"A Project Report On Apple Inc.

Prepared By Darshan M. Patadia B. B. A. LL.B. VI semester Roll No. 607 Academic Year 2014-2015 Submitted To
Department of Law Saurashtra University Rajkot

Guided By Dr. B. G. Maniar

CERTIFICATE

This is to certify that Mr. Darshan M. Patadia completed his project on "A Project Report On Apple Inc. and he has completed above project with utmost satisfaction of the under signatory and performed his work up to mark, under the direct supervision of Dr. B. G. Maniar.

Date: Place: Rajkot

----------------------Dr. B. G. Maniar
(Head of Law Department)

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DECLARATION

I, the undersigned MR. DARSHAN M. PATADIA, student of Sixth Semester B.B.A., LL.B. hereby declare that the project work presented in this report is my own work and has been carried out under the supervision of Dr. B. G.Maniar,head of Saurashtra University Law Department, Rajkot.

This work has not been submitted previousl y to any other universit y for examination or any other purpose.

Date: Place: Rajkot

----------------------(Darshan M. Patadia)

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PREFACE
Today, in almost all fields, management has become an integral part. We need to manage over dail y routine. B .B.A., LL,B., the stream of

management teaches us and helps us to appl y it practicall y.

In this project work, I have carried all the areas of management like marketing, production, personnel, and finance. One needs to keep equall y

balanced all the departments to run the entire company smoothly. I have thus tried to prepare this project taking into consideration all the areas and aspects of the company.

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ACKNOWLEDGEMENT

First I would like to thank Saurashtra University,Law Department for providing me an opportunity to flourish my knowledge apart from theory.I would also thank Dr. B. G. Maniar, who has constantly guided me for the project.

I would like to express my greatest gratitude to the people who have helped & supported me throughout my project. I am also grateful to teacher for his continuous support for the project, from initial advice contacts in the early stages of conceptual inception. I am also thankful to my parents and my elder sister for their undivided support and interest encouraged me to go my own way, without whom I would be unable to complete my project and finally to God who made all the things possible.

Date: Place: Rajkot

----------------------(Darshan M. Patadia)

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INDEX
Chap no. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Particulars College Certificate Declaration Preface Acknowledgement Introduction (Apple Inc.) General Information Products iPhone 5S Marketing Department Analysis Future plan Suggestions Conclusion Bibliography Page No. 2 3 4 5 7 10 15 25 32 48 52 54 56 58

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INTRODUCTION

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HISTORY (Apple Inc.)

When we think of innovative computer and cellular phone technology that is constantly ever-changing, worldwide success, and brand and customer loyalty like no other, what company usually comes to mind? Apple Inc. Now called Apple Inc., the company began as a manufacturer of personal computers and it was first called Apple Computer, Inc. ("History of Apple Inc."). The company we now know as Apple was not as internationally successful as it is today, but after a few bumps in the road and under the leadership of its founder and former CEO Steve Jobs the company was back on its feet. Steve Jobs managed to rebuild the company and Apple began to make its return in 1998 with the introduction of some of its early hardware products including iMac, iBook, and the Power Mac G4 ("History of Apple Inc."). The year 2001, however, was a very important year for the company. It was the year that Apple introduced the iPod line and Apple products started to become increasingly popular worldwide. From that year forward, the company not only changed people's perception of music through the introduction of the iTunes music store but also changed the way people communicate with one another since the release of the iPhone ("Technology: Changing the Way we CommunicateMediaCAST Blog | MediaCAST Blog."). The release of the iPad has helped consumers stay organized and entertained while also offering mobility. Furthermore, without Mac desktops and laptops there would be no "mac users" and media professionals wouldn't have the option of using a computer that is more reliable than its competitors (Finnie).

Aside from being a top technology company worldwide, Apple has also paired up with the (RED) charity to enhance its marketing strategy. The goal of this collaboration with (RED) is "to fight for an AIDS-free generation by 2015" ("Apple - (PRODUCT) RED - Help fight AIDS in Africa."). In order to do this, Apple has created red products and every time a consumer purchases one of the red products, the profits go to AIDS programs in Africa. The charity has collected more than $50 million from Apple ("Apple - (PRODUCT) RED - Help fight AIDS in Africa.). In addition to using cause marketing, the company has shown considerable interest for its effect on the environment, specifically its environmental footprint. One of Apple's main goals is to create environmentally friendly products. Apple aims to do this by designing products that require less material and not only lessen carbon emissions but eliminate common toxic substances that are used in manufacturing products 8|Page

("Apple - The Story Behind Apple's Environmental Footprint."). Additionally, Apple also reduces greenhouse gas emissions by running several of their data centers on 100% renewable energy. The original Apple Logo featured Isaac Newton sitting under an apple tree with an apple about to hit his head.

Apple's aim has been to provide consumers, businesses, students, and educational institutions with the best personal computing experience. Not only has Apple Inc. redefined how consumers use computers at home, school, and work but has also given consumers a whole new perspective on the mobile phone and music industry all while exemplifying social responsibility and environmental sustainability for its stakeholders. Apple's worldwide success is evidence that the company has succeeded in accomplishing its mission in being one of the world's top innovative companies.

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GENERAL INFORMATION

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COMPANY AT GLANCE
Name of the firm Year of establish Form of organization Area served Location of office Apple Inc. April 1, 1976-77 Public limited Worldwide Apple campus, 1 infinite loop Cupertino, California, U.S. Location of industry Apple campus, 1 infinite loop Cupertino, California, U.S. Website Products www.apple.com Mac, iPod, iPhone, iPad, iPad Mini, Apple tv, OS X, iLife, iWork, iOS Industry Computer hardware, computer software,

consumer electronics, digital distribution Founder(s) Steve jobs, Steve Woznaik, Ronbald Wayne Key People Arthur D. Levinson (Chairmain), Tim Cook (CEO), Steve Jobs (Founder) Number of Location Services 406 retail Stores Apple Store, Apple Store Online, Mac App Store, iOS Store, iTunes Store, iBooks, iCloud Net Income Employees Investment Market 37.037 US($) Billion 80,000 170.910 US $ Billion National and international

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DEVELOPMENT OF ORGANIZATION
Apple was founded by Steven Jobs and Stephen Wozniak in 1976; Apple Computer Company revolutionized the personal computer industry and epitomized the rise of clean industry in the New West. Located in the Santa Clara Valley, in California, the company's first product was the Apple I, a single-board computer with on-board read-only memory (ROM), which sold for about $650 without a monitor or keyboard. Orders instantly soared, and Jobs and Wozniak quickly brought out the Apple II, which included a keyboard, color monitor, and expansions for peripheral devices (Birzer & Schweikart 2003). In 1984, Apple introduced the Macintosh, which was aimed at the business and education markets, by which time the company had already not only changed American industry but had reshaped entire areas of the West around silicon. In 1996, after a series of CEOs failed to keep Apple profitable, Steve Jobs returned under the rubric interim CEO and soon launched a new marketing and licensing relationship with Microsoft. In 2000 his direct sales concept, the Apple Store brought the company back to profitability (Birzer & Schweikart 2003).

