Apple’s smartphone market strategy is key to its continued success
In the second quarter of 2020, Apple was the third largest smartphone vendor in the world, with 13.5% of the global smartphone market, slightly up from the first quarter. Today, Apple is a follower, not a leader in that market. The company follows a strategy of anticipating customer needs and wants and producing high-quality products to satisfy them. It stays close to customers and provides useful and fun products and services for customers.
Apple’s smartphone strategy
Steve Jobs’ Apple produced the Macintosh computer in 1984 for use by ordinary people, not experts. Later, Apple overthrew Jobs and developed the newton in 1993, an excellent PDA ahead of its time. I have two working Newtons, which could have announced the iPad years earlier if they continued.
When Jobs returned to Apple, he cut out many irrelevant products, focused on Apple, and began the Apple renaissance with the iPod in 2001. And in one of the biggest product launches in history, Steve Jobs launched the iPhone at Macworld on January 9, 2007.
Then came the iPad in 2010, and perhaps the biggest addition to the health device market, the Apple Watch in 2014. Meanwhile, Apple continues to introduce laptops, desktops, and is working on a self-driving car.
Undoubtedly, previously Apple was the leader in the smartphone market. So effective were the early days of the iPhone, Blackberry (To form moving research) it failed to recognize the power of the iPhone and later Blackberry went bankrupt after dominating the business smartphone market.
Where are we today? Apple is a follower in the smartphone market, a strategy it seems to have adopted. This approach seems to be working. Although it’s making big profits on its services, smartwatch and other products, the iPhone will be a centerpiece of its business for some time. So what should you do to stay competitive in the highly competitive smartphone market?
Differentiate yourself in the smartphone market
- Stay close to customers and don’t follow Samsung or other leaders. apple must foresee customer needs and wants and provide products to satisfy them. Following Samsung or other smartphone leaders means that Apple would be using their assumptions and market intelligence, which may or may not be a good thing in the long run. Strategy is about choices: what to do and what not to do. Apple must choose the markets in which it will enter and the markets in which it will exist, always with a long-term vision.
- Provide superior customer service, but put employees ahead of customers. Train employees, empower them, avoid bureaucracy, treat them well and fairly. adopt south west Y FedEx’ Getting closer: Employees first, customers second, shareholders third. When we treat employees well, employees will provide exemplary service to customers. It’s all about the customers!
- Stay within the core competencies and focus the company’s resources on those areas of competence. Is adventuring in the self-driving car market a distraction? Before the return of Steve Jobs in 1997, Apple diversified into many areas and was on the brink of bankruptcy. Steve refocused the business on a few products in his areas of expertise. With so much cash at its disposal, Apple could be tempted to walk away from its competition. Money should never guide decisions! Money is the source of financing decisions, nothing more. This is a crucial consideration for companies like Apple with excess cash. Apple should not diversify because it “can” and distract attention from its competition. You should diversify because you “should.”
The smartphone has become a commodity and it will be difficult to create a niche market. chasing a The product differentiation strategy is the only feasible approach to remain competitive.. Having a faster iPhone that takes better photos won’t cut it. Apple must transform the iPhone to perform functions that we cannot imagine today, otherwise a commoditized iPhone will become a lower margin product and declining market share with other smartphones.