This month the new apple 6 was released with two types, the first is the iphone 6, and the iPhone 6 plus, as shown in this article , Apple had a highest sales record ever by selling 10 million units in first weekend, where 4 million of them were pre-ordered from all over the world.
Apple increasing sales and market share is because of the innovation strategy they use, as the #1 cell phone company in the world, apple drives its innovation from technology pull as they are developing new products with the latest technologies to satisfy their customers needs which makes them ahead of competitors as said in the article “Apple is certainly getting ready to turn Samsung over, and maybe to overshadow Google again too”. This only shows that apple is becoming the market leader in innovation.
Researching the derives of success for apple we can see that they have a high friendly working place, where employees are allowed to share ideas in which derives the inspiration for a new product. Moreover the different marketing mix they use attracts a wide range of customers, they also make high value to their customers and offer them a great customer service and in store experiences. it is also known that apple is an ethical company which makes its reputation better, look into my previous blog for the importance of ethics for a business.