to the 55% profit margins of the Macintosh This policy began to backfire late in the
decade as desktop publishing programs appeared on IBM PC compatibles that offered some of the same
functionality of the Macintosh at far lower price points. The company lost its dominant position in the
desktop publishing market and estranged many of its original consumer customer bases who could no longer
afford their high-priced products. The Christmas season of 1989 was the first in the company's history to
have declining sales, which led to a 20% drop in Apple's stock price. 117–129 during this period, the
relationship between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in
January 1990 by appointing Michael Spindler as the chief operating officer. Gassée left the company later
that year.

1990–1997: Decline and restructuring

The company pivoted strategy and in October 1990 introduced three lower-cost models, the Macintosh
Classic, the Macintosh LC, and the Macintosh IIsi, all of which saw significant sales due to pent-up demand.
In 1991, Apple introduced the hugely successful PowerBook with a design that sets the current shape for
almost all modern laptops. The same year, Apple introduced System 7, a major upgrade to the Macintosh
operating system, adding color to the interface and introducing new networking capabilities. The success of
the lower-cost Macs and PowerBook brought increasing revenue. For some time, Apple was doing
incredibly well, introducing fresh new products and generating increasing profits in the process. The
magazine MAs Addict named the period between 1989 and 1991 as the "first golden age" of the Macintosh.
The success of Apple's lower-cost consumer models, especially the LC, also led to the cannibalization of
higher-priced machines. To address this, management introduced several new brands, selling largely
identical machines at different price points, aimed at different markets: the high-end Quadra series, the mid-
range Centris series, and the consumer-marketed Performa series

9
. This led to significant market confusion, as customers did not understand the difference between so many
models. In the early 1990s, the Apple II series was discontinued, which was expensive to produce, and the
company decided to still take sales away from lower-cost Macintosh models. After the launch of the LC,
Apple began encouraging developers to create applications for Macintosh rather than Apple II, and
authorized salespersons to direct consumers away from Apple II and toward Macintosh. The Apple IIe was
discontinued in 1993. Apple also experimented with several other unsuccessful consumer targeted products
during the 1990s, including digital cameras, portable CD audio players, speakers, video game consoles, the
world online service, and TV appliances. Enormous resources were invested in the problem-plagued Newton
tablet division, based on John Sculley's unrealistic market forecasts. Throughout this period, Microsoft
continued to gain market share with Windows by focusing on delivering software to inexpensive personal
computers, while Apple was delivering a richly engineered but expensive experience. Apple relied on high
profit margins and never developed a clear response; instead, they sued Microsoft for using a GUI similar to
the Apple Lisa in Apple Computer, Inc. v. Microsoft Corp.The lawsuit dragged on for years before it was
finally dismissed. The major product flops and the rapid loss of market share to Windows sullied Apple's
reputation, and in 1993 Sculley was replaced as CEO by Michael Spindler. With Spindler at the helm,
Apple, IBM, and Motorola formed the AIM alliance in 1994 with the goal of creating a new computing
platform (the PowerPC Reference Platform; Preps), which used IBM and Motorola hardware coupled with
Apple software. The AIM alliance hoped that Prep's performance and Apple's software would leave the PC
far behind and thus counters the dominance of Windows. That year, Apple introduced the Power Macintosh,
the first of many computers with Motorola's PowerPC processor in the wake of the alliance, Apple opened
up to the idea of allowing Motorola and other companies to build Macintosh clones. Over the next two years,
75 distinct Macintosh clone models were introduced. However, by 1996, Apple executives were worried that
the clones were cannibalizing sales of their own high-end computers, where profit margins were highest. In
1996, Spindler was replaced by Gil Amelio as CEO. Hired for his reputation as a corporate rehabilitator,
Amelio made deep changes, including extensive layoffs and cost-cutting. This period was also marked by
numerous failed attempts to modernize the Macintosh operating system (MacOS). The original Macintosh
operating system (System 1) was not built for multitasking (running several applications at once). The
company attempted to correct this by introducing cooperative multitasking in System 5, but the company
still felt it needed a more modern approach. This led to the pink project in 1988, A/UX that same year,
Copland in 1994, and the attempted purchase of BeOS in 1996. Talks with be stalled when the CEO, former
Apple executive Jean-Louis Gassée, demanded $300 million instead of the $125 million Apple wanted to
pay. Only weeks away from bankruptcy, Apple's board decided Next Step was a better choice for its next
operating system and purchased neXT in late 1996 for $400 million, bringing back Apple co-founder Steve
Jobs

10
1997–2007: Return to profitability
The NeXT acquisition was finalized on February 9, 1997, and the board brought Jobs back to Apple as an
advisor. On July 9, 1997, Jobs staged a boardroom coup that resulted in Amelio's resignation after
overseeing a three-year record-low stock price and crippling financial losses. The board named Jobs as
interim CEO, and he immediately began a review of the company's products. Jobs would order 70% of the
company's products to be cancelled, resulting in the loss of 3,000 jobs, and taking Apple back to the core of
its computer offerings. The next month, in August 1997, Steve Jobs convinced Microsoft to make a $150
million investment in Apple and a commitment to continue developing software for the Mac. The investment
was seen as an "antitrust insurance policy" for Microsoft who had recently settled with the Department of
Justice over anti-competitive practices. Jobs also ended the Mac clone deals and in September 1997,
purchased the largest clone maker, Power Computing. On November 10, 1997, Apple introduced the Apple
Store website, which was tied to a new build-to-order manufacturing that had been successfully used by PC
manufacturer Dell. The moves paid off for Jobs; at the end of his first year as CEO, the company turned a
$309 million profit. On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the
original Macintosh: the iMac. The iMac was a huge success for Apple selling 800,000 units in its first five
months and ushered in major shifts in the industry by abandoning legacy technologies like the 3+1⁄2-inch
diskette, being an early adopter of the USB connector, and coming pre-installed with internet connectivity
(the "i" in iMac) via Ethernet and a dial-up modem. The device also had a striking teardrop shape and
translucent materials, designed by Jonathan I've, who although hired by Amelio, would go on to work
collaboratively with Jobs for the next decade to chart a new course the design of Apple's products. A little
more than a year later on July 21, 1999, Apple introduced the iBook, a laptop for consumers. It was the
culmination of a strategy established by Jobs to produce only four products: refined versions of the Power
Macintosh G3 desktop and PowerBook G3 laptop for professionals, along with the iMac desktop and iBook
laptop for consumers. Jobs felt the small product line allowed for a greater focus on quality and innovation at
around the same time, Apple also completed numerous acquisitions to create a portfolio of digital media
production software for both professionals and consumers. Apple acquired Macromedia's Key Grip digital
video editing software project which was renamed Final Cut Pro when it was launched on the retail market
in April 1999.The development of Key Grip also led to Apple's release of the consumer video-editing
product iMovie in October 1999. Next, Apple successfully acquired the German company Astarte in April
2000, which had developed the DVD authoring software Director, which Apple would sell as the
professional-oriented DVD Studio Pro software product, and used the same technology to create iDVD for
the consumer market. In 2000, Apple purchased the Sound Jam MP audio player software from Casady &
Greene. Apple renamed the program iTunes, while simplifying the user interface and adding the ability to
burn CDs

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2001 would be a pivotal year for Apple with the company making three announcements that would change
the course of the company. The first announcement came on March 24, 2001, that Apple was nearly ready to
release a new modern operating system, Mac OS X. The announcement came after numerous failed attempts
in the early 1990s, and several years of development. Mac OS X was based on Next Step, OPENSTEP, and
BSD Unix, with Apple aiming to combine the stability, reliability, and security of UNIX with the ease of use
afforded by an overhauled user interface heavily influenced by Next Step. To aid users in migrating from
Mac OS 9, the new operating system allowed the use of OS 9 applications within Mac OS X via the Classic
Environment in May 2001, the company opened its first two Apple Store retail locations in Virginia and
California, offering an improved presentation of the company's products. At the time, many speculated that
the stores would fail, but they went on to become highly successful, and the first of more than 500 stores
around the world. On October 23, 2001, Apple debuted the iPod portable digital audio player. The product,
which was first sold on November 10, 2001, was phenomenally successful with over 100 million units sold
within six years.

In 2003, Apple's iTunes Store was introduced. The service offered music downloads for 99¢ a song and
integration with the iPod. The iTunes Store quickly became the market leader in online music services, with
over five billion downloads by June 19, 2008. Two years later, the iTunes Store was the world's largest
music retailer. In 2002, Apple purchased Nothing Real for their advanced digital compositing application
Shake, as well as Magic for the music productivity application Logic. The purchase of Emagic made Apple
the first computer manufacturer to own a music software company. The acquisition was followed by the
development of Apple's consumer-level Garage Band application. The release of iPhoto that year completed
the life suite At the Worldwide Developers Conference keynote address on June 6, 2005, Jobs announced
that Apple would move away from PowerPC processors, and the Mac would transition to Intel processors in
2006. On January 10, 2006, the new MacBook Pro and iMac became the first Apple computers to use Intel's
Core Duo CPU. By August 7, 2006, Apple made the transition to Intel chips for the entire Mac product
line—over one year sooner than announced. The Power Mac, iBook, and PowerBook brands were retired
during the transition; the Mac Pro, MacBook, and MacBook Pro became their respective successors. On
April 29, 2009, The Wall Street Journal reported that Apple was building its own team of engineers to
design microchips. Apple also introduced Boot Camp in 2006 to help users install Windows XP or Windows
Vista on their Intel Macs alongside Mac OS X. Apple's success during this period was evident in its stock
price. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around $6
per share (split-adjusted) to over $80. When Apple surpassed Dell's market cap in January 2006, Jobs sent an
email to Apple employees saying Dell's CEO Michael Dell should eat his words. Nine years prior, Dell had
said that if he ran Apple he would "shut it down and give the money back to the shareholders

12
2007–2011: Success with mobile devices

During his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced the renaming of
Apple Computer, Inc. to Apple Inc., because the company had shifted its emphasis from computers to
consumer electronics. This event also saw the announcement of the iPhone and the Apple TV. The company
sold 270,000 iPhone units during the first 30 hours of sales, and the device was called "a game changer for
the industry "In an article posted on Apple's website on February 6, 2007, Jobs wrote that Apple would be
willing to sell music on the iTunes Store without digital rights management, thereby allowing tracks to be
played on third-party players if record labels would agree to drop the technology. On April 2, 2007, Apple
and EMI jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store,
effective in May 2007.Other record labels eventually followed suit and Apple published a press release in
January 2009 to announce that all songs on the iTunes Store are available without their Fair Play DRM. In
July 2008, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch.
Within a month, the store sold 60 million applications and registered average daily revenue of $1 million,
with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.
By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of
the iPhone. On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month
medical leave of absence from Apple until the end of June 2009 and would spend the time focusing on his
health. In the email, Jobs stated that "the curiosity over my personal health continues to be a distraction not
only for me and my family, but everyone else at Apple as well", and explained that the break would allow
the company "to focus on delivering extraordinary products". Though Jobs was absent, Apple recorded its
best non-holiday quarter (Q1 FY 2009) during the recession with revenue of $8.16 billion and profit of $1.21
billion. After years of speculation and multiple rumored "leaks", Apple unveiled a large screen, tablet-like
media device known as the iPad on January 27, 2010.