Read more: http://ivythesis.typepad.com/term_paper_topics/2010/02/marketingstrategy-of-apple-computers-inc.html#ixzz1WCe3XtBJ

In 1994 Apple computers launched a new line of computers based on the PowerPC processor chip. The creation of the new chip was a joint venture between Apple Computers, IBM, and Motorola, and because the new chip was capable of being compatible with the market leading Intel chip, it was marketed as a major breakthrough in computer technology. If emulation software was purchased by a consumer, the consumer could run both software made for Apple computers and software made for Intel PCs on the same Apple machine. The machine was even being called a PC with a free Mac inside. Apple computers had controlled about 8-10 percent of the personal computer market since 1984, and recently it had been struggling financially (Gottinger 2003). Those at Apple hoped that compatibility with the Intel-based PC and its 85 per cent market share would dramatically increase the market share of Apple computers. The results from the introduction of the new product were not 12 | P a g e

everything Apple had predicted or had hoped for. The increased competition from the PowerPC chip forced Intel to slash the price of their Pentium chips by 40 per cent. Thus Apple did not live up to its promise of cheaper computers (Gottinger 2003).

Apple Computers Inc is considered to be one of the innovators in the computer industry. It brought about different changes to the industry; these changes are still visible in the present. The companys products were used as a basis by other computer companys in designing the specifications and physical characteristics of their product. It also serves as a meter of how products are designed. The company offers various products for the different market it targets. The products made by the company offer something different. The paper will discuss about Apple Inc and its' products, and the markets it serves. The paper will analyze how forces in the marketing environment have resulted in changes in the last 5 to 10 years to the organizations marketing mix. The paper will also evaluate what further environmental changes might arise in the next 5 to 10 years and consider their effect.

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SIZE OF THE COMPANY

Apple is the worlds second-largest information techonology Company by revenue after Samsung electronics, and the worlds third-largest mobile phone maker after Samsung and nokia.

As of May 2013, Apple maintains 406 retail stores in 14 countries as well as the online Apple Store and iTunes Store. Apple is the largest publicly traded corporation in the world, with an estimated value of US($) 415 billion as of March 2013. As of September 2012 the company had 72,800 permanent full time employees and 3,300 temporary employees worldwide.

Apple entered the top 10 of the fortune 500 list of companies for the first time, rising eleven places above its 2012 ranking to take the 6th position.

FORM OF ORGANISATION

According to the form of organisation, the organisation can be divided as follows: Private sector unit Public sector unit Joint sector unit

In this firm, it is a Public Limited firm .

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PRODUCTS

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CONTENTS

1. Mac 2. iPad 3. iPod 4. Apple TV 5. Software 6. iPhone

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1.

Mac
Air: Consumer ultra-thin, ultra-portable

MacBook

notebook, introduced in 2008.

MacBook Pro: Professional notebook, introduced in 2006. Mac Mini: Consumer sub-desktop computer and server, introduced in 2005.

iMac: Consumer all-in one desktop computer, introduced in 1998.

Mac Pro: Workstation desktop computer, introduced in 2006. Apple sells a variety of computer accessories for Macs, including Thunderbolt

Display, Magic Mouse, Magic Trackpad, Wireless Keyboard, Battery Charger, the AirPort wireless networking products, and Time Capsule.

2.

iPad

On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad, running a modified version of iOS. It offers multi-touch interaction with multimedia formats including newspapers, magazines, ebooks, textbooks, photos, movies, videos of TV shows, music, word processing documents, spreadsheets, videogames, and most existing iPhone apps. It also includes a mobile version of Safari for web browsing, as well as access to the App Store, iTunes Library, iBookstore, contacts, and notepad. Content is downloadable via Wi-Fi and optional 3G service or synced through the user's computer. AT&T was initially the sole US provider of 3G wireless access for the iPad. On March 2, 2011, Apple introduced the iPad 2, which had a faster processor and a camera on the front and back. It also added support for optional 3G service provided by Verizon in addition to the existing offering by AT&T. However, the availability of the

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iPad 2 has been limited as a result of the devastating earthquake and ensuing tsunami in Japan in March 2011. On March 7, 2012, Apple introduced the third-generation iPad, marketed as "the new iPad". It added LTE service from AT&T or Verizon, the upgraded A5X processor, and the Retina display (2048 by 1536 resolution), originally implemented on the iPhone 4 and iPhone 4S. The dimensions and form factor remained relatively unchanged, with the new iPad being a fraction thicker and heavier than the previous version, and minor positioning changes. On October 23, 2012, Apple's fourth-generation iPad came out, marketed as the "iPad with Retina display". It added the upgraded A6X processor and replaced the traditional 30-pin dock connector with the all-digital Lightning connector. The iPad Mini was also introduced, with a reduced 7.9-inch display and featuring much of the same internal specifications as the iPad 2. On October 22, 2013, Apple introduced the iPad Air. It added the new 64 bit Apple-A7 processor. The iPad mini with Retina Display was also introduced, featuring the AppleA7 processor as well. Since its launch, iPad users have downloaded three billion apps, while the total number of App Store downloads is over 25 billion.

3.

iPod
On October 23, 2001, Apple introduced the iPod digital music player. Several

updated models have since been introduced, and the iPod brand is now the market leader in portable music players by a significant margin, with more than 350 million units shipped as of September 2012. Apple has partnered with Nike to offer the Nike+iPod Sports Kit, enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website.

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Apple currently sells four variants of the iPod:

iPod Shuffle: Ultra-portable digital audio player, currently available in a 2 GB model, introduced in 2005.

iPod Nano: Portable media player, currently available in a 16 GB model, introduced in 2005. Earlier models featured the traditional iPod click wheel, though the current generation features a multi-touch interface and includes an FM radio and a pedometer.

iPod Touch: Portable media player than runs iOS, currently available in 16, 32 and 64 GB models, introduced in 2007. The current generation, which released on September 12, 2012 features the Apple A5 processor, a Retina display, and dual cameras on the front (1.2 megapixel sensor) and back (5 megapixel iSight), the latter of which supports HD video recording at 1080p and Siri.

iPod Classic: Portable media player, currently available in a 160 GB model, first introduced in 2001.

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4.

