uk essays apple

Marketing of Apple Products in UK Essay

Introduction, company analysis, reference list.

Marketing can be defined as the process of making goods and service available to customers. Marketing helps to communicate one’s product to the potential customers. This includes selling products and promoting them through advertising. Marketing is geared towards satisfying customer needs and through the sale where the marketers earn revenue.

The Apple Company was established in the year 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. Ronald Wayne opted to sell his stake in the company. Therefore, he stopped being a shareholder in the company after his shares were bought by the other two partners. In the initial stages of the company, Mark Markkula was critical in providing the financial assistance and expertise that was needed. The headquarters of the company is based in Cupertino, California.

The Apple Company engages in the manufacture of electronic gadgets and software. Some of the software manufactured by the company include the Mac OS X operating system and iTunes, among others. The company also manufactures the iLife, iWork and Aperture. Apart from the software, the company manufactures hardware such as the iPod, iPhone, and iPad among others.

Notably, the Apple company also manufactures the Macintosh computers. Steve Jobs was the former CEO of the company but died in 2011. As an entrepreneur, Steve Jobs created a great success story for the company. Most of the activities are based on risk taking. The establishment of the various products is based on risk taking by the organization. This has made the company quite successful compared to other competitors in the market.

The aspect of entrepreneurship can be traced back to when the company was established. Steve Jobs, Steve Wozniak, and Ronald Wayne took the greatest risk to establish the company. They had inadequate funds, and they underwent challenging moments to generate enough capital for the establishment of the business. Entrepreneurial aspects are also evident in the current activities of the organization (Gay, Charlesworth & Esen 2006, p. 95).

The Apple Company has established a research and development department to find out the product and market trends. The research and development department is critical for the growth of the company. Market research enables the company to establish the needs of customers so that the production department can design products that match the market demand.

This approach has been beneficial to the company leading to the attraction of a significant market share. For example, the iMovie products have been successful in the market due to the high demand in the music industry. The Apple Company has made considerable sales of its products, and customers are satisfied by the products (Forester, 1987, p. 126).

The company markets its product under the logo of an apple with a bite mark to try and distinguish it from a cherry. The logo has had three dimension changes since the company was incorporated in 1976.

The first logo depicted Sir Isaac Newton seated under an apple tree, but it later changed to the second logo depicting an apple with a rainbow theme. The second logo was in use since the year 1976 to 1998 after which it was changed. This provided room for the current logo to be adopted that depicts an apple with a monochromatic theme and black in color.

Over the years, customers and employees have been able to associate with the apple product and the brand name. In addition, the company has derived different slogans for the company products. This includes the first slogan “Byte into an Apple,” which was coined in the 70s. It later changed to “Think Different” from the year 1997 to 2002. This slogan was used in campaigning and advertisement materials.

The Apple Company has been able to derive new slogans for its diversified product lines. An example is an advertisement for iMac in 1998, which read as “iThink, therefore iMac”. The iPhone uses the following slogan in advertising: “Say hello to iPhone”. All these slogans have been used to market the different brands of Apple all over the world, and customers have been able to associate with this strong brand in the market (Viardot, 2004, p. 58).

The sales of Apple products in the world have been on a steady rise over the years. This has resulted in high profits made by the company where some of the revenue is used to invest in new technology and innovation. The company uses a lot of funds in marketing its products all over the world. According to Forbes magazine, the company was the most recognized brands in the world as of 2011. For a company to have such a status, it should have committed a lot of finances towards marketing its brands all over the world.

The Apple Company has grown to become one of the most recognized brands in the world. This can be attributed to its clear marketing and promotion strategy that has satisfied many customers. A business enterprise is usually started to make a profit and manufacture competent products that help to offer maximum satisfaction to the customers.

The company’s strategy to market its products has been instrumental for its massive profit margin when compared with other technology companies. It has been able to set a good working and innovation culture that was initiated by Steve Jobs. Thus, the company always strives to remain at the top over other companies.

The culture of innovation has provided employees with strategies to manufacture competitive products. The employees of the company have been very innovative, and they have established many differentiated products. The innovations of the company have placed the company in an advantageous position over other competitors in the market. The company has established innovative products in the market, and customers appreciate these products.

The innovative products have been differentiated to provide a competitive edge to the company in the global market. Through differentiation, Apple has managed to succeed in the market by competing with larger companies such as Microsoft and IBM among others. Some of the differentiated products include the iTunes and iPhone among others (Plunkett, 2008b, p. 67).

The Apple Company has managed to capture customer loyalty in the market. Most of the customers of the company like the products due to their unique features, as well as the innovative culture of the company. The brands of the company are easily identifiable in the market, and many people are willing to re-buy from the company.

