This loyalty, in turn, has led to increased sales and market share.Īnother aspect of Apple’s market penetration strategy is its focus on expanding its retail presence.

The total annual ad spend is many times more than that!Īpple’s advertising is known for its simplicity, minimalism, and emotional appeal, which has helped it create a strong brand identity and cultivate customer loyalty. It spends over $100 million annually on Twitter alone for advertising purposes (Bhaimiya, 2022).

Apples stores,, and telecommunications companies such as 3, O2, Vodafone, EE, and BT.Īpple also uses promotions through media outlets, its own website, and others to penetrate further into the markets. The company implements this strategy by making iPhones available for purchase in multiple platforms e.g. Like many other organisations around the world, Apple uses market penetration strategy intensively.įor instance, the sale of more and more iPhones in the existing markets demonstrates the application of this strategy by Apple. It is a less risky strategy and the primary aim of pursing this is to increase the market share. is market penetration which refers to selling existing products/services into existing markets. The first growth strategy in this Ansoff Matrix in Apple Inc. Market penetration strategies of Apple Inc. market penetration, market development, product development, and diversification. It is a very useful tool that businesses can use to devise four alternative growth strategies i.e. is an American multinational technology giant headquartered in California, the USA.Īnsoff Matrix was introduced long time ago by Igor Ansoff, a Russian American mathematician.

It examines how market penetration, market development, product development, and diversification strategies have been implemented by Apple Inc. This article explores the application of Ansoff Matrix in Apple Inc.

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