Apple TV

The current generation Apple TV. At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as the iTV), a set-top video device intended to bridge the sale of content from iTunes with highdefinition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired network, with one computer's iTunes library and streams from an additional four. The Apple TV originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI and component video, and plays video at a maximum resolution of 720p. On May 31, 2007 a 160 GB drive was released alongside the existing 40 GB model and on January 15, 2008 a software update was released, which allowed media to be purchased directly from the Apple TV. In September 2009, Apple discontinued the original 40 GB Apple TV and now continues to produce and sell the 160 GB Apple TV. On September 1, 2010, alongside the release of the new line of iPod devices for the year, Apple released a completely redesigned Apple TV. The new device is 1/4 the size, runs quieter, and replaces the need for a hard drive with media streaming from any iTunes library on the network along with 8 GB of flash memory to cache media downloaded. Apple with the Apple TV has added another device to its portfolio that runs on its A4 processor along with the iPad and the iPhone. The memory included in the device is the half of the iPhone 4 at 256 MB; the same as the iPad, iPhone 3GS, third and fourth-generation iPod Touch. It has HDMI out as the only video out source. Features include access to the iTunes Store to rent movies and TV shows (purchasing has been discontinued), streaming from internet video sources, including YouTube and Netflix, and media streaming from an iTunes library. Apple 20 | P a g e

also reduced the price of the device to $99. A third generation of the device was introduced at an Apple event on March 7, 2012, with new features such as higher resolution (1080p) and a new user interface.

5.

Software

Apple develops its own operating system to run on Macs, OS X, the latest version being OS X Mavericks (version 10.9). Apple also independently develops computer software titles for its OS X operating system. Much of the software Apple develops is bundled with its computers. An example of this is the consumer-oriented iLife software package that bundles iMovie, iPhoto and GarageBand. For presentation, page layout and word processing, iWork is available, which includes Keynote, Pages, and Numbers. iTunes, QuickTime media player, and Software Update are available as free downloads for both OS X and Windows. Apple also offers a range of professional software titles. Their range of server software includes the operating system OS X Server; Apple Remote Desktop, a remote systems management application; and Xsan, a Storage Area Network file system. For the professional creative market, there is Aperture for professional RAW-format photo processing; Final Cut Pro, a video production suite; Logic Pro, a comprehensive music toolkit; and Motion, an advanced effects composition program. Apple also offers online services with iCloud, which provides cloud storage and syncing for a wide range of data, including email, contacts, calendars, photos and documents. It also offers iOS device backup, and is able to integrate directly with third-party apps for even greater functionality. iCloud is the fourth generation of online services provided by Apple, and was preceded by MobileMe, .Mac and iTools, all which met varying degrees of success.

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6.

iPhone
At the Macworld Conference & Expo in January 2007, Steve

Jobs introduced the long-anticipated iPhone, a convergence of an Internet-enabled smartphone and iPod. The first-generation iPhone was released on June 29, 2007 for $499 (4 GB) and $599 (8 GB) with an AT&T contract. On February 5, 2008, it was updated to have 16 GB of memory, in addition to the 8 GB and 4 GB models. It combined a 2.5G quad band GSM and EDGE cellular phone with features found in handheld devices, running scaled-down versions of Apple's Mac OS X (dubbed iPhone OS, later renamed iOS), with various Mac OS X applications such as Safari and Mail. It also includes web-based and Dashboard apps such as Google Maps and Weather. The iPhone features a 3.5-inch (89 mm) touchscreen display, Bluetooth, and Wi-Fi (both "b" and "g"). At Worldwide Developers Conference (WWDC) on June 9, 2008, Apple announced the iPhone 3G. It was released on July 11, 2008, with a reduced price of $199 for the 8 GB version, and $299 for the 16 GB version. This version added support for 3G networking and assisted-GPS navigation. The flat silver back and large antenna square of the original model were eliminated in favor of a curved glossy black or white back. Software capabilities were improved with the release of the App Store, providing applications for download that were compatible with the iPhone. On April 24, 2009, the App Store surpassed one billion downloads. At WWDC on June 8, 2009, Apple announced the iPhone 3GS. It provided an incremental update to the device, including faster internal components, support for faster 3G speeds, video recording capability, and voice control. At WWDC on June 7, 2010, Apple announced the redesigned iPhone 4. It features a 960x640 display, the Apple A4 processor also used in the iPad, a gyroscope for enhanced gaming, 5MP camera with LED flash, front-facing VGA camera and FaceTime video calling. Shortly after its release, reception issues were discovered by consumers, due to the stainless steel band around the edge of the device, which also serves as the phone's

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cellular signal and Wi-Fi antenna. The issue was corrected by a "Bumper Case" distributed by Apple for free to all owners for a few months. In June 2011, Apple overtook Nokia to become the world's biggest smartphone maker by volume. On October 4, 2011, Apple unveiled the iPhone 4S, which was first released on October 14, 2011. It features the Apple A5 processor, and is the first model offered by Sprint (joining AT&T and Verizon Wireless as the United States carriers offering iPhone models). On October 19, 2011, Apple announced an agreement with C Spire Wireless to sell the iPhone 4S with that carrier in the near future, marking the first time the iPhone was officially supported on a regional carrier's network. Another notable feature of the iPhone 4S was Siri voice assistant technology, which Apple had acquired in 2010, as well as other features, including an updated 8MP camera with new optics. Apple sold 4 million iPhone 4S phones in the first three days of availability. On September 12, 2012, Apple introduced the iPhone 5. It added a 4-inch display, 4G LTE connectivity, and the upgraded Apple A6 chip, among several other improvements. Two million iPhones were sold in the first twenty-four hours of pre-ordering and over five million handsets were sold in the first three days of its launch. A patent filed in July 2013 revealed the development of a new iPhone battery system that uses location data in combination with data on the user's habits to moderate the handsets power settings accordingly. Apple is working towards a power management system that will provide features such as the ability of the iPhone to estimate the length of time a user will be away from a power source to modify energy usage and a detection function that adjusts the charging rate to best suit the type of power source that is being used. In March 2013, one of the largest cellular phone companies in the United States, TMobile, announced that it would begin selling the iPhone 5 on April 12. The announcement of the iPhone came with the announcement that the company would begin implementing 4G cellular service for its users. Upon the launch of the iPhone 5S and iPhone 5C, Apple sold over nine million devices in the first three days of its launch, which sets a new record for first-weekend smartphone sales. This was the first time that Apple has simultaneously launched two models and the inclusion of China in the list of markets contributed to the record sales result. 23 | P a g e

On October 15, 2013, U.S. Cellular, the United States fifth largest cell phone provider, announced that it would in fact begin to carry the iPhone. It is the last of the five major carriers, including AT&T, Verizon, Sprint, and T-Mobile to acquire the phone. The phone went on sale on November 8 at U.S. Cellular stores around the country. The finalization of a deal between Apple and China Mobile, the world's largest mobile network, was announced in late December 2013. The multi-year agreement provides iPhone access to over 760 million China Mobile subscribers.