13
The iPad ran the same touch-based operating system as the iPhone, and all iPhone apps were compatible
with the iPad. This gave the iPad a large app catalog on launch, though having very little development time
before the release. Later that year on April 3, 2010, the iPad was launched in the U.S. It sold more than
300,000 units on its first day, and 500,000 by the end of the first week. In May of the same year, Apple's
market cap exceeded that of competitor Microsoft for the first time since 1989 In June 2010, Apple released
the iPhone 4, which introduced video calling using Face Time, multitasking, and a new uninsulated
stainless-steel design that acted as the phone's antenna. Later that year, Apple again refreshed its iPod line of
MP3 players by introducing a multi-touch iPod Nano, an iPod Touch with Face Time, and an iPod Shuffle
that brought back the click wheel buttons of earlier generations. It also introduced the smaller, cheaper
second-generation Apple TV which allowed renting of movies and shows. On January 17, 2011, Jobs
announced in an internal Apple memo that he would take another medical leave of absence for an indefinite
period to allow him to focus on his health. Chief operating officer Tim Cook assumed Jobs's day-to-day
operations at Apple, although Jobs would still remain "involved in major strategic decisions". Apple became
the most valuable consumer-facing brand in the world. In June 2011, Jobs surprisingly took the stage and
unveiled iCloud, an online storage and syncing service for music, photos, files, and software which replaced
MobileMe, Apple's previous attempt at content syncing. This would be the last product launch Jobs would
attend before his death In June 2010, Apple released the iPhone 4, which introduced video calling using Face
Time, multitasking, and a new uninsulated stainless-steel design that acted as the phone's antenna. Later that
year, Apple again refreshed its iPod line of MP3 players by introducing a multi-touch iPod Nano, an iPod
Touch with Face Time, and an iPod Shuffle that brought back the click wheel buttons of earlier generations.
It also introduced the smaller, cheaper second-generation Apple TV which allowed renting of movies and
shows On January 17, 2011, Jobs announced in an internal Apple memo that he would take another medical
leave of absence for an indefinite period to allow him to focus on his health. Chief operating officer Tim
Cook assumed Jobs's day-to-day operations at Apple, although Jobs would still remain "involved in major
strategic decisions "Apple became the most valuable consumer-facing brand in the world. In June 2011, Jobs
surprisingly took the stage and unveiled iCloud, an online storage and syncing service for music, photos,
files, and software which replaced MobileMe, Apple's previous attempt at content syncing. This would be
the last product launch Jobs would attend before his death.

2011–present: Post-Jobs era, Tim Cook

On October 5, 2011, Steve Jobs died, marking the end of an era for Apple. The next major product
announcement by Apple was on January 19, 2012, when Apple's Phil Schiller introduced iBook's Textbooks
for iOS and iBook Author for Mac OS X in New York City.

14
Jobs stated in the biography "Steve Jobs" that he wanted to reinvent the textbook industry and education.
From 2011 to 2012, Apple released the iPhone 4S and iPhone 5, which featured improved cameras, an
intelligent software assistant named Siri, and cloud-synced data with iCloud; the third- and fourth-generation
iPads, which featured Retina displays; and the iPad Mini, which featured a 7.9-inch screen in contrast to the
iPad's 9.7-inch screen. These launches were successful, with the iPhone 5 (released September 21, 2012)
becoming Apple's biggest iPhone launch with over two million pre-orders[143] and sales of three million
iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3,
2012).Apple also released a third-generation 13-inch MacBook Pro with a Retina display and new iMac and
Mac Mini computers On August 20, 2012, Apple's rising stock price increased the company's market
capitalization to a then-record $624 billion. This beat the non-inflation-adjusted record for market
capitalization previously set by Microsoft in 1999. On August 24, 2012, a US jury ruled that Samsung
should pay Apple $1.05 billion (£665m) in damages in an intellectual property lawsuit. Samsung appealed
the damages award, which was reduced by $450 million and further granted Samsung's request for a new
trial. On November 10, 2012, Apple confirmed a global settlement that dismissed all existing lawsuits
between Apple and HTC up to that date, in favor of a ten-year license agreement for current and future
patents between the two companies. It is predicted that Apple will make $280 million per year from this deal
with HTC. In May 2014, the company confirmed its intent to acquire Dr. Dre and Jimmy Iovine's audio
company Beats Electronics—producer of the "Beats by Dr. Dre" line of headphones and speaker products,
and operator of the music streaming service Beats Music—for $3 billion, and to sell their products through
Apple's retail outlets and resellers. Iovine believed that Beats had always "belonged" with Apple, as the
company modeled itself after Apple's "unmatched ability to marry culture and technology." The acquisition
was the largest purchase in Apple's history. During a press event on September 9, 2014, Apple introduced a
smart watch, the Apple Watch. Initially, Apple marketed the device as a fashion accessory and a
complement to the iPhone that would allow people to look at their smartphones less. Over time, the company
has focused on developing health and fitness-oriented features on the watch, in an effort to compete with
dedicated activity trackers. In January 2016, it was announced that one billion Apple devices were in active
use worldwide. On June 6, 2016, Fortune released Fortune 500, its list of companies ranked on revenue
generation. In the trailing fiscal year of 2015, Apple was listed as the top tech company. It ranked third
overall, with $233 billion in revenue. This represents a movement upward of two spots from the previous
year's list. In June 2017, Apple announced the Home Pod, its smart speaker aimed to compete against Sonos,
Google Home, and Amazon Echo. Towards the end of the year, TechCrunch reported that Apple was
acquiring Shazam, a company that introduced its products at WWDC and Specializing in music, TV, film
and advertising recognition. The acquisition was confirmed a few days later, reportedly costing Apple $400
million, with media reports that the purchase looked like a move to acquire data and tools bolstering the

15
Apple Music streaming service. The purchase was approved by the European Union in September 2018.
Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head the newly formed
worldwide video unit. In November 2017, Apple announced it was branching out into original scripted
programming: a drama series starring Jennifer Aniston and Reese Witherspoon, and a reboot of the
anthology series Amazing Stories with Steven Spielberg. In June 2018, Apple signed the Writers Guild of
America's minimum basic agreement and Oprah Winfrey to a multi-year content partnership. Additional
partnerships for original series include Sesame Workshop and DHX Media and its subsidiary Peanuts
Worldwide, as well as a partnership with A24 to create original films. During the Apple Special Event in
September 2017, the Airpower wireless charger was announced alongside the iPhone X, 8 and Watch Series
3. Airpowers were intended to wirelessly charge multiple devices simultaneously. Though initially set to
release in early 2018, the Airpowers would be canceled in March 2019, marking the first cancellation of a
device under Cook's leadership. On August 19, 2020, Apple's share price briefly topped $467.77, making it
the first US Company with a market capitalization of $2 trillion. During its annual WWDC keynote speech
on June 22, 2020, Apple announced it would move away from Intel processors, and the Mac would
transition to processors developed in-house. The announcement was expected by industry analysts, and it has
been noted that Macs featuring Apple's processors would allow for big increases in performance over current
Intel-based models. On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the
first Mac devices powered by an Apple-designed processor, the Apple M1.
In April 2022, it was reported that Samsung Electro-Mechanics would be collaborating with Apple on its
M2 chip instead of LG Innotek. Developer logs showed that at least nine Mac models with four different M2
chips were being tested. The Wall Street Journal reported that an effort to develop its own chips left Apple
better prepared to deal with the semiconductor shortage that emerged during the pandemic era and led to
increased profitability, with sales of Mac computers that included M1 chips rising sharply in 2020 and 2021.
It also inspired other companies like Tesla, Amazon, and Meta Platforms to pursue a similar path. n April
2022, Apple opened an online store that allowed anyone in the US to view repair manuals and order
replacement parts for specific recent iPhones, although the difference in cost between this method and
official repair is anticipated to be minimal.

16
In May 2022, a trademark was filed for RealityOS, an operating system reportedly intended for virtual and
augmented reality headsets, first mentioned in 2017. According to Bloomberg, the headset may come out in
2023.[173] further insider reports state that the device uses iris scanning for payment confirmation and
signing into accounts. On June 18, 2022, the Apple Store in Towson, Maryland became the first to unionize
in the U.S., with the employees voting to join the International Association of Machinists and Aerospace
Workers. On July 7, 2022, Apple added Lockdown Mode to macOS 13 and iOS 16, as a response to the
earlier Pegasus revelations; the mode increases security protections for high-risk users against targeted zero-
day malware. Apple launched a buy now, pay later service called 'Apple Pay Later' for its Apple Wallet
users in March 2023. The program allows its users to apply for loans between $50 and $1,000 to make
online or in-app purchases and then repay them through four installments spread over six weeks without any
interest or fees.

1.3 MARKETING OF APPLE INC

BRANDING
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a fruitarian
diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating". Steve Jobs and Steve Wozniak
were fans of the Beatles, but Apple Inc. had name and logo trademark issues with Apple Corps Ltd., a
multimedia company started by the Beatles in 1968. This resulted in a series of lawsuits and tension between
the two companies. These issues ended when they settled their lawsuit in 2007.
Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. It was
almost immediately replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-colored silhouette
of an apple with a bite taken out of it. On August 27, 1999, Apple officially dropped the rainbow scheme and
began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation.
Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon
had already been firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism
"something that was stumbled upon," while Ive claimed in 2014 that "people have an incredibly personal
relationship" with Apple's products. Fortune magazine named Apple the most admired company in the
United States in 2008, and in the world from 2008 to 2012. On September 30, 2013, Apple surpassed Coca-
Cola to become the world's most valuable brand in the Omnicom Group's "Best Global Brands" report.
Boston Consulting Group has ranked Apple as the world's most innovative brand every year as of 2005.
As of January 2021, 1.65 billion Apple products were in active use. In February 2023, that number
exceeded 2 billion devices

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ADVERTISING

Apple's first slogan, "Byte into an Apple", was coined in the late 1970s. From 1997 to 2002, the slogan
"Think different" was used in advertising campaigns and is still closely associated with Apple. Apple also
has slogans for specific product lines—for example, "I Think, therefore iMac" was used in 1998 to promote
the iMac, and "Say hello to iPhone" has been used in iPhone advertisements. "Hello" was also used to
introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.
From the introduction of the Macintosh in 1984, with the 1984 Super Bowl advertisement to the more
modern Get a Mac adverts, Apple has been recognized for its efforts towards effective advertising and
marketing for its products. However, claims made by later campaigns were criticized, particularly the 2005
Power Mac ads. Apple's product advertisements gained significant attention as a result of their eye-popping
graphics and catchy tunes. Musicians who benefited from an improved profile as a result of their songs being
included on Apple advertisements include Canadian singer Feist with the song "1234" and Yael Niam with
the song "New Soul".

STORES
The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve Jobs, after
years of attempting but failing store-within-a-store concepts. Seeing a need for improved retail presentation
of the company's products, he began an effort in 1997 to revamp the retail program to get an improved
relationship with consumers and hired Ron Johnson in 2000. Jobs relaunched Apple's online store in 1997
and opened the first two physical stores in 2001. The media initially speculated that Apple would fail, but its
stores were highly successful, bypassing the sales numbers of competing nearby stores and within three
years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so.
Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499
stores across 22 countries worldwide as of December 2017.Strong product sales have placed Apple among
the top-tier retail stores, with sales over $16 billion globally in 2011. Apple Stores underwent a period of
significant redesign, beginning in May 2016. This redesign included physical changes to the Apple Stores,
such as open spaces and re-branded rooms, as well as changes in function to facilitate interaction between
consumers and professionals.

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Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship"
stores in high-profile locations. It has been granted design patents and received architectural awards for its
stores' designs and construction, specifically for its use of glass staircases and cubes. The success of Apple
Stores has had significant influence over other consumer electronics retailers, who have lost traffic, control
and profits due to a perceived higher quality of service and products at Apple Stores. Due to the popularity
of the brand, Apple receives a large number of job applications, many of which come from young workers.
Although Apple Store employees receive above-average pay, are offered money toward education and health
care, and receive product discounts, there are limited or no paths of career advancement.

MARKET POWER
On March 16, 2020, France fined Apple €1.1 billion for colluding with two wholesalers to stifle competition
and keep prices high by handicapping independent resellers. The arrangement created aligned prices for
Apple products such as iPads and personal computers for about half the French retail market. According to
the French regulators, the abuses occurred between 2005 and 2017 but were first discovered after a
complaint by an independent reseller, eBizcuss, in 2012On August 13, 2020, Epic Games, the maker of the
popular game Fortnite, sued Apple and Google after its hugely popular video game was removed from Apple
and Google's App Store. The suits came after both Apple and Google blocked the game after it introduced a
direct payment system, effectively shutting out the tech titans from collecting fees. In September 2020, Epic
Games founded the Coalition for App Fairness together with thirteen other companies, which aims for better
conditions for the inclusion of apps in the app stores. Later, in December 2020, Facebook agreed to assist
Epic in their legal game against Apple, planning to support the company by providing materials and
documents to Epic. Facebook had, however, stated that the company would not participate directly with the
lawsuit, although it did commit to helping with the discovery of evidence relating to the trial of 2021. In the
months prior to their agreement, Facebook had been dealing with feuds against Apple relating to the prices
of paid apps as well as privacy rule changes. Head of ad products for Facebook Dan Levy commented,
saying that "this is not really about privacy for them, this is about an attack on personalized ads and the
consequence it's going to have on small-business owners," commenting on the full-page ads placed by
Facebook in various newspapers in December 2020.

