Apple Marketing Paper

Apple Computer, Apple, or Apple Computer Inc.; It doesn’t matter what you call the giant company, as long as you know what they are about, and you call them. Apple may be thought of as a small part of the computer market, but their branding strategies and product identity tactics are so well planned and thought out, that a 4 year old could recognize the Apple iPod line; and they do! Since 2001, the world has changed, and quite a bit because of the technological genius of Apple.

Introduction stage

Apple introduced the iPod, a personal music player (PMP) right before Thanksgiving of 2001, just in time for the Christmas holiday shopping time. The original iPod line had two models; 5 GB and 10 GB and the starting price point was $399.00. This first generation iPod was compatible with the Apple-created software iTunes introduced in January 2001, to help promote music for purchase and download. The iPod was an instant hit, worked only on Macs, and Apple sold more than 125,000 iPods before the end of the year. (iLounge, 2004).

Growth stage

After the introduction of the Mac-only iPod and iTunes store, Apple realized it needed to expand the market. So, they created the iPod and iTunes to work with the PC. Then, between 2001 and 2005, Apple expanded the iPod product line to include the iPod Photo, iPod Shuffle, and the iPod Mini, not only to grow the business, but also to open the business up to more consumers at a variety of price points. Each time a new model was introduced, the First Generation iPod drive size was increased and prices remained competitive.

Maturity stage

Apple continued to dominate the PMP arena, with the products ranging in size, capabilities and pricing. With the iPod shuffle priced at $69.00, and the always-popular iTunes store offering videos, movies and games, some would think Apple had matured the iPod product line about as far as they could have. Or had they?

In 2007, the iPod Touch was first introduced followed by...