Analysis of Apple’s Marketing Strategy: Strengths, Challenges, and Future Directions

College of Liberal Arts, Wenzhou Kean University, Wenzhou, 325000, China

^* Corresponding author: 1234776@wku.edu.cn

Abstract

This article provides an in-depth analysis of Apple’s marketing strategy, aiming to explore how the company can maintain its competitive advantage in the rapidly changing global market. The research background stems from the intense competition in the global technology industry and the constantly changing demands of consumers for high-tech products and services. As an industry leader, Apple’s successful marketing strategy not only drives its own sustained growth, but also provides valuable reference for other enterprises. However, with the intensification of market competition and the uncertainty of the global economic environment, Apple is also facing new challenges. Subsequently, using the SWOT analysis method, Apple’s marketing strategy was comprehensively analyzed from four perspectives: strengths, weaknesses, opportunities, and threats. Research has found that Apple has maintained its global leading position with its strong brand awareness, innovation capabilities, and stable market performance, but it also faces challenges such as high pricing, intensified market competition, and global economic uncertainty. Based on this, this article proposes suggestions including expanding diversified product lines, continuously developing high-tech, strengthening user privacy management, and providing personalized services to help Apple maintain its competitiveness and innovation capabilities in the future market.