University Name - Advertising Campaign of Apple iPhone Report

This report provides an in-depth analysis of Apple's advertising campaign for the iPhone 11 Pro Max, examining the company's marketing strategies across various platforms. The report delves into the significance of advertising in communicating with consumers and influencing their buying decisions. It explores Apple's utilization of online, print, and outdoor advertising, highlighting the effectiveness of each medium. The report discusses the importance of maintaining brand loyalty and adapting to market trends. Key aspects include the launch of the iPhone 11 Pro Max, the use of digital media and social media platforms, and the unique strategies Apple employs to capture consumer attention and drive sales. The report also touches upon the role of product placement, pricing strategies, and the simplicity of Apple's marketing approach. The analysis is supported by research on business communication, advertising campaigns, and consumer behavior, providing a comprehensive understanding of Apple's marketing success.

Running Head: ADVERTISING CAMPAIGN OF APPLE I-PHONE
ADVERTISING CAMPAIGN OF APPLE I-PHONE
Name of the Student:
Name of the University:
Author Note:

1ADVERTISING CAMPAIGN OF APPLE I-PHONE
Advertising Campaign of Apple iPhone Reflection:
The assignment has been very helpful regarding the provision of meaningful
information about the objective and importance of advertising campaign and it has also
helped me to learn about the strategies that are required behind the creation of advertisement
campaign. I chose to research about the advertising campaign of Apple Inc and the product
that I chose to research upon is their latest lauch, iPhone 11 Pro Max. The presentation will
demonstrate the exciting features that this phone has been implemented with and also the
advertising campaign adopted by the company to promote and increase its sales. During the
research for the presentation, I realised that advertising is the most effective way to
communicate to the consumers. It helps the customers to be informed about the brands which
are available at the market and also helps them to choose which product they should opt for.
Hence, it is important that advertising campaign is an attractive and an effective one, since
most of the customers would be attracted from the kind of advertising portrayed by a
company.
Apple Inc. is one of the top brands all over the world and they need to look after the
matter and communicate with their competitors in the marketplace, which is essential and
vital for them to expand in the marketplace and to obtain success in the process. The
organization has also taken up the strategy which is beneficial for them to flourish in the
marketplace and to become popular in the process (Lazonick, Mazzucato and Tulum 2013).
The company adopted this strategy so that they can reach out to the customers and assist them
to lure the consumers in an efficient way possible. Being such a well established company,
Apple Inc does not require advertising campaigns for the objective of trial, like the
companies in their initial stage need to do. The only objective that Apple Inc utilises and
invests so much upon their advertising campaign is to mainatain the objective of continuity

2ADVERTISING CAMPAIGN OF APPLE I-PHONE
and also sometimes for the objectives of brand switch and switching back (Bergvall-Kåreborn
and Howcroft 2013). From my research about their advertising campaign I found that the
company rarely has to worry about the objective of switching back because of the mass fan
following that this company has all across the world. I have also found that the brand loyalty
is high among the customers of Apple and this is the reason that this company is still able to
stand firm in the competition of the market by being in one of the top positions (Piemonte,
Van Os and Blumenberg 2014). However, what the company really has to worry about is the
objective of maintaining continuity; they always have to come up with new and advanced as
well as innovative ideas to make sure the brand loyalty stays the same and the existing
customers do not switch to any other alternative option (Varoglu and Dave 2015). My
presentation allowed me to dig deeper about the company, anf figure out the recent criticisms
that it has been receiving regarding the lack of innovation and creativity; apparently some
customers are disappointed about the fact that the company is launching products without any
such major innovation. However, the company has amended this little setback through their
hard work. iPhone 11 Pro Max was also seen to fall into such criticisms, but the reviews and
the features made the product obtain a place free of such criticisms.
It is from my experience that I gathered whilst reaserching for the advertising
campaign, I found that advertising is a medium of communication between the company and
its consumers. This advertising campaign led me to believe that the customer’s buying
decision is mostly dependent on the way a product is advertised. This might be the reason
that Apple sought to advertise their product on all three dimensions of advertising, which are
the online medium, the print medium and the outdoor medium. Initially I was confused about
the fact that why did a grand company like Apple decided to utilise the outdoor advertising
campaign; the company has mass following from every corner of the globe and outdoor
advertising method is rarely used by any well established company nowadays. Banners,

