Marketing is not about product placement and product positioning on the market. Marketing is also about product development and product development is a very strong part of Apple’s marketing mix. As Apple is a very successful organization at the moment, it has also a lot of rivals trying to take a share on the successful product release to the market.

Apple is a company, which inspires other companies. But with their most successful products, the company was inspired by others. Apple has a huge sense to recognize big uncovered ideas and to build their own solution based on the innovation.

The graphic user interface is not an idea directly from Apple. It was invented by Xerox, but Xerox was not able to introduce their own solution to the market and to make it a success generating cash-flow. Xerox was quite open to Apple’s technicians and demonstrated the solution fully to them. And Lisa and first MacIntosh were born. iPod is the same story, it is not a gadget fully invented by Apple. Apple bought basic ideas and basic solution and made it perfect.

Apple knows what the customers want to get. As many companies are adding more and more features and functionalities into their products, Apple does not add many features. Apple make the user interface very simple focusing on the main tasks. The customer enjoys very simple user interface.

Apple has a lot of followers when the products is released to the market. There is a blog spot just making a simple example of this behavior. Generally, this approach can look interesting, but as usually - being a follower does not bring such a huge cash-flow as a position of the leader. The leader generates enough money to invest them back to keep the distance on the market to keep the market share and margins.

Apple has to fight many plagiarists on the market. iPod has many followers trying to make the gadget as similar as possible. And you can buy them at your local Tesco store. iPhone will be plagued within several weeks from now as factories in China are really quick.

Apple uses marketing to drive the members of the Apple community to be very loyal with the products and the company, which is one of the best assets for the future as the members of the community will buy new products as they feel the need to help the company to survive in the wars on the market and to grow in the future.

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