Ch. 10 - Product Concepts

 In order for a marketer to create a marketing mix the first thing they need is a product. According to the book, consumer product can be divided into four types: convenience product, shopping product, specialty product, and unsought product. An Apple product can be classified as shopping product because is usually more expensive than a convenience product and is found in fewer stores. The basic product concepts for the company are “think different”, it means the company innovates new way to do old things or do new things that have never been done before, for example, the company's Iphone product fully interprets that idea. Before the Iphone was introduced, nobody had any idea about what is a smart phone and nobody thought about to putting an operating system into a phone until Apple did it. Steve Jobs said "the best technology is invisible - things work like magic".






Apple has different product mixes such as Iphone, Ipad, Mac, Ipod, Itv, MacBook and Itunes, and Iwatch and there are several product items under each product line, for example, right now the company is offering several types of Ipad. The most recent one is the Ipad Air 2, Ipad Mini 3, Ipad Air , Ipad Mini with retina display, the regular Ipad mini and Ipad 2. Every product targets to different group of consumers to attract them with different preferences, to increase sales and profits. The company’s product quality, functional, and style modification are changing frequently in order to respond to changes in the environment and increase the advantages in market competition. Beside the company’s major products, Apple also sells convenience products such as their white headphones, Ipad and Iphone cases, Mac laptop keyboard casing to place over your keypads, case to store your phone,ipod and Ipad touch as you exercise.

            Planned obsolescence is always a change in Apple products as they come out with new forms of technology. The Iphone 4s is now obsolete because the product its in its decline state of its life cycle. The reasons for this are that Apple has advanced with new technology on newer models like the Iphone 6 and have other generations like the Iphone 5s, and 5c. The same decline Is happening to the Iphone 5 due to the fact that soon it would not be compatible with Apple constantly improving its software and the products features. One thing is for certain Apple's Product Concepts are one the reasons why the company has become so successful a success that has made Apple surpass companies like Exxon mobile as one of the most valuable companies in the world.