The Marketing of Apple Inc.

Apple, the famed computer maker in its renaissance, §has one of the strongest marketing machineries in the §world. There is an almost cult-like enthusiasm for §the brand and its products among its extremely loyal §customers. Apple s key to the success was not only to §make great products but to market them well. The §company s marketing strategy is analyzed through the §traditional 4P marketing model to get a better §understanding of this success story. Taking a closer §look at the iPod, Apple s breakthrough portable §music player, sheds light on how this §revolutionary product contributed to the revival of §the company after a near-bankrupt situation in the §mid-nineties. Beyond the marketing of the innovative §and easy-to-use products, repositioning the brand §after the return of the charismatic founder also §played a major role in restoring Apple s fame.