Analysis of Apple’s Competitive Strategy

Apple competes with many similar brands, such as Samsung or Xiaomi, for the attention of consumers. The company has a clearly formulated development strategy that the company has been following for many years (Aljafari, 2016). Apple does not fight with competitors by setting a low price for a product. On the contrary, the prices for Apple equipment are often much higher than those of others. Despite this, people continue to buy expensive Apple equipment. Pricing in the company has been established since the very beginning of its existence. The company positions itself as a manufacturer of costly high-quality equipment, and in this regard, its pricing policy is quite aggressive.

Apple’s marketing has become the standard for many other companies. The brand does not need to make special efforts to promote its products. Their logo is very simple – the silhouette of a bitten apple and no phrases. Drummond et al. (2008) claim that the production of innovative products are opportunities that arise from the basic assets and competencies of the organization. The company produces a limited line of products, but they are high-tech, stylish, and high-quality. Apple gadgets often appear in movies and videos. Such a product placement itself advertises the company’s products. Advertising that is placed on banners in cities around the world and on the Internet is concise and straightforward. Phrases that describe the product emphasize the net benefit of this product.

Apple’s well-established supply chain is a powerful competitive weapon. During formation, the head of the company, Steve Jobs, invested a lot of money in ensuring the delivery of the company’s products by airlines. Competitors relied on the delivery of goods by sea, which significantly reduced the speed of delivery. Moreover, Apple actively works with suppliers and manufacturers of parts for products. This work is so well-established that competitors are often forced to find other ways to find the necessary details. Porter (1996) states that competitive strategy is about being different. For partners, the company offers a full service, starting from professional advice on implementing their devices and ending with the development of applications for different types of businesses. This competitive advantage is significant since the company attracts not ordinary customers but entire companies interested in working with Apple and buying a wholesale number of products.

The company’s slogans are very brief and precise, the emphasis is on values, not on the advantages of products. Before the release of new products, the company tries to minimize the leakage of information about them to the Internet. This creates a certain excitement and fuels interest in the new product. One more marketing difference from competitors is the company’s physical stores. Stores with a free space, with tables on which there are products that people can touch or take a photo. There are no cash registers in the store, and each consultant has a device that works on the principle of a cash register. This leaves customers with the impression of a museum, not a store.


Aljafari, A. (2016). Apple Inc. industry analysis business policy and strategy. International Journal of Scientific & Engineering Research, 7(3), 406-441. Web.

Drummond, G., Ensor, J., & Ashford, R. (2008). Strategic marketing: Planning and control. Elsevier.

Porter, M.E. (1996). What is strategy? Harvard Business Review.

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