The company enjoys a high level of customer loyalty. This aspect has increased the sales volume of the company since many customers are purchasing from the company. The company has been able to remain on the top edge due to its innovation and advancement in investing in new talents. The company has been on the forefront in contributing to modern technology with its on top products that have won accolades over the world due to the best features and unique innovation (Plunkett, 2008a, p. 98).

Good customer relationship has attracted a large customer base to the company. The management of the company encourages employees to create a good relationship with customers. The company has been able to achieve customer loyalty through good relationship that the employees have with customers.

E-business activities within Apple include the use of online management of the activities, as well as the online retailing. The online management system is used by managers to control the activities of the organization. The managers monitor customers, employees, and all the activities of the company. The trends in the market are monitored through the use of the online system.

The sales made in the market can be determined by the system, and this is used in deciding the best products to manufacture. Most of the management decisions are made using the online management system. The e-business is enhanced through internet, intranets, and extranets. All departments are connected to the network connection where the management can access all individuals within the organization (Mohr, Sengupta & Slater 2010, p. 223).

The Apple Company has an expanded market over the world and its products are preferred considerably in Europe. In Europe, most of the Apple products are sold in the United Kingdom. According to the marketing president of the Apple Company, over the last few months, the sale of iPhones has more than doubled in U.K. After the introduction of Smartphones in the global market, the iPhone, which is a product of the Apple Company, has taken center stage with a 42.8% of UK Smartphone being sold.

This is a big market margin given the number of players in the Smartphone industry. Such a huge sale has been attributed to the demand for the new iPhone 4s, which was introduced in the market during October. Many customers want to own the handset due to its technological advancement. According to the guardian magazine more than 44.8% of the British population owns a Smartphone, which in most cases is an Apple product.

The iPhone has revolutionized the mobile industry due to its Android platform used by most Smartphone manufacturers. The iPhone 4s, which proceeded the iPhone 4, has received a major boost from the campaign carried out by the marketing executives of the Apple brand. This has resulted in very high sales all over the world (Mohr, Sengupta & Slater 2010, p. 41).

Some of the strategies that the Apple Company has used to market its products include the use of company-owned retail outlets. Although the strategy is expensive to install, it has worked well for the company.

This is especially in Europe as the cost of hiring stores and employing sales agents is reduced in the long run. The company borrowed this strategy from IBM where it bought stores in the cities of Britain to offer a direct channel for its sales. The stores are stocked from the main company in the United States, and the strategy has worked well for the company.

In this case, the success of the company can be attributed to this strategy. New products are stocked daily at the store where delivery is quickened and thus improving on customer satisfaction. Extensive advertising through the mass media has taken place through the use of product slogans. These slogans are unique and drive a lot of pride when one owns an Apple product.

Source: Duncan 2012.

Reliability of the Apple products is another factor that has led to massive sales of the Apple brand over the years. Many customers feel proud to own a range of Apple products. These products are durable up to date through the extensive innovation being undertaken by Apple Tech engineers.

Product diversification is one of the marketing strategies the company has applied for its European market. In this case, customers have many products to choose from when one wants to purchase an Apple product. This strategy has influenced the sales volume of the company, which is on the rise due to a single customer’s preference to purchase more than one Apple product such as iMac computer, iPads and iPods (Forester, 1987, p. 126).

The Apple Company is among the most recognized brands in the world. Its success story can be told from its founder, Steve Jobs, who has since passed, but his legacy in leadership is being told worldwide. The company has been able to earn high profits due to its intensive marketing strategies. This has led to enormous sales of its diversified products. The employees of the company have been very innovative, and they have established many differentiated products.

The innovations of the company have placed the company at an advantage over other competitors in the market. The company has established innovative products in the market, and customers appreciate these products. The innovative products have been differentiated to provide a competitive edge to the company in the global market. Through differentiation, Apple has managed to succeed in the market by competing with larger companies like Microsoft and IBM among others.

Duncan, D 2012, Why Apple stores are raking in bags full of cash, and no one can dupe the formula , https://www.digitaltrends.com/apple/why-do-apple-stores-make-so-much-money-and-why-cant-anybody-copy-them/

Forester, T 1987, High-tech society: the story of the information technology revolution , MIT Press, Cambridge, Mass.

Gay, R, Charlesworth, A & Esen, R 2006, Online marketing: a customer-led approach . Oxford University Press, Oxford.

Mohr, JJ, Sengupta, S & Slater, S F 2010, Marketing of high-technology products and innovations, Prentice Hall, Upper Saddle River, NJ.