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CUSTOMER PRIVACY

Apple has a pro-privacy stance, actively making privacy-conscious features and settings part of its
conferences, promotional campaigns, and public image. With its iOS 8 mobile operating system in 2014, the
company started encrypting all contents of iOS devices through users' passcodes, making it impossible at the
time for the company to provide customer data to law enforcement requests seeking such information. With
the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do deep learning scans for
facial data in photos on the user's local device and encrypting the content before uploading it to Apple's
iCloud storage system. It also introduced "differential privacy", a way to collect crowd sourced data from
many users, while keeping individual users anonymous, in a system that Wired described as "trying to learn
as much as possible about a group while learning as little as possible about any individual in it". Users are
explicitly asked if they want to participate and can actively opt-in or opt-out.
With Apple's release of an update to iOS 14, Apple required all developers of iPhone, iPad, and iPod Touch
applications to directly ask iPhone users permission to track them. The feature, titled "App Tracking
Transparency", received heavy criticism from Facebook, whose primary business model revolves around the
tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique
commonly known as targeted advertising. Despite Facebook's measures, including purchasing full-page
newspaper advertisements protesting App Tracking Transparency, Apple released the update in mid-spring
2021. A study by Verizon subsidiary Flurry Analytics reported only 4% of iOS users in the United States
and 12% worldwide have opted into tracking
However, Apple aids law enforcement in criminal investigations by providing iCloud backups of users'
devices, and the company's commitment to privacy has been questioned by its efforts to promote biometric
authentication technology in its newer iPhone models, which do not have the same level of constitutional
privacy as a passcode in the United States.

20
Prior to the release of iOS 15, Apple announced new efforts at combating child sexual abuse material on
iOS and Mac platforms. Parents of minor iMessage users can now be alerted if their child sends or receives
nude photographs. Additionally, on-device hashing would take place on media destined for upload to iCloud,
and hashes would be compared to a list of known abusive images provided by law enforcement; if enough
matches were found, Apple would be alerted, and authorities informed. The new features received praise
from law enforcement and victims' rights advocates, however privacy advocates, including the Electronic
Frontier Foundation, condemned the new features as invasive and highly prone to abuse by authoritarian
governments. Ireland's Data Protection Commission launched a privacy investigation to examine whether
Apple complied with the EU's GDPR law following an investigation into how the company processes
personal data with targeted ads on its platform. In December 2019, a report found that the iPhone 11 Pro
continues tracking location and collecting user data even after users have disabled location services. In
response, an Apple engineer said the Location Services icon "appears for system services that do not have a
switch in settings. "According to published reports by Bloomberg News on March 30, 2022, Apple turned
over data such as phone numbers, physical addresses, and IP addresses to hackers posing as law enforcement
officials using forged documents. The law enforcement requests sometimes included forged signatures of
real or fictional officials. When asked about the allegations, an Apple representative referred the reporter to a
section of the company policy for law enforcement guidelines, which stated, "We review every data request
for legal sufficiency and use advanced systems and processes to validate law enforcement requests and
detect abuse.

SUPPLY CHAIN OF APPLE INC

Apple products were made in America in Apple-owned factories until the late 1990s; however, as a result of
outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a
report by The New York Times, Apple insiders "believe the vast scale of overseas factories, as well as the
flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts
that "Made in the USA" is no longer a viable option for most Apple products".
The company's manufacturing, procurement, and logistics enable it to execute massive product launches
without having to maintain large, profit-sapping inventories. In 2011, Apple's profit margins were 40
percent, compared with between 10 and 20 percent for most other hardware companies. Cook's catchphrase
to describe his focus on the company's operational arm is: "Nobody wants to buy sour milk."

21
In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the
United States, and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla
Glass technology used in its iPhone devices. The following December, Apple's chief operating officer, Jeff
Williams, told CNBC that the "$1 billion" amount was "absolutely not" the final limit on its spending,
elaborating that "We're not thinking in terms of a fund limit... We're thinking about, where are the
opportunities across the U.S. to help nurture companies that are making the advanced technology— and the
advanced manufacturing that goes with that— that quite frankly is essential to our innovation.
As of 2021, Apple uses components from 43 countries. The majority of assembling is done by Taiwanese
original design manufacturer firms Foxconn, Pegatron, Wistron and Compal Electronics with factories
mostly located inside China, but also Brazil, and India
In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office for
4,000 staff in Hyderabad. In March, The Wall Street Journal reported that Apple would begin manufacturing
iPhone models in India "over the next two months" and in May, the Journal wrote that an Apple
manufacturer had begun production of iPhone SE in the country, while Apple told CNBC that the
manufacturing was for a "small number" of units. In April 2019, Apple initiated manufacturing of iPhone 7
at its Bengaluru facility, keeping in mind demand from local customers even as they seek more incentives
from the government of India. At the beginning of 2020, Tim Cook announced that Apple schedules the
opening of its first physical outlet in India for 2021, while an online store is to be launched by the end of the
year. During the 2022 COVID-19 protests in China, Chinese state-owned company Wing Tech was reported
by The Wall Street Journal to gain an additional foothold in Apple's supply chain following protests at a
Foxconn factory in the Zhengzhou Airport Economy Zone.

1.4 KEY COMPONENTS OF APPLE MARKETING STRTEGY

Product Differentiation: Apple’s marketing strategy revolves around product differentiation. The company
positions its products as premium, high-quality, and cutting-edge, setting them apart from competitors. By
offering unique features, sleek designs, and seamless user experiences, Apple creates a perception of
exclusivity and innovation. This differentiation strategy is evident in the iPhone’s ecosystem, Mac
computers, and other Apple devices, where seamless integration and intuitive interfaces provide a distinct
advantage.

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Emotional Branding: Apple has mastered the art of emotional branding. The company recognizes the
power of evoking strong emotions and connecting with its customers on a deeper level. Apple’s marketing
campaigns often focus on storytelling, highlighting the transformative impact of their products on people’s
lives. By appealing to consumers’ desires, aspirations, and values, Apple creates an emotional bond that
transcends mere product functionality.

Minimalistic Design: Apple’s marketing strategy encompasses a strong emphasis on minimalistic design.
From its product packaging to its retail stores, Apple exudes simplicity and elegance. This aesthetic
philosophy aligns with the company’s commitment to user-friendly experiences and serves as a visual
representation of its brand values. The clean and uncluttered design enhances the perceived value of Apple
products and reinforces the notion of superior quality.

1.5 TACTICS USED IN APPLE MARKETING STRATEGY

Product Launch Events: Apple has perfected the art of product launches. The company’s highly
anticipated events generate enormous media coverage and consumer excitement. By meticulously
orchestrating these events, Apple creates a sense of anticipation and exclusivity. The ―wow‖ factor
associated with new product announcements drives immediate sales and creates a lasting buzz that sustains
interest in the brand.

Influencer Marketing: Apple leverages influencer marketing to expand its reach and connect with specific
target audiences. The company collaborates with celebrities, industry experts, and social media and
Facebook influencers to endorse and promote its products. This strategy helps Apple tap into the influencer’s
existing fan base and leverage their credibility to build trust and interest among consumers.

Seamless Customer Experience: Apple places great importance on providing a seamless customer
experience throughout all touch points. From online shopping to in-store interactions, Apple ensures that its
customers enjoy a consistent and intuitive experience. The company’s retail stores, known for their
distinctive design and knowledgeable staff, create a welcoming and informative environment for customers.
Furthermore, Apple’s commitment to after-sales support and regular software updates enhances customer
satisfaction and loyalty.

23
Apple’s marketing strategy encompasses several key components that have propelled the company to great
heights. By focusing on product differentiation, emotional branding, and minimalistic design, Apple has
successfully positioned itself as a leader in the technology industry. Additionally, the company’s tactical use
of product launches events, influencer marketing, and a seamless customer experience further reinforces its
marketing prowess. As Apple continues to innovate and captivate consumers, its marketing strategy remains
a benchmark for companies aspiring to achieve similar success.

APPLE BRANDING STRATEGY

Branding plays a crucial role in the success of any company, and Apple Inc. is a prime example of a brand
that has achieved remarkable recognition and loyalty. Apple’s branding strategy revolves around creating a
distinctive brand image, conveying a strong sense of innovation, and building an emotional connection with
consumers. In this article, we will explore the key elements of Apple’s branding strategy and how they have
contributed to the company’s iconic status.

Consistent Brand Identity: Apple has meticulously crafted and maintained a consistent brand identity
throughout its existence. The company’s logo, the bitten apple, is instantly recognizable worldwide. The
logo represents simplicity, elegance, and the brand’s dedication to cutting-edge technology. From product
design to marketing materials, Apple ensures that its brand identity remains consistent, reinforcing its
position as a leader in innovation and design

Focus on Innovation: Apple’s branding strategy revolves around positioning itself as an innovative
company that pushes the boundaries of technology. By consistently introducing groundbreaking products
and features, such as the iPhone, iPad, and Apple Watch, Apple has established itself as a pioneer in the tech
industry. The company’s commitment to innovation creates an aura of excitement and anticipation around its
products, reinforcing its brand image as an industry trendsetter

Emotional Connection with Customers: Apple understands the importance of forging an emotional
connection with its customers. The company’s branding strategy focuses on appealing to consumers’
aspirations, desires, and values. Apple’s marketing campaigns often evoke emotions and tell compelling
stories that resonate with its target audience. By creating a sense of belonging and personal attachment to the
brand, Apple cultivates a loyal customer base that goes beyond mere product functionality.

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APPLE ADVERTISING STRATEGY
Apple’s advertising strategy is renowned for its creativity, simplicity, and ability to capture consumers’
attention. The company has produced iconic ad campaigns that have become part of popular culture. Apple’s
advertising strategy focuses on highlighting product features, emphasizing user experiences, and creating an
emotional connection with the audience. Let’s explore the key elements of Apple’s advertising strategy.

Product-centric Approach: Apple’s advertising strategy centers around showcasing its products and their
unique features. The company highlights the design, functionality, and user-friendly interfaces of its devices
in a visually appealing manner. Apple’s ads often feature close-ups of the products, emphasizing their sleek
designs and cutting-edge technology. This approach allows consumers to envision themselves using the
products and experiencing the benefits they offer.

Storytelling and Emotion: Apple’s advertising strategy effectively uses storytelling to create an emotional
connection with the audience. The company’s commercials often tell compelling narratives that resonate
with consumers on a deeper level. These stories often highlight how Apple products enhance people’s lives,
evoke emotions, or solve problems. By engaging viewers emotionally, Apple ads leave a lasting impression
and strengthen the brand-consumer relationship.

Simplicity and Minimalism: Apple’s advertising stands out for its simplicity and minimalistic approach.
The company embraces clean visuals, concise messaging, and a minimalist design aesthetic. By keeping the
focus on the product and reducing clutter, Apple’s ads deliver a clear and memorable message. This
simplicity not only aligns with the brand’s core values but also allows the audience to easily understand the
product’s value proposition

APPLE SOCIAL MEDIA APPROACH

Apple’s social media strategy is unique in the sense that the company does not heavily rely on social media
platforms for traditional marketing and advertising. Instead, Apple strategically utilizes social media
channels to engage with its audience, provide customer support, and showcase user-generated content. This
article explores the key elements of Apple’s social media strategy and how it contributes to the brand’s
overall success.

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Focus on User-Generated Content: Apple leverages user-generated content on social media to promote its
products and create a sense of community. The company encourages customers to share their experiences,
photos, and videos using Apple products through hash tags and dedicated campaigns. By amplifying user-
generated content, Apple fosters a sense of authenticity and builds a loyal community of brand advocates.

Customer Support and Engagement: Apple utilizes social media channels as a platform for customer
support and engagement. The company responds to customer queries, provides troubleshooting assistance,
and addresses concerns in a timely manner. Apple’s social media team ensures that customer’s feel heard
and valued, enhancing their overall experience with the brand.

Teasers and Behind-the-Scenes Content: Apple strategically uses social media to create buzz and
anticipation around product launches. The company shares teasers, behind-the-scenes glimpses, and
exclusive content to generate excitement among its followers. By leveraging social media as a platform for
product announcements, Apple effectively reaches a large audience and maximizes the impact of its new
releases.

