An Analysis of Communication Strategies at Apple Inc. Report

This report provides a comprehensive analysis of Apple Inc.'s communication strategies. It begins with an executive summary and introduction to the company, detailing both electronic and non-electronic communication methods, such as verbal communication, billboards, invoices, and various...Read More

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Executive Summary
The nominated company for this report is Apple Inc. Using the company as a reference point,
this report has identified both the electronic and non-electronic communication methods and
practices utilized by the company. In addition to that, this report has conducted a SWOT analysis
of the company’s overall communication methods and strategies including the general findings.
The evident competitors of the Apple Company have also been identified and analyzed in details
while also focusing on their communication practices. Finally, this report has listed the various
recommendations and suggestions that can be utilized to enhance communication.

Introduction and Background
Apple Inc. is an American based company which specializes with manufacturing of
computer software, personal computers, smartphones, and other related accessories. The
company was launched on January 3, 1977 and currently has multiple segments including
America, Greater China, Europe, and Japan. Over the years, the company has grown
significantly as it offers its customers with stylish and [powerful devices. This report will look at
the various communication strategies utilized by the company.
Key non-Electronic Media
One of the key non-electronic media utilized by the Apple Company is verbal. This is a
form of communication which is executed via face-to-face. The target audiences of this form of
communication are mainly the customers and the company’s staff (Hutt, 2012 P.34). In the
Apple store, for instance, a member of staff will rise up and explain a certain product to the
public. The prime aim of this form of communication is to enlighten the Apple customers about
the various products so that they can make informed purchase decisions. On their part, the
customers are given a chance to ask questions and receive direct answers. In other cases, the
supervisors apply the face to face method to communicate with their juniors and give instructions
(Ginter, Shear, Spahn, Van Wie, and Weber, 2014 p.65). It is an excellent method of
communication as both parties can express their wishes or give comments to each other. Besides
that, this method enables Apple Inc. to exchange hard copies with the staff members.
Apple also uses billboards as a form of communication. This form of communication
targets the general public. The billboard communicates to all the potential customers who have
the ability to purchase the company’s products. Moreover, this form of communication shows

the stylish and elegant nature of Apple’s products and also includes a short message to persuade
people to purchase the product. The billboards are erected in strategic and busy places which
mean that the message is not intended for a certain group of people, but rather a whole
population (Mason, 2013 p.78). Another non-electronic media that is used by the company is the
invoice. The invoice describes the quantity and quality of each commodity, description of
service, the price, and the payment address. It is a legal document as thus it treated as such. In
other words, the company can present the document in court as evidence of an incurred debt. The
target audience for this communication method is mainly individuals with outstanding pay and
the buyers.
Notably, Apple Inc. uses memorandums for internal communication purposes. The main
targets are mainly the departments of the organization and the employees as well. The main
contents of the memorandum are usually new developments within the company. Apple Inc. also
uses letters to address various stakeholders including employees, customers, and suppliers. The
letters are of high standards and often have a clear objective, introduction, details, and gives the
reader clear instructions on how to respond (Iacono, Lyon, and West, D., 2011 p.73). The letters
from the company can take various forms such as informal or formal, strongly advising or
reasoned, and/or impartial or emotional. The letters can be sent to any of the stakeholders as
long as they are literate.
Key Electronic Media
The Apple Company utilizes DVDs widely to reach the target audience including the
customers, employees, and suppliers. The contents of the DVD may, for instance, contain
information regarding a new product that has been launched by the company and thus the need to

learn more about the product (Chesher and Kaura, 2012 p.345). This method of communication
is suitable for the Apple staff members as they will need to enlighten the customers regarding the
new product. Another form of communication that is utilized by the Apple Company is
multimedia which is mainly adopted to reach the members of the public.
Apple Company also uses its website to communicate to the employees, customers, and
suppliers. This is a type of web-based communication. Web-based communication allows Apple
to communicate with people globally on a single platform. The web platform allows Apple to tell
the people what they need to know about the company. One of the main features of web-based
communication is that it is one-sided. Putting this slightly differently, two or more individuals
cannot communicate via the website. Instead, the company informs the customer or other target
audiences (Choudhary, Pandey, Nayak, and Mishra, 2011 p.378). This form of communication is
regarded as more formal given the fact that the company does not know the recipients of the
message. The message that is communicated through the website is the most important
information that the stakeholders need to know. For instance, Apple’s website contains relevant
and useful information such as products, support questions, about the company and much more.
Another form of web-based communication that is used by the company to reach
customers, staff, and employees is the emails, and in other instances, the company also utilizes
blogs. Emails are often used to reach out to the suppliers and only in rare cases where the
company sends emails to customers and staff. Apple applies this form of communication mainly
because it can reach a wider audience and the customers can also raise their complaints or
comments online. In cases where emails are used to reach the suppliers, the company is able to
maintain confidentiality as the information is not exposed to the public (Lee, Gilliland, Bello,
and Osmonbekov, 2011 p.123). In addition, Apple uses the short message service to remind the

