By: Kedar Gandbhir
Apple has operated its marketing strategy through enhanced product development, oftentimes exceeding consumer expectations. This endless innovative strategy that Apple seems to have is symbolized by the bitten apple on any Macintosh product. Apple has changed the lives of many individuals and is in the homes of many families. This can be attributed to its success in finding new innovative products. From the desktop computer to the iPhone 6, Apple has constantly been a pioneer for innovation. This past April Apple came out with a new product: the Apple Watch. The new smartwatch has been marketed heavily by many and was intended to be a very revolutionary defining product. Many claimed how it would the productable to track many health related measurements. The product seemed very innovative during the beginning of its development process, but as testing began Apple quickly ran into many flaws.
The product development consists of three stages: (1) identify product opportunities – many ideas are created in this phase, but very few make it to production; (2) define the product opportunity – (A) define and test the product idea, (B) create a marketing strategy for the product, and (C) analyze the product’s business case; (3) develop the product opportunity – Finally design and develop product consumer wants and what marketing strategy suggested. Apple was successful in completing the first two stages, but struggled during the development of the product opportunity. This can be attributed mostly to technological limitations.
Part of Apple’s issue is that it consistently tries to live up to its own high expectations. When it comes to the three stages of defining a product. Apple often leads its customers to believe that it will constantly be at an Enhanced product level, which is essentially to operate ahead of everyone else by creating revolutionary products. Many of the issues surrounding Apple are highlighted in an article written by Daisuke Wakabayashi, found in the Wall Street Journal. He highlights how Apple’s original idea of the smartwatch was very different than its outcome. The watch was not able live up to the standards set by Apple and many of the new features it was originally intended to contain simply do not work. The watch’s reliability is impacted by how hairy an individual’s arms were and how tight it is worn.
Lately, Apple has been able to have steady profits, based on its history alone and its very loyal customers. Its products have not been particularly impressive lately. What is the true difference between an iPhone 6 and iPhone 6s? One is bigger and slightly faster. I don’t really see any distinct difference in performance between the two. This may be a shift in Apple’s business model, suggesting that individuals get new phones every year. They can simply be seen as additions to older products. But perhaps this all Apple needs in order to keep customers loyal.