Marketing in the News

The article I chose was about Apple advertising and creating a new cheaper iPhone and pre-selling to boost sales. I found this piece very interesting because of the attractive cost and simple formatting to create more sales and spike revenue in a time of global recession. The article is about the release of the new iPhone SE, the phone will be similar to the iPhone 8 which launched three years ago. Like many other iPhones, it comes in three different colors and a wide variety of storage options. The 128GB model costs $449, which is significantly less than the other newer models they have put out recently. This new launch reveals that Apple's manufacturer in China has reopened and returned to someplace of normalcy.



Apple's value proposition is that the experience is in the product, they state that they believe a phone "should be more than a collection of features". The sale of this new iPhone is meant to target a different market than Apple's previous sales tactics. This is done by lowering the price of this new model. Compared to the other recent launches and new models, this iPhone's price is very budget-friendly. The challenge that Apple is facing during this new launch is simply that they are releasing it in a global pandemic. Although the launch of this new iPhone has been in the works for months, they are continuing with the launch even in a weak global economy. Launching this iPhone in a time like this is very risky, because the amount of sales is unpredictable.

The marketing approach is new for Apple because it is a target market that veers away from their previous approach by now settling with a simpler and more affordable products for consumers. If I were the brand manager, I would start off by advertising more on social media and television because, many Americans are consuming more media right now than ever before. Personally, I would run ads on Android platforms because many Android users chose that route solely based on price. Therefore when providing that market with an affordable apple product they would be more inclined to buy the Apple product.

During this assignment, I learned that a company can change its target market and create a more affordable product for their consumers, to create a new market during a recession.

https://adage.com/article/digital/apple-launches-new-cheap-iphone-boost-sales-ahead-its-5g-model/2250271
https://www.apple.com