Plunkett, JW 2008a, Plunkett’s retail industry almanac 2009 the only comprehensive guide to the retail industry , Plunkett Research Ltd, Houston, Tex.

Plunkett, JW 2008b, The almanac of American employers 2009 the only guide to America’s hottest, fastest growing major corporations , Plunkett Research Ltd, Houston, Tex.

Viardot, E 2004, Successful marketing strategy for high-tech firms , Artech House, Boston, Mass. [u.a.].

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IvyPanda. (2018, December 11). Marketing of Apple Products in UK. https://ivypanda.com/essays/marketing-of-apple-products-in-uk/

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1. IvyPanda . "Marketing of Apple Products in UK." December 11, 2018. https://ivypanda.com/essays/marketing-of-apple-products-in-uk/.

Bibliography

IvyPanda . "Marketing of Apple Products in UK." December 11, 2018. https://ivypanda.com/essays/marketing-of-apple-products-in-uk/.

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UK newspapers tell Apple its 'web eraser' will put journalism at risk

Safari getting new AI tools in iOS 18

The Safari feature AppleInsider uncovered in April 2024 will mean users can elect to automatically remove certain parts of web pages, most likely adverts. It's expected that the feature will be released as part of iOS 18 , and it will be part of Apple's AI announcements at WWDC .

According to the Financial Times , news of this feature has prompted the UK's News Media Association to complain. While the Financial Times says that a letter has been sent to Apple's government affairs chief in the UK, about this feature's threat to the future of journalism.

The News Media Association's letter reportedly said that "ad-blocking is a blunt instrument, which frustrates the ability of content creators to sustainably fund their work." It says that journalism could become unsustainable, and that it also raises questions of editorial accountability.

The organization wants to meet with Apple to discuss the feature. Apple has not yet publicly responded.

However, before any sign of this web erasing feature, there are signs of failing editorial accountability. News Media Association does not list what publications are members, although the Financial Times says the membership includes tabloid titles such as The Sun and the Daily Mail .

The Financial Times itself is not a member. The publication also doesn't list the correct job title for the Apple UK person written to, which a quick LinkedIn search shows was presumably Emma Haselhurst, Head of UK Government Affairs, Apple.

19 Comments

They may have to do what Google has done with a similar effort: simplifying a search result pointing to a media article by removing adverts is (supposedly) only done with a website owner's permission. An original content provider has the right to monetize their content, and I doubt Apple would disagree. 

gatorguy said: They may have to do what Google has done with a similar effort: simplifying a search result pointing to a media article by removing adverts is (supposedly) only done with a website owner's permission. An original content provider has the right to monetize their content, and I doubt Apple would disagree.  Apple only agrees if they get a 30% cut of the profits.

AppleInsider said: The News Media Association's letter reportedly said that "ad-blocking is a blunt instrument, which frustrates the ability of content creators to sustainably fund their work."  Oh no! Anyway... Maybe if ad producers weren't such sneaky, greedy, Scheißköpfe, we wouldn't feel so compelled to erase their ads.

gatorguy said: They may have to do what Google has done with a similar effort: simplifying a search result pointing to a media article by removing adverts is (supposedly) only done with a website owner's permission. An original content provider has the right to monetize their content, and I doubt Apple would disagree.  I don't have a problem with ads, it's all the tracking which is done via those ads I have a problem with. When I watch an ad on traditional television, it's not like it places something in my house which monitors what I do after the ad is over. But when an ad is shown in my browser, it can then use a tracker to follow me everywhere I go after that point while browsing. Thankfully browser makers have curtailed this recently, but I'm sure advertisers have found ways around it.

brianjo said: gatorguy said: They may have to do what Google has done with a similar effort: simplifying a search result pointing to a media article by removing adverts is (supposedly) only done with a website owner's permission. An original content provider has the right to monetize their content, and I doubt Apple would disagree. 

And I only agree if the media sources and their affiliates are upfront about what information they're collecting and who they're collecting it for.

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Apple apologises for iPad ad criticised as ‘destruction of the human experience’

Advert featuring huge hydraulic press crushing cultural objects struck wrong note with many

Apple has apologised after an online backlash to an advert for its new iPad that features an industrial-sized hydraulic press crushing a collection of creative objects including musical instruments and books.

The ad, launched by Apple’s chief executive, Tim Cook, on Tuesday, shows the machine squashing various items – ranging from a piano and a metronome to tins of paint and an arcade game – before a single iPad Pro then appears in their place. A voiceover then states: “The most powerful iPad ever is also the thinnest.”