3ADVERTISING CAMPAIGN OF APPLE I-PHONE
billboards are rarely in sight especially those that advertise well established companies and
their products. Apple decided to invest in Billboards and banners outsoors in market places or
places like Times Square; if it is to be analysed properly, it will be visible that Apple took
this opportunity of advertising as a strategy of promotion and thus decided to utilise the
option of outdoor advertising campaign too (Culbert et al. 2014). I learned a very significant
factor about the outdoor advertising campaign which is that this type of advertising has one
primary objective which is to grab the people’s attention. Moreover, this kind of
advertisement is very cost- effective with the capability of high reach to massive target
audience. Most importantly, I learnt that outdoor advertisement creates immediate brand
awareness with 24*7 advertising, that the other forms of advertisement fail to perform.
The research regarding the advertising campaign made notice that Apple Inc. mainly
promotes their product and service through the digital platform and also with the help of
social media. The company never goes for traditional media as the viewership of the
traditional media is low compare to the new digital media (Gershon 2013). This assist the
firm to flourish in the marketplace and reach out to the customers in an effective way
possible. I also think that the retention power of social media or digital media is
comparatively on the higher side than that of the traditional media (Hestres 2013). I can say
that the communication process of the Apple iPhone is quite attractive as it attracted me with
the advertisement in social media. The advertisement is also quite attractive and has grabbed
my attention towards the new feature and the artificial intelligence that the company used
now in their cell phone (Etzioni 2018). This is important for the company to lure the
consumers and assist them to generate revenue in it. After Apple provided the face unlock
system in their cell phone many other companies also included the feature in their cell
phones. Hence it proves that Apple also acts as an influencer for the other mobile phone
company in the market. This automatically increases the popularity of the organization in the

4ADVERTISING CAMPAIGN OF APPLE I-PHONE
marketplace and as the firm uses digital platforms and social media to communicate with the
consumers, so it becomes cheap and easy for the organization to gain popularity in the
marketplace and to grab the attention of the consumers in the marketplace (Eaton et al. 2015).
This benefits the organization to reach out to the consumers within a blink of an eye. This is
crucial for all the companies to understand so that they can adopt this type of strategy in the
marketplace and assist them to gain success in the process.
My time while doing the presentation helped me understand the kind of significance
that Apple Inc gives to online advertisement campaign. As a matter of fact, the launch of the
product of iPhone 11 Pro Max was itself a kind of online advertisement since the whole event
of launch of the product was telecasted through various source of online platforms. This is a
unique kind of online advertisement campaign conducted by Apple Inc which proves to be
the most effective. Unlike other companies, who use the method of a celeb face and their
popularity to launch the product through an advertisement video, Apple Inc is seen to telecast
a whole event of the launch of the product where none of any famous celeb face are seen, but
common people who are educated about the new features of the product by none other than
the owner or the creator of the product himself/herself. This event might just look like an
event of launching new products, but according to me, Apple Inc has grabbed this
opportunity ans used it as a strategy to push their advertisement into an unique level (Reitter
et al. 2014). What seemed most amusing to me is that, customers seem to prefer this kind of
promotion instead of advertisement videos with a famous face or a video that has a catchy
phrase as their slogan to grab the attention of the customers. Another significant fact that I
learned whilst preparing the presentation is that, Apple Inc is a company that has global reach
and this global reach in a way was possible due to their effective online advertisement more
than the other methods. Moreover, online advertsising is a moder tool that has by far the
greatest outreach to target audiences than any other forms of advertisements. Apple Inc also

