Core Strategy by Apple Company - Essay Example

This following article examines the core marketing strategy used by Apple Company on its products. The Apple Company has been known to focus more on gaining customer satisfaction. This has been achieved through innovation strategy. This company’s innovation strategy focuses primarily on placing the company within its current innovation trends in the industry. The company has been a pacesetter in the market through innovation in its products (Ferrell & Hartline, 2010). It was the inclusion of improvised features that the competitors have yet to develop.

An example is a use of iMessage, and iCloud, which allows the users to save data through its cloud computing services. The data may include music files and video footage for download to multiple devices (Fifield, 2007). This innovative feature gives them an edge over rivals such as Motorola, Nokia, and BlackBerry. Moreover, the company has gone ahead to use intellectual rights on the product. This includes patent rights. It right protects the product from being used by other competitors or from competitors developing a similar product.