Marketing strategies play a critical role in the success of any business, from startups to multinational
corporations. Companies that prioritize marketing have a competitive advantage over those that do not, as
they can effectively communicate their value proposition to their target audience and build a loyal customer
base. One company that has consistently been able to leverage its marketing strategies to maintain its
position as one of the world's most successful brands is Apple. Apple is a global technology company known
for its innovative products, including the iPhone, iPad, and Mac. While Apple's products are undoubtedly
impressive, its success can also be attributed to its marketing strategies. Apple's marketing strategies have
enabled the company to build a strong brand identity that resonates with consumers, create a range of highly
desirable products, maintain premium pricing, and leverage various marketing channels to promote its
products and brand For businesses seeking to improve their marketing efforts, studying Apple's marketing
strategies can provide valuable insights into effectively communicating a brand's value proposition to
consumers. By examining each of Apple's marketing strategies in detail, businesses can better understand
how to develop their marketing strategies aligned with their goals and values.

26
The first key element of Apple's marketing strategy is its brand identity. Apple has established a brand
identity that is instantly recognizable and resonates with consumers. This is partly due to Apple's focus on
simplicity, design, and innovation. Apple's marketing campaigns consistently highlight these elements, from
the minimalist design of its products to the innovative features that differentiate them from competitors. By
focusing on these critical elements, Apple has built a solid emotional connection with its customers and a
loyal fan base.

The second key element of Apple's marketing strategy is its product strategy. Apple has consistently created
highly desirable products that have helped the company maintain its market position. This is partly due to
Apple's focus on design, functionality, and user experience. Apple's marketing campaigns consistently
highlight the features and benefits of its products, demonstrating how they can improve the lives of its
customers. By focusing on these critical elements, Apple has been able to create products that are highly
desirable and have a strong emotional appeal.

The third key element of Apple's marketing strategy is its pricing strategy. Despite intense competition,
Apple has maintained premium pricing for its products. This is partly due to Apple's focus on perceived
value and differentiation. Apple's marketing campaigns consistently highlight the features and benefits of its
products, demonstrating why they are worth the premium price tag. By focusing on perceived value and
differentiation, Apple has created a perception of exclusivity around its products, which has helped it
maintain premium pricing.

The fourth essential element of Apple's marketing strategy is its promotion strategy. Apple has leveraged
various marketing channels to promote its products and brand. This includes digital marketing, experiential
marketing, and influencer marketing. Apple's marketing campaigns consistently demonstrate its products'
features and benefits while highlighting the emotional appeal of the Apple brand. By leveraging various
marketing channels and focusing on emotional appeal, Apple has created a strong brand identity that
resonates with consumers and builds a loyal fan base.
In conclusion, Apple's marketing strategies have played a critical role in the company's success. By focusing
on brand identity, product strategy, pricing strategy, and promotion strategy, Apple has created a highly
desirable brand that resonates with consumers and maintains premium pricing. For businesses seeking to
improve their marketing efforts, studying Apple's marketing strategies can provide valuable insights into
effectively communicating a brand's value proposition to consumers. By examining each of Apple's
marketing strategies in detail, businesses can better understand how to develop their marketing strategies
aligned with their goals and values.

27
Apple's target audience consists of middle-class and upper-class users who can pay higher for products that
provide them with an incredible user experience. This means that these users have a higher disposable
income and are willing to pay more for as high-priced products as Apple's.

5 Key Takeaways from Apple Marketing Strategy

Here are the major critical takeaways from Apple Marketing Strategy:

1. Tapping into your target markets and audience is the key to curating and selling user experiences that
value the preferences of its people.

2. With simplicity and finesse in design, the right products with minimal designs and features can create a
perfect impact for your brand.

3. Incorporating emotion in your advertising and marketing can also help you connect with your audience
better.

4. Don’t exaggerate the copy and conceptualizing of your advertising and marketing campaigns and prefer
the ―less is more‖ approach. Create shorter yet emotional and empathetic ads to captivate your target
audience.

5. When you create an international brand value through quality and minimal, sophisticated design, you
don’t need to compete in terms of price. Instead, your price will set you apart for your user experience and
design features.

HOW APPLE USES CONSUMER BEHAVIOUR MARKETING

Consumer behavior marketing is an essential ingredient in the current business climate. The companies that
apply this type of marketing well have a distinct competitive advantage that distances them from their rivals.

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Consumer behavior research is the primary driver at the core of any good strategy. Research provides
actionable insight and ensures business success. Apple has amassed a brand loyal following like no other
brand backed by significant sales, market share, and profitability.
Marketing using consumer behavior insight is how Apple succeeds. Even though Steve Jobs and Apple did
not use consumer research in the initial development of most products, consumer behavior plays a huge role
in their marketing and ultimately the success of the company. Once a consumer purchases a product or
downloads iTunes Apple has access to data the company leverages. Apple uses this information to gain
significant insight into the consumer and what drives purchase behavior.

THE WHEEL OF CONSUMER ANALYSIS USED BY APPLE

Understanding concepts of consumer behavior at a high-level involves a framework to gain actionable
insight from consumer research. The wheel of consumer analysis provides a framework to study consumer
behavior consisting of:

1) Affect and cognition

2) Consumer behavior
3) Consumer environment

Research focused on the consumer provides specific insight involving affect and cognition, consumer
behavior, and the consumer environment that the company can use to reach its target audience effectively
guiding the knowledge structure and decision process of the consumer.

Affect
In psychology, the affective system is defined as the way individuals respond to outside stimuli. The
affective system in an individual is purely reactive and includes moods, emotions, and any other special
feelings that may ignite a physical reaction. According to Peter and Olson, ―Because it can account for many
of the responses that environmental stimuli elicit from individuals, classical conditioning has important
implications for marketing and consumer behavior‖.
For example, the brand assets, especially the brand logo changed in 1998 is sleek and modern chrome color
(monochromatic) aligned with the direction that Steve Jobs had for the company upon his return in 1997.
The new logo repositioned the brand effectively for a new century in the mind of the consumer retaining the
shape of the apple and modifying the rainbow color to chrome creating an effective response from
consumers.

29
In a 2008 study by Duke University, it was reported that the Apple monochromatic logo made individuals
more creative and stimulated the brain based on exposure to the logo. Apple does an amazing job of
leveraging their brand assets such as the logo and brand messages across all communication channels and
products in its ecosystem.

The cognitive system performs mental processes including understanding, evaluating, planning, deciding,
and thinking. Cognition is defined as a consumer’s knowledge, meanings, and beliefs about Apple, in this
case, based on experience and retained memory. The feelings, moods, evaluations, emotions of the affective
system are related to the cognitive system and affect cognitive processes (knowledge, meanings, and
beliefs).

The Major Functions of Cognition

The major functions of an individual’s cognitive systems include interpretation and the ability to process
interpretations to execute cognitive activities. Consumer decision-making consists of cognitive processes
including;
Interpretation
Integration of knowledge
Retrieval of product knowledge from stored memory used in the integration process
The insight obtained from consumer behavior research is critical in the development of effective cognitive
marketing strategies that resonate with the target audience. An understanding of how consumers interpret
marketing strategies, the consumer integration process, and activation of product knowledge result in critical
insight for Apple. Apple uses this insight to market its products and retain their competitive advantage in the
marketplace.

The consumer research Apple conducts related to cognition provides an understanding of how the target
audience acquires and stores memory along with other important memory factors such as shopping scripts or
product schemas. The types of knowledge (general or procedural) that the different marketing strategies and
tactics activate are also important elements that influence marketing strategy.

30
Apple and Cognition
The company occupies a certain cognition based on Apple creating a context for their products focused on
developing an eye-catching, simple design, and ease of use for complex technologies resulting in significant
benefits for the consumer. Apple also positions each product emphasizing its innovations and
communicating differentiated benefits to its consumers effectively.

Consumer Behavior
According to Peter and Olson, leading authorities in consumer behavior marketing and authors of Consumer
Behavior & Marketing Strategy, ―Behavior refers to the physical actions of consumers that can be directly
observed and measured by others‖. Understanding, analyzing, and influencing consumer behavior leads to
sales and profits ultimately.

Apple and Consumer Behavior Marketing

Apple’s hardware devices are supported by the iTunes software. Hardware devices are purchased through
online and offline retailers, and a limited number of retailers providing a tight vertically integrated
ecosystem. Using its integrated channels including online, retailer point of sale, and iTunes, Apple captures
detailed information about consumer behavior.
A detailed understanding of Apple’s customers allowed the company to analyze consumer behavior more
effectively. Apple uses this insight to tailor products and brand messages that resonate with the target
audience making products that work better and are simple to use.

Consumer Environment
A consumer’s environment is based on the social and physical attributes of the world around them that
includes spatial relationships, physical objects, and the social behavior of other individuals.
The physical environment including influences such as reference groups and online and offline retail
environments also have a large impact on Apple’s success. The Apple retail environment, word of mouth,
product experience, and Apple’s mission and values play a large part influencing the purchase behavior of
Apple products in the marketplace.

31
Apple and the Consumer Environment
A major supplier of big-box retailers, Apple has branded stores that are the number one competitor for these
large companies. The brand loyalty of Apple dominates the physical environment and therefore captures
significant attention and focus on the retail (consumer) environment.

Apple and Other Retailers

To gain a competitive advantage in the physical environment, Apple uses strict control over key elements.
Apple dictates pricing and how their products are displayed with retailers and especially with big-box
retailers.

Apple Branded Stores

To create a unique customer experience Apple uses branded stores. The Apple store creates interoperability
between its hardware devices such as computers, tablets, smartphones, music players and watches that
showcase capabilities such as video, music, photography, apps, and software.
The Apple branded stores leverage product knowledge and complementary services. The in-store experience
includes one-on-one tutorials, product repairs, and workshops to provide an unparalleled customer
experience the complementary services enhance the value proposition because if a customer can operate a
new purchase, then customer satisfaction will increase. Apple uses this among many other devices to
dominate the physical environment.

Consumer behavior marketing is a core competency of any successful organization in the current business
environment. The primary driver at the core of any good strategy is consumer behavior research providing
actionable insight and ensuring business success. Regardless of if you are B2B, B2C, B2G or a hybrid
organization, you have a target audience. The information in this post can be applied to any business type.
Apple provides an excellent case study of an organization that uses consumer behavior marketing. Apple is
an example of how research leads to successful marketing strategies and tactics. The result is a distinctive
competitive advantage that drives meaningful business results.

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THE REASONS BEHIND APPLE’S CUSTOMER LOYALTY

Apple’s customer satisfaction and loyalty have been growing steadily over the years, reflecting the way
consumers view the brand. According to NPS Benchmarks, Apple’s NPS score in 2022 is a resounding 72,
which is significantly higher than the average NPS score of the consumer electronics industry.
Apple’s continual focus on improving its Net Promoter Score has produced significant results for the
company. In 2007, its NPS was a respectable 58. As of 2016 through 2017, the company had an NPS of 72 –
one of the highest in the technology industry – following a decrease in 2018 to a score of 63.
And, although their NPS seemed at risk due to the pandemic, as most companies took a considerable hit,
Apple was more than ready to keep up with customer expectations and stay on top of their mind – registering
a record fiscal year in 2020. The company not only managed to excel at creating an Omni-channel customer
experience, but to also give back to the community, for example by partnering with Google on the Covid-19
contact tracing technology. Apple made sure to be close to their customers at all times and meet the new
challenge with the same creativity and passion. Hence, the brand was granted an NPS score of 72 in 2022 –
NPS which streamed confidently upwards over the past 3 years.
Why is Apple’s Net Promoter Score important, you ask? Because NPS is related to a company’s growth and
customer retention levels. The score showcases how many people are happy with your brand, and how many
promote it. And if they do the latter, it’s safe to assume those people are loyal customers.

What Are the Reasons behind Apple’s NPS?

