Marketing Analysis and Strategies of AAPL

Abstract

AAPL is the representative of the Internet companies, which promotes the development of personal electronic devices and the media industry. Although AAPL currently has the largest market share, it faces vast threats and challenges due to the development constraints and continuous rise and growth of other companies. This paper investigates the popularity of the company's various products and AAPL’s future development strategies by comparing the company's product sales and company operation spending details in the second quarter of 2021 and 2022. At the same time, it also presents APPL’s strengths and weaknesses, as well as opportunities that can be utilized and threats to face by analyzing AAPL’s mobile phone market share and existing competitors. AAPL’s strengths are its well-known brand image and huge customer base. However, the high price of its products has led to the loss of customers in the low-end market. Therefore, to expand sales and demand, APPL should develop cheaper products and invest in new product technologies to create new product lines to attract more customers. With this in mind, this study also analyzes the industry's current difficulties and provides strategic advice for future development for technology companies similar to AAPL. These results shed light on guiding further exploration of business and marketing strategies.