Apple Marketing Case Study
Liz Chen
Marketing Strategy from 1970-1999
Marketing Strategy: 1. The Early Years 1976- 1980 • By the end of 1970’s Apple had a staff of computer programmers and designers and a production line. After Apple II they introduced Apple III in May, 1980. The main competitors for Apple were IBM and Microsoft competing for market share. In 1984 Apple launched Macintosh which was initially sold well but the follow up sales were not strong. The computer industry destiny changed when the Laser writer were introduced. The Mac was powerful in the market due to its advanced graphics capabilities which was already necessarily built in to create the intuitive Macintosh GUI. At that time it has been suggested the combination of these three products was caused for the creation of desktop publishing market. As the desktop publishing became widespread, the sale of Apple has reached new heights and the company has offered its first public offerings in September 7, 1984.
•
2. ‘first golden age’1 • After the failure of Bulky Macintosh, Apple changed its strategy and offered Macintosh Portable in 1989. In 1991 Apple introduced PowerBook which made the basis of the modern form of ergonomic layout of laptop computer In the same year Apple came up with its new operating system ‘System 7’ which added color to interface and enhanced the networking capabilities. The Apple’s strategy to attach the market with other products like digital cameras, portable CD audio players, speakers and video consoles did not work well for
Marketing Strategy from 1970-1999
Marketing Strategy: 1. The Early Years 1976- 1980 • By the end of 1970’s Apple had a staff of computer programmers and designers and a production line. After Apple II they introduced Apple III in May, 1980. The main competitors for Apple were IBM and Microsoft competing for market share. In 1984 Apple launched Macintosh which was initially sold well but the follow up sales were not strong. The computer industry destiny changed when the Laser writer were introduced. The Mac was powerful in the market due to its advanced graphics capabilities which was already necessarily built in to create the intuitive Macintosh GUI. At that time it has been suggested the combination of these three products was caused for the creation of desktop publishing market. As the desktop publishing became widespread, the sale of Apple has reached new heights and the company has offered its first public offerings in September 7, 1984.
•
2. ‘first golden age’1 • After the failure of Bulky Macintosh, Apple changed its strategy and offered Macintosh Portable in 1989. In 1991 Apple introduced PowerBook which made the basis of the modern form of ergonomic layout of laptop computer In the same year Apple came up with its new operating system ‘System 7’ which added color to interface and enhanced the networking capabilities. The Apple’s strategy to attach the market with other products like digital cameras, portable CD audio players, speakers and video consoles did not work well for