Understanding what led to Apple having such a high NPS can give you an idea of what you could focus on
to achieve similar results.
Apple’s NPS score isn’t a coincidence, after all. It’s the result of an incredible focus on delivering a great
product and an exceptional experience to customers – something Apple, as the world’s largest tech company,
has turned into a streamlined process.
Apple’s Net Promoter Score is very high for a company in its industry, but it’s not unattainable for other
brands. By understanding why and how Apple achieves high customer loyalty, you can create a process that
improves customer satisfaction in your own company.
Whether you run a technology business or have an unrelated brand and want to learn from Apple’s amazing
success,

33
The factors below can help you improve your customer loyalty and retention:
1. A Focus on Relieving Purchasing Anxiety

One of the most frequent reasons customers don’t purchase something – especially an expensive or unique
product – is anxiety about whether it will work as it should. Concerns that getting an answer from the
company might be difficult if the product doesn’t work properly also come into play. Apple neutralizes this
anxiety through its customer service, letting clients know that for any product they buy, they’ll receive the
support they need to its fullest. Brian X. Chen, New York Times, pointed this out, arguing that any product
review is worthless without an understanding of the company’s customer service. Customers are making the
purchase based not just on the quality of a product, but on the quality of the service that accompanies it. For
one, the company offers a 1-year warranty on all its products and offers to repair the products at no extra
charge or replace them with a free product if they malfunction during the warranty period.
On top of that, buying from Apple also doesn’t feel like a risky experience to people simply because of the
huge network of retail stores Apple operates. If there are any issues with their product, people know they can
easily make a reservation at their local Genius Bar and take the product in for support.
Besides that, Apple customers also know they can rely on Apple-authorized service providers and Apple
Repair Centers if the Genius Bar just isn’t an option. Apple’s Support Page helps with this too. It contains
tons of straightforward self-help content. For some people, reading an article is a much easier task than
connecting with customer service reps.

An Obsessively High Attention to Details

Apple doesn’t just stick to offering quality and reliable products. The company goes the extra mile and pays
a ton of attention to the smallest details. And consumers notice that. In fact, if you Google ―Apple attention
to details,‖ you’ll come across tons of articles talking about the brand’s ―fanatical‖ and ―insane‖ obsession
with details.
Here are just some examples to show you what we mean:
The Apple Pencil’s weight is distributed in such a way as to ensure that no matter which way it’s placed, it
always rolls over to display the word ―pencil.‖ Its weight distribution also reduces its momentum when
rolling, thus reducing the risk of it rolling off the table.
Pretty much all Apple notebooks have a slight indentation in the area right below the track pad to make it
easier for Apple users to open the laptop with just one hand.
Newer Mac laptops feature a ―smart‖ fan. Basically, when a user engages the voice dictation feature, the
internal fan’s speed is automatically slowed down a bit so that the laptop can better hear the user speaking.

34
MacBook Air and newer MacBook Pro devices have a ―smart Caps Lock‖ feature. Apple essentially
prevents accidental Caps Lock keystrokes by requiring users to hold the Caps Lock key a bit longer for it to
turn on. Apple’s attention to detail goes beyond the products, into the packaging and the experience that’s
attached to it. The company doesn’t just deliver the purchased items in standard cardboard packaging – it
goes above and beyond and puts just as much attention to detail into its packaging as it does into every
product.
The result of this is that buying and opening an Apple product is a sensory experience. From the first
interaction with an Apple product – in this case, opening the box – customers have a sense of Apple’s
attention to detail and design philosophy. This relatively small factor can have a big effect on purchases, as it
might help the company stand out from its competitors by delivering a unique experience to its customers.
This experience is closely linked to the product itself. The sensory response of opening up the box and first
using the product is an event that customers subconsciously remember each time they use an Apple product.
Going forward, no compromises are ever made when it comes to Apple Stores as well. Steve Jobs’ belief
was that ―details matter, and it’s worth waiting to get it right‖. For example, the team spent 3 months
developing the stainless-steel wall panels that first appeared in Stanford stores, managing to get what seemed
impossible – a matte surface reflective.
One of the Apple’s strengths is best expressed through a simple rule: ―Sell an experience, not a product.‖
Buying, opening, and using an Apple product is a memorable experience for people, not just a consumerist
tendency – which is a major factor that influences Apple’s NPS.Yet, what one must not forget is that a
unique customer experience relies on the people that are behind Apple’s products and services. Hence, the
company makes sure to instill this approach to excellence in its staff through every decision.
Apple’s new campus is a unique example in this respect – a technical marvel that embodies the company’s
values. The project received much criticism due to its grandiosity, but as Tim Cook explained: ―Could we
have cut a corner here or there? It wouldn’t have been Apple. And it wouldn’t have sent the message to
everybody working here every day that detail matters that care matters.‖
A focus on employee satisfaction
If you’re not familiar with eNPS, it stands for Employee Net Promoter Score, and it’s a derivative of the
NPS methodology. The surveys work pretty much the same way, but instead of focusing on customer
satisfaction, they focus on employee satisfaction. Basically, eNPS helps you find out how happy your
employees are working at your company, and how likely they are to recommend your business as a working
place to others.

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Unique Customer Experiences
It was predicted that by 2020, customer experience would overtake price and product when it comes to
brand differentiation on the market – which turned true years past. Yet, Apple was more than prepared for
this shift. A simple Google search is enough to reveal how many Apple customers are pleased with the
unique experiences the brand offered them – like replacing a phone for free because a customer waited too
long for the problem to be diagnosed, or replacing a month-old computer with a brand new one because a
key was depressed for someone who was going to college. These kinds of experiences are usually a result of
Apple’s 5 steps of service (the acronym for those steps is APPLE). The 4th step (―Listen for and resolve
issues or concerns‖) encourages employees to get to know their customers better so that they can offer them
a higher degree of convenience and personalization.
A Clear Understanding of the Power of Simplicity
―That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to
work hard to get your thinking clean to make it simple.‖ – Steve Jobs

One of the best ways to provide consumers with a positive experience with your brand is to offer simplicity.
Research backs that up too – consumers desire simpler, faster, and more seamless brand engagement.
Apple’s emphasis on simplicity is immediately noticeable when you consider that most Apple services
support single sign-on features. For instance, you can use your Apple ID to access all services hosted by
Apple, which is much more straightforward than having users keep track of multiple IDs to use different
services. Or you can start to work on a task on your MacBook, then finish it on your iPad. The brand
understands that it’s important to ensure continuity via a seamless experience across devices, and they are
managing it pretty well given the complexity of the task.
Apple’s focus on simplicity is also noticeable when you take their Omni channel support into account.
Customers can get in touch with Apple’s support team through live chat, email, or by phone.

36
A Brand Built on Innovation
One of Apple’s biggest selling points is its unique hardware and software. The main reason they manage to
offer products like that is because they focus on innovation. By that, we don’t mean they just create products
that are new. They also make sure they are useful, they are likely to be adopted, and that they will lead to
change. The AirPods and Apple Watch are great recent examples of the company’s ability to innovate on the
market. What’s more, even though the AirPods were met with skepticism, Apple powered through it and
delivered on their promises. And when users noticed problems with the product, they were quick to act on
that feedback. On their path to innovation, Apple did encounter many difficulties and there were for sure
faulty decisions that harmed their image. Among them was the cancellation of the AirPower Charger
because it could not live-up to their standards or the butterfly MacBook keyboards that have caused a lot of
buzz. However, after trying to deliver on their promises but failing to, they could honestly admit they were
wrong and focus their efforts on a new idea. They were aware that ―sometimes when you innovate, you
make mistakes. It is best to admit them quickly and get on with improving your other innovations.‖ – Steve
Jobs.
The brand never ceased to progress. Apple was always looking for new opportunities, new ideas, aiming to
give customers not only what they want, but anticipating their needs. Hence, they were ready to lose sight of
the shore – of what was popular with many users, in order to be able to come up with better and bolder
solutions. Today, 89% of successful businesses agree that predicting customer needs is critical to growth.
Apple is one of the most innovative companies in the world claiming 2,490 patent grants in the US in 2019.
They are spending the biggest part of their revenue on research and development. Their expenses on research
for 2021 were $21.914 billion (about $67 per person in the US), a 16.86% increase from 2020 – an up-ward
trend which started in 2003

Continued improvement of customer satisfaction

Contrary to the common belief that Apple doesn’t like to listen to its customers, Apple was one of the first
big proponents of Net Promoter Score. Fred Reichheld’s popular book, The Ultimate Question, explains how
Apple used Net Promoter Score prior to 2006 to influence its practices.
A focus on continually improving and increasing Net Promoter Score affects every level of work at Apple,
from the big picture to day-to-day store operations. Reichheld explains how Apple puts NPS to work in the
management of its retail stores:
Focus on customer value, not money

37
―There’s this thing in technology, almost a disease, where the definition of success is making the most. How
many clicks did you get, how many active users do you have, and how many units did you sell? Everybody
in technology seems to want big numbers. Steve never got carried away with that. He focused on making the
best.‖ – Tim Cook

The study on the impact of experimental marketing on Apple Inc.'s brand loyalty reveals that innovative
marketing initiatives significantly contribute to customer loyalty and brand perception. Attendees of Apple's
experiential events feel a stronger emotional connection, influencing their purchasing behavior and brand
recommendations. The element of surprise and exclusivity plays a crucial role, and the effectiveness of these
strategies varies across demographics and regions. Overall, Apple's experimental marketing fosters a sense
of community, enhances brand differentiation, and establishes a memorable and unique brand experience,
positively influencing customer loyalty over time.

38
 CHAPTER 2
RESEARCH METHODOLOGY

2.1 OBJECTIVES OF THE STUDY

The objectives are designed to have a particular direction to the study like what aspect of the topic
Is going to be studied. A topic can be studied from various parameter, the objectives designed for
A project gives an idea that in what manner the topic is studied, what is the flow of project, what
Are the variables selected for the project, etc.

 To Evaluate the influence of experiential marketing used by apple

 To Identify key success factors of the company
 To Analyze the customer loyalty and Retention rate
 To Examine the customer experiences
 To Explore the Impact of Emotional Experiment

Hypothesis of the study

Ho (Null hypothesis): There is no significant impact of experiential marketing on creating

brand loyalty of Apple Inc.

H1 (Alternative Hypothesis): Experiential marketing significantly influences and contributes

to creating brand loyalty of Apple Inc.

2.2 SCOPE OF THE STUDY

 Investigating various experiential marketing campaigns and events conducted by Apple to understand
their nature, scale, and impact on participants.

 Assessing how participants perceive Apple's brand and exploring the relationship between their
experiences in experiential marketing events and the development of brand loyalty.

39
  Analyzing the emotional connections established during experiential marketing initiatives and their
role in influencing participants' loyalty towards Apple.

 Comparing Apple's experiential marketing strategies with those of competitors to identify unique
aspects that contribute to brand loyalty and distinguish Apple in the market.

 Examining whether the effectiveness of experiential marketing varies among different demographic
groups, such as age, gender, or location.

 Investigating the sustainability of brand loyalty developed through experiential marketing over time,
considering the potential for lasting effects on consumer behavior.

 Considering both physical and digital experiential marketing events to evaluate their respective
impacts on brand loyalty.

 Providing insights and recommendations for Apple Inc. to enhance its experiential marketing
strategies based on the study's findings.

 Considering the global reach of Apple Inc., exploring how experiential marketing contributes to
brand loyalty across diverse international markets

2.3 TYPE OF STUDY

The study on the impact of experiential marketing on creating brand loyalty for Apple Inc. is likely to be a
mixed-methods research study. This means it incorporates both qualitative and quantitative research methods
to provide a comprehensive understanding of the topic. Qualitative methods, such as interviews or
participant observations, may be used to explore participants' experiences and emotions, while quantitative
methods, like surveys or analytics, could be employed to gather numerical data and measure the impact on
brand loyalty

40
Quantitative methods:
Survey research: Conduct surveys with representative samples of Apple customers, asking questions about
their experience with various marketing initiatives and their attitudes towards the brand. You can measure
brand loyalty through questions about repeat purchases, switching intentions, and willingness to recommend
Apple products.
Statistical analysis: Analyze survey data using statistical techniques to identify correlations between
experiential marketing initiatives and brand loyalty metrics. Consider multivariate analysis methods like
regression or structural equation modeling to control for potential confounding variables.

Sample size: The study will utilize data obtained from a Sample of 100 respondents

2.4 RESEARCH GAP

A lack of in-depth studies that comprehensively analyze various aspects of Apple's experiential marketing
initiatives and their specific influence on different dimensions of brand loyalty

Few studies that compare Apple's experiential marketing strategies with those of competitors, which could
provide valuable insights into the unique elements that contribute to Apple's brand loyalty.

Existing research often focuses on specific demographics or Western markets, neglecting the varying
impacts of experiential marketing across cultures and diverse customer segments

While studies on experiential marketing exist, in-depth analyses of Apple's unique approach through its
Genius Bars, product launches, and online experiences are less common.

Most studies focus on the immediate impact of specific campaigns, neglecting the long-term effects on brand
loyalty and the cumulative influence of repeated exposure to experiential marketing.

