Apple’s marketing communication mix explains the company’s approach to specific components of the marketing communication mix, including print and media advertising, sales promotions, events and experiences, public relations, direct marketing, and personal selling.
The primary objective of Apple’s marketing communications mix is to convey the brand’s marketing message to the intended customer segment using the aforementioned elements.
Apple excels in integrating elements of the marketing communication mix to maintain a consistent marketing message.
Apple History
Apple Inc. is an American technology company headquartered in Cupertino, California, known globally for its flagship product, the iPhone. Established in 1976 by Steve Jobs, Ronald Wayne, and Steve Wozniak, Apple initially focused on personal computers.
Over the years, it has expanded its product line to include consumer electronics, personal computers, iPads, computer software, watches, and more. The company underwent a name change in 1977 to Apple Computer, Inc., and later to Apple Inc., reflecting its broader range of products.
Today, Apple is a leader in the technology industry, boasting significant revenue and total assets. It ranks as the second-largest cell phone producer worldwide and operates in over ten countries, with 478 retail stores globally.
Apple’s success can be attributed to its core values, which include empathy, aggressiveness, innovation, positive social contribution, quality, good management, and team spirit, as identified by Linzmayer (2010). These values drive the company’s operations and success across various sectors.
Apple has made significant strides in both the computer and smartphone industries, producing some of the world’s best laptops and achieving remarkable success with its iPhones. The company’s customer profile encompasses a wide range of tech-savvy individuals, from professionals seeking high-performance devices to everyday consumers looking for user-friendly and innovative products.
Apple’s brand positioning strategy focuses on delivering premium quality, innovative design, and seamless user experiences, setting it apart in the competitive tech market.
Apple Integrated Marketing Communication
Integrated marketing communication plays a crucial role in Apple’s performance, allowing the company to effectively reach and engage its target market through various channels such as advertising, public relations, direct marketing, and digital platforms.
1. Advertising
Apple has been utilizing print and media advertising extensively since its inception over 40 years ago, both to promote the brand overall and to introduce new products. Several of Apple’s ads have achieved iconic status, setting high standards for advertising globally.
Apple leverages various print and broadcast media platforms to promote iPhones. This includes billboards and television advertisements. Given the widespread ownership of televisions in households, Apple can effectively reach a broad audience through TV commercials.
These advertisements emphasize the superior quality of iPhones and feature captivating slogans. Additionally, Apple advertises iPhones in fashion magazines, further expanding its reach and appeal. Below are images showcasing some of the broadcast media used by Apple to market smartphones.
Here are some of Apple’s most memorable print and media advertising campaigns:
- The “1984” campaign, directed by Ridley Scott and first aired during the 1984 Super Bowl, is widely regarded as one of the most successful marketing campaigns ever.
- “The Quadra Revolution” campaign from 1991 marked a successful effort by Apple to stay ahead of the competition as the digital age of the 1990s began.
- “Misunderstood,” a Christmas ad from 2013, received an Emmy Award for the year’s most “Outstanding Commercial.”
- “40 Years in 40 Seconds” is a viral video that encapsulates 40 years of Apple’s history in just 40 seconds.
- “Meu Bloco na Rua” (2017) is Apple’s latest ad released in Brazil for the Rio Carnival, showcasing the iPhone 7 Plus’ new portrait photography mode.
Apple employs celebrity endorsements extensively in its print and media advertising efforts. Previously, Apple’s ‘Think Different’ campaigns featured images of innovators and trailblazers across various fields, including Albert Einstein, Alfred Hitchcock, Charlie Chaplin, the Dalai Lama, and Jimi Hendrix. Recent instances of Apple celebrity endorsements include Aubrey Plaza, Neil Patrick Harris, Drake, Taylor Swift, and others.
Additionally, Apple effectively utilizes product placement as a marketing technique. Notable examples of Apple product placements can be seen in films and TV shows like Gossip Girl, Mission: Impossible, 24, The Social Network, Toy Story 3, Tron: Legacy, among others. It’s worth noting that Apple restricts the use of its products to positive characters only, disallowing villains from using them in movies and TV shows.