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iPhone 5S
iPhone 5S is a smartphone developed by Apple Inc. It is part of the iPhone line, and was released on September 20, 2013. Apple held an event to formally introduce the phone, and its mid-range counterpart, the iPhone 5C, on September 10, 2013. As with the principle of iPhone 3GS and iPhone 4S, iPhone 5S is a revised version of its predecessor, iPhone 5. The phone maintains a similar design to its predecessor, aside from the introduction of a new home button design using a laser-cut sapphire cover surrounded by a metallic ring, Touch ID, a fingerprint recognition system built directly into the home button which can be used to unlock the phone and authenticate App Store and iTunes Store purchases, and an updated camera with a larger aperture and a dual-LED flash optimized for different color temperatures. It also introduced the A7 dual-core processor, the first 64-bit processor to be used on a smartphone, accompanied by the M7 "motion co-processor", a dedicated processor for processing motion data from its accelerometer and gyroscopes without requiring the attention of the main processor. It was also the first Apple device to ship with the newest version of the iOS mobile operating system, iOS 7, which introduced a revamped visual appearance and other new features. Reception towards the device was generally positive, with some outlets considering it to be the best smartphone available on the market due to its upgraded hardware, Touch ID, and other changes introduced by iOS 7. However, others criticized iPhone 5S for being too similar to its predecessors, while others showed security concerns about the Touch ID system. iPhone 5S, along with iPhone 5C, sold nine million units on their weekend of release, breaking Apple's sales record for iPhones, and was the best selling phone on all major US carriers in September 2013.

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HISTORY

The iPhone 5S was announced during a keynote at 4 Infinite Loop on September 10, 2013. Before its official unveiling, media speculation primarily centered around reports that the next iPhone would include a fingerprint scanner; including Apple's July 2012 acquisition of AuthenTec, a developer of mobile security products, references to a fingerprint sensor on the home button in the beta release of iOS 7 and leaked packaging for an iPhone 5S showing that the traditional home button now had a metallic "ring" around it. Similar ring-based imagery was seen on the official invite to Apple's iPhone press event in September 2013, where the new device was unveiled. Shortly before its official unveiling, The Wall Street Journal also reported the rumor. Apple announced iPhone 5c and iPhone 5s during a media event at its Cupertino headquarters on September 10, 2013. While iPhone 5C became available for preorder on September 13, 2013, iPhone 5S was not available for preorder, however was released on the same day as the 5C, September 20, 2013. While most of the promotion focused on Touch ID, the 64-bit Apple A7 was also a highlight during the event: This is the first-ever 64-bit processor in a phone of any kind. I dont think the other guys are even talking about it yet. Why go through all this? The benefits are huge. The A7 is up to twice as fast as the previous-generation system at CPU tasks, and up to twice as fast at graphics tasks, too. Phil Schiller, Apple keynote at 4 Infinite Loop on September 10, 2013 Schiller then showed demos of Infinity Blade III to demonstrate the A7's processing power and the device's camera using untouched photographs. The release of iOS 7 on September 18, 2013, was also announced during the keynote.

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On September 20, 2013, iPhone 5S was released in the United States, United Kingdom, Canada, China, France, Germany, Australia, Japan, Hong Kong, and Singapore. It was released in 25 additional countries on October 25, 2013, and in 12 countries on November 1, 2013.

FEATURES

Operating system and software

Jonathan Ive designed iOS 7, which uses a flat and colorful design in comparison to the glossy look of iOS 6, which also incorporated skeuomorphic elements. Main articles: iOS and iOS 7 Furt her information: iOS version history, iTunes Radio, and AirDrop The iPhone 5S features iOS, Apple's mobile operating system. The user interface of iOS is based on the concept of direct manipulation, using multi-touch gestures. Interface control elements consist of sliders, switches, and buttons. Interaction with the OS includes gestures such as swipe, tap, pinch, and reverse pinch, all of which have specific definitions within the context of the iOS operating system and its multi-touch interface. Internal accelerometers are used by some applications to respond to shaking the device (one common result is the undo command) or rotating it vertically (one common result is switching from portrait to landscape mode). iPhone 5S is supplied with iOS 7, released on September 20, 2013. Jonathan Ive, the designer of iOS 7's new elements, described the update as "bringing order to complexity", highlighting features such as refined typography, new icons, translucency, layering, physics, and gyroscope-driven parallaxing as some of the major changes to the design. The design of both iOS 7 and OS X Mavericks (version 10.9) noticeably depart from skeuomorphic elements such as green felt in Game Center, wood in Newsstand, and leather in Calendar, in favor of flat, colourful design.

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The phone can act as a hotspot, sharing its Internet connection over WiFi, Bluetooth, or USB, and also accesses App Store, an online application distribution platform for iOS developed and maintained by Apple. The service allows users to browse and download applications that were developed with Xcode and the iOS SDK and were published through Apple. iOS 7 adds AirDrop, an ad-hoc WiFi sharing platform. Users can share files with the iPhone 5 onwards, the iPod Touch (5th generation), iPad (4th generation), or iPad Mini. The operating system also adds Control Center, which gives iOS users access to commonly used controls and apps. By swiping up from any screenincluding the Lock screenusers can do such things as switch to Airplane mode, turn Wi-Fi on or off, adjust the display brightness and similar basic functions of the device. It also includes a new integrated flashlight function to operate the reverse camera's flash LED as a flashlight.[26] The iPhone 5S functions as a media player, and includes Apple Maps and Passbook. The mapping application includes turn-by-turn navigation spoken directions, 3D views in some major cities and real-time traffic.[27] Users can rotate their device horizontally to landscape mode to access a collage of album covers. The 5S includes Siri, an intelligent personal assistant and knowledge navigator. The application uses a natural language user interface to answer questions, make recommendations, and perform actions by delegating requests to a set of Web services. Apple claims that the software adapts to the user's individual preferences over time and personalizes results. iOS 7 adds new male and female voices, new system setting functionalities, a redesign to match the rest of the operating system, and integration with Twitter, Wikipedia, Bing, and Photos. Facebook comes integrated through Apple's native apps. Facebook features can be directly accessed from within native apps such as Calendar which can sync Facebook events, or use Facebook's like button from within the Apple App Store. iTunes Radio, an internet radio service, is also included on iPhone 5S. It is a free, ad-supported service available to all iTunes users, featuring Siri integration on iOS. Users are able to skip tracks, customize stations, and purchase the station's songs from iTunes Store. Users can also search through their history of previous songs.

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 DESIGN
Design and Hardware of iPhone 5S

iPhone 5S's home button has been updated with a flat design to feature Touch ID.

The camera has a larger aperture (f/2.2) and larger sized pixels in its image sensor than previous iPhone models and has dual "True Tone" flashes.

