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The company Started in 1975 in a garage initially as a software and hardware company and took a loan and sold millions of computers. 

With the promotion, the iPhone became the most successful phone in the world. 

According to Leswing., (2022) Apple became a trillion-dollar company in 2018 due to their high-value pricing strategy.

The marketing mix includes the strategies, tactics and processes involved in implementing a marketing plan. 

The purpose of the marketing mix is to focus on important aspects of a business

that includes the product, price, place and promotions done by organisations.

Customer orientation is a marketing approach implemented by businesses focused on customer needs and wants.

The customer orientation approach of Apple emphasises that retaining an old customer is more profitable than acquiring a new one.

 Apple's Journey

The Company started in 1975 in a Garage, initially as a software and hardware company and took a loan and sold millions of computers.
After, became a flop and Steve Jobs left the company.

After a while, Steve Jobs returned to become the CEO and then the new product range was released, Apple released the watch series in 2015 (Lyles et. al., 20220).

The products of Apple included iPod, iPad and then iPhone (Apple, 2022)

With the promotion, iPhone became the most successful phone in the world, became a trillion-dollar company in 2018 due to their high-value pricing strategy

(Leswing, 2022).

Separate stores and unique applications make Apple unique and establish a strong market presence.

The brand uses its image to compete with others in the market and the pricing strategy of Apple is high-end premium pricing.

The strategies and the journey of the world-renowned brand Apple will be also, 

described in the infographic slide. 

The customer-oriented processes of Apple include sustainability in the products purchased by the customers along with offering services and features that the customers

want. 
Sustainable customer-oriented marketing is the process of creating value for the customers in a way that both natural resources and human capital are preserved (Gill-Gomez et. al.,2020).

The process includes creating, communicating and delivering products that have positive impacts on the environment and society.

Marketing becomes critical with the inclusion of sustainability and the businesses need to include smart ways to get the customers to buy their products.

The key strategy of the brand is of making its sustainable products attractive, fashionable, beautiful and socially cool.

Evolution of Apple Logos

Apple changes itself with time according to the factors that customers care about and develops the products to fit the needs of customers (France-Presse, 2020).

The sustainability aspect of Apple includes generating fewer carbon footprints simplicity is the uniqueness of the brand and that removes complexity from their customers' lives (Moorman, 2018).

The brand strategy focuses on the emotions of the customers, the brand is loved by the customers as it gives them a real sense of community, Belonging and the brand understands that the aspects of customer experience are important and uses that majorly in its marketing strategies.

The products that are no longer in use are recycled to minimise plastic waste.

The brand markets its sustainability initiatives of generating in a smart way, which attracts the customers towards the products by using innovative designs and better imagery. 

 The infographic slide will also describe the inclusion of sustainability in the customer-oriented marketing strategy and evolution of Apple. 

Hello,
My name is Mariana Tudor and today I am going to talk about the situation Analysis of Apple, including the PESTLE, 2Ps of the marketing mix, Product and Price and SWOT Analysis.

 PESTLE Analysis focuses on the business tactics of Apple Inc by examining the different factors influencing its processes.

The large amount of cash that is earned by Apple calls for increased corporate taxation on the brand. This is a major political issue. With its headquarters in the US and the increasing tension between the countries with China, the trade wars can hamper the manufacturing processes of the firm.

Economic factors include the increasing labour costs along with the increasing exchange rates in the key markets of the brand (Shtal et. al.,2018).

The social factors include the decrease in the money spent by customers due to changing times and the very less emotional attachment of the customers with the brand that will decrease the sales.

Other brands like Samsung and Google are developing similar technologies like Apple and this can decrease the market value of the brand. 

Moreover, the applications that are not supported by iOS also limit the market of Apple. With its paying app, Apple has entered a highly regulated market and the legalisation of the

Apple music and software generates a higher pay for the brand. (Vliert, 2021).

The environmental concerns of the brand include the unsafe disposal of electronic devices that are no longer in use and the concerns of the authorities related to energy used.

The marketing mix of Apple Inc represents how the company matches its business activities to function effectively according to the conditions of the market.

The products of the company are innovative and are divided according to the needs and requirements of different market segments of the brand.
 Being a global brand, the product lines are focused more on quality rather than quantity.

The pricing strategy of Apple has always been unique from its competitors. 
The brand has always focused on the premium pricing of its products and does not offer any sales to the customers (Wu and Li, 2018).

SWOT is an effective tool used by the brand for analysing the external and internal market for the products and services of Apple.

The high quality of the products and the high-profit margin of the brand due to the high costs are strengths of the brand. (BRM, 2021).

The price higher than that of the competitors is also a weakness of Apple in addition to the incompatibility of the brand services with other brands.

The diverse range of products offered by Apple provides an opportunity to the brand along with its increasing focus on green technology.

The intensifying competition of Apple from the technical advancements in other countries and the decreased reputation due to the tax scandal that the brand had are the biggest threats of Apple. (BRM, 2021).