Furthermore, positive reviews in the media create substantial buzz for Apple, serving as a crucial element in its media advertising strategy. This technique proves highly effective as it generates significant attention for the company at minimal or no cost.
2. Sales Promotions
Sales promotion plays a crucial role in the marketing mix. Organizations utilize both media and non-media promotions for a limited period to generate consumer interest in specific products, thereby increasing product availability. Examples of marketing communication strategies used in sales promotion include coupons, premiums, loss leaders, product samples, and point-of-purchase displays, among others.
Apple Inc. employs sales promotion tactics to stimulate demand for iPhones. The company utilizes email marketing to reach out to customers eligible for iPhone upgrades, sending promotional emails encouraging them to purchase the latest iPhone series.
Apple offers incentives to customers interested in upgrading their iPhones, with sales promotion campaigns often occurring at the company’s point-of-purchase locations. In addition to email promotions, Apple employs other techniques such as rebates, reduced purchase prices, and money-back guarantees to incentivize iPhone purchases. Apple’s retail stores are designed to stand out from competitors, displaying products attractively to draw in customers. Customers visiting these stores also have the opportunity to experience Apple iPhones firsthand, aiding in their familiarity with the products.
Furthermore, Apple utilizes premiums as a sales promotion strategy, offering one year of AppleCare+ insurance to customers who purchase iPhones. This insurance allows customers to return their devices in case of accidental damage, adding value to their purchase. The image below showcases Apple’s AppleCare+ insurance, demonstrating the company’s commitment to providing added benefits to its customers.
Apple employs certain forms of sales promotions as part of its marketing strategy, including:
1. Point of Sales Materials:
Apple Stores are designed in an appealing manner, allowing customers to experience Apple products firsthand. Each store incorporates creative and unique elements, such as using trees as partitions in the first Apple Store in Thailand or featuring a Macbook-shaped roof in the Apple Store in Chicago.
2. Seasonal Sales Promotions:
Apple rarely utilizes seasonal sales promotion techniques directly. However, major resellers often announce sales promotions to sell Apple products. There are exceptions to Apple’s no-discount pricing strategy, such as when new generations of products like iPads, iPhones, iPods, or computers are about to be released. Authorized Apple product dealers may receive permission to discount existing inventory to make room for the newest releases.
Apple Inc. employs various communication channels to promote its iPhones with the goal of reaching a wide customer base and increasing sales. The company utilizes integrated marketing communication strategies, including promotional and advertising techniques, to capture the attention, desire, and interest of potential clients, as noted by Holm (2006). Additionally, Apple showcases sleek images of iPhones on its website to attract customers.
According to Holm (2006), Apple utilizes print and broadcast media extensively in marketing iPhones. The company’s communication strategies encompass digital media, point-of-purchase displays, direct marketing, personal selling, sales promotions, and public relations, among others.
3. Free Gifts:
While Apple generally does not offer free gifts as a regular part of its marketing strategy, it has engaged in occasional promotions. For instance, Apple previously ran the “12 Days of Free Gifts” giveaway during the Christmas period from the App Store between 2008 and 2014. This practice was revived in 2019 when iOS users were able to download paid apps or games for free from December 24 to December 29.
During the Apple Shopping Event in 2022, the company offered free gift cards with purchases. The value of the free gift card varied, ranging from USD 25.00 for Apple and Beats accessories to USD 250.00 for the M1 MacBook Pro 14″ and 16″.
4. Loyalty Programs and Cards:
Unlike many other premium brands, Apple does not have a formal customer loyalty program. There have been speculations about a potential ‘secret’ loyalty program that applies when a customer spends over USD 5000.00 in one year, but Apple has not officially acknowledged such a program. It’s worth noting that Apple’s approach to customer retention and loyalty differs from traditional loyalty programs. While they could afford an effective loyalty program, their retention strategy is integrated into their overall customer experience and brand loyalty efforts.
3. Digital Marketing
Apple has traditionally relied on traditional advertising media for marketing its products, including iPhones.