staff and customers about various appointments. Besides that, the SMS service is used by the
company to send the customers special promotional codes.
Additionally, Apple uses video conferencing to communicate with other businesses. This
is mainly done where the businesses are far apart. It helps the company save time as well as
travel costs. Notably, this method allows more than two businesses to communicate without
having to worry about their location (Martens, 2011 p.243). Thus, Apple views this method as a
perfect option to communicate with business associates. Finally, social media possesses more
chances for leveraging integrated communication strategies to increase preference for the
products and also increase awareness. Some of the social media platforms used by Apple Inc.
include Facebook and Twitter.
SWOT Analysis
The current success of Apple Inc’s is connected to the capability of the organization to
employ the strengths to minimize the weaknesses as well as threats, and make maximum use of
the opportunities that prevail. Therefore, Apple’s SWOT analysis gives an insight into the
communication strategies and practices. Through this SWOT analysis, the main issues are
highlighted that Apple seeks to address through the adoption of the new Internal
Communications Methods (Tar, 2013 p.987). Basically, the communication method and
practices are designed to help Apple identify as well as support the working techniques and
structures which arise from Foxconn, a significant Apple’s supplier of iPads and iPhones.
Therefore, the evaluation of the internal and external elements ay Apple guides the investors
towards evaluating the value of the organization. Through the communication strategy at Apple,
a situational evaluation is recognized, stakeholders examined, as well as evaluation of outlined

objectives hence the issues that prevail can be mitigated. The principle behind communications
strategy and practices is to ensure good communication is upheld. For instance, ensuring
information is well-distributed to ensure the Apple employees are conversant with relevant
information. In addition, the communication strategies as well as practices present Apple in the
best way possible and allow effective as well as accessible communication techniques, establish
strong working relationships, and keep employees updated. Apple Inc. has experienced various
issues which are connected to employees’ suicidal attempts, labor issues such as low salaries and
un-conducive working environment.
To start with the strengths, the communication methods and practices help the company
improve its business performance. For instance, the new internal communication strategies and
practices make Apple have a brand which is respected on the international scale. Also, Apple
Inc. employs effective strategies to produce various technological tools to the multitudes.
Through the practices and communicational strategies, Apple Inc. leads an exceptional interface
through technologies which earn it a high competitive advantage (Sammut‐Bonnici and Galea,
2015 p.766). Apple Inc. is highly responsive to customers and provides immediate feedback
which facilitates effective relations. Also, Apple Inc. ensures there is a comfortable and safe
environment for employees through communication strategies and practices. Finally, Apple
experiences various innovations that relate to the organization’s sophisticated growth strategies
which make it challenging for other companies to compete due to the progressive management
that prevails.
In the case of weaknesses, Apple Inc. experiences obstacles towards obtaining business
growth. Therefore, various weaknesses that are connected to communications strategies and
practices include labor challenges at Foxconn. Also, Apple Inc. has a limited network for

distribution due to the exclusivity of its policies. It is evident that such exclusive strategies hinder
the company from its market reach but supports the control of the pricing strategies. Due to poor
communication at some point employees commit suicide at Apple due to the long working hours
as well as low salaries. Finally, Apple experiences difficulties in ensuring there is consistency as
well as the quality for its products due to the advances of technologies that prevail.
In the case of opportunities, Apple Inc. wishes to employ effective strategies that support
its expansion. Such opportunities connect to the Apple’s weaknesses which prevail due to
ineffective communication strategies which limit the distribution network of the institution. The
opportunities allow Apple Inc. to examine options and decide on changing its distribution
strategies. Apple Inc. focuses on expanding the communication networks, strategies, and
practices to reach more customers who exist in the global market.
Apple faces threats which are connected to communication strategies and practices which
can impact its financial performance. For instance, there is tough competition from other
companies such as Samsung which employs innovation. Moreover, Apple faces a significant
threat where other companies imitate its products (van den Eertwegh, van Dulmen, van Dalen,
Scherpbier, and van der Vleuten, 2013 p.188). At some point, Apple may lose its reputation of
the brand as well as share prices if the new internal communications strategies and practices are
not well implemented.
Findings
The SWOT analysis shows that Apple Inc. embraces strengths of communication method
and practices which can help in minimizing institutional weaknesses. The strengths provide the
company with various opportunities to expand as well as implement effective communication

