Global Marketing

Apple’s Global Business-to-Business Marketing Strategy

Apple was founded in April of 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne who formed a business partnership in Cupertino, California. Their first product that catched many eyes across the nation was the “Apple I,” designed and entirely hand-built by Steve Wozniak. The launch of their computer allowed them to become Apple Computer, Inc. in January of 1977. Thirty years later, the word Computer was dropped and officially became Apple, Inc. in 2007. As the years progressed with much success from every product launch, Apple is now the #1 Best Global Brand in the world, according to Interbrand. The best-known hardware products consist of the iPhone, iPod, and MacIntosh Computers. Customers of Apple are very devoted to their brand, especially in the United States, which is most likely due to their unique reputation throughout the consumer electronic industry. 

Apple’s technological advancements have catapulted a new era of electronics that provide multiple innovative designs which have allowed them to expand globally. International doorways have opened through other business adventures because of Apple’s devices being extremely manageable and accessible. Steve Jobs understood the critical importance of Apple’s technology creation which allowed the company to venture into foreign markets such as China. Their business strategy focused on product differentiation that provided “high quality mobile communication.” Global expansion in China occurred due to multiple other business strategies such as foreign direct investments, imports, exports, foreign outsourcing, and foreign licensing. Apple narrowed in on China to take advantage of the emerging market, cheap labor, and huge population to expand globally. Apple’s business to business marketing techniques gained them international success with a company named Foxconn in China that gained $61 billion in revenue. 

Apple is also a part of many other emerging markets such as Hong Kong, India, the Middle East, Taiwan, and South America. For instance, Apple catered their marketing techniques and business strategies to two companies in India named Bharti Airtel and Vodafone. This challenged many handsets in India, but fueled Apple to extend their products into this specific market because they had many dynamic competitors, and decades of experience that allowed Apple to expand globally. The Indian market was price sensitive to the iPhone, and Apple agreed to lower their prices in order to make progress with expansion into the market. Apple had established a great retail experience for various cities containing landmarks. Because of this, Apple gained leverage to take more inroads and dive further into the Indian market itself. An analysis report predicted that in 2030, 80% of households will become middle-class with the help of brick-and-mortar stores. Therefore, Apple is continuing their everlasting growth in the Indian markets.