Marketing Strategies for Apple's iPhone X

MARKETING 101
EXECUTIVE SUMMARY

The following narrative explains the different marketing strategies implemented by Apple to sell
and promote its new flagship device. The iPhone X. it will explain how Apple has differentiated
its products from other similar devices and still maintain its premium status in the market. The
iPhone X is a flagship device that has one of a kind feature and surpassed its predecessors in
terms of quality. Apple has positioned the product in the upper class of the market that belongs to
individuals who can afford to pay for the premium features provided by the device. Targeting a
specific group of people, Apple has maintained its status as a premium brand in the market, with
a loyal base of customers who appreciate functionality over cost effectiveness. Thus it has
become the highest selling smartphone on the market.

TABLE OF CONTENTS
INTRODUCTION 4
MARKETING CONCEPTS AND PRINCIPLES 4
MARKETING MIX CONSIDERATIONS 7
Product: 7
Place 8
Price: 8
SOCIAL RESPONSIBILITIES AND ETHICAL ISSUES 8
INFORMATION COMMUNICATION TECHNOLOGIES 10
MARKETING PLAN 10
CONCLUSION 11
REFERENCE 12

INTRODUCTION
Last year marked the end of the first decade of the post iPhone era. An ea ushered in by Steve
Jobs with his landmark keynote of 2007 that gave an explosive birth to the current market of
smartphones. To commemorate this occasion the company has released the iPhone X which has
become a target for both criticism and praise. As its new bezel less aesthetic appeal is being
applauded by a large section of its customer base the new lip on the top of the screen to
accommodate cameras and other sensors has been baffling for even its ardent admirers. With all
things considered, the company's new flagship device has received a considerably warm
welcome and as per the second quarter reports of the company iPhone x an increasing amount of
sales compared to the 1st quarter. Contradicting the predictions of analysts the iPhone X has
become the highest selling smartphone in the U.S. in the first quarter of 2018 (Strauss and Frost,
2016). Over 16 million units of the device has been shipped in the first 3 months. Priced at 999
dollars for the basic model vendors were worried that wooing buyers with the latest smartphone
would a severe issue but they were surprised to see the sales figures had rose by 2.9 % in the
second quarter.
MARKETING CONCEPTS AND PRINCIPLES
The segmentation, targeting and position approach of apple represents its core marketing efforts.
Segmentation is the division of the population into certain groups on the basis of a number of
parameters and targeting refers to the process of choosing a set of groups which have been
identified through segmentation to position and sell the product (Ryan, 2016). The segment of
Apple’s current target customers include certain character traits. They include the appreciation of
designing, performance and overall quality over the price of the product. The term positioning is
identifying a marketing mix that will be most appealing to the target segment.
For the Iphone X apple has decided to use the mono segment type of positioning thus making a
positive effect on on single customer segment. Apple like all its other products have positioned
the iPhone X as a premium flagship offering, valuing quality and overall customer satisfaction