With a market value of 961.3 billion U.S. dollars, Apple led the ranking of the world’s largest companies in 2018. Some of the most recognizable companies in the world, Amazon, Alphabet (Google), Microsoft, and Facebook followed closely behind, rounding out the top five. – Statista
This quote prompts the question: How did Apple reach the top? The majority of start-ups fail in the first year of trading due to falling down in one or more areas. Product, promotion, price and place in the market are fundamental key areas to master before launching a business as well as establishing a strong brand identity. This article discusses a short insight into what makes Apple the leading tech company out there and how other businesses could benefit from their models.
Apple are ahead of their competitors and frequently dominate the market. Their simplistic and minimal approach to their marketing is key to how they advertise their products – something which has also been integrated visually into their logo and branding. They don’t spend vast amounts of money on flashy invasive advertising, but rather stick to product placement strategies and celebrity endorsements. Less is more is an ethos that Apple stick by – even in their products themselves. All of Apples releases are designed to make the user experience as easy and efficient as possible. Having a consistent theme in all areas (marketing, product, and branding) is one of the things that the company excel at.
The company also have a great customer service model, believing that building positive relationships will increase and retain customer loyalty more than any other marketing strategy. Every sales assistant in an Apple store is thoroughly trained on how to engage with anyone that walks through the door; Being taught to make conversation with customers, listen for cues as to what they care about and then highlight ways a particular Apple product will improve their lives. All the giant companies such as Google, Amazon and Facebook implement a personalized customer service experience – something in common which makes them all so successful.
Lastly, they stand out from the crowd because they are masters at innovation and creativity, constantly looking at what their competitors are doing and taking it further – part of the reason why Blackberry flopped after their first amount of initial success. Steve Jobs claimed to always be looking at what features Google were developing and making sure Apple was one step ahead. What once worked for a business won’t always keep them in the market in years to come, therefore developing new models and ideas is vital to keep ahead of competitors.
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