TMA 01 A REPORT ON THE MARKETING OF APPLE TV BY FELIX OWUSU GYAMERAH 1. EXTERNAL ANALYSIS The external analysis was done using the PESTLE model. The study was focused on Sociological, Technological and Legal factors as viewed more relevant to this case study • Sociological Apple is the most valued brand in the world. The Apple ecosystem is so well integrated that anyone who owns an Apple product or does not for what matters, cannot resist an Apple TV. The new digital war is to conquer the main hub of family lives, which is the TV.
It seemed like a lot of hype for what in all reality was yet another smartphone for more money with added tricks and sparkle. The author of Meet the new iPhone. Same as the old iPhone was trying to convey that to his audience. Michael S. Rosenwald had a clear argument that is the iPhone 5 is not as ingenious as Apple wants America to believe. His purpose was to relay this information to the public so that they would not be so blind and naïve of Apple’s debauchery.
During the tenure of former CEO Steve jobs, Apple had extreme unprecedented success. Garnering an almost cult-like following with its innovations, Apple found itself in very unique position in that the products it manufactured were first to market, essentially creating a new market for competitors to challenge it in. While there where computers, phones and mp3 players from different companies none had the integration and usability across all it’s platforms like Apple did. This allowed it to sell one product to a consumer but guarantee this product would work with its other devices. Additional to this, it brought to market a phone that integrated various technologies.
Apple is one of the most famous and popular companies in the world now; the reason for its popularity not only is their innovative products and pioneering ideas, but is also their form of advertisement. Steve Jobs, the founder of the company “Apple”, once said, “It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t.” So then, how did his company advertise their products? There are many different propaganda techniques that a company can use to persuade customers, and Apple is one of the companies that use these techniques a lot. Apple uses the propaganda technique "testimonial" to make people see connections between the company and their featured celebrities. One of Apple’s most famous use of the propaganda technique “testimonial” is from the advertisements from the campaign “Think Different” (1997-2002) because Apple used well known influential thinkers.
How does the ad use ethos?" Last , but not least they use ethos by also showing the risk promession jobs take using their devices. Does the ad seem effective to you? Yes, this ad is effective to me because if you were to take a vote around the world on how many people use Apple devices the other companies device , I believe Apple would have the most votes. Internet link to the advertisement: advertising.apple.com/
In this article I found it interesting how the author makes an effort to do something society seems to have a love affair with which is find reasons within a person or company to try to tear it down after that person or company has made so much progress for the improvement of people's lives or society's expectations. The author Zach Epstein points to comments made by a former Apple engineering manager Dan Crown, on how he feels that the best days of Apple are behind them due to; 1. Conflicts with the maps application 2. A change is executives in the retail store and senior VP of the iOS software 3. The ongoing conflict with Google & other competitors.
This also alludes to Apple products being utilized with or within other company procedures other than as a stand-alone product. Although this may mean that currently there is a slowdown in producing new products it is definitely a progressive step that many companies are taking, such as Goggle and Samsung. Cook’s approach to distribute the innovation efforts across the company and in multiple ways seems to be working. Under this leadership innovation will take enormous confidence and resources but the outcome will position Apple ahead of the pack – again. The success of this strategy will position Apple to overtake Samsung in many of their
Apple SWOT Analysis Chart Internal | External | Strengths (Positives): * Product Development * Design and utility * Marketing * Brand name * Robust financial performance | Opportunities (Positives) * Loyal Customer Base * Strong growth in smart phone market * Reputation of high quality products * Apple TV * Strong growth in tablets market * Untapped areas of technology world | Weaknesses (Negatives): * Patent Infringement Lawsuit * Dependency on global community * Very Proprietary and controlling * Death of Chief Executive Officer Steve Jobs could affect new technology invention and growth | Threats (Negatives): * The rise in popularity of Google Android * Intense competition may affect revenue and profitability * Dependency of specific suppliers may affect its operations * Highly priced products
; if we present them in a slipshod manner they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities. This marketing strategy is reflected not only in all of Apple’s products, but in their retail stores, and now in the online retail stores. The way in which Apple does their online communication is through making their website very interactive. Apple gives its customers two avenues through purchasing their brand. There is the main website, Apple.com and the ITunes store.
Quality refers to how well designed and made a product is and the expectations that people have of a business will influence the way that the products are designed and created for customers. Apple is known as a top technology manufacturing company due to majority of people having mobile phones being iPhones. Apple customers have high standards for quality expectations for new products. Because of the advances in technology, Apple needs to upgrade and adjust current models of their products to satisfy the needs of customers’ expectations. Every year or so Apple will bring out new models of their iPhone, iPods and laptops that live up to the hype of the customers’ expectations.