5ADVERTISING CAMPAIGN OF APPLE I-PHONE
has gained multiple followers in their social media platforms like Twitter, Facebook,
Instagram and more; hence the fact that they are utilising such a huge fan base is a well
executed strategy that is providing positive outcomes. The company possess many followers
in Twitter as well as in Instagram and that is the sole reason the firm mainly markets their
product in Twitter or in Instagram as it enables them to grab the attention of the consumers in
the market and assist them to achieve the success in it (Mclachlan, Farrugia and Sullivan
2015). The company also posts their adverstiment in Facebook but the frequency of the post
is comparatively less in Facebook than the other social media. The company also took the
digital media like Youtube to market their product in form of advertisement which pops up
when the consumers will play the video and that is how they grab the attention of the people
in the market and help them to achieve the success in it (Chen 2014).
This huge fan base enables them to work in an effective way possible. The marketing
strategy that the firm use in the process is quite unique and enhance the position of the
organization in the marketplace (Li, Juang and Mathias 2015). This is necessary for all the
organization to look after the matter so as to expand in the marketplace and can achieve the
success in the process. The are several strategy that Apple Inc. use to market their iPhone in
the marketplace and they are quite uniques as well as attractive in the process and enable the
organization to flourish in the marketplace. The company as a matter of fact does believe in
product placement with the help of celebrity endorsement or with the help of the popular
shows in the marketplace and enables them to obtain the success in it and helps them to gain
the popularity in the marketplace (Guo and Liu 2013). The company also creates positive
buzz in the market for the product that they are selling so as to attract the customers from the
marketplace and assist them to gain the success in the process. This is crucial for the
organization to expand in the market and to become popular in the process. Apple Inc. also
takes up unique pricing strategy which is also beneficial for the firm to expand in the

6ADVERTISING CAMPAIGN OF APPLE I-PHONE
marketplace and to achieve the success in it. This will assist the organization to become
unique and different in the process and there is no competition with the other brands (Pai et
al. 2015). My presentation regarding their Advertising campaign also highglioghted a factor
that the company mainly keeps the marketing and products simple so that the consumers of
the Apple iPhone do not get confused in the process, which is crucial for the firm to
understand so as to expand in the marketplace and can obtain the success in the process
(Bharadwaj et al. 2013). Most significantly, Apple Inc. understands their audience and
communicate with them in their language, which is crucial for the firm to flourish in the
market and to sale their product and services in the process. This is necessary for every
organization to communicate with their audience in a language that can be understood by
them in the process so that they can avail the product and service from the firm (Potapchuk
2016). The fact that Apple Inc. designs a better customer experience by providing their
product to the YouTubers is also a part of their advertising campaign so that they can unbox
their product and provide reviews in the process, which will assist the organization to lure the
consumers and assist them to generate revenue from the market (Hodge et al. 2013). This is a
vital process through which can be utilize by the companies so that they can flourish in the
marketplace and can lure the consumers in the process (Wood et al. 2013). This has been
followed by the other companies as well after Apple done this in the market. Apple also
designs their product in such a way that the consumers are able to experience high quality
service and this is how they keep on luring the customers from the market to mainatain
continuity. This is an important aspect that is being look after by the firm so that they can
flourish in the marketplace and at the same time can provide great experience to the
customers, who are buying their products from the marketplace. In my opinion as per the
research that I have been doing on the company it can be said that apple mainly aims for the
emotions of the prospects, which also help them to lure the consumers from the market and