The "iPhone" wordmark on the back of an iPhone 5S is now set in a thinner version of the Myriad typeface.

The iPhone has a minimal hardware user interface, featuring five buttons. The only physical menu button is situated directly below the display, and is called the "Home button" because it closes the active app, accesses Touch ID, and navigates to the home screen of the interface. The device maintains a similar design to iPhone 5, with a 4 in (10 cm) LCD touch screen, with a screen resolution of 6401136 at 326 ppi. However its home button has been updated with a new flat design using a laser-cut sapphire cover surrounded by a metallic ring; the button is no longer concave, nor does it contain the familiar squircle icon seen on previous models. The phone itself is 0.30 in (7.6 mm) thick and weighs 112 grams (4.0 oz). The phone uses an aluminum composite frame. The device is available in three color finishes; "spacegrey" (replacing black with slate trim), white with silver trim, and white with gold trim.

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iPhone 5S is powered by the new Apple A7 system-on-chip, which the company claimed was the first 64-bit processor ever used on a smartphone, with the pre-installed iOS 7 operating system and its pre-loaded apps being optimized for 64-bit mode, promising increased performance. Performance may be negligible at release without the developers updating their apps.[39] The A7 processor is manufactured by Samsung,[40] and is accompanied by a new M7 "motion co-processor", a dedicated processor for processing motion data from its accelerometer and gyroscopes without requiring the attention of the main processor, which integrates with iOS 7's new CoreMotion APIs. M7 motion coprocessor will help to improve battery life of iPhone 5S by keeping away motion related task from main CPU.

TOUCH ID IMPACT
A number of technology writers, including Adrian Kingsley-Hughes and Kevin Roose of New York believed that the fingerprint scanning functionality of iPhone 5S could help spur the adoption of the technology as an alternative to passwords by mainstream users (especially in "bring your own device" scenarios), as fingerprint-based authentication systems have only enjoyed wider usage in enterprise environments. However, citing research by biometrics engineer Geppy Parziale, Roose suggested that the CMOS-based sensor could become inaccurate and wear out over time unless Apple had designed the sensor to prevent this from occurring. Brent Kennedy, a researcher of the United States Computer Emergency Readiness Team, recommended that users not immediately rely on the technology, citing the uncertainty over whether the system could properly reject a spoofed fingerprint. Following the release of iPhone 5S, the German Chaos Computer Club announced on September 21, 2013 that they had bypassed Apple's new Touch ID fingerprint sensor by using "easy everyday means." The group explained that the security system had been defeated by photographing a fingerprint from a glass surface and using that captured image as verification. The spokesman for the group stated: "We hope that this finally puts to rest the illusions people have about fingerprint biometrics. It is plain stupid to use something that you can't change and that you leave everywhere every day as a security token." However, in 2013, 39% of American smartphone users used no security measures at all to protect their smartphone. 30 | P a g e

 TIMELINE OF MODEL

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MARKETING DEPARTMENT

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CONTENT

I. II. III. IV. V. VI. VII. VIII. IX. X. XI.

Introduction Organization Chart Market Segment Product & Positioning Pricing Target Market Sales Promotion Advertisement Distribution Competitors Consumer Problem Handling

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I. INTRODUCTION

Market is the place where buying and selling is carried out by buyers and sellers i.e. trading activit y are carried out.

Marketing is a social and management process that involves identifying unsatisfied needs or wants of the consumers, producing goods or services to satisfy those needs or wants, determining appropriate price, promotion and distributing and maintaining relation with the market. In todays modern area each and every firm gives priorit y to have a different marketing department. Marketing i nvolves the activities such as

advertising, publishing, market research, distribution aspect, sales promotion, etc.

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II. ORGANISATION CHART

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III. MARKET SEGMENT

The market segment of the company is divided into 4 classes. Each class represents a certain economic standing of people in the society. The company makes sure that they cover all the segments in the society they are operating in. The company has specialized prices for the different market segment, this will ensure that the clients will have lesser doubts about taking a look at the companys product and the products that they can afford.

IV. PRODUCT AND POSITIONING

Apple is a computer company that specializes in the production of personal computers and computer accessories. Apple has produced many different types of products and is primarily known for the advancement of multimedia personal computers. Most people that are involved with video, music, pictures, and sound use Apple computers for their projects because of the quality of the equipment that Apple uses. "The Group's principal activities are to design, manufacture and market personal computers and related software, peripherals and personal computing and communicating solutions" (Winthrop Corporation, 2006). Apple has many different products other than the personal computer. It is widely recognized that Apple is a premium brand that demands and earns a price premium. This price premium spans the entire Apple product lineup encompassing the Macintosh, iPod, iPhone, software, and accessories. Apple's positioning is aligned with targeting a less price sensitive customer. As a result, Apple's culture and internal activities are structured to meet the needs of these customers; strategists call this needs-based positioning. Apple has created a culture and a set of activities to differentiate itself from rivals in order to meet the needs of their target customers. If Apple were to attempt to compete for all customer segments, it would have to lower product prices. The danger with such an approach is that it would not only undermine and erode the company's premium brand image but it would also undermine the company's culture and internal activities. So what has Apple done in recent history to the Macintosh product line to demonstrate this premium positioning? Each new Mac revision has either maintained or been subjected to modest price increase while Apple has simultaneously improved product features. 36 | P a g e A few examples include the introduction of the unibody

MacBook and MacBook Pro, larger displays on the iMac, and the replacement of the $499 Mac mini with a higher priced model. The motive is clear; protect the brand position via a tradeoff. The criticism to reduce prices has been ignored by Apple. Why hasn't Apple lowered Mac prices? In strategic terms, Apple has conducted a trade-off. Continue to appeal to customers that have a willingness to pay (WTP) instead of appealing to a wide range of customer segments that have varying price sensitivities. A larger customer base would not only undermine the company's strategic position but it would also be misaligned with the company's internal activities. At a basic level of analysis, a price reduction will set a precedent that will not be easily reversed. More damaging however is the potential for brand erosion and customer confusion about the brand. Apple's positioning, brand image, and loyal following have created an entry barrier that PC vendors must cross in order to enter the premium computer market, a market that the Macintosh has exploited for years. Customer loyalty, advertising, lower price sensitivity of target customers (relatively inelastic demand), sunk costs, patents and innovation speak to this point. Apple products appeal to buyers who are not price conscience and therefore, price elasticity is not a major concern.

