The Marketing mix of iOS analyses the 4Ps of iOS, which include the Product, Price, Place, and Promotion of iOS. iOS was initially known as iPhone OS and is of American origin. It is a subsidiary brand of its parent company, Apple Inc., and was initially launched in 2007. iOS is the most valuable brand associated with the Telecommunications industry and deals in mobile phone handsets.
It is a mobile operating system that has been a brainchild of its parent company and is being developed to be used in its hardware. The Company’s App Store, by the end of mid-year 2016, had an estimated 2 million units of iOS applications. Apple has targeted upper and middle-class people for its premium products. Some of Apple’s products and its competitors in this field are as follows-
- Nokia Lumia Series
- Sony Xperia Z
- Samsung S3, S4
- HTC One
About ios
- Type: Mobile operating system
- Industry: Consumer electronics
- Founded: 2007
- Founder: Steve Jobs, Scott Forstall, and Greg Federighi
- Headquarters: Cupertino, California, United States
- Area served: Worldwide
- Key people: Tim Cook (Chairman) and Craig Federighi (CEO)
- Number of employees: 154,000
Table of Contents
Ios Product Strategy
iOS has the distinction of being globally ranked second in popularity in mobile operating systems. This operating system empowers most mobile devices manufactured by its owner, multinational technology company Apple Inc., like iPod Touch, iPad, and iPhone.
iOS user interface depends on direct manipulation and uses interface-controlling elements like buttons, switches, and sliders, along with multi-touch gestures like reverse pinch, pinch, tap, and swipe. Some applications use internal accelerometers to respond to shaking or rotating this device. iOS versions are annual releases, and iOS 10, its current version, was launched in 2016 on the 13th of September and runs on Apple’s iPhone 5, iPhone 6, iPhone 5S, iPhone 5C, iPhone 6S, iPhone 7, and iPhone SE.
The main features of iOS are the home screen, folders, system font, notification center, application switcher, and Siri. It is written in Swift, Objective-C, C++, and C and is available in forty languages. It also has security features for both software and hardware like secure boot, touch ID, secure enclave, encryption, keychain, app security, network security, and passcode.
The new Product Mix of iOS in 2023 is as follows (Source).
- Operating System Software: iOS Core: The primary product is the iOS operating system, which powers iPhones. It’s known for its intuitive interface, security features, and seamless integration with other Apple products.
- Built-in Applications: Communication Apps: Includes Messages, FaceTime, and Mail, Productivity Apps: Such as Calendar, Notes, Reminders, and Contacts, Media Apps: Includes Music, Photos, Camera, Videos, Podcasts, and Books, Utility Apps: Such as Maps, Weather, Clock, and Calculator.
- App Store and Third-Party Apps: App Store: A platform for users to discover and download apps and games, which are either free or paid; Third-Party Apps: A wide range of applications developed by third-party developers are available on the App Store.
- Services iCloud: Cloud storage and cloud computing service, Apple Pay: A digital wallet and mobile payment service, Siri: An AI-based virtual assistant integrated into iOS, Health: An app for health and fitness data management.
- Integration with Apple Ecosystem: Continuity Features: These include Handoff, Universal Clipboard, and AirDrop, which allow seamless interaction between iOS devices and other Apple products like Mac, iPad, and Apple Watch. Family Sharing: Enables sharing of purchases and subscriptions among family members.
- Regular Updates and Support: iOS Updates: These updates offer new features, security enhancements, and performance improvements.
- Accessibility Features: Various Accessibility Options: Tailored for users with different abilities, including VoiceOver, Magnifier, and AssistiveTouch.
Ios Place Strategy
Apple has a strong distribution network, including online services and several retail outlets for distributing its products globally. Its international presence has spread over most cities of the world. It also has an efficient service backup system to help its customers.
Apple retail outlets are established in hi-fi zones and malls to connect valuable brands with high-end customers instantly. Its distribution channel includes supplying its products via the help of CNF agents and through distributors to individual retailers. The company also deals directly and supplies iPhones to its exclusive showrooms. It has its own website and has tie-ups with other portals to supply its products.
