This assignment speculates the marketing strategies of Apple for achieving customer satisfaction. The main focus is on Apple TV, a latest innovation in the products. The document includes SWOT analysis, PESTLE analysis, segmentation, target and positioning of Apple. The target market of Apple is diverse starting from the teenagers to the adults and businesspersons, satisfying their recreational needs. Premium pricing strategy proves beneficial for achieving higher customer’s satisfaction, as they are ready to pay for the extra technological services.