Apple's Value Proposition and Customer Service Model

This report discusses Apple's value proposition and customer service model, including their product strategy, organizational structure, and customer-centric practices.

Running head: EXPERIMENTAL INTERNET EXERCISE 1
Experimental Internet Exercise
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EXPERIMENTAL INTERNET EXERCISE 2
The value proposition is a strategy that companies use to attract customers to purchase
their products. Apple’s value proposition convinces the customers that their products are the best
in the market so that they can buy them. Apple was the first company to create convenient and
powerful smartphones with touch screens. Customers tended to think that the first company in
the market would be the best producers of smartphones. Also, the phones they produced had a
unique design and ISO operating system that made it stand out from its rivals (Osrewalder &
Pigneur, 2014). Moreover, the phones apps were connected to business like Nike, and Facebook,
that rendered Apple company to be the strongest in the world hence more customers became
aware of the company’s strength and its products. The other strength of this company is that its
customer services are the best as they have enough shop assistants in their stores helping the
customers. If the customers are not satisfied with the products, the can still return the products
even after a few months. Also, whenever the products have problems, the company always try to
fix it cost-free even when the product is not under guarantee, hence delivering high customer
excellence.
Apple’s customer service model enables their employees to approach their customers
with a personalized and warm welcome when they visit their stores, they probe politely for them
to understand the needs of those customers (Gentile & Spiller, 2017). they also provide the
customers with viable solutions by listening to the customers carefully and then giving the
customers viable options to choose from. They then end with a fond farewell and also invite
them to return when they have any issues that need assistance from the company. Apple’s
realigned they product strategy based on simplicity and premium user experience concepts. The
product strategy is at the heart of the company’s marketing strategy as they employ a proactive
and retroactive approach as part of this product strategy (Meyer & Schwager, 2016). Essentially,

EXPERIMENTAL INTERNET EXERCISE 3
Apple’s products are developed based on the competitors existing products, only that they
integrate differentiating features by removing the undesirable qualities from those products. This
results to products that appear innovative and new but are still familiar to the customers.
Apple’s organizational structure contributes to the rapid and effective innovation, which
is critical to the success of its business. Apple organizational structure has a downside of low
flexibility where hierarchy prevents lower structure levels to respond to the market demands and
business needs flexibly. For instance, the product based divisions of the company must wait for
CEO or top executives’ directives before implementing the changes that are to address market
trends for consumer electronics (Jones & Jones, 2013). However, Tim Cook, the current CEO,
has made some slight improvements through increasing certain collaborations among the
different departments of the company which improves organizational responsiveness. But still,
rapid changes are not supported by the company’s organizational structure as everything must be
approved by the CEO and the top management. One way in which Apple Company is able to
deliver superior customer experience is by infusing culture to its employees, which knits them
together to form a society that operates towards a singular focus and mission. If the culture is
based on delivering superior customer service, it dries them towards greater value.
In conclusion, there are various customer-centric practices that are used in this report
which includes customer loyalty, effective communication to the customers, and customer
assortment where the company produces the rights products that meet the needs of the customers

EXPERIMENTAL INTERNET EXERCISE 4
References
Gentile, C. & Spiller, N. (2017). How to sustain the customer experience: An overview of
experience components that co-create value with the customer. European management
journal, 25(5), 395-410.
Jones, G. R., & Jones, R.H. (2013). Organizational theory, design, and change. Upper Saddle
River, NJ: Pearson.
Meyer, C., & Schwager, A. (2016). Customer experience. Harvard business review, 85(2), 116-
126.
Osterwalder, A.&, Pigneur, Y. (2014). Value proposition design: How to create products and
services customers want. John Wiley & Sons.