Research on Apple iPhone’s Marketing Strategy in China

Abstract

In recent years, people's income has increased due to economic development. Mobile phones have become one of the most popular consumer electronic products. As an international giant, Apple’s marketing strategy in the Chinese market has significantly impacted the iPhone’s success in the Chinese market. According to the statistics on Apple’s product category revenue from 2015- 2021, the percentage of iPhones has decreased from 20015 to 2021 in the past five years in the Chinese market. Focusing on this problem, this paper studies Apple’s marketing strategy in the Chinese Market. This research adopts the literature research/analysis method to analyze the marketing environment, marketing status, and trend of Apple mobile phones in China. Then, it analyzes the problems in its marketing mix strategy, the reasons for these problems, and gives corresponding suggestions, including implementing a differentiated product strategy, adopting a customer-oriented price strategy, adopting a diversified channel sales strategy, and diversified promotion strategies. This paper mainly analyzes the issues of Apple’s marketing strategy in the Chinese market, hoping to provide valuable suggestions for Apple’s marketing work in the Chinese market and provide a reference for the Chinese smartphone brand in delivering marketing strategies.