Apple Promotional Strategy Essay

1627 Words Nov 7th, 2010 7 Pages
Apple Ipad’s carefully choreographed PR Campaign:
 Rumors for close to two years about an Apple tablet device.
 Little tidbits, like filings for obvious Apple-style names like iTablet, left sitting for reporters to pick up, but with no direct trace back to Apple, which increased curiosity and coverage.
 Rumors about which content companies were partnering with Apple started to arise, and such rumors are often a result of Apple’s own planting.
 The press started finding details about a meeting location Apple had set up that sounded in line with a product announcement.
 Finally the announcement came to a packed house, with an amazing amount of coverage and hype.
 There were rumors that parts shortages were going to keep
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Apple has struggled to keep the device in stock since it was released in April. Though production of the tablet device seems to have caught up to orders, with shipping times of "Within 24hrs" for all six models of the tablet device, holiday demand could easily outpace supply. Oppenheimer analyst Yair Reiner predicts Apple will sell as many as 6.5 million iPads from October to December.

In preparation for the holiday season, Apple has greatly broadened the retail availability of the iPad. The device will be available at Walmart, Target, AT&T and Verizon stores.

With over 7 million units sold in just two quarters of availability, the iPad has already become a major part of Apple's revenue, accounting for $2.8 billion in revenue during the September quarter.

In fact, the iPad could do so well as to eat into sales of other devices. To Apple CEO Steve Jobs, iPad cannibalization of notebook computers is an inevitability. "The iPad is clearly going to affect notebook computers," Jobs said during the company's fourth fiscal quarter 2010 earnings call. "I think the iPad proves it's not a question of if, it's a question of when."
• Limited stock was provided to retailers in order to create more ‘out of stock’ Promos.

Apple’s brand value grows by 32%
Posted by Dennis Sellers Apr 28, 2010 at 5:10pm
Apple placed third in

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