V. PRICING
The different types of pricing strategies Apple uses is that they set their products and offers different price ranges for each product based on the amount of storage (gigabytes) the product offers. Apples strategic pricing of their products has helped the company succeed, because whenever a new Apple product comes out, many customers are already waiting in a never ending line to buy this hot new product. After a quarter or so, Apple lowers the price of the product for example, when the original iPhone was released one quarter later, Apple cut the retail price by $200 each (gave $100 rebate coupon to all of the earlier buyers (Seeking Alpha). David Bui CEO and Founder of Saleschase.com said The most potent weapon in Apples pricing strategy is differentiation. Differentiation is what allows Apple to price its products at a premium and compel customers to compare Apple products with other Apple products, rather than with lower-priced products from other reputed marketers. Apple 37 | P a g e

products look, feel and seem very different from competitors products (Saleschase.com). This shows that Apple is a stronger competitor in comparison with some of the other technological companies who are companies out there.

The similarities of the iPod, iPhone, iPad, iPod Touch, iMac, is that for each product one can purchase a product with the capacity varying from as little as 2G, to as much as 64GB from all of the different models and products Apple offers. In fact, they all have versions that you can purchase with more capacity capability. It is interesting because people want to pay that extra money to get the best features on their product, whereas the oldest versions would just be less extravagant and less cool than the hottest version out.

Recently Apple released the iPhone 5 that everyone has been raving about. The price that is set based on the capacity of the phones is 16GB for $199, 32GB for $299, and 64GB for $399 (Apple). Due to the iPhone 5, Apple lowered the prices for both the iPhone 4S and the iPhone 4 models. Both phones are significantly lower priced than when they have first come out, the iPhone 4S now stands at $99 for the 16GB, and the iPhone 4 is now free for the 8GB (Apple). Based on Apples quality of their products and exemplary customer service it is easy to say that they are pricing their products at reasonable prices, because of their wellknown products all over the world, Apples profit margin does not cease to continue to rise each year. The extent of Apples products is that an average person would be able to purchase at least one of their products if not more.

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VI. TARGET MARKET

Apples products and software target numerous markets as each offers an assortment of features specifically catering to the needs of each individual. Apple targets users who are typically between ages 14 and 55 plus. Apple's computers all target home users, schools, and media and design professionals. The newest iMac computer that will be released in November gives home users the option of conveniently having an all-in-one desktop with faster performance capabilities and a new storage option called fusion drive. This form of storage helps to manage files in order to expand performance ("Apple - Press Info - All-New iMac Features Stunning Design, Brilliant Display & Faster Performance"). iMac computers are aimed towards education institutions. Apple offers iMacs to schools at a discounted price (Choi).

Graphic designers, television, movie professionals are also a target of Mac computers. Graphic designers tend to use mac computers for several reasons: Mac OSX is open source friendly, mac computers typically come with built in tools made with designers in mind, and Apple builds their computers with all media professional consumers in mind (Nutter). Even though you can't really customize Mac OSX like you can in windows, Apple picks the right software making the computers easier to use. Programs built in mac computers are targeted directly at television and movie professionals called Final Cut Pro. The program is used mainly for video and audio editing (Arvidson). Apple's iPhoto software is available on mac computers which lets those who are photo enthusiasts browse, edit and share photos ("Apple iPhoto New full-screen views, emailing photos, and more.").

College, High School students and faculty and staff of K-12 and higher education institutions are another group targeted by Apple's Education store. College, High School students and faculty can receive discounts if the Apple devices are purchased through the institution ("Apple Education Pricing."). College students are also a major target because universities are now working with wireless carriers in order to make these phones more accessible and affordable for students. Small to large sized businesses are now providing their employees with iPhones in order for them to be mobile and stay in contact with t he

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company. The iPhone attracts teenagers, high school students and college students by its sleek design and availability of applications. Their peers all have the advantage of being owners of the device so having one is a way of "fitting in" with the crowd ("iPhone:Target Audience."). The phone also has a stylish design and it targets those who want to make it a fashion statement. Loyal iPhone users are known for staying up to date with the latest technology so the device also targets those who are tech-savvy.

Through the integration of iTunes in Mac computers, iPod devices, iPad devices, iPhone, and Apple TV, Apple targets music enthusiasts. The iPod line in general targets music, video, and photo enthusiasts. Consumers can store their collection of music and photos into certain iPod devices ("Apple - iPod classic - Features - 160GB. 40,000 songs. And more"). In addition, depending on the amount of storage available on the specific iPod, the device can store a certain number of hours of video. The iPod shuffle targets consumers on a tight budget because of its affordable cost. The iPod Nano specifically targets athletes because of its Nike plus integration. Athletes are now able to track the distance they have ran and can use wireless headphones when working out ("The All New iPod Nano Includes Built-in Nike+ and Bluetooth"). Older generations are now being targeted more by Apple because the devices are not difficult to use. Students can purchase keyboard docks for their iPad devices conveniently in order to take notes during class. Instead of having to carry a heavy laptop around, travelers can view movies on iPad devices during their flights (Marshall). Consumers who are avid users of iTunes, Netflix, Hulu Plus, and YouTube are the main target for the Apple TV device. The Apple TV device allows users to seamlessly connect to these streaming services. Consumers must own a widescreen HDTV to use the Apple TV device ("Apple TV Buy the New Apple TV").

Apple incorporates the use of geographic, demographic, psychographic, and product related-segmentation into its marketing strategies. Geographically, Apple's retail stores are located in highly populated cities around the world. Specifically, retail stores are located in large shopping centers and highly populated streets in these major cities ("Apple Store."). Apple uses demographic segmentation widely when marketing its various products. Apple devices are most commonly segmented by consumer and business income levels and resources as most of its products are priced significantly above its competitors. They are also segmented by age levels. Its age levels vary from teenagers to adults ages 55 and older. Certain iPod models offered by the company could be segmented by gender as they come in a 40 | P a g e

variety of colors. There are both masculine and feminine colors available for consumers to choose from. Apple's household target seems to be mainly middle to upper class households who have that extra income to spend on these "luxury" products although about 28 percent of households earning $30,000 a year or less are the exception (Kingsley-Hughes). In addition to middle and upper class households, Apple now targets teenagers as parents are now finding the need to purchase family plans through wireless carriers which allows the teens to own an iPhone. The touch model of the iPod product line also conveniently allows teenagers to have almost the full power of the iPhone without having to spend a monthly cost to own it. Apple doesnt specifically say that it targets its products for business professionals or media professionals but the products are segmented demographically according to occupation.

Apple is a "lifestyle" brand ("Marketing Minds - Apple's Branding Strategy."). Whether you're a teenager or college student who is fashionable and likes to stay on top of school, a business professional who wants a device that conveniently satisfies your organization needs, or just a consumer ages 14 to 55+ trying to fulfill that entertainment and convenience need, Apple devices will suit a variety of different lifestyles. The company offers an assortment of software to consumers which target specific audiences and their various needs. Students can work on papers and presentations for school using Microsoft office Mac for students and Musicians can create and edit compositions and record themselves and their band using Apple's Logic Studio software ("Logic Studio - Apple Store (U.S.)."), just to name a few. Students also have the option of staying on top of school through apps such as blackboard and the advantage of checking school email with an iPhone or iPod touch device, professionals can suit their business needs efficiently because the Apple iPhone integrates features that allow individuals to connect to Microsoft Exchange and read corporate email, and everyday consumers ages 14 to 55 plus can readily use apple devices that fit their personal needs on the go ("Apple - iPhone in Business - Integration.").