However, due to the evolving landscape of consumer behavior and the growing importance of digital platforms, Apple has recognized the need to invest in digital marketing strategies. The company has partnered with agencies like Huge and AKQA to strengthen its digital marketing and advertising efforts.
Apple’s website serves as a hub for showcasing the latest iPhones, with a plethora of images and information about the newest models available for customers to explore.
In recent years, social media has emerged as a significant digital marketing platform, prompting Apple to establish a presence on platforms such as Facebook and Twitter for marketing purposes and customer engagement.
Apple now has dedicated Facebook and Twitter accounts to connect with customers, share updates about the latest iPhones, and gather feedback from users. The company’s iPhone Facebook page, in particular, serves as a valuable resource for customers to stay informed about new releases and features.
Apple regularly posts images of iPhones on these social media accounts and uses them to interact with customers.
The images below were sourced from Apple’s iPhone Facebook account, illustrating the company’s digital marketing efforts on social media platforms.
Apple utilizes its Twitter account not only for marketing iPhones but also to address competition from rival companies. The company leverages Twitter to dissuade the public from purchasing smartphones from competitors like Samsung. One notable instance is when Apple capitalized on the weak battery issue in the Galaxy S7 to promote its brand and paint a negative image of Samsung smartphones. Below are images shared by Apple on its Twitter account following the Samsung Galaxy S7 incident.
4. Point-of-Purchase
Apple recognizes the significance of point-of-purchase marketing. Retailers are increasingly adopting marketing roles, and companies are investing in point-of-purchase strategies to influence customers to invest in high-margin products. These points-of-purchase are strategically located to reach a wide customer base.
Apple has established signature stores to leverage the power of point-of-purchase marketing, particularly for promoting iPhones and other products. These signature stores are typically situated in upscale regional centers. In the past, Apple primarily relied on consumer electronic channels for iPhone marketing. Apple’s signature stores are characterized by their crisply designed and airy environments, which attract loyal Apple customers.
Moreover, these stores offer customers not only a chance to see Apple products but also opportunities to learn how to use iPhones and other Apple devices effectively. The image below depicts Apple’s point-of-purchase setup in China, showcasing the company’s commitment to creating engaging retail experiences for its customers.
5. Direct Marketing
Direct marketing is a strategy used by organizations to encourage customers to purchase their products. This approach can take various forms, including email or telephone contact, as well as face-to-face interactions organized by sales personnel. One of the primary advantages of direct marketing is the immediate feedback it provides from customers.
Direct marketing is one of the oldest marketing practices, involving direct communication with customers to facilitate personal and direct feedback. In the past, methods such as telephones and letters were used for direct marketing, a strategy that Apple has employed. Nowadays, Apple utilizes modern communication methods like emails and social networks for direct marketing purposes.
Apple utilizes direct marketing as a strategy to promote and sell iPhones and other products. The company predominantly relies on email marketing, reaching out to target customers with information about the latest iPhones and other offerings. Apple maintains a database of potential and existing clients for this purpose. Apple employs direct marketing to launch new iPhones and also educates customers on how to use their devices effectively. Apple communicates with clients in multiple languages through its direct marketing efforts.
The company has a dedicated team responsible for running direct marketing campaigns, encouraging customers to visit Apple’s website to explore the available products and services. Below is an image depicting Apple’s direct marketing team, showcasing the company’s commitment to personalized and targeted communication with its customer base.
One of Apple’s strategies is to collect email addresses from customers, enabling personalized communication and feedback. This approach allows customers to feel valued and provides an avenue for them to express concerns or seek information without switching to other brands. It also facilitates close follow-up on prospects and new customers, making it a cost-effective method to reach a broad audience.
Another direct marketing avenue for Apple is through its retail stores, which are widespread across many states in the United States. These stores serve as ideal places for customers to experience and explore Apple’s products firsthand. Customers can test products, engage with Apple experts, and receive guidance on product features and suitable rate plans. This direct engagement enhances customer satisfaction and loyalty.
6. Personal Selling
Personal selling involves using employees or sales personnel to market products, engaging in one-on-one communication with customers. Individuals promote goods through their appearance, attitude, and in-depth product knowledge, aiming to encourage customers to purchase or sample products and demonstrating how to use them effectively.
