Apple Inc.: Marketing Philosophies

Subject: Marketing
Pages: 1
Words: 294
Reading time:
2 min
Study level: Bachelor

Apple is currently one of the most successful companies in its industry and overall, serving as an example of how to manage and market a business. However, achieving a high status would be impossible without a solid foundation manifested in certain ideas held by the CEO and other top personnel. They comprise a complex philosophical system followed by the company, which ensures its success and continues to help Apple evolve.

Apple exists in a competitive industry with whimsical customers, so its philosophy reflects the essential points necessary to address to remain victorious. It is represented by the understanding-focus-impose triad, which covers the relationship with the consumer, goal-setting, and rivalry with other companies (Tien et al., 2019). Understanding implies sympathizing with users’ experience and designing products according to their needs (Gehani, 2016). Focus relates to opportunities, which have to be carefully selected to ensure progress in the right direction and eventual success (Gehani, 2016). Impose refers to how well a product is presented independently and compared to a competitor, for example, Samsung (Almeida et al., 2021). It is a big factor of commercial viability, customer retention, and trend-setting, so ensuring that a new device is both the best quality-wise and promotion-wise is essential (Almeida et al., 2021). Overall, Apple’s marketing philosophy considers the consumer’s needs, commercial opportunities, and competitive strategies, all of which contribute to the company’s success.

One may wonder what is so special about Apple that makes its industry dominance seem natural. It has loyal customers, makes constant innovations, and sets trends later followed by rivals who initially criticize those initiatives. Such a situation would be impossible without a solid philosophical foundation, which does not only reveal how the company markets its products but demonstrates profound values shared by specialists from other departments.


Almeida, M., Sousa, E., Rodrigues, C., Candeias, M. B., & Au-Yong-Oliveira, M. (2021). Samsung vs. Apple: How different communication strategies affect consumers in Portugal. Administrative Sciences, 11(1), 19.

Gehani, R. R. (2016). Corporate brand value shifting from identity to innovation capability: From Coca-Cola to Apple. Journal of Technology Management & Innovation, 11(3), 11–20.

Tien, N. H., Dat, N. V., & Chi, D. T. P. (2019). Product policy in international marketing comparative analysis between Samsung and Apple. International Journal of Research in Marketing Management and Sales, 1(2), 129-133. Web.