Brand experts say that Apple should make major changes to its marketing strategy instead of following its routine process with every product launch if it wants to make its way back to the top.
The consumer electronics company recently disclosed its first quarterly profit decline in 10 years, as investing in modernization and tighter competition with Android ate into the company’s margin. The company may still be the most profitable and bankable technology group in the world, but stockholders and followers are afraid the revenue dip indicates that the product demand has reached its peak.
Ken Segall, a former creative director at Apple’s advertising agency, TBWA/Chiat/Day, says that the company’s brand and product are linked in a different way compared to any other company. This means its product line is accountable for the hits the company is presently receiving. Segall says it would be advisable for the tech titan to see that the market has matured, and prove that it can still reinvent categories with something completely different.
Click here to learn more about how Apple can reinvent its strategies.
Lance Mounsey
Lance Mounsey is a professor in Marketing in a university in New York. He has also worked as a copywriter in a well-known advertising agency
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