7ADVERTISING CAMPAIGN OF APPLE I-PHONE
assist them to obtain the success in the process (Nicholson et al. 2013). This needs to be
understood by the other companies that if they are willing to generate the interest in the
minds of the people, they need to target their emotions so that they can sale their products in
the marketplace and can obtain the success in the process. This kind of a strategy has helped
Apple to obtain success not only in diomestic amarket but also in the international and global
market. During my research, I have also found that the company have already build in a
community of the customers who are loyal to the company. This is an unique way to
manipulate the customers and generate interest in their minds to purchase the products from
the market (Piemonte, Van Os and Blumenberg 2014). As per my observation, digital media
as well as social medfia enables the firm to expand in the marketplace and to attract the
customers by providing them with the first hand information. Apple Inc. for the iPhone have
rightly implemented the social and digital media in an effective way so as to attract the
consumers from the marketplace and can help them to get rid of the conjestion that might
take place in the process (Kerr and King 2013). It is in fact an amusing matter that a simple
research on advertisement campaign led to so many information about the company and its
strategies behind the implementation of such campaigns. The presentation did not allow such
descriptions to be included, but these informations were very insightful regarding my work
for the assignment and provided me a broad understanding of the whole marketing strategy
associated with researching and designing of advertisement campaign.
My observation regarding the advertisement has not been limited to only online and
outdoor advertisement campaign; the print advertisement campaign of Apple Inc also proved
to be beneficial and a part of their marketing strategy (Hoelck and Ballon 2015). Various
magazines newspaers and other forms of printable media participate to advertise and promote
products which Apple Inc also utilised when they launched iPhone 11 Pro Max. My
understanding regarding this form of advertisement is really limited; it might be for the fact

8ADVERTISING CAMPAIGN OF APPLE I-PHONE
that Apple Inc focuses more on online advertisement and outdoor advertisement and their
investment in the printable media is low, which is why I was not able to analyse much
further. I have however, noticed that the investment of the company on this form of
advertisement is very low, since most of the times the magazines or the newspapaers print
reviews on the product that automatically serves as an advertisement for the product and the
company itself. Since it is extremely important for the company to lure customers from every
section of the society, this is why the company advertises through all three forms of
advertisement mediums available to the market.
It took me to reseach through a wide range of articles first to know the importance of
advertisements and the importance of the existence of the three forms of advertisement that I
have mentioned in the presentation. The advertisement campaign of the product was also not
an easy task since it belonged to such a well established company; however, since the
company has an existing huge mass of fan followers, the campaign strategy for advertisement
seemed plausible. It took less effort to figure out the online advertisement campaign and I
was mostly influenced by the advertisement campaign undertaken by the company regarding
the act of gifting some YouTubers the product who would then make a video of “unboxing 11
Pro Max” and serve as an advertisement themselves. However, I do think that the fame that
the company has gathered over the years is being overtly used by the company whilst
launching their new products. Innovation in Apple Inc, according to me, has decreased and
the accusations of such fact as metioned before, might just be true. During my research, I
came across many videos that compared Apple Inc’s previous product iPhone 11 Pro and
thye latest one iPhone 11 Pro Max. There are negligible advanced features in the new product
but the proce is overtly high as compared to the previous product. However, I believe the
fame of the company that it gathered over the years and the sheer brand image associated

9ADVERTISING CAMPAIGN OF APPLE I-PHONE
with the products helped iPhone 11 Pro Max to get sold in such numbers. Yet it cannot be
denied that the company posseses well framed strategies for their advertisement campaign.

10ADVERTISING CAMPAIGN OF APPLE I-PHONE
References
Bergvall-Kåreborn, B. and Howcroft, D., 2013, December. The Apple business model:
Crowdsourcing mobile applications. In Accounting Forum (Vol. 37, No. 4, pp. 280-289).
Taylor & Francis.
Bharadwaj, A., El Sawy, O.A., Pavlou, P.A. and Venkatraman, N., 2013. Digital business
strategy: toward a next generation of insights. MIS quarterly, pp.471-482.
Brockmann, T., Stieglitz, S. and Cvetkovic, A., 2015, March. Prevalent Business Models for
the Apple App Store. In Wirtschaftsinformatik (pp. 1206-1221).
Chen, L.H., Apple Inc, 2014. Speech recognition repair using contextual information. U.S.
Patent 8,762,156.
Culbert, M., Tupman, D.J., Keen, D.S., Guetta, A.J., Du Bois, R.J., Tiscareno, V.M.,
Harrington, D., Chick, S.J., Minoo, J., Laefer, J.S. and Saul, K., 2014. Personal media device
input and output control based on associated conditions. U.S. Patent 8,836,502.
Eaton, B., Elaluf-Calderwood, S., Sorensen, C. and Yoo, Y., 2015. Distributed tuning of
boundary resources: the case of Apple's iOS service system. MIS Quarterly: Management
Information Systems, 39(1), pp.217-243.
Etzioni, A., 2018. Apple: Good business, poor citizen?. Journal of Business Ethics, 151(1),
pp.1-11.
Gershon, R.A., 2013. Digital media innovation and the Apple iPad: Three perspectives on the
future of computer tablets and news delivery. Journal of Media Business Studies, 10(1),
pp.41-61.

