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North South University

INB 410 Apples secret and success

Submitted To:
Adity Mansur Mahmud (AMD) Lecturer of BBA North South University

Submitted By:
Md. Shahin ID: 082 196 030 Sec: 02

Date: 28 03 2012
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What is the secret behind Apples success?

Apple is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity

software; the iWork suite of productivity software; Aperture, a professional photography

package; Final Cut Studio, a suite of professional audio and filmindustry software products; Logic Studio, a suite of music

production tools; the Safari web browser; and iOS, a mobile operating system. Apple has done an amazing job on marketing and branding and this is where the secret to their success is at Brand Messaging. Apple has done such an amazing job with their branding, they have gone beyond just building a loyal tribe of customers, and they have built a culture!

Its obvious that to be in the competition one need to be best in creation. But for being in the competition in the technology business one company need to keep its everything secret along with best creation because technology is something which could be copied or upgraded very easily. Apple is successful in technology business because they can keep their products and strategies secret from its competitors and it is the company which is bringing best gadgets with innovative features first in the market for the customers than its competitors.
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The Apple using office environment, some technique and the secret is given bellow -

Atmosphere:
Apple has done an amazing job with the looks and feel of their products. Because they have built their products with quality materials and added a more space age smooth look, it causes you to feel like you have gotten something special. Apple is using their products to target the 5 senses. Add this entire up with their moto Think Different, they have created this image that if you get an Apple product its the best of the best which must mean I am the best! And this makes me feel good about myself.

Price Point:
Because everything that Mac produces is sold for a premium price, even if you are on a payment plan with them, this still can cause you to feel more successful. Like you own

something that someone who is struggling never have. Once again. Striking to the heart of the desire which drives the emotions of their target market. And when you can do that and offer that kind of experience, product, etc You can charge a premium price! financially would

Loyalty:
Have you ever talked to a Mac user about getting a PC? lol There is no way you are going to change their mind that Mac is the best thing ever! About a year or so ago, I was talking to a friend of mine (a hardcore Mac Culture Member) and I was telling him about how much I like my Droid Incredible (I have an iPhone 4s now!). Well, he wouldnt hear it! He proceeded to tell me that he has never heard anything good about the Droid since the iPhone 4 has come out.
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Everyone wants to understand the secrets of Apples success and hopefully emulate them. The reasons given by people for Apples success are many. The following are a few of the arguments made:

Vertical integration: Apple owns most of, if not the entire, technology stack for its key
products, and thus gives it advantages over other less vertically integrated products.

Making markets vs. Addressing markets:

Some claim that Apple doesnt ask

people what they need but gives them products they decide they want.

The Cool Factor: Lets face it; Apple does make cool products. Attention to design and
detail fit and finish as they say really distinguishes Apples products from competitors.

Product Marketing:
Success behind Apples tremendous marketing campaign is its senior vice president of product marketing Mr. Phill Schiller. He is such a talented person that he can launch a new Apple product in a better way than a Hollywood blockbuster movie. Moreover, launching new products with such

blockbuster movies like Lord of the Rings and Star wars were really a good strategy.

Steve Jobs:

Apple has and which is not

a secret is that Apple got a wonderful leader like Steve Jobs who shows the correct path always. Without his effective guidance Apple could not reach in such an honorable position.

Security and secrecy is always enforced in Apple. Its not only for being in the competition but also they dont want to demoralize their existing products. Apple could make them that much capable because they can keep secret efficient and can manage their employees effectively. Behind the success of Apple the most important roles are played by their employees because they are efficient in their working in such a difficult work place and they
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are coordinating pretty well with top management and with the security protocol to keep the secret of the company.

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What is your opinion regarding Apples success?

Apple is such a amazing company that all its products are big hits among old to new generation. All the competitors of Apple want to follow its moves to develop better products but most of the cases Apple beat its competitors badly. Not only with its innovative products but also its outstanding managerial strategies and tactics help Apple to touch the acme of success. Apple innovate not just on technology, but on the business model, this makes it difficult for competitor to play catch up let alone over take Apple once it establish itself in a dominant position. People care about the experience not technology. Apple has always been about the uses experience, but for a long time the majority of the market didnt care about that. Apple is successful because it could maintain its corporate ambiguity in an outstanding way. The strategies which are used by are apple are not at all conspicuous and quiet difficult to guess from its visible moves. Even the employees who are working for Apple have a very blurry idea about what is going on in the organization. Engineers who are developing products for Apple have a little clue what they are working for. While working on their assigned job they could barely guess what product or the part of product they are developing.

Apple does maintain an unbreakable security protocol which helps it to hide its business strategies and product information from the competitors. Offices of Apple have frosted glasses to make less conspicuous what was going on inside from the
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outsiders. Even in the office it maintains a strong surveillance to monitor how the employees are working and whether any information is leaking or not. Moreover, inside Apples office employees and managers do secret meeting in locked doors. During the meeting no one can go inside or outside. After the meeting managers instruct the employees strictly not to share any information with anyone. Apple does coordinate its all corporate work very efficiently. Every employee knows that well after finishing his or her task to whom to meet. In this case, every employee connected with each other through a office server where they dont know each other but can recognize each other through a particular number.

New recruits are told during their orientation about the company policies and they are strictly prohibited to share any kind of company information with anyone else. Lots of employees have no idea actually what they are working on thats why there is no chance to get any information leaked. Those

employees knows about their work dont share anything with anyone else because of their contract. In the contract Apple mentioned a common term in everywhere which is sharing information with anyone from outside intentionally and unintentionally will result straight termination. Apple is successful because they have some wonderful leaders. Late Steve Jobs is the one whose effective leadership helps Apple to go such a long way. Moreover, marketing experts like Phill Schiller helps Apple product in the most appropriate way.

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References:
http://onproductmanagement.net/2010/05/20/the-secret-to-apples-success/ http://en.wikipedia.org/wiki/Apple_Inc. http://www.iboost.co/the-secret-behind-apples-success www.google.com

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