Product related segmentation is another major marketing strategy used extensively by the company. Every Apple device is targeted specifically to different groups of consumers and businesses and features in the products are built around their needs (Sigal). A few examples include Apple's just released iPod Nano which includes the Nike plus software targeted directly towards athletes and with its dual-core A5 chip gamers can enjoy faster and more realistic graphics on the touch model of the iPod line ("Apple - iPod touch - Features."). Apple is popularly known for its integration of video editing software in its mac computers. 41 | P a g e

This is another area the company excels in. Apple not only integrates its mac computers with the iMovie software but also offers a variety of editing software targeted mainly at Media Professionals (Andrei). Besides coming up with products that meet specific consumer needs, Apple uses a range of methods to create and build their reputable customer loyalty. Apple's retail stores are dedicated to serving the needs of all new and existing customers and are considered "friendly" places where consumers can look at and test out the company's products (CRM Editors). The staff in these retail locations that are well educated on these products and are there to assist customers with whatever need they have (CRM Editors). By selling products to new consumers that are on their lower end on price range, they effectively promote their higher end products because consumers who become satisfied with their iPod or iPhone, for example, will most likely buy a mac computer in the future. The company focuses mainly on "building" that customer loyalty by using these and other strategies (Peiguss). Apple doesn't really offer loyal customers any discounts or rewards. Sometimes offering loyal customers rewards for being loyal is not really necessary if you are a company who is known for having top quality products that stand out above the rest (Peiguss). Customers will generally be loyal if there are only a few competitors out there offering the same product and your product offers better quality overall. These are just a few examples of what the company does in order to segment their products.

VII. SALES PROMOTION

An average customer would most likely find out about the firms products through friends and just the people around them. Due to high demand for their products, there is a vast majority of people who own and prefer their products over companies products, therefore this is one of the ways Apple is able to advertise their products which is through consumers. As seen in some of Apples advertisements in the back of our packet; since the iPod had come out there have not been a vast amount of advertising done in the media to promote their products. In all of the examples that we provided for each of the individual Apple products, their advertising method always displays simplicity and uniqueness When it comes to Apples Promotions, they offer many different promotions that allow many people to purchase their products. The largest promotion is that each year before the school year starts Apple offers a Back to school promotion in which a student or a 42 | P a g e

teacher decides to purchase an iMac or MacBook (desktop or laptop), they would get a $100 for applications along with their purchase. They also offer students and teachers the option of buying an iPad and get $50 for applications. Apple also has an Apple Educational Discount where throughout the year students and teachers are also able to save up to $200 on a new Mac. A few years ago Apple had the same promotion but offered students only to give a free iPod Touch when a MacBook laptop was purchased. But that offer no longer stands.

Some of the other promotions that Apple also offers year round is for their iPad mini, if it is bought online then customers will be able to get free shipping and receive a free engraving as well. When it comes to ordering online from Apple they offer free shipping on $50 or more, which is almost every single product from Apple product, unless someone were to buy a iPhone case or something small like so. Many high end companies often offer the option of having the product shipped to ones house, or buying it online and picking it up in the store, Apple offers this to their customers.

Apple despite having such a vast amount of products at different price ranges from as little as $20 iPhone cases, to the iMac for $1,299, Apple is still able to lower existing products and continue to offer reasonable prices to their customers based on each version and the capacity of the product. When it comes to advertising, Apple used to do a lot of advertising for their iPods when they were first introduced. Recently, Apple has almost been doing no advertising on their products. But even though almost no advertising is done anymore, the Apple store is almost always consistently packed on a daily basis. Most of all their advertising is done through their customers and their well -known products; Apples image is also branded based on their sleek, most trendy items in the technology world.

When Apple announced that they would finally be coming out with the long anticipated iPhone 5, just by hosting just one conference to introduce the iPhone 5, thousands of people lined up to purchase the iPhone , on the opening day to purchase their new iPhone 5, many people even pre-ordered their phones. Because Apple products are sold worldwide

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and Apple is such a well-known brand, it is easy to publicize their products though their store fronts and their customers only.

VIII. ADVERTISEMENT
Now a day, marketing plays an important role for the entire

organisation.

Marketing is very much necessary for all the products as

without marketing the consumer will have lack of information about the products. done. Thus, to make the consumers aware of the product, marketing is

Apple Inc. advertise their products on very large scale. They advertise their products on television and also do wall paintings all over India. They also distribute pamphlets for the same .

IX. DISTRIBUTION
Apple spends certain resources to expand its stores so that it can get its prospects undivided attention. Apples 372 stores collectively generated $4.1 billion in revenue. Thats a vast sum, and one that might lead you to believe that Apple sells most of its gear through its own stores. But thats not the case, according to a new study by Consumer Intelligence Research Partners (CIRP). Between December of 2011 and August of 2012, CIRP surveyed 1,227 U.S. consumers who purchased an iPhone, iPad, or Mac, and found that while Apple Stores sold by far the most Macs and iPads during the period, they didnt sell nearly as many iPhones as the companys retail partners. In the U.S., Apples retail stores, along with the companys online storefront, sold 47 percent of the Macs and 40 percent of the iPads purchased by the survey sample during 44 | P a g e

December 2011 and August 2012. But they only sold 21 percent of the iPhones. AT&T and Verizon stores both sold more than Apple, with 28 percent and 26 percent shares of sales, respectively. And Best Buy and Amazon (via fulfillments) together sold nearly as many iPads as Apple itself. Apple has around 250 stores in the U.S., while Best Buy and Best Buy Mobile total 1,300, and AT&T, Sprint, and Verizon have over 5,000 combined, CIRP partner Mike Levin told AllThingsD. Clearly, the Apple stores are much more productive on a per-unit basis, but their relatively low store count keeps them reliant on the carriers and Best Buy, not to mention Walmart, Target and others, for the vast majority of their retail sales Ultimately, Apples retail partners are as critical to the companys success as its own stores. Sure, the typical Apple Store might cater to 17,000 visitors per week, but that foot traffic translates to a smaller-than-expected share of the companys overall business. As CIRP co-founder Josh Lowitz told AllThingsD, Everyone who lives in an Apple Store city thinks that is where everything happens, but you cant sell 40 million plus iPhones in a year through just 250 stores.

There are about 806 Retailer Store in all over World.

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X. COMPETITORS
It is rightl y said that, Without competitors market does not survive.

