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Apple iWatch Marketing Plan1Apple iWatch Marketing PlanCrystal Jeffries, Joann Macias, Matt Ledbetter, Sarah Lander, & Wendi PelosiMKT/421November 15, 2015Creig Foster
Apple iWatch Marketing Plan2Strategy and Positioning PaperThis project is directed towards the new Apple iWatch which makes life easier for everyone who uses an iPhone. The goal of this paper is to show the many complex and changing phases of the market cycle as well as how strategy and pricing are the driving force of the iWatch's success. This paper will also show the channel of distribution that not only educated theconsumers about the iWatch, but explain how through research, you can see how much is put into making the iWatch successful. Apple has been known for its different products that make lifeeasier for everyone who uses them. This paper will discuss the new Apple watch and explain the market cycle, strategy, and price as well as channels of distribution. All of these are crucial components to a successful launch. This paper will detail these components as well as show the positive impact they will have on the consumers. Apple OverviewApple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne to develop and sellpersonal computers. It was incorporated as Apple Computer, Inc. in 1977 and was renamed as Apple Inc. in 2007 because it shifted focus toward consumer electronics. Apple Inc. is based in Cupertino, California. The company designs, develops, and sells consumer electronics, computersoftware, and online services such as the infamous iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, and the Apple Watch smartwatch. Apple is also responsible for leading the market in consumer software which includes the OS X and iOS operating systems, the iTunes media player, and the Safari web browser. Its online services include the iTunes Store, the iOS App Store, Mac App Store, and iCloud. Apple is now the world's second-largest information technology company and the world's third-largest mobile phone manufacturer. Apple is valued at over $700 billion. The company employs 115,000
Apple iWatch Marketing Plan3permanent full-time employees and maintains 453 retail stores in sixteen countries. It operates the online Apple Store and the world's largest music retailer, the iTunes Store.Apple WatchThe Apple Watch smartwatch released on April 24, 2015 (Apple.com, 2015). The device consists of fitness-tracking capabilities that must be used in combination with an iPhone 5 (or later models) to work. The Watch is available in four variants ranging in price from $300-$10,000 and is distinguished by different combinations of cases and interchangeable bands. It incorporates fitness tracking and health-oriented capabilities as well as integration with iOS and other Apple products and services. To use the Apple Watch, a wirelessly connected iPhone (5 or above), is needed to perform many of its functions such as calling and texting. It is compatible with the iPhone 5 or later models running iOS 8.2 or later, through the use of Bluetooth or Wi-Fi.