P a g e | 1
North South University
INB – 410
Apple’s secret and success
Submitted To:Adity Mansur Mahmud (AMD)
Lecturer of BBA
North South University
Submitted By:Md. Shahin
ID: 082 196 030
Sec: 02
1 | P a g e
P a g e | 2
Date: 28 – 03 – 2012
2 | P a g e
P a g e | 3
What is the secret behind Apple’s success?
Apple is an American multinational corporation that designs and sells consumer
electronics, computer software, and personal computers. The company's best-known
hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its
software includes the Mac OS X
operating system; the iTunes
media browser; the iLife suite of
multimedia and creativity
software; the iWork suite of
productivity software; Aperture, a
professional photography
package; Final Cut Studio, a suite
of professional audio and film-
industry software products; Logic
Studio, a suite of music
production tools; the Safari web
browser; and iOS, a mobile
operating system. Apple has done
an amazing job on marketing and
branding and this is where the
secret to their success is at… Brand Messaging. Apple has done such an amazing job with
their branding, they have gone beyond just building a loyal tribe of customers, and they have
built a culture!
It’s obvious that to be in the competition one need to be best in creation. But for being in the
competition in the technology business one company need to keep it’s everything secret
along with best creation because technology is something which could be copied or upgraded
very easily. Apple is successful in technology business because they can keep their products
3 | P a g e
P a g e | 4
and strategies secret from its competitors and it is the company which is bringing best
gadgets with innovative features first in the market for the customers than its competitors.
The Apple using office environment, some technique and the secret is given bellow -
Atmosphere:
Apple has done an amazing job with the looks and feel of their products. Because they have
built their products with quality materials and added a more space age smooth look, it causes
you to feel like you have gotten something special. Apple is using their products to target the
5 senses. Add this entire up with their moto “Think Different”, they have created this image
that if you get an Apple product it’s the best of the best… which must mean “I am the best!”
And this makes me feel good about myself.
Price Point:
Because everything that Mac
produces is sold for a premium
price, even if you are on a
payment plan with them, this
still can cause you to feel more
successful. Like you own
something that someone who is
struggling financially would
never have.
Once again…. Striking to the heart of the desire which drives the emotions of their target
market. And when you can do that and offer that kind of experience, product, etc… You can
charge a premium price!
Loyalty:
Have you ever talked to a Mac user about getting a PC? lol… There is no way you are going
to change their mind that Mac is the best thing ever! About a year or so ago, I was talking to a
friend of mine (a hardcore Mac Culture Member) and I was telling him about how much I
4 | P a g e
P a g e | 5
like my Droid Incredible (I have an iPhone 4s now!). Well, he wouldn’t hear it! He proceeded
to tell me that he has never heard anything good about the Droid since the iPhone 4 has come
out.
Everyone wants to understand the secrets of Apple’s success and hopefully emulate them.
The reasons given by people for Apple’s success are many. The following are a few of the
arguments made:
Vertical integration : Apple owns most of, if not the entire, technology
stack for its key products, and thus gives it advantages over other less vertically integrated
products.
Making markets vs. Addressing markets : Some
claim that Apple doesn’t ask people what they need but gives them products they decide they
want.
The Cool Factor : Let’s face it; Apple does make “cool” products. Attention to
design and detail – fit and finish as they
say – really distinguishes Apple’s products
from competitors.
Product Marketing:
Success behind Apple’s tremendous
marketing campaign is its senior vice
president of product marketing Mr. Phill
Schiller. He is such a talented person that
he can launch a new Apple product in a better way than a Hollywood blockbuster movie.
Moreover, launching new products with such blockbuster movies like Lord of the Rings and
Star wars were really a good strategy.
Steve Jobs: Apple has and which is not a secret is that Apple got a wonderful
leader like Steve Jobs who shows the correct path always. Without his effective guidance
Apple could not reach in such an honorable position.
5 | P a g e
P a g e | 6
Security and secrecy is always enforced in Apple. It’s not only for being in the competition
but also they don’t want to demoralize their existing products. Apple could make them that
much capable because they can keep secret efficient and can manage their employees
effectively. Behind the success of Apple the most important roles are played by their
employees because they are efficient in their working in such a difficult work place and they
are coordinating pretty well with top management and with the security protocol to keep the
secret of the company.
6 | P a g e
P a g e | 7
What is your opinion regarding Apple’s success?
Apple is such a amazing company that all its products are big hits among old to new
generation. All the competitors of Apple want to follow its moves to develop better products
but most of the cases Apple beat its competitors badly. Not only with its innovative products
but also its outstanding managerial strategies and tactics help Apple to touch the acme of
success. Apple innovate not just on technology, but on the business model, this makes it
difficult for competitor to play catch up let alone over take Apple once it establish itself in a
dominant position.
People care about the experience not technology. Apple has always been about the uses
experience, but for a long time the majority of the market didn’t care about that.
Apple is successful because it could maintain its corporate ambiguity in an
outstanding way. The strategies which are used by are apple are not at all conspicuous
and quiet difficult to guess from its visible moves. Even the employees who are
working for Apple have a very blurry idea about what is going on in the organization.
Engineers who are developing products for Apple have a little clue what they are
working for. While working on their assigned job they could barely guess what
product or the part of product they are developing.
7 | P a g e
P a g e | 8
Apple does maintain an unbreakable security protocol which helps it to hide its
business strategies and product information from the competitors. Offices of Apple
have frosted glasses to make less
conspicuous what was going on
inside from the outsiders. Even
in the office it maintains a strong
surveillance to monitor how the
employees are working and
whether any information is
leaking or not. Moreover, inside
Apple’s office employees and
managers do secret meeting in
locked doors. During the meeting no one can go inside or outside. After the meeting
managers instruct the employees strictly not to share any information with anyone.
Apple does coordinate its all corporate work very efficiently. Every employee knows
that well after finishing his or her task to whom to meet. In this case, every employee
connected with each other through a office server where they don’t know each other
but can recognize each other through a particular number.
New recruits are told during their orientation about the company policies and they are
strictly prohibited to share any kind of company information with anyone else. Lots of
employees have no idea actually what they are working on that’s why there is no
chance to get any information leaked. Those employees knows about their work don’t
share anything with anyone else because of their contract. In the contract Apple
8 | P a g e
P a g e | 9
mentioned a common term in everywhere which is sharing information with anyone
from outside intentionally and unintentionally will result straight termination.
Apple is successful because they have some wonderful leaders. Late Steve Jobs is the one
whose effective leadership helps Apple to go such a long way. Moreover, marketing experts
like Phill Schiller helps Apple product in the most appropriate way.
References:
http://onproductmanagement.net/2010/05/20/the-secret-to-apples-success/
http://en.wikipedia.org/wiki/Apple_Inc.
http://www.iboost.co/the-secret-behind-apples-success
www.google.com
9 | P a g e
Top Related