Marketing Strategy

Internal growth strategies at Apple Inc . include both the applications development strategy and product development strategy . The company is following the applications development strategy by continuously innovating on its existing product lines . One of the most successful product lines that the company has launched in recent years is the iPod This is a digital music player that has become the market leader in the entertainment industry . However Apple has never been content to release the iPod and leave the features unchanged over a long period of time . It has maintained a constant

process of innovation in to add new features to the iPod that have enabled it to enter new markets . For example , Apple reached an agreement with Starbucks enabling iPod users to access information on what music is currently playing in any Starbucks outlet and what the last ten songs were . This partnership is an example of the applications development strategy because it is aimed at giving the iPod wider appeal . In fact the focus at Apple has always been to create a world of unique cultural characteristics surrounding its products . As a result , consumers who use Apple products experience a sense of belongingness . In to create this experience , Apple engages in extensive applications development strategy . This strategy has allowed them to create new industries . An example is the iTunes store which was part of the applications development strategy aimed at enhancing the entertainment possibilities of the iPod . In fact , the iPod has become the cultural icon...