Research often treats experiential marketing as a single construct, ignoring the distinct impacts of elements
like emotional connection, community building, and product engagement.

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2.5 LIMITATIONS OF THE STUDY

1. Channels: It may be challenging to isolate the specific contribution of experiential marketing from
other marketing channels, as consumers often encounter brands through multiple touch points.

2. Assessing brand loyalty and the impact of experiential marketing often involve subjective measures,
which may vary based on individual interpretations and personal experiences.

3. Limitations in time, budget, or access to certain data sources could restrict the depth and scope of the
research, impacting the thoroughness of the analysis

4. External influences, such as competitors' marketing strategies or global events, may introduce
variables beyond the researcher's control, potentially impacting the study's outcomes.

2.6 STATEMENT OF THE PROBLEM

The statement of the problem for the research on the impact of experiential marketing on creating brand
loyalty for Apple Inc. could be formulated as follows:
In an ever-evolving and competitive market, where consumer choices are abundant, understanding the
precise influence of experiential marketing on the creation and sustenance of brand loyalty for Apple Inc.
remains a crucial challenge. Despite the growing significance of experiential marketing strategies in shaping
consumer perceptions and fostering emotional connections with brands, there exists a gap in our knowledge
regarding the specific elements and mechanisms within Apple's experiential marketing initiatives that
contribute most significantly to the development of brand loyalty. This study seeks to address this gap by
examining the experiences of participants in Apple's experiential marketing events, exploring the emotional
engagement fostered, and assessing the long-term impact on brand loyalty. Through this research, we aim to
provide actionable insights for Apple Inc. to refine and optimize its experiential marketing approach,
ultimately enhancing its ability to cultivate and maintain strong brand loyalty in a dynamic market
landscape.

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 CHAPTER 3
LITERATURE REVIEW

According to Experiential Marketing on Brand Advocacy: A Mixed-Method Approach on Global

Apple Product Users by Mr. Ricardo Machado is a senior lecturer in the Department of Marketing
and Retail Management at the University of South Arica. This study made use of the experiential
marketing scale developed by Brakus et al. (2009) which consisted of thirteen questions divided into the
four dimensions of experiential marketing; namely, sensory, intellectual, affective, and behavioral.
Apple consumers indicated the highest level of agreement on the affective brand experience, which
reveals a strong emotional attachment between the brand and the consumers The majority of the Institute
participants indicated that Apple stimulates their thinking through intellectual experiences. The
participants also considered Apple to be a brand with a high level of sensory experiences which indicates
that Apple consumers could have stronger connections with the look and feel of the products than some of
its competition. The affective, sensory, and intellectual experiences attributed to the Apple products could
be due to the personal nature of the products. Apple has introduced products like the iPod, iPhone, and iPad,
which are small portable devices that could be highly personalized in their daily usage. Apple users could
create their own playlists and name their devices as well as use them during work or leisure time. These are
devices that have been well incorporated into the consumers’ lifestyles. Like many other everyday items
used by consumers today, the sensory elements of the Apple products have provided memorable experiences
to its users.

According to Gitika ratra Apple Brand Loyalty: How Customer Loyalty Can Lead to a Competitive
Advantage Apple's success is a testament to its understanding of consumer behavior and its adeptness at
using this knowledge to create a brand that goes beyond products. By triggering emotions, aligning with
social identity, and providing outstanding user experiences, Apple has built a loyal customer base that
eagerly awaits each new release. This case study underscores the importance of understanding and
leveraging consumer psychology to create lasting brand loyalty and drive business success. Apple is a brand
with one of the highest levels of customer loyalty and this has catapulted them to the dominant position they
enjoy today. For businesses that want their customers to purchase more than once over their lifetime (which
is most), knowing how to cultivate loyalty is an extremely important skill. Moreover, if you’re struggling to
differentiate your offering in a relatively homogeneous industry, developing customer loyalty and brand
equity is a great way to build sustainable competitive advantage.

43
According Consumer experience analysis a case study of Apple Inc. from consumers' perspective in
experience marketing Chi Hu Lisha Huang Xueying Zhang The authors will conclude the major results
from former research and answer the corresponding research questions mentioned before. In the problem
discussion of the thesis, the authors have addressed that the paper aims at researching on the role of
experience in consumer markets based on the Service-Dominant Logic idea. Consequently, the authors chose
iPhone as a representative to dig into the topic. The stated purpose has been researched through quantitative
and qualitative methods, such as questionnaire and interviews by using SPSS test, the authors have examined
the influence of different demographic subculture groups towards experience evaluation, and the results
stated that students rated almost indifferently on experiences regardless of their nationality, age and gender.
Possible reasons could be the integration of culture in an international business school and the influence of
local Swedish culture, as well as the diminishing difference between genders and similar age groups.
Another possible explanation could be the limitation of the sample size. Besides demographic subculture
research, statistical findings from SPSS show that consumers in the sample think highly of iPhone
experiences despite of Price.

Generally, consumers think the price of iPhone is relatively high comparing to other smartphones, and this
case indicates that this is also the reason why most consumers do not purchase iPhone or switch to other
smartphones even they have an iPhone now. Moreover, consumers think that iPhone performs rather well in
most ways but Novelty, which is represented by Siri.

According to the topic An Impact Study on Consumer Experience and Buying Behaviors on Purchasing
Apple Inc. Products by Jiaying Li With the gradual development of experiential marketing practice, the
theory of experiential marketing is gradually developing. This article takes Apple Inc. as an example,
focusing on the analysis of consumer purchase behavior in the four variables of experiential marketing:
product value, personnel communication, in-store environment, and product combination And collect
consumer data through questionnaires, analyze each scale with SPSS22.0 data software, build a model of the
impact of in-store experience on consumer purchases, and use empirical analysis of the data to support the
four hypotheses proposed in this article finally:

1) In the Apple Experience Store, consumer experience is an essential factor affecting purchase willingness;
Apple's products have always been a benchmark for technology companies to compete in learning and
imitating. Its quality control is strict, and consumers' purchase willingness is mainly affected by product
quality. The impact of external services, good consumer experience will bring positive emotions to
consumers.

44
2) The consumer experience is multi-dimensional, and different consumer experiences have varying degrees
of influence on purchase intention. Consumers' in-store experience is mainly reflected in four aspects:
product value, in-store environment, personnel communication, and product combination. In the Apple
Experience Store, products There are fewer types, there are fewer places for further improvement in product
mix and product quality, and the in-store environment and personnel communication can significantly affect
the consumer's consumption experience; the degree of influence of in-store environmental factors in
consumer purchase behavior is gradually increasing, which maybe It's because our lifestyles are changing,
influenced by communication platforms such as Douyin and Weibo. More and more people like selfies,
online shops, etc., so impulsive buying behavior may be accompanied by it takes place to enjoy Apple's right
environment and excellent service.

(3) In the Apple Experience Store, the in-store experience factors have a significant positive impact on
consumers' impulse purchase behavior. The in-store experience is an external stimulus factor for consumers'
impulse purchase behavior and is an impulse purchase by consumer’s external causes. When consumers
learn about shopping at the Apple Experience Store, the various stimuli they experience in the store will
significantly affect consumers' impulse purchase behavior. In interviews with surrounding consumers, this
article also learned that in real life, the value of goods, the environment in the store, and the combination of
products would cause consumers to impulse purchases to a certain extent. Of course, the degree of influence
of these factors varies from person to person and changes with the guidance of social trends.

(4) In the Apple Experience Store, positive emotions have a positive mediating effect on the in-store
experience and impulse purchase behavior.

Positive emotions play a significant intermediary role between in-store experience and impulse purchase
behavior. This intermediary role is decisive, meaning that consumers are stimulated by in-store experience
factors such as product value, in-store environment, and product mix. Afterward, a series of emotional
changes will occur. When these emotions become more positive, he may immediately purchase without
thinking to satisfy his buying desire. The more robust this positive emotion is, the more the consumer will
make impulse purchases— the higher the probability of the behavior.

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 CHAPTER 4
DATA ANALYSIS, INTERPRETATION AND PRESENTATION

Q1. Age group?

AGE NO OF RESPONDENTS PERCENTAGE

15-20 46 45.5%

20-30 44 44.6%

30-40 10 9.9%

TOTAL 100 100%

10%

AGE
45%
15-20
20-30
30-40
45%

INTERPRETATION
According to survey, out of 101 respondents, 45% are of 15-20 age groups, 45% are from 20- 30 age group
and rest 10% are of 30-40 age groups.

46
Q2. How did you first become aware of Apple Inc. as a brand?

SOURCES NO OF RESPONDENTS PERCENTAGE

SOCIAL MEDIA 48 47.5%

TELEVISION AND RADIO 10 9.9%

FRIENDS AND FAMILY 42 42.6%

TOTAL 100 100

SOCIAL MEDIA
42%
48% TELEVISION AND RADIO
FRIENDS AND FAMILY

10%

INTERPRETATION

According to the survey, 48% of respondents are aware because of social media, 42% respondents are aware
through friends and family and rest 10% through television and radio.

47
Q3. Have you participated in any Apple-related experiential marketing events or promotions?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 53 52.5%

NO 48 47.5%

TOTAL 100 100%

48% YES
NO
52%

INTERPRETATION
According to survey, out of 100 respondents, 52% have participated in apple marketing event and 48% have
not participated.

48
Q4. How would you describe your overall experience with Apple's experimental marketing initiatives?

RESPONSE NO OF RESPONDENTS PERCENTAGE

EXCELLENT 20 19.8%
GOOD 30 29.7%
FAIR 35 35.6%
SATISFACTORY 15 14.9%
TOTAL 100 100%

15%
20%

EXCELLENT
GOOD
FAIR
SATISFACTORY

35%
30%

INTERPRETATION
According to survey, out of 100 respondents, 20% people rate apple marketing experience as Excellent, 30%
rate it good , 35% rate it Satisfactory and rest 15% rate it Poor.

49
Q.5 Have you ever recommended Apple products to others based on your experiences?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 47 46.5%
NO 1O 9.9%
MAYBE 43 43.6%
TOTAL 100 100%

43%
47% YES
NO
MAYBE

10%

INTERPRETATION
According to survey, out of 100 respondents, 47% may recommend apple product to others, 10% will not
recommend and 43% can recommend.

50
Q6. Have you attended any Apple product launch events?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 58 58%

NO 42 42%

TOTAL 100 100%

42%
YES
NO
58%

INTERPRETATION
According to survey, out of 100 respondents, 58% have attended Apple product launch event and 42% have
not attended.

51
Q7. Do you feel more connected to the Apple brand after your experience with their products?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 52 52%
NO 47 47%
NOT SURE 1 1%
TOTAL 100 100%

1%

YES
47% NO
52%
NOT SURE

INTERPRETATION
According to survey, out of 100 respondents, 52% respondents feel more Connected to apple brand after
their experience with the product, 47% didn’t feel connected and 1% are not sure.

52
Q8. Have you noticed any changes in your purchasing behavior as a result of Apple's marketing
initiatives?

RESPONSES NO OF RESPONDENTS PERCENTAGE

Yes, I have started purchasing

28 28%
frequently

NO, it’s the same as before 72 72%

TOTAL 100 100%

Response

72%
NO, it’s the same as before

Column2
Column1

28%
Yes, I have started purchasing frequently

0 10 20 30 40 50 60 70 80

INTERPRETATION
According to survey, out of 100 respondents, 72% have no changes in their buying behavior and 28% have
changes in their behavior.

53
Q9. Have you ever engaged with Apple on social media?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 50 50%
NO 17 17%
MAYBE 33 33%
TOTAL 100 100%

33%

YES
50% NO
MAYBE

17%

INTERPRETATION
According to survey, out of 100 respondents, 50% have engaged with apple on social media, 17% have not
engaged and 33% are not sure.

54
Q10. Has your loyalty to Apple increased over time?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 13 13%
NOT SURE 44 44%
SOMEWHAT 36 36%
TOTAL 100 100%

14%

39%
YES
NOT SURE
SOMEWHAT

47%

INTERPRETATION
According to survey, out of 100 respondents, 14% respondents loyalty has increased over time 39% feels
somewhat has increased and 47% are Not sure.

55
Q11. Has Apple's marketing ever influenced you to explore products or services beyond what you
initially intended?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 65 65%

NO 35 35%

TOTAL 100 100%

35%

YES
NO

65%

INTERPRETATION
According to survey, out of 100 respondents, 65% have been influenced by apple marketing strategy and
35% have not been influenced.