11ADVERTISING CAMPAIGN OF APPLE I-PHONE
Guo, W. and Liu, H., 2013, August. The analysis of push technology based on iphone
operating system. In Proceedings of 2013 2nd International Conference on Measurement,
Information and Control (Vol. 1, pp. 570-574). IEEE.
Hestres, L., 2013. App neutrality: Apple’s app store and freedom of expression
online. Hestres, LE (2013). App Neutrality: Apple’s App Store and Freedom of Expression
Online. International Journal of Communication, 7, pp.1265-1280.
Hodge, A., Rosenblatt, M., Mikhak, A.M., Lin, G. and Nakajima, T.L., Apple Inc,
2013. Payment options based on location. U.S. Patent Application 13/620,034.
Hoelck, K. and Ballon, P., 2015. Competitive dynamics in the ICT sector: strategic decisions
in platform ecosystems. Communications & Strategies, (99), p.51.
Kerr, D. and King, N., Apple Inc, 2013. Playback control using a touch interface. U.S. Patent
8,407,623.
Lazonick, W., Mazzucato, M. and Tulum, Ö., 2013, December. Apple's changing business
model: What should the world's richest company do with all those profits?. In Accounting
Forum (Vol. 37, No. 4, pp. 249-267). Taylor & Francis.
Li, L., Juang, B.H. and Mathias, A.G., Apple Inc, 2015. Apparatus and methods for near-
field communication based device configuration and management. U.S. Patent 9,184,801.
Mclachlan, J.G., Farrugia, A.J. and Sullivan, N.T., Apple Inc, 2015. Adaptive secondary
authentication criteria based on account data. U.S. Patent 9,043,887.
Miguel, J.C. and Casado, M.Á., 2016. GAFAnomy (Google, Amazon, Facebook and Apple):
The big four and the b-ecosystem. In Dynamics of big internet industry groups and future
trends (pp. 127-148). Springer, Cham.

12ADVERTISING CAMPAIGN OF APPLE I-PHONE
Nicholson, G.C., Apple Inc, 2013. Decisions on ambient noise suppression in a mobile
communications handset device. U.S. Patent 8,600,454.
Pai, R., Hurley, T.S., Gautier, P.O., Narayanan, K., Parthasarathi, M. and Veron, M., Apple
Inc, 2015. Identifying and locating users on a mobile network. U.S. Patent 8,971,924.
Piemonte, P.S. and Van Os, M., Apple Inc, 2014. Touch-based gestures modified by
gyroscope and accelerometer. U.S. Patent Application 13/770,947.
Piemonte, P.S., Van Os, M. and Blumenberg, C., Apple Inc, 2014. Concurrent Multi-Point
Contact Gesture Detection and Response. U.S. Patent Application 13/757,907.
Potapchuk, J.L., 2016. A Second Bite at the Apple: Federal Courts' Authority to Compel
Technical Assistance to Government Agents in Accessing Encrypted Smartphone Data Under
the All Writs Act. BCL Rev., 57, p.1403.
Reitter, A., Amm, D., Missig, J. and Walsh, R., Apple Inc, 2014. Location-sensitive security
levels and setting profiles based on detected location. U.S. Patent 8,886,217.
Varoglu, D. and Dave, S.R., Apple Inc, 2015. Methods to determine availability of user
based on mobile phone status. U.S. Patent 9,008,633.
Wood, P., Rottler, B.A., Hicks, K.M. and Hope, E.J., Apple Inc, 2013. System and methods
for adjusting graphical representations of media files based on previous usage. U.S. Patent
8,527,876.