The iPhone 6 Launch was a Successful Marketing Strategy for Apple


TheiPhone 6 Launch was a Successful Marketing Strategy for Apple

TheLaunch of iPhone 6

Accordingto Kotler and Keller (2012), a marketing strategy that involves anevent should be relevant to the product and conspicuous thecompetitive environment. The 2014 environment was marked with anumber of marketing and promotional events for the global businessmarket. However, the most conspicuous marketing event was the launchof the iPhone 6 held in September (Apple, 2014). This event was oneof the most awaited for and hyped event since the launch of Apple’sprevious phone. The event was significant to the company and theenvironment because it introduced Iphone 6 in the midst of thecompetition for the smart phone users. This discussion will explorethe event by analyzing the launch, its issues, the key players andthe launch significance to the marketing field.

Relevanceto Marketing

Thelaunch of the iPhone 6 was a relevant marketing event for the yearbecause it introduced a new debate in the smart phone industry. Themarket has been dominated by Apple and Samsung products, and each ofthe two companies has been competing in the market. The more advancedthe product is for each of the competing companies, the better forthe competition. To promote their competitive nature, all the firmsin the Smartphone industry keep advancing their models to convincethe public of their innovation. For instance, Samsung had previouslylaunched the S4 before Apple (Kelly,2014).Therefore, the launch of the iPhone 6 would mean a great marketresponse to the launch of the Samsung S4 smart phone into the market.

Theevent was relevant to the market because of the anticipation andeagerness that buyers had over the new product. Many people had beenwaiting for months, for the launch of the phone as well as thefeatures that the model presents. According to Stevens(2014),many people were lining for several hours before the product waspresented for sale. The Apple product enthusiasts showed their lovefor the tech company by responding to the new product even before thenew features were unveiled to the public (Udland,2014).Therefore, the relevance of the launch to these enthusiastic buyerswas a factor for Apple to make the event as significant as possible.As usual, the company did not disappoint in the event line up.However, the relevance of the product compared to the other models ofthe iPhone is debatable.

TheMarketing Issues

Thelaunch of iPhone 6 sparked a number of issues in the market. One ofthe issues that surrounded the marketing event is the uniqueness ofthe phone in comparison to the previous model. The launch of the newmodel was supposed to trigger a large market response that the phoneis unique and advanced compared to the previous iPhone 5. However,some customers feel that there is no much difference between the newphone and the previous model. This may affect its competition in somemarkets such as reported in India (Gupta, 2014). This is because mostof the features are still same with the iPhone 5. However, thecompany argues that the screen is flat and larger than the previousmodel. At the launch, the company also stated that the new phone canhandle more applications and internal features than the previous.

Inaddition, the launch of the iPhone 6 has introduced a continuingdiscussion of the supremacy of the iPhone products compared to otherSmartphones. Most conspicuously, the marketing issue is that theandroid phones can do what the iPhone can do and the difference ismuch less (Fowler,2014).While some people argue there is no much difference, other customersare strongly founded in the fact that the iPhone is the most advancedsmart phone. This is because of the perception that the iPhones haveadvanced features compared to the blackberry, the Nokia, Samsung andthe new entrants from the Chinese manufactures. Some of the competingfirms include the Huawei phones, the ZTE phones and the Technoproducts, all of the Chinese manufacturers.

Thisdebate raises another issue that surrounded the launch of the newiPhone 6, about the software. The marketing issue here is whether theiPhone software can withstand the competition from the competingphone software in the market. The most competitive is the androidfrom tech giant Google and windows from Microsoft (Gralla,2014).The launch of iPhone 6 was expected to show the superiority ofApple’s phone software over others. However, the android systemallows other manufactures of mobile phones to use the operatingsystem. This presents a competition because the market is graduallybeing flooded with Android phones from different manufactures (Lamb &ampMcDaniel, 2008). With the acquisition of Nokia by Microsoft, thewindows panes present a challenge to the iPhone.

TheKey Players

Kotlerand Armstrong, G. (2010) argue that each of the marketing players ina product play a unique role that the other cannot perform since theyare interdependent. The key players in the launch of the iPhone 6 arefour, the Apple Company, the buyers, the media and the marketingcritics. During the marketing launch, the company involved all thefour players as audience and the target audience (Lamb &ampMcDaniel, 2008).

Accordingto Aaker (2006), buyers play a critical role in the development ofthe product by giving response about a product. They give informationabout their needs that Apple solves by developing the iPhone.However, the ultimate role of buyers or customers is to buy theproduct and helps the company achieve its marketing objectives.

Accordingto Aaker (2006), the media is an important player in marketing bypassing information to the buyers and the general public about aproduct. During the launch of the iPhone 6 in September 2014, themedia created the anticipation among the public by running featureson the new phone (Wehner, 2014). They posted on their websites andcreated awareness if the much awaited phone. The other players arethe marketing critics and the technology experts. They analyze theproduct and provide expert advice to the buyers on the expectedsuccess of the new product. Like consumers, they also played a keyrole in the launch of the iPhone by posting information and advertsto enthusiastic buyers. For instance, the Gadget Price Inc (2014) isan online media that posted the following advert


MarketingReflection and Opinion

Thisevent would be good for a textbook to give learners a case fordecision making or argumentative opinion. In a textbook, I would usethe event as a case study that requires learners to create an opinionon the issues surrounding the launch of iPhone 6. Amid the issuesthat have covered the launching of the iPhone 6, it is worthwhile toargue that the phone matches the glamor of the event. I believe theiPhone 6 has new features in terms of marketing and appeal to themodern day with clients.

Accordingto Kotler and Keller (2012), a product is said to be superior in themarket if it features are unique and it functionality better than thecompeting products. In this regard, the iPhone 6 has both of thesetwo parameters. The iPhone 6 has a larger screen compared to severalother competing phones running on Android. Secondly, the iPhone 6 hasa better functionality because of its superior operating system.According to Hixon (2014), the phone enables users to use theoperating system to incorporate different types of applications andcustomize their settings (Hixon,2014).This makes the marketing event of Apple Inc to launch the iPhone 6 asuccessful marketing strategy.


Themarketing strategy for the iPhone 6 was marked by the launch of theproduct on September 2014. Considered as the most conscious andanticipated marketing events in the Smartphone industry, the launchof iPhone 6 involved the buyers, media and marketing criticsalongside the company Apple Inc. it was relevant to marketing becauseit was surrounded by issues of debating whether the phone is superiorto other gadgets in the market. This launch is relevant to a textbook because it would be a good case study for learners. Generally,the launch of the iPhone 6 was a good marketing event to explore themarketing strategy of the company.


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