56
Q12. How would you describe the level of personalization in Apple's experimental marketing efforts?

RATE NO OF RESPONDENTS PERCENTAGE

1 41 41%
2 1 1%

3 1 1%
4 7 7%
5 38 38%
6 1 1%
7 0 0
8 10 10%
9 1 1%
TOTAL 100 100%

1%
0%
1% 10%
1
2
3
41%
4
5
6
38% 7
8
9

7% 1%
1%

INTERPRETATION
According to survey, out of 100 respondents, 41% rate 1 for the apple marketing effort 38% rate it 5 an10%
rate it 7 and 7% rate it 4.

57
Q13. To what extent do you trust Apple with your personal data and privacy?

RATE NO OF RESPONDENTS PERCENTAGE

1 24 24%
2 1 1%
3 18 18%
4 4 4%
5 16 16%
6 0 0%
7 1 1%
8 35 35%
9 1 1%
TOTAL 100 100%

1%

1
24%
2
35% 3
4
1% 5
6
7
18%
8
1%
9
0%
16% 4%

INTERPRETATION
According to survey, out of 100 respondents, 35% rate 8 for trust in apple, 24% rate it 1, 18% rate it 3 and
16% rate it 5.

58
Q14. Have you ever considered switching to another brand for similar products, if yes then which?

RESPONSES NO OF RESPONDENTS PERCENTAGE

SAMSUNG 47 47%

REDMI 13 13%

ONE PLUS 21 21%

VIVO 16 16%

OTHERS 3 3%
TOTAL 100 100%

3%

16%

SAMSUNG

47% REDMI
ONE PLUS
VIVO
21%
OTHERS

13%

INTERPRETATION
According to survey, out of 100 respondents, 47% People might switch to Samsung, 21% may shift to one
plus, 16% might shift to Vivo, 13% might shift to Redmi and 3% to others.

59
Q15. On a scale of 1-10, how loyal are you to the Apple brand?

RATE NO OF RESPONDENTS PERCENTAGE

1 18 18%

2 0 0%

3 3 3%

4 18 18%

5 17 17%

6 35 35%

7 1 1%

8 6 6%

9 0 0%

10 2 2%

TOTAL 100 100%

0% 2%
1% 1
6%
18% 2
0% 3
3% 4
5
35% 6
18%
7
8
9
17%
10

INTERPRETATION
According to survey, out of 100 respondents, 35% people rate their loyalty towards apple as 6 on a scale of
10, 18% rate it 1, 3% rate it 3, 18% rate it 4, 17% rate it 5, 6% rate it 8.

60
Q16. How often do you purchase Apple products?

RESPONSES NO OF RESPONDENTS PERCENTAGE

FREQUENTLY 14 14%

AS PER REQUIREMENTS 54 54%

OCCASIONLY 29 29%

NOT YET PURCHASED 3 3%

TOTAL 100 100%

3%
14%

29%
FREQUENTLY
AS PER REQUIREMENTS
OCCASIONLY
NOT YET PURCHASED

54%

INTERPRETATION
According to survey, out of 100 respondents, 54% Respondents purchase apple products as per
requirements, 29% purchase it occasionally, 14% purchase it frequently and 3 % have not yet purchased.

61
Q17. Which Apple products do you currently own?

RESPONSES NO OF RESPONDENTS PERCENTAGE

IPHONE 60 60%

MACBOOK 35 35%

IPAD 2 2%

AIRPODS 1 1%

OTHERS 2 2%
TOTAL 100 100%

2% 1% 2%

IPHONE

35% MACBOOK
IPAD
AIRPODS
60%
OTHERS

INTERPRETATION
According to survey, out of 100 respondents, 60% people own an IPhone, 35% owns a Macbook, 2% owns
ipad and 1% owns air pods.

62
Q18. What are your associations with the Apple brand?

RESPONSES NO OF RESPONDENTS PERCENTAGE

LUXURY 15 15%

INNOVATION 37 37%

DESIGN 12 12%

FEATURES 36 36%

TOTAL 100 100%

15%

36%
LUXURY
INNOVATION
DESIGN
FEATURES

37%

12%

INTERPRETATION
According to survey, out of 100 respondents, 37% Associate with apple due to innovation, 36% due to
features, 15 % due to luxury tag and 12% due to Design

63
Q19. Would you be more likely to choose Apple over other brands based on a positive marketing
experience?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 50 50%
NO 18 18%
MAYBE 32 32%
TOTAL 100 100%

32%

YES
50% NO
MAYBE

18%

INTERPRETATION
According to survey, out of 100 respondents, 50% people might choose other brands over their marketing
experience, 18% might not shift and 32% are not sure.

64
Q20. Can you tell me about a time when an Apple product exceeded your expectations?

RESPONSES NO OF RESPONDENTS PERCENTAGE

BRAND CONSITENCY 45 45%
CUSTOMER SERVICE 18 18%
CAMERA QUALITY 17 17%

PRODUCT QUALITY 20 20%

TOTAL 100 100%

20%

BRAND CONSITENCY
45%
CUSTOMER SERVICE
CAMERA QUALITY
17%
PRODUCT QUALITY

18%

INTERPRETATION
According to survey, out of 100 respondents, 45% are satisfied by apple due to their brand consistency, 20%
due to product quality, 18% due to customer service and 17% due to camera quality.

65
Q21. Has Apple ever disappointed you in any way?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 16 16%
NO 27 27%
MAYBE 57 57%
TOTAL 100 100%

16%

YES
NO
MAYBE
57% 27%

INTERPRETATION
According to survey, out of 100 respondents, 16% Respondents are somewhat disappointed by apple, 27%
are not disappointed and 57% are not sure.

66
Q22. What are your most important considerations when making a purchase decision for a tech
product?

RESPONSES NO OF RESPONDENTS PERCENTAGE

FEATURES 53 53%
LOOKS 17 17%
BRAND NAME 11 11%

PRICE 19 19%
TOTAL 100 100%

19%

FEATURES
LOOKS
11%
BRAND NAME
53%
PRICE

17%

INTERPRETATION
According to survey, out of 100 respondents, 53% Respondents purchase products based on features, 17%
based on Looks, 19% based on Price, and 11% based on Brand Name.

67
Q23. Where do you think could Apple improve?

RESPONSES NO OF RESPONDENTS PERCENTAGE

IMPROVE BATTERY 40 40%
IMPROVE PRODUCT
11 11%
QUALTIY
IMPROVE CUSTOMER
35 35%
CONNECTIVITY
SPARE PART RATES 5 5%

OTHERS 9 9%
TOTAL 100 100%

9%

5%

40% IMPROVE BATTERY

IMPROVE PRODUCT QUALTIY
IMPROVE CUSTOMER CONNECTIVITY
SPARE PART RATES

35% OTHERS

11%

INTERPRETATION
According to survey, out of 100 respondents, 40% Respondents thinks that apple should improve their
battery, 35% think they should improve their customer connectivity , 11% thinks they should improve their
product quality and 5% thinks they should improve their spare parts cost and 9% have other reasons.

68
Q24. What role do social media and influencer marketing play in your decisions about Apple
products?

RESPONSES NO OF RESPONDENTS PERCENTAGE

HIGHLY IMPACTFUL 46 46%
LESS IMPACTFUL 54 54%
TOTAL 100 100%

46%
HIGHLY IMPACTFUL
LESS IMPACTFUL
54%

INTERPRETATION
According to survey, out of 100 respondents, 46% feel influencer marketing plays a vital role in purchasing
decision and 54% thinks it doesn’t impact it.

69
Q25. Do you feel like Apple listens to and incorporates customer feedback into their products and
services?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 63 63%
NO 4 4%
MAYBE 33 33%
TOTAL 100 100%

33%

YES
NO
MAYBE

63%
4%

INTERPRETATION
According to survey, out of 100 respondents,63% respondents feels that apple implement customer
suggestions, 4% thinks they don’t implement and 33% are Not sure.

70
Q26. Does Apple's marketing effectively connect with you on an emotional level?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 32 32%
NO 13 13%
MAYBE 55 55%
TOTAL 100 100%

32%

YES
NO

55% MAYBE

13%

INTERPRETATION
According to survey, out of 100 respondents, 32% feels emotionally connected to apple, 13% are not
connected and 55% are not sure.

71
Q27. Which brand in any industry do you can compete with apple?

RESPONSES NO OF RESPONDENTS PERCENTAGE

SAMSUNG 28 28%

REDMI 16 16%

ONE PLUS 38 38%

VIVO 11 11%

OTHERS 7 7%
TOTAL 100 100%

7%

11%
28%

SAMSUNG
REDMI
ONE PLUS
VIVO
OTHERS

16%
38%

INTERPRETATION
According to survey, out of 100 respondents, 38% respondent’s feels one plus is a competition to apple, 28%
feels Samsung is the competition, 16% feels redmi can give competition, 11% finds Vivo as a competition
and 7% feels other company.

72
Q28. What could Apple do differently to improve its customer experience?

RESPONSES NO OF RESPONDENTS PERCENTAGE

IMPLEMENT CUSTOMER
36 36%
FEEDBACK

USER FRIENDLY INTERFACE 26 26%

LOYALTY PROGRAMS 24 24%

MORE PEROSNALIZATIONS 11 11%

OTHERS ISSUE 3 3%
TOTAL 100 100%

3%
11%

36%
IMPLEMENT CUSTOMER FEEDBACK
USER FRIENDLY INTERFACE
LOYALTY PROGRAMS
24%
MORE PEROSNALIZATIONS
OTHERS ISSUE

26%

INTERPRETATION
According to survey, out of 100 respondents, 36% Thinks apple should improve their customer feedbacks,
26% feels they should implement user friendly interface,24% feels they should do loyalty programs ,11%
feels they should add more personalization and 3% have different reason.

73
Q29. Do you think personalized experiential marketing is more effective in building brand loyalty?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 64 64%
NO 33 33%
MAYBE 3 3%
TOTAL 100 100%

3%

33%
YES
NO
MAYBE

64%

INTERPRETATION
According to survey, out of 100 respondents, 64% thinks personalized experiential marketing is more
effective, 33% feels it doesn’t impact and 3% are not sure.

74
Q30. Do you feel like owning Apple products connects you to a special community?

RESPONSES NO OF RESPONDENTS PERCENTAGE

YES 26 26%

NO 12 12%

NOT SURE 62 62%

TOTAL 100 100%

26%

YES
NO
NOT SURE

62% 12%

INTERPRETATION
According to survey, out of 100 respondents,26% People feel owning apple product connects to special
community ,12% doesn’t feel like that, 62% are not sure about it.

75
 CHAPTER 5
CONCLUSION AND FINDINGS

5.1 FINDINGS

The data was collected form primary and secondary sources. For the only primary a survey was done online
and 100 responses were collected by the researchers whereas secondary data was collected from multiple
websites and journals. The findings of primary data were as follows:

 There are many brands in the market like Samsung, Vivo, One Plus, Redmi, and many others. The
top market holders are Samsung and APPLE. Quality of the product is the most important attribute
for most respondents, followed by brand image and price.

 According to respondents, Samsung and Apple have the biggest market for smartphones, particularly
the latest models.

 Quality and brand image of the smartphone matter the most, and social Media influence the buying
decisions of the buyer.

 Branded smartphones, especially from Apple, have a greater market compared to non-branded ones.

 According to respondents, the most popular laptop brands are Apple, Samsung, and others, with
design and features being crucial to customers.

 A MacBook is the most trending laptop right now, mostly bought from Apple stores and retail
outlets. Online stores are also gaining traction in sales

 Apple customers are generally satisfied with their products, and they rate the after-sales service
provided by Apple around 7-8 points out of 10.

 Maximum customers have a mindset to shift towards a brand providing better products and services,
with Apple being a preferred choice for many.

