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Business Strategy of Apple Incorporated

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Apple has always provided its customers with unique products that are ahead of time because its engineers are product-oriented. They create even before the consumer realizes that he needs it. In this period of global recession when companies are laying off their employees and cutting back on its research, Apple is successfully moving forward through ‘…investing, inventing and innovating.
In an interview, Steve Jobs once pointed out, “Some very good product people invent some very good products, and the company achieves a monopoly. But after that, the product people aren’t the ones that drive the company forward anymore. Its the marketing guys or the ones who expand the business…” He explains that engineers of the company initiate an upward move by creating products but it’s the responsibility of the marketing personnel to keep the show running.
It’s not just innovation and product development that defines the success of a product but it is important to understand how it is delivered to the customer. Very often, new inventions are not acceptable to the customers because they are not accustomed to the new product. (Kahney, 2002)
Apple doesn’t advertise to reach out to its first customers but uses it to help their first customers reach out to the rest. Apple’s marketing is so consumer-oriented that people buy their products even before seeing it. This happens when people market products for consumers. An example of this is 250000 iPhone sales on the first day prove the success of their marketing strategy.
Apple is, without doubt, the most successful consumer electronics company but it focuses primarily on the business-to-consumer market. In my opinion, Apple should partner with other companies and also focus on the business-to-business market.&nbsp.This will not only boost its profits but will also help them create more innovative products like they did when they partnered with Intel and HP. I believe that Apple has become a market leader of the business-to-consumer market and now, it should also work towards becoming the market leader of the business-to-business market.