There’s No Place like Apple

Apple stock continues to rise, closing at a record high $522 per share today. There doesn’t seem to be an end to this monstrous ascent, with iPad hype rippling through the masses, practically through word of mouth alone.

As Lu Gao mentioned in her post, the Apple has successfully sold not only a product, but an experience. Apple products have low complexity, and are quickly adopted by users. The Apple stores are always well equipped, with many real, working products from the entire Apple line for the customers to try out. Apple very successfully works the Place element of its marketing mix, putting heavy emphasis on the look and feel of the stores, as well as accessibility. The Apple store has become as much of an icon as any of its products, offering the exact same quality and service no matter what the location.

Steve Jobs has made the claim that customers do not know what they want; his list of unconventional marketing strategies includes a blatant disregard for focus groups. However, Apple still manages to build relationships with its customers through extensive customer outreach, such as the Genius Bar and other services to ease the user into the Apple experience. Evidently, Jobs’ approach has left a lasting legacy which will undoubtedly continue to sell many products in the near future.