Apple Essay Example | Topics and Well Written Essays - 1500 words - 9

Apple - Essay Example Apple still occupies a dominating position in the US markets. Even in Chinese markets, Apple has increased its share from 18.6 percent in September to 23.2 percent in January, 2013 (Patterson, 2014). From the beginning of 2011 to 2012, Apple’s overall market share rose from 18.8 percent to 25.1 (Finger, 2013; Marketing Minds, 2014). Through an in-depth analysis of the factors underlying its brand image, advertising and customer out-reach strategies; this paper wishes to analyze the success of Apple’s branding strategy and the ingenious business strategies that have been giving a long –term support to its customers, in terms of satisfaction, choice and specifications. Apple chooses to operate in some of the highly competitive markets, including the computer industry other than the consumer electronics industry and smart phone market and even the tablet market. The early years following its advent were extremely challenging, especially in comparison to the time when it started out with desktops in 1970s, followed by laptops in 1990s. The iPod was launched in the year 2001, followed by iPad in 2010 and now even resourceful with the latest introductions of Apple Pay and Apple Watch (Finger, 2013; Sanchez, 2014; Apple Inc., 2014). Presently, Apple Inc is one of the 10 top most of the 100 precious globally acclaimed brands with a net worth of $145 per share in cash, accounting for over 30 percent of the total market cap zero long-term debt in the year 2013 (Finger, 2013). It has been said about Apple’s brand image that its branding strategy focuses on emotions. That is to say, lifestyle, imagination, passions, hopes, dreams and aspirations all count. Above all, an interactive and simple yet elegant use of style is its forte. The sectors of brand equity and customer sense of community are extremely well-defined in literature. The concept of