Apple’s psychological pricing strategyĪpple doesn’t view PCs as competition. It’s a marketing strategy that gets fuss throughout social media and is very much a competitive advantage for Apple and its market share. The tech giant, instead of spending thousands of dollars on AdWords and Facebook Ads, devotes their advertising efforts on product placement (especially with celebrities and in popular shows) and the buzz created by positive reviews in the media.Īnother strategy Apple has been able to master is pricing, focusing on their UVP (unique value proposition), which is a beautiful design that works right out of the box with ever-smaller packaging. The engagement generated by such advertising strategies generates word-of-mouth, and that word-of-mouth helps build the company’s brand perceptions, which lead to the building of the desire for the product. Research shows that Apple’s advertising does a better job prompting buzz about their products than it does in directly building brand perceptions. The way in which Apple is able to obtain and retain their covetable status is by rolling out new features and upgrades constantly, making each device better than the previous release. The company’s turning point started in 1984 with their Macintosh commercial directed by Ridley Scott, introducing three decades of powerful ads. It’s first office was Steve Jobs’ parents’ garage Apple was founded on April fools day in 1976. One of the most-known consumer electronics companies has stayed afloat because of their marketing strategies and constant disruptive innovations in the tech world. This prominent tech leader is not known for being a coder but a marketer. He invented the stories that sold the iPhone, the iPad and the Mac. Steve Jobs didn’t invent the iPhone, the iPad or the Mac.