Here’s the place strategy of iOS.
- Exclusive Availability on Apple Devices: iOS is exclusively available on Apple’s hardware, including iPhone, iPad, and iPod Touch. This exclusivity reinforces the brand’s premium positioning and ensures a controlled and optimized user experience.
- Global Reach through Apple Stores and Online Platforms: iOS, as an integral part of Apple devices, is globally accessible through Apple’s extensive network of retail stores and online platforms, including the Apple Store and Apple’s website.
- Seamless Integration with Apple Ecosystem: iOS is strategically designed to integrate seamlessly with other Apple products and services like Mac, Apple Watch, and iCloud, enhancing user experience and encouraging brand loyalty across Apple’s ecosystem.
- Digital Distribution via App Store: iOS apps and updates are distributed digitally through the App Store, ensuring instant global accessibility, easy updates, and a secure platform for downloading a wide range of applications.
- Accessibility Through Authorized Resellers and Carriers: In addition to Apple’s direct sales channels, iOS-powered devices are also available through a network of authorized resellers and mobile carriers, expanding its reach to a wider audience.
Ios Pricing Strategy
Apple has used the iOS system for its premium products, and the company’s advertising strategy to target customers is to target people who can easily afford its high prices. Apple has adopted a premium pricing policy to market its products with the iOS application.
Its prices are undoubtedly higher than those of its rival companies. Still, it has maintained its premium prices because it is sure of its premium brand name’s premium positioning in the consumer market. Apple has also adopted a skimming pricing plan to gain maximum competitive advantage and higher revenue figures. The company does not offer discounts for its iPhone, but it provides incentives through exchange offers. It believes in maintaining a standard price range for all its outlets.
iOS, as an operating system, is intricately woven into both Apple’s marketing strategy and broader pricing strategy, reflecting a blend of premium branding, value-added features, and ecosystem integration:
- Bundled Pricing with Apple Devices: iOS comes pre-installed on Apple devices like iPhones and iPads. The cost of the operating system is integrated into the hardware price, reflecting Apple’s premium pricing strategy for its high-quality, innovative products.
- Free Operating System Updates: Apple provides iOS updates free of charge to existing users, enhancing customer satisfaction and loyalty. This approach ensures all compatible devices enjoy the latest features, security updates, and performance improvements.
- Revenue Generation through the App Store: While iOS is not a standalone product for sale, Apple monetizes it indirectly through the App Store. Developers pay a fee to list apps, and Apple earns a commission on app sales and in-app purchases, creating a substantial revenue stream.
- Subscription Services and In-App Purchases: Apple leverages iOS to promote its subscription services like Apple Music, iCloud, and Apple Arcade. These services integrate seamlessly with iOS, offering users additional features and capabilities for a recurring fee.
- Ecosystem Lock-in Strategy: The pricing of iOS is indirectly influenced by the broader Apple ecosystem. The seamless integration of iOS with other Apple products and services encourages users to stay within the Apple ecosystem, where the cumulative value and convenience justify the premium pricing of individual products.
- Tiered Pricing for Increased Storage Options: While iOS is free, Apple employs a tiered pricing strategy for devices with different storage capacities. Higher storage options on iPhones and iPads come with a higher price, offering users flexibility based on their needs and budget.
Ios Promotion Strategy
iOS truly believes in tapping the market with the help of excellent and aggressive marketing strategies and branding policies. It is perceived as one of the most stable OS and has maintained its market value because of its positive visibility. Advertisements include a full ad on the frontal page of a newspaper, promotions on radio and various television channels, and advertisements innings and magazines.
The company has also taken up digital marketing with the help of exchange offers to entice its potential customers. Apple has advertised strongly on social media platforms with the help of Twitter and Facebook. Its website offers relevant information and posts the latest updates to inform customers about new developments. The company has a capable and robust workforce that helps in direct dealings with its customers.
Some Recent Video ads and Print ads for iOS are:
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