Brand Extension for Apple: Holographic Gesturing for All Devices

Apple
Brand extension

Company background
• Founded by Wozanik and Steve in 1985, the company
branched into different units of manufacturing. (Apple,
2019)
• Although headquartered in America, most of the
manufacturing operations are carried out in China.
• By the end of 2012, about 16% of the total smartphones
sold worldwide were Apple products. (Facts, 2019)
• The market share is comparatively low in developing
countries like India and Brazil.
• In 2018, Apple secured 51% of the total global market
share in smartphones and tablets.

Brand value of Apple
• The brand was launched in market back in 1984, with the
introduction of a personal computer training program at the
Super Bowl.
• Since then, Apple has been conducting advertisement
campaigns featuring celebrities and airing advertisements made
by the creative team of the company. (Sponsorship, 2019)
• Apple has collaborated with private technology firms for
promoting their products.
• The official website of Apple is one of the most uniquely
designed technological sites in the world.
• Apart from sponsoring the Super Bowl committee, Apple
supports several charity programs in and outside America.

Growth strategy of new product
• Holographic gesturing for all Apple devices is the new product idea.
• The 3D system can create an invisible space for the user, enabling
him/her to operate via holographic images and control the screen,
switches with only their gestures. (CelticsBlog, 2019)
• Apple has adapted Ansoff’s growth strategy for succeeding in the
market.
• The market penetration will be accomplished by offering seasonal
discounts and promoting the product at social events.
(En.wikipedia.org, 2019)
• A new market segment in different countries will be identified for
developing the market of the new product.
• Adequate research has gone into designing the product for
differentiating it from anything already available in the market.