Apple marketing strategy

Abstract

In a world surrounded by technology and computers and largely dominated by Microsoft & Apple representing 7% of the worldwide computer sales and 72% of worldwide MP3 players' sales. Since 1976, Apple had diversified its products and imposed its Brand as a symbol of innovation and quality. The success of Apple is due to its innovation and more importantly to its marketing and communication strategy. For the last 10 years the Apple communication has gone through a series of changes in order to meet the demand.