76
1) According to survey, out of 101 respondents, 45% are of 15-20 age groups, 45% are from 20- 30
age group and rest 10% are of 30-40 age groups.
2) According to the survey, 48% of respondents are aware because of social media, 42% respondents
are aware through friends and family and rest 10% through television and radio.
3) According to survey, out of 100 respondents, 52% have participated in apple marketing event and
48% have not participated.
4) According to survey, out of 100 respondents, 20% people rate apple marketing experience as
Excellent, 30% rate it good , 35% rate it Satisfactory and rest 15% rate it Poor.
5) According to survey, out of 100 respondents, 47% may recommend apple product to others, 10%
will not recommend and 43% can recommend.
6) According to survey, out of 100 respondents, 58% have attended Apple product launch event and
42% have not attended.
7) According to survey, out of 100 respondents, 52% respondents feel more Connected to apple brand
after their experience with the product, 47% didn’t feel connected and 1% are not sure.
8) According to survey, out of 100 respondents, 72% have no changes in their buying behavior and
28% have changes in their behavior.
9) According to survey, out of 100 respondents, 50% have engaged with apple on social media, 17%
have not engaged and 33% are not sure.
10) According to survey, out of 100 respondents, 14% respondents loyalty has increased over time
39% feels somewhat has increased and 47% are Not sure.
11) According to survey, out of 100 respondents, 65% have been influenced by apple marketing
strategy and 35% have not been influenced.
12) According to survey, out of 100 respondents, 41% rate 1 for the apple marketing effort 38% rate it
5 an10% rate it 7 and 7% rate it 4.
13) According to survey, out of 100 respondents, 35% rate 8 for trust in apple, 24% rate it 1, 18% rate
it 3 and 16% rate it 5.
14) According to survey, out of 100 respondents, 47% People might switch to Samsung, 21% may shift
to one plus, 16% might shift to Vivo, 13% might shift to Redmi and 3% to others.
15) According to survey, out of 100 respondents, 35% people rate their loyalty towards apple as 6 on a
scale of 10, 18% rate it 1, 3% rate it 3, 18% rate it 4, 17% rate it 5, 6% rate it 8.
16) According to survey, out of 100 respondents, 54% Respondents purchase apple products as per
requirements, 29% purchase it occasionally, 14% purchase it frequently and 3 % have not yet
purchased.

77
17) According to survey, out of 100 respondents, 60% people own an IPhone, 35% owns a Macbook,
2% owns iPad and 1% owns air pods.
18) According to survey, out of 100 respondents, 37% Associate with apple due to innovation, 36%
due to features, 15 % due to luxury tag and 12% due to Design
19) According to survey, out of 100 respondents, 50% people might choose other brands over their
marketing experience, 18% might not shift and 32% are not sure.
20) According to survey, out of 100 respondents, 45% are satisfied by apple due to their brand
consistency, 20% due to product quality, 18% due to customer service and 17% due to camera
quality.
21) According to survey, out of 100 respondents, 16% Respondents are somewhat disappointed by
apple, 27% are not disappointed and 57% are not sure.
22) According to survey, out of 100 respondents, 53% Respondents purchase products based on
features, 17% based on Looks, 19% based on Price, and 11% based on Brand Name.
23) According to survey, out of 100 respondents, 40% Respondents thinks that apple should improve
their battery, 35% think they should improve their customer connectivity , 11% thinks they should
improve their product quality and 5% thinks they should improve their spare parts cost and 9%
have other reasons.
24) According to survey, out of 100 respondents, 46% feel influencer marketing plays a vital role in
purchasing decision and 54% thinks it doesn’t impact it.
25) According to survey, out of 100 respondents,63% respondents feels that apple implement customer
suggestions, 4% thinks they don’t implement and 33% are Not sure.
26) According to survey, out of 100 respondents, 32% feels emotionally connected to apple, 13% are
not connected and 55% are not sure.
27) According to survey, out of 100 respondents, 38% respondent’s feels one plus is a competition to
apple, 28% feels Samsung is the competition, 16% feels Redmi can give competition, 11% finds
Vivo as a competition and 7% feels other company.
28) According to survey, out of 100 respondents, 36% Thinks apple should improve their customer
feedbacks, 26% feels they should implement user friendly interface,24% feels they should do
loyalty programs ,11% feels they should add more personalization and 3% have different reason.
29) According to survey, out of 100 respondents, 64% thinks personalized experiential marketing is
more effective, 33% feels it doesn’t impact and 3% are not sure.
30) According to survey, out of 100 respondents,26% People feel owning apple product connects to
special community ,12% doesn’t feel like that, 62% are not sure about it.

78
5.2 CONCLUSION

These findings collectively underscore the importance of product quality, brand image, and customer
satisfaction in influencing consumer behavior. The strong market presence of Apple, especially in
smartphones and laptops, is indicative of the brand's successful positioning and customer loyalty. The
insights gained from this primary data can guide strategic decisions for businesses in the tech industry,
emphasizing the significance of continuous improvement and meeting customer expectations. Apple stands
out as a prominent brand where experiential marketing plays a pivotal role in fostering customer loyalty.
Experiential marketing contributes significantly to building a sense of community among Apple users,
enhancing the emotional connection to the brand.

Apple has a strong brand image and loyal customer base, but needs to address price sensitivity, improve
customer service, and personalize marketing efforts to maintain its competitive edge. Focusing on building
deeper emotional connections with customers and implementing their feedback will be crucial for future
success. Apple customers express overall satisfaction with their products, indicating positive perceptions of
quality. The after-sales service is well-regarded, further contributing to customer contentment. Apple's
immersive events and interactive experiences foster a deeper emotional connection with the brand,
contributing to loyalty and advocacy. Participants in Apple's experiences are more likely to recommend the
brand to others, increasing organic reach and brand awareness. While Apple excels at general experiences,
further tailoring them to individual preferences could deepen connections and engagement. Quality, brand
image, and price are the most important factors for buyers. Social media influences purchase decisions.
Customers are generally satisfied with Apple products and after-sales service Consider offering more
affordable product tiers or financing options to cater to a wider range of customers. Consumers are willing to
switch brands for better offerings, but Apple remains a preferred choice for many.

Overall, the research supports the notion that experiential marketing is a vital component in cultivating brand
loyalty for Apple Inc. The company's ability to create engaging and memorable experiences not only retains
existing customers but also fosters a community of advocates who are likely to positively influence others.
These insights are instrumental for Apple in refining and tailoring its experiential marketing strategies to
maintain and strengthen its position in the competitive market. The findings suggest that experiential
marketing contributes to the development of long-term brand loyalty, reinforcing the idea that positive
experiences translate into sustained customer commitment. Apple's commitment to enhancing the customer
experience through experiential marketing is a dynamic and evolving process, requiring continuous
refinement to align with changing consumer expectations. Experiential marketing investments contribute to
building a foundation for future market resilience, as satisfied and engaged customers are more likely to
withstand external market pressures and fluctuations.

79
SUGGESTIONS

1) Apple must Build a stronger online presence and actively encourage interaction on social media.
2) Apple should improve communication about battery life, customer service, and spare parts costs.
3) According to the survey, Enhance responsiveness, communication, and accessibility can create a
positive customer experience.
4) Expanding product tiers or financing options to cater to a wider price range.
5) Apple should Reward loyal customers with exclusive offers and benefits to strengthen brand loyalty.
6) They Must Regularly gather customer feedback and analyze data to understand evolving needs and
preferences.
7) Implement metrics to assess the effectiveness of marketing strategies and product improvements.
8) Apple Must Investigate and adopt emerging technologies (e.g., Artificial Intelligence) to enhance
customer experiences.
9) Allow customers to personalize certain aspects of their products to increase ownership and
satisfaction.
10) Apple should collaborate with other brands or organizations to expand reach and offer unique value
propositions to customers.
11) Focus on building long-term loyalty by continuously listening to customers and adapting to their
evolving needs.
12) Advertisement of this product can increase the reach in wide range among the customers.
13) Provide relevant tips, tutorials, and troubleshooting support to maximize customer satisfaction and
encourage repeat usage.
14) Monitor customer feedback across social media, reviews, and surveys to understand their emotional
response to products and services.
15) Encourage customers to share their experiences with Apple products through contests, social media
campaigns, and testimonials.

80
 Bibliography

 https://en.m.wikipedia.org/wiki/History_of_Apple_Inc
 https://www.researchgate.net/publication/297747242_Experiential_Marketing_On_Brand_Advocacy
_A_Mixed-Method_Approach_On_Global_Apple_Product_Users
 https://www.scribd.com
 https://www.ronanmart.in/blog/brand-loyalty-apple/
 https://www.academia.edu/25696347/Consumer_experience_analysis_A_case_study_of_Apple_Inc_
from_consumers_perspective_in_experience_marketing
 https://apple-store.ifuture.co.in/blog/about-apple-company-history-timeline/
 https://www.studysmarter.co.uk/explanations/business-studies/business-case-studies/apple-
marketing-strategy/
 https://www.forbes.com/sites/christinemoorman/2018/01/12/why-apple-is-still-a-great-marketer-and-
what-you-can-learn/?sh=5a2a3e9d15bd

81
 APPENDIX

QUESTIONNAIRE

Q1.Age group

 15-20
 20-30
 30-40

Q2.How did you first become aware of Apple Inc. as a brand?

 Social Media
 Television
 Through Friends or Family
 Other Source

Q3. Have you participated in any Apple-related experiential marketing events or promotions?

 Yes
 No

Q4. How would you describe your overall experience with Apple's experimental marketing initiatives?

 Excellent
 Good
 Fair
 Satisfactory
 Poor

82
Q5. Have you ever recommended Apple products to others based on your experiences?

 Yes
 No
 Maybe

Q6. Have you attended any Apple product launch events?

 Yes
 No

Q7. Do you feel more connected to the Apple brand after your experience with their products?

 Yes
 No
 Not sure

Q8. Have you noticed any changes in your purchasing behaviour as a result of Apple's marketing
initiatives?

 Yes ,i have started purchasing frequently

 No, its the same as before

Q9. Have you ever engaged with Apple on social media ?

 Yes
 No
 Maybe

Q10. Has your loyalty to Apple increased over time?

 Yes
 Not Sure
 Somewhat
83
Q11. Has Apple's marketing ever influenced you to explore products or services beyond what you
initially intended?

 Yes
 No

Q12. How would you describe the level of personalization in Apple's experimental marketing efforts?

Excellent

 1
 2
 3
 4
 5
 6
 7
 8
 9
 10

Poor

Q13. To what extent do you trust Apple with your personal data and privacy?

Trustworthy

 1
 2
 3
 4
 5
 6
 7
 8
 9
 10 Risky

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Q14. Have you ever considered switching to another brand for similar products ?

 Samsung
 One plus
 Xaomi /Redmi
 Vivo
 Motorola
 Others

Q15. On a scale of 1-10, how loyal are you to the Apple brand?

Highly loyal

 1
 2
 3
 4
 5
 6
 7
 8
 9
 10

Less loyal

Q16. How often do you purchase Apple products?

 Frequently
 As per requirements
 Occasionally
 Not purchased

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Q17. Which Apple products do you currently own?

 iPhones
 iPad
 AirPods
 Macbook
 iMac
 iWatch
 Other

Q18. What are your associations with the Apple brand?

 Luxury
 Innovation
 Design
 Features
 Other

Q19. Would you be more likely to choose Apple over other brands based on a positive marketing
experience?

 Yes
 No
 Not sure

Q20. Can you tell me about a time when an Apple product exceeded your expectations?

 Camera quality
 Product quality
 Customer service
 Brand Consistency

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Q21. Has Apple ever disappointed you in any way?

 Yes
 No
 Maybe

Q22. What are your most important considerations when making a purchase decision for a tech
product?

 Features
 Looks
 Price
 Brand Name
 Other

Q23. What do you think Apple does well, and where could they improve?

 Improve battery
 Improve product quality
 Improve service quality
 Improve customer connectivity
 Improve spare parts rate

Q24. What role do social media and influencer marketing play in your decisions about Apple
products?

 Highly impactful
 Less impactful

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Q25. Do you feel like Apple listens to and incorporates customer feedback into their products and
services?

 Yes
 No
 Maybe

Q26. Does Apple's marketing effectively connect with you on an emotional level?*

 Yes
 No
 Maybe

Q27. Do you feel like owning Apple products connects you to a special community?

 Yes
 No
 Not sure

Q28. Which brand in any industry do you can compete with apple?

 Samsung
 Oneplus
 Vivo
 Redmi
 Oppo
 Motrolo
 Other brand

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Q29 Does Apple's marketing effectively cultivate a sense of belonging and exclusivity?

 Yes
 No
 Maybe

Q30. What could Apple do differently or improve its customer experience ?

 User Friendly interface

 Implement Customer feedback
 Loyalty Programs
 More personalization
 Other issue

89