methods and practices. Therefore, the company can adopt the rapid innovation processes as well
as the brand’s image to help establish more strategies for product lines. Finally, the company
should find effective actions using the patent portfolio to overcome the threats that prevail.
Comparing Apple and Samsung and Sony’s Communication strategies
The Apple Company is always working hard to remain on top of competitors in regards
to communication strategies. The iCloud, for instance, not only offers customers multiple
products but also communicates to the company the number of loyal customers. In addition to
this, new products are communicated to the customers through magazines, advertisement
commercials, and billboards. Any event or news regarding the company is communicated via the
event's blog and news. Apple’s blog is constantly updated with all the latest news and events.
RSS Feeds is a type of application that is used by the Apple Company to update music on i-tunes
and also keep the customers up to date with the latest news (Khan, Alam, and Alam, 2015
p.961). Additionally, Apple has a users group whereby the stakeholders of the company unite
and join the group. Essentially, the group offers the company an excellent opportunity to
communicate with the stakeholders and members can as well become friends and share their
ideas and views.
Looking at Samsung, various communication channels are applied to communicate to the
relevant stakeholders. During the launch of Samsung Galaxy SII, for instance, the company
integrated various communication channels to achieve success in marketing the product. Days
before the launch of the Samsung Galaxy SII, the company had already started communicating to
its customers about the new product through dancers who moved around big cities with boxes
embedded with the Samsung logo. On the day of the release, billboards, TV advertisements,

magazines in-store banners, YouTube videos, and sponsorships all worked collectively to pass
the company’s message regarding the new product.
Another major competitor to the Apple Company is Sony. Sony uses various
communication practices to reach its customers, employees, and suppliers. Some of the notable
channels used by Sony include Facebook, Twitter, Google+, and Pinterest. Sony has multiple
Facebook pages the various products of the company. The most popular account is the Sony
Playstation Facebook page which has approximately 32 million followers. Hence, the page acts
as an excellent tool to communicate with the customers once a new product has been released.
Like the Facebook page, the company’s Twitter page has its equal share of fans and important
messages are communicated via the platform.
Recommendations to Improve Apple’s Communication
Apple has been excellent in communicating with its stakeholders in the recent years.
However, the company has performed averagely when it comes to customer and developer
related communication issues. Regardless of the hundreds of support questions, bugs, and
threads in the company’s discussion forum, the support team has done very little in regards to
offering suggestions or help (Colquitt, Lepine, Wesson, and Gellatly, 2011 p.543). In addition to
that, the company needs to focus more on social technology rather than the email. Considering
the fact that the new technological generation is becoming more and more popular in the modern
business world, there is need to utilize the latest technology to remain competitive and on point
(Hynes, 2012 p.446). In certain instances, emails can waste time for Apple Inc. as they are
somewhat ineffective compared to the social media. The modern fast moving and complex
business environment require the presence of improved efficiency without compromising

effectiveness. By the time Apple Inc., for instance, autocorrects and proofreads an email and also
ensure that the format is correct, the company could have just used a minute to post a video on
Instagram or SnapChat. A recent research indicates that employees are 75% less likely to read
documents than watch videos (Garon, 2012 p.765).
Conclusion
As seen in this report, Apple Inc. uses various electronic and non-electronic methods and
practices to engage its employees, customers, and suppliers. One of the electronic methods used
by the company is the DVDs. The DVDs may, for instance, contain information regarding a new
product that has been launched by the company and thus the let the stakeholders know more
about the product. Various events concerning the company are communicated through the news
and event’s blog. RSS Feeds is a type of application that has been outlined in this report. The
application is used by Apple Company to update music on i-tunes and also keep the customers
up to date with the latest news. Besides this, Apple has a users group whereby the stakeholders
of the company can share their ideas or comment on the various issues within the company. In
brief, the group is an essential communication method for the company. Some of Apple’s
competitors that have been identified in this report include Samsung and Sony. Looking at Sony,
for instance, various channels including Facebook, Twitter, Google+, and Pinterest are utilized
by the company to reach the various stakeholders. Despite the effective communication practices
utilized by the company, there is still need to focus on the areas where the company has been
performing averagely. In addition, Apple Inc. should consider focusing more on the social
technology in this modern age.

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