Apple Inc.: Analysis of Innovation, Positioning, and Strategy Report

This report analyzes Apple Inc.'s marketing strategies, specifically focusing on the product positioning and repositioning of their smartwatches. It begins by outlining the current market position of Apple, which holds a significant market share in the smartwatch industry. The report discusses the repositioning strategies employed by Apple, such as integrating 5G technology and partnering with insurance companies to include health tracking features. The report also examines the reasons behind these repositioning efforts, which include making the iWatch independent of iPhones and bringing more innovations for the target customers. The report references key academic sources to support its analysis, concluding that while Apple may not have been the first to launch smartwatches, they have brought innovation to the market. This report provides valuable insights into Apple's marketing approaches and its competitive positioning within the technology industry.

Running head: APPLE INC.: ANOTHER NAME OF INNOVATION
APPLE INC. : ANOTHER NAME OF INNOVATION
Name of the Student
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Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Product type...........................................................................................................................2
Product repositioning strategies.............................................................................................2
Current market position..........................................................................................................2
Desirable market position......................................................................................................2
Efforts of repositioning..........................................................................................................2
Reason for positioning...........................................................................................................3
Reason for repositioning........................................................................................................3
Conclusion..................................................................................................................................3
References..................................................................................................................................4

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Introduction
Product positioning makes a product occupy the minds of customers, repositioning
refers to changing the position of product.
Discussion
Product type
This report aims to focus on the marketing positioning and repositioning strategies of
Apple watches.
Product repositioning strategies
Apple Inc has purchased the technology of Intel 5G to use it in their watches for
enabling the user to use the watch without connecting it to the iPhone. The company has tied
up with several insurance companies for including health tracking feature (Cusumano, Gawer
& Yoffie, 2019).
Current market position
Currently Apple Inc is the major player in the market of smart watches as iWatches
has captured the highest market share of 48% with a selling price of $455 (Wang, 2015).
Desirable market position
In the smart watch market, Apple Inc holds half of the market share and their strategy
continuously aims to be leading brand in smart watch market.
Efforts of repositioning
Firstly Apple Inc will apply for patent for their next version of apple watch. A team of
14 engineers is responsible for manufacturing the watches in the most convenient way
possible.

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Reason for positioning
Apple Inc did not invent smart watches rather they develops innovative software
within a premium-designed watch. iWatch was launched to bring innovation in the market of
smart watches (Wang, 2015).
Reason for repositioning
To make the iWatches independent of iPhones thus bringing more innovations for the
target customers.
Conclusion
Hence concluding from above Apple Inc is not the first company to launch their
various products in the market however, the company brought innovations with their launch.

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References
Cusumano, M. A., Gawer, A., & Yoffie, D. B. (2019). The business of platforms: Strategy in
the age of digital competition, innovation, and power. New York, NY: HarperCollins.
Wang, C. H. (2015). A market-oriented approach to accomplish product positioning and
product recommendation for smart phones and wearable devices. International Journal
of Production Research, 53(8), 2542-2553.