Introduction
Apple Inc. is a worldwide technological company founded by Steve Jobs, Ronald Wayne, and Steve Wozniak; its headquarter office is in Cupertino, California. The company develops and designs new computer and phone devices using the most advanced technologies (Heracleous & Papachroni, 2016). Last year Apple introduced a series of new iPhones of the 11th generation (Price, 2020). This year the corporation is planning to launch a brand-new iPhones 12. Therefore, the chosen product is the iPhone 12 mini, which will be the smallest version that Apple has ever introduced. Its size will be equal to 5’4 inches, and it will be designed with a metal frame similar to the iPhone 4 (Brown, 2020). The new device will be available in five colors: black, white, red, green, and blue. Its packaging will resemble the one of an iPhone 11.
Target Customers
Apple is debuting with its new iPhone 12 lineup this month; therefore, it has managed to meet its customers’ needs by implementing new technologies to alleviate people’s lives. Primarily, Apple pays attention to its target audience, divides it into smaller groups, and produces items for each. As a result, the iPhone 12 mini will target clients aged between 25-55 with a medium and high income up to 100,000$ a year (Price, 2020). This version of the iPhone’s main peculiarity will be more appealing to people who like compact devices. Apple has its stores in 155 countries where iPhone 12 mini will be available after its release (Peters, 2020).
Purpose and Price
The iPhone 12 mini will be the smallest new model with a big screen. The main screen features of this device will let make high-quality photos and videos. The frontal cameral will also enable its users to take professional selfies. Moreover, it is possible to work on some documents and files due to is diagonal equal to 5’4 inches. The iPhone 12 mini’s core memory with 6GB will allow storing much data and uploading multiple apps. In general, this phone will be useful for those who like to use smartphones with one hand. The new model’s price will range from $699 to $749, depending on the internal storage. Such a price is affordable for everyone, and it is average on the market.
Promotional Techniques
A large part of Apple’s marketing strategy is that they try to offer their products unique value rather than join the price wars. Apple’s devices always differ from its competitors due to the original features. Despite that their price may be slightly more than average, people still purchase Apple’s new phones, computers, and watches because of their functionality. Moreover, the company aims to improve users’ experience by adding fascinating features and applications (Heracleous & Papachroni, 2016). For any device Apple releases, they make sure their product is high-quality and offers a wide range of possibilities. It is essential to stand out in the market while the competition is wild. Therefore, Apple focused on a specific feature of the iPhone 12 mini, which is its handiness.
The other marketing strategy to be implemented concerns advertising. Apple does not need to pay much attention to advertising its products as it keeps focused on the buzz created by the media and celebrities. Therefore, the iPhone 12 mini’s multiple ads would be unnecessary as the public is already aware of the new iPhone line-up coming in October (Price, 2020). Customers may know possible prices for the products and the presumable design. The third strategy relates to the affordability of the products. This autumn, Apple issues several new iPhones 12 for each sub-category of their target audience. Therefore, the iPhone 12 mini fell under the affordability criterion being a version that people with any income can purchase.
Places for Selling
iPhone 12 mini is supposed to be released this October; thus, the customers will have to wait until it is in the stores. The approximate wait time should not exceed two months because Apple products are popular, and people want to purchase them straight away. The best place to buy an original iPhone 12 mini is the Apple Store. Moreover, after a device release, it can be pre-purchased online; however, there is also a wait time. The next option for placing new iPhones for sale is the phone company resellers, which have the authorization to sell Apple’s products. Undoubtedly, customers will have easy access to the iPhone 12 mini after its appearance in stores.
References
Brown, S. (2020). iPhone 12 specs: Everything the rumors say about battery, camera, and more. CNET. Web.
Heracleous, L., & Papachroni, A. (2016). Strategic leadership and innovation at Apple Inc. In S. Paroutis, L. Heracleous, D. Angwin (Eds.), Practicing strategy: Text and cases (2nd ed.). SAGE.
Peters, J. (2020). iPhone 12: everything we think we know about Apple’s 2020 5G iPhones, which could be announced on October 13th. The Verge. Web.
Price, D. (Ed.). (2020). New iPhone 12 release date, price & specs rumours. Macworld. Web.