PRODUCT: Image portrays a visual journey of the evolution of the iPhone over time, from the very first iPhone to the latest iPhone X, comparing design, size and look & feel. The original model, released in 2007, was a technological break-through for its time and it is evident from the image above that subsequent models have maintained a consistent design as well as look & feel over time. This consistency is a key component of Apple’s strategy to win in the marketplace – by having easily recognizable products, Apple makes it easier for consumers to find and buy their products. The stylish minimalist look strikes a pleasing balance between professionalism and creativity, making it ideal in both a business and personal capacity (Stevens, Harry and Bhushan, Kul (2017).
PROMOTION: Apple’s advertising and promotion has remained consistent and distinctive over time, as demonstrated by the two print advertisements above for MacBook, 20 years apart. Even though the font has been modernized and the headline updated, the insight and tonality remain consistent and true to Apple’s brand positioning of easy to use, aesthetically beautiful products (Apple news room (2019).
PRICE: Image shows the iconic logo for the Apple iTunes store – another perfect example of Apple’s perceived-value-based pricing model– proving that perceived value (meeting a consumer need) is better than free! (Tech Stunt (2019).
PLACE: Apple’s iconic retail store located in Fifth Avenue in New York City is an example of a company owned retail store. This particular store has been voted as one of the most beautiful retail stores in the world a few years ago (Interior Design Shop (2014).
PEOPLE: Apple invests heavily into its employees, called ‘specialists’ to ensure they help create a magical and enjoyable experience for shoppers instore and helping to improve their lives. The strategy has been refined over time and broken down to the acronym ‘A-P-P-L-E’ for ‘Approach-Probe-Present-Listen-End’ (Gallo, Carmine (2012).
PROCESS: Just like its promotional activities, Apple’s packaging process is emotive (a premium, pleasurable experience) and distinctive (elegant, well recognized, premium and minimalistic packaging) (Ruggeri, Alessandra (2017).
PHYSICAL EVIDENCE: After dramatically redesigning and simplifying the Apple logo in 1977, only minor tweaks have been made since then to modernize and update this classic logo (Hagan, Tom (2018). The easily recognizable mnemonic is memorable, versatile, meaningful and distinct – all the hallmarks of a strong logo.