While personal selling is commonly associated with expensive and luxurious products like cars, Apple Inc. employs this strategy to market iPhones and other products. Apple’s stores are staffed with young and knowledgeable sales representatives who undergo thorough training in product information and customer service.
Apple regularly launches new series of iPhones, ensuring that sales representatives are well-versed in the latest products before they hit the market. The company specifically hires young employees who are passionate about Apple’s products and provide excellent customer service.
The image below exemplifies Apple’s employees providing personal selling services to clients in one of the company’s stores in China, showcasing Apple’s commitment to engaging customers through personalized interactions and product expertise.
7. Sponsorship Marketing
Sponsorship marketing involves providing financial or in-kind support to an activity with the primary goal of achieving specified business objectives. Unlike advertising, sponsorship marketing aims to drive sales and allows organizations to showcase their products while influencing consumer attitudes towards those products.
During Steve Jobs’s leadership, Apple did not actively engage in sponsorship marketing. Instead, the company relied on innovation, design, and simplicity to build its brand. However, under the leadership of current CEO Tim Cook, Apple has embraced changes in its marketing strategies. Cook’s approach includes external brand-building programs and a focus on corporate social responsibility for promotion. Apple has also initiated celebrity-driven promotional projects, such as sponsoring the television program “American Idol” in 2008.
In 2016, Apple sponsored the Super Bowl Host Committee, although the company’s leadership denied that the sponsorship was primarily for marketing purposes. Nevertheless, it was evident that Apple intended to send a message to competitors like Google through this sponsorship. Sponsorship marketing has allowed Apple to reach a wide audience and enhance its brand visibility. The image below depicts Apple’s sponsorship of the Super Bowl Host Committee.
8. Public Relations
Public relations is the management of functions that ensure a mutually beneficial relationship between a brand and its customers. Unlike one-way communication in advertising, public relations involves interaction between the brand and customers, heavily relying on customer feedback to gauge brand perception. The primary tool in public relations is publicity, leveraging a brand’s value and reach to disseminate information effectively.
Public relations involves managing the spread of information between an individual or organization and the public. Unlike advertising, public relations focuses on shaping public perception through strategic communication without direct payment for coverage.
Apple generates publicity through media endorsements, articles, and various channels that capture customer attention and credibility. With consumer skepticism towards traditional advertisements, Apple has diversified into new coverages like community programs, which are more engaging and attractive to modern consumers. Today, consumers prioritize a company’s image, especially regarding environmental responsibility and community engagement.
Apple faced environmental criticism in the past due to non-recyclable hardware components but has since launched extensive environmental campaigns. These efforts have earned Apple recognition as the leading green electronic company by Climate Counts and commendation from the Environmental Protection Agency. Leveraging its environmental initiatives, Apple has effectively promoted its brand image and values.
Apple Inc. is known for its adept use of public relations, especially during product launches. The message conveyed during a public relations campaign can significantly impact an organization’s public image. Before launching the iPhone 5, Apple created anticipation and buzz around the product to capture media attention, attract potential customers, and drive sales.
The company offered glimpses of the product to the public, generating interest and excitement. Additionally, Apple provided key information about the iPhone 5 to prominent bloggers and journalists, increasing the number of reviews and discussions about the product. The image below illustrates a public relations campaign conducted by Apple in collaboration with U2, showcasing the company’s strategic approach to managing public perception and generating buzz around its products.
Conclusion
Technological advancements have spurred the adoption of sophisticated marketing communication strategies by companies. This shift has intensified competition, prompting brands previously reliant on traditional marketing approaches to adapt and evolve.
Apple, once known for its conventional marketing strategies, has transitioned to an integrated marketing communication strategy.
This strategic shift has been instrumental in expanding Apple’s market share and enhancing its public reputation.
Under the leadership of the current CEO, the company has embraced modern marketing strategies to drive business performance. The success of Apple’s integrated marketing communication strategy is closely tied to strong leadership support and a team of experienced sales professionals who contribute to formulating and executing effective marketing campaigns.