Apple inc. is also starving in to sale its products in the competitive market by continuous development of a product finding new areas of consumption.

Their competitors are,

Nokia Samsung Blackberry Karbon Lava Vertu Micro-Max Rocker Panasonic, Spice Motorola Etc.

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XI. CONSUMER PROBLEM HANDLING

Customer is the king of the market, is a very attractive slogan. Consumers generall y never face any problem for Apple Inc. but in spite of this, if any problem arises than following hierarchies of problem handling is followed :

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ANALYSIS

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1.

Market Analysis

Market Analysis (2009-2013)

83 %
47 %

52 %

2009 2010 2011

76 %

61 %

2012 2013

This pie chart shows market analysis of last five years of Apple Inc. from year 2009 -2013. In 2009 , 2010, 2011,2012 and 2013 marketing of the company is respectively 47%, 52%, 61%, 76% and 83%. In 2013 Apple Inc. had achieved maximum marketing.

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2.

SWOT ANALYSIS

SWOT Analysis means the analysis of S W O T Strength Weakness Opportunity Threat Weaknesses
Price. Apple products in general are normally higher priced than their competitors and consumers that are price sensitive tend to opt for lower priced or cheaper alternatives. (Harrer) Some of Apple's products experience technical problems and consumers complain that there's a lack of customer care and having to purchase the AppleCare package in order to resolve High level of Brand loyalty among customers (Goodson) iTunes purchased content such as The iTunes store is a big part of Apple's revenue. People buy music and applications conveniently for their Apple devices (Hornshaw) Apple products are reliable, and it is a well-known company globally. eBooks, movies, TV episodes and some music work only on apple devices and computers. This Digital Rights Management protection prevents users from moving iTunes content to other devices that are not apple devices.(Aimonetti) any problems. (Crook)

Strengths
Early innovator of computer and noncomputer technology products such as iPod, iPhone, mac computers, and apple TV ("MBA Lectures Blog Archive SWOT Analysis of Apple.") Apple is an internationally successful company ("MBA Lectures Blog Archive SWOT Analysis of Apple.")

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 Apple is financially solid, no debt, and $13 billion net income in Dec 2011 quarter. Users would have to get used to the formatting of their Apple products, and has a weak integration between windows software and their apple software.

Opportunities
Apple could think about possibly expanding its iTunes store into China which counts for a major part of its revenue. (AP) Apple's collaboration with Bodhi to create an exclusive handbag for Apple targeted for apple enthusiasts with a fashion sense. This will generate extra revenue/income for the company. (PRNewswire-iReach)

Threats
Competitors such as Dell, HP, and Lenovo offering cheaper personal computer alternatives for students on a tight budget (Smith, The 5 Cheapest High-Quality) Samsung will be releasing its Samsung galaxy note 2 which is a direct competitor to the iPhone 5. ("Samsung Galaxy Note II vs. Apple iPhone 5) Critics say that Android Jellybean is

Apple can think about committing to be a company that uses 100% renewable energy.(Joshua) Increase their advertising through new possible avenues, ex: the fashion industry, film industry.

better than iOS 6 overall. Which will have consumers opting for android jelly bean phones. (Smith, Android Jellybean vs. iOS 6) Windows 7, and Google operating systems.

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FUTURE PLAN

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FUTURE PLAN

Future Plan of Apple Inc. is to become leading companies in all over the world. Apple planned to invest 2 billion in 2013 to guarantee component supplies. Consequently, Samsung's biggest rival, Taiwan Semiconductor Manufacturing Company, announced a 9 billion increase in capital for 2013. These announcements from two of Samsung's greatest rival are seen to put a toll on Samsung's investment plan this year. According to Mr Dilger, "Given that Apple's been running the Smartphone race really well despite harboring that Galaxy S knife over the past three years, it will be interesting to see how well Samsung does in the 2013 lap as the course heads uphill into even more difficult terrain, now that it has its knife back and is no longer inextricably bound to the world's fastest consumer electronics sprinter."

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SUGGESTIONS

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SUGGESTIVE STRATEGIES
Some of the Suggestions stratergies to the marketing problems of Apple Inc. can be under.

(1)

FREQUENT ADVERTISEMENTS

One of the best solutions to it marketing problems in frequent advertisement of product of Apple Inc. in different TV programmers. It should specially select prime time to seek attention of major target audiences. There should be High only through television but also other media like cell phone, radio, print media, outdoor media etc.due to high frequency of adopt the effects of carry over will also reduce to great extent.

(2)

BUILD STRONG BRAND IMAGE

Previously the brand image of Apple Inc. was very strong due to Lower

frequency of advertisements the consumers brand recall ration reduced & as a result the brand image also become some what weaker. So, frequent advertising & thus remarking of its products will help Apple Inc. to build up a stronger brand image.

(3) (4)

Affordable Price Long Battery Self Life

Thus, there are some of my suggestive strategies to the marketing problems fuad by Apple Inc. 55 | P a g e

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CONCLUSION
Apple now has the highest market value of any private company in the world because of reasons listed below :-

For any product that Apple creates, the people who create it have to want it themselves

The products have to be easy to use Keep things simple Offer great customer service and in-store experiences Apple only makes a product if Apple can do it better Apple puts new employees on fake projects to see if they can be trusted. Apple has the patent for slide-to-unlock.

So, I wish the Company makes more and more profit, fulfill to future plans and get good global market.

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BIBILIOGRAPHY

Birzer, BJ & Schweikart, L 2003, The American west, Wiley, Hoboken

De Pelsmacker, P & Kitchen, PJ 2004, Integrated marketing communications: a primer, Routledge, New York.

Gelernter, D 1997, Machine beauty: elegance and the heart of technology, Basic Books, New York.

Gillooley, D & Varley, R 2001, Retail product management, buying and merchandising, Routledge, London.

Gottinger, HW 2003, Economies of network industries, Routledge, New York.

Hills, G 1994, Marketing and entrepreneurship: research ideas and opportunities, Quorum Books, Westport, CT.

Lewis, BR & Varey, RJ 2000, Internal marketing: directions of management, Routledge, London.

Mills, JH 2003, Making sense of organizational change, Routledge, New York.

Mccall, JB & Stone, MA 2004, International strategic marketing: A European perspective, Routledge, New York.

Proctor, T 2000, Strategic marketing: an introduction, 59 | P a g e

Routledge, London.

Reddy, AC (ed.) 1997, The emerging high-tech consumer: a market profile and marketing strategy implications, Quorum Books, Westport, CT.

Ruskin-Brown, I 1999, Mastering marketing: a comprehensive introduction to the skills of developing and defending your company's revenue, Thorogood, London.

Web Site : www.apple.com www.wikipedia.com www.encyclopedia.com www.google.com www.wikianswers.com

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