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG — Tim Cook (@tim_cook) May 7, 2024

The implication that an iPad can squeeze humanity’s cultural prowess into an object with a depth of 5mm was viewed differently by commentators on social media. The actor Hugh Grant wrote on X that the advert represented “the destruction of the human experience, courtesy of Silicon Valley”.

Justine Bateman, a US film-maker who has criticised the impact of artificial intelligence on her industry, wrote on X: “Why did Apple do an ad that crushes the arts? Tech and AI means to destroy the arts and society in general.”

Apple later apologised and acknowledged that the advert was misjudged.

“Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” said Tor Myhren, Apple’s vice-president of marketing communications, in a statement sent to the trade publication Ad Age. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

It was reported that although the advert remains online on Cook’s X account and on YouTube, Apple has cancelled plans to show it on TV.

Unfavourable comparisons were also made with Ridley Scott’s 1984 Apple Macintosh ad , which portrayed an Orwellian future being challenged by a sledge hammer-wielding heroine and had the tagline “you’ll see why 1984 won’t be like ‘1984’.”

Christopher Slevin, the creative director of the UK marketing agency Inkling Culture, wrote on LinkedIn: “It looks like Apple has become Big Brother itself, subtly shaping our digital lives in ways we may not fully grasp or choose to ignore. The new iPad Pro ad, while stunning, hints at a future where our creativity is confined to digital screens, and all physicality is crushed beneath the relentless march of technology.”

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Paul Graham, a Silicon Valley investor, wrote on X that the Apple co-founder Steve Jobs “wouldn’t have shipped that ad”. He added: “It would have pained him too much to watch.”

Apple has been contacted for comment.

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Why are people outraged about Apple's new iPad ad?

Hugh Grant says Apple's new iPad ad represents the "destruction of the human experience". Why are people so up in arms about it?

Thursday 9 May 2024 13:10, UK

Apple's ad for its latest iPad Pro has sparked outrage, with Hugh Grant saying it represents the "destruction of the human experience".

The ad promoting the thinnest ever iPad features creative tools including cameras, books, paint cans and musical instruments being crushed in an industrial press.

Once an arcade game machine, old-model TV, record player, metronome and array of other symbols of creativity have been reduced to smithereens between two slabs of metal, the top of the machine is raised to reveal the new iPad.

All of this is set to the tune of Sonny & Cher's 1972 single All I Ever Need Is You.

"Meet the new iPad Pro... Just imagine all the things it'll be used to create," Apple CEO Tim Cook wrote on X, along with the ad video.

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG — Tim Cook (@tim_cook) May 7, 2024

The replies were quickly flooded with people decrying the crushing of artistic objects.

Hugh Grant retweeted the post, adding: "The destruction of the human experience. Courtesy of Silicon Valley."

"The symbolism of indiscriminately crushing beautiful creative tools is an interesting choice," one X user said.

Another added: "I can't relate to this video at all. It lacks any respect for creative equipment and mocks the creators."

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Adam Singer, vice president at advertising technology company AdQuick, called it the "(unintentional) perfect metaphor for today's creative dark age".

"Compress organic instruments, joyful/imperfect machines, tangible art, our entire physical reality into a soulless, postmodern, read-only device a multi-trillion dollar corporation controls what you do with," he wrote on X.

Apple did not immediately respond to Sky News' request for comment about the backlash to the ad.

The new iPads, released on Tuesday, feature a new Apple chip and a new display in addition to being Apple's thinnest products.

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Ios 17.5—apple issues update now warning to all iphone users.

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Apple has issued iOS 17.5 along with a warning to update your iPhone as soon as possible. That’s because iOS 17.5 fixes 15 security vulnerabilities, some of which are serious.

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Apple Issues iOS 16.7.8 To Fix Already-Exploited Issue

Alongside iOS 17.5, Apple has issued iOS 16.7.8, fixing two issues, one of which is already being used in real-life attacks. Tracked as CVE-2024-23296, the flaw in RTKit could enable an attacker with arbitrary kernel read and write capability to bypass kernel memory protections. “Apple is aware of a report that this issue may have been exploited,” Apple wrote on its support page .

The iOS 16.7.8 is available for iPhone 8, iPhone 8 Plus, iPhone X, iPad 5th generation, iPad Pro 9.7-inch, and iPad Pro 12.9-inch 1st generation.

Why You Should Update Now To iOS 17.5 Or iOS 16.7.8

It’s been a while since Apple’s last security update, iOS 17.4.1 —released in March—which fixed multiple serious security flaws. The update before that, iOS 17.4, was an emergency patch for issues being used in real life attacks.

The iOS 16.7.8 update is similar as it also patches already-exploited security issues. If you have an older device, updating to iOS 16.7.8 is a no-brainer, given that the flaw is being used in attacks.

While iOS 17.5 doesn’t cover any already-exploited flaws—at least that we know about—some of the issues are serious making it important you update your iPhone as soon as you can.

At the same time, the iOS 17.5 update contains cool new features, including unwanted tracker protection, as well as bug fixes.

The iOS 17.5 update is available for the iPhone XS and later, iPad Pro 12.9-inch 2nd generation and later, iPad Pro 10.5-inch, iPad Pro 11-inch 1st generation and later, iPad Air 3rd generation and later, iPad 6th generation and later and iPad mini 5th generation and later.

Two days after iOS 17.5 was released, some users are complaining about a Photos bug that is seeing deleted photos from years ago reappearing on people’s iPhones. This bug is certainly concerning, but it’s likely it will be fixed soon by Apple. I haven’t had any issues since updating to iOS 17.5.

If you care about your security, you will need to apply iOS 17.5 or iOS 16.7.8 manually, because Apple’s automatic updates can take a while to reach iPhones. It’s during this time that your device remains open to attack.

Wright says there is no need to panic, but ensure that you update “as soon as you can.”

So what are you waiting for? Go to your iPhone’s Settings > General > Software Update and download and install iOS 17.5 or iOS 16.7.8 now.

05/14 update: As well as important security fixes, the iOS 17.5 update contains a feature that helps stop unwanted tracking across platforms. Building on Apple’s iPhone feature to detect AirTags that might have been slipped into a bag or placed in a vehicle, the unwanted tracking tool in iOS 17.5 is a result of a partnership between Apple and its rival Google.

After releasing iOS 17.5, Apple has issued a press release to confirm the anti-tracking features are live. It describes how Apple and Google worked together to create an industry specification—Detecting Unwanted Location Trackers—for Bluetooth tracking devices. “This will help mitigate the misuse of devices designed to help keep track of belongings,” the statement reads, adding that Apple is implementing this capability in iOS 17.5, and Google in its Android 6.0+ devices.

The iOS 17.5 feature means users will get an “[Item] Found Moving With You” alert if an unknown Bluetooth tracking device is detected.

It works across platforms, with Bluetooth tag manufacturers including Chipolo, eufy, Jio, Motorola and Pebblebee saying future tags will be compatible.

Among the benefits, it offers instructions and best practices for manufacturers, “should they choose to build unwanted tracking alert capabilities into their products,” according to Apple and Google.

The standard is ongoing: Apple and Google are working with the Internet Engineering Task Force via the Detecting Unwanted Location Trackers working group to develop the official standard.

Update 05/15: Article updated to include details about iOS 17.5 photos bug.

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Apple’s ‘Web Eraser’ Sparks Concerns Among UK Newspapers

British newspapers have voiced concerns about Apple’s new ad-blocking tool.

The news organizations argue that this so-called “ web-eraser”  threatens the financial stability of the journalism world, the Financial Times (FT) reported Sunday (May 12), citing a letter from the papers to Apple. 

The “web eraser” is part of the artificial intelligence (AI) privacy feature in Apple’s next iOS 18 software update that will remove ads or other unwanted website content, the FT said.

The letter — sent to Apple’s U.K. government affairs chief by industry group the News Media Association (NMA) — argues that professional journalism requires funding “and advertising is a key revenue stream for many publishers.”

The NMA contends that online platforms like web browsers and social networks are important for letting the public access journalism, and for publishers to “monetize their content in the digital marketplace.” 

The letter adds that “ad-blocking is a blunt instrument, which frustrates the ability of content creators to sustainably fund their work and could lead to consumers missing important information which would otherwise have been very useful to them.”

PYMNTS has reached out to Apple for comment but has not yet gotten a reply.

The NMA’s efforts come as newspapers are fighting to hold onto revenues in the face of AI advances. For example, eight newspapers owned by Alden Global Capital’s MediaNews Group sued Microsoft and OpenAI last month, alleging that the tech companies used the newspapers’ content to train their AI models.  

A lawyer for the MediaNews publications told Reuters that the tech companies “think somehow they can get away with taking content” without payment or permission.

An OpenAI spokesperson provided PYMNTS with an emailed statement saying that the company takes “great care in our products and design process to support news organizations.”

“While we were not previously aware of Alden Global Capital’s concerns, we are actively engaged in constructive partnerships and conversations with many news organizations around the world to explore opportunities, discuss any concerns and provide solutions.” 

The suit came at the same time that another news organization — Wall Street Journal and New York Post owner News Corp. — denied a report that it had formed a partnership with Google to develop content and products related to AI.

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