(Mukherjee, 2018)
Can you believe it? Apple Inc has been around for decades but today it has become the world’s leading technology company. They have continued to remain consistent with providing a wide range of electronics include iPod, iPad, iPhone, Mac, Apple Watch, and Apple TV.
Out of all those products, Apple is known primarily known for its iPhones which have taken over the world. In the year, 2007, Steve Jobs announced the most popular invention of the world which is known as the first iPhone into the market (Pierce and Gogde, 2018). iPhones are a line of smartphone devices that combines a computer, iPod, digital camera and cellular phone into one device for its customers (Rouse, 2019). Apple has innovated numerous versions of iPhone models into the market; each of them has different screen sizes, features, and unique specifications. (Pierce and Gogde, 2018).
Mission Statement
“to bringing the best user experience to its customers through its innovative hardware, software, and services.”
(Mission Statement Academy, 2019)
Every year Apple releases a new iPhone into the market, which requires to use social media outlets and advertising efforts to ensure existing and potential customers to choose the new iPhone rather than a phone from its competitors. To have a successful launch of an iPhone, Apple uses the help of the following techniques; goals, and objectives. Goals can be anything that a company hopes to achieve in the near future, for example, Apple will generate a detailed plan of marketing activities intended to move forward towards the goal. While objective can be defined as goals set by a company when promoting its products or services to potential consumers that should be reached within a specific time period.
Here is an example
Apple has a set goal to increase the number of customers who buy an iPhone by 10% within the next four months after it has released into the market. To achieve this specific goal, the company will have to post frequently on its social media platforms by posting at least three times a week to boost the awareness of the new iPhone. Apple will show the different features, specifications, and benefits of an iPhone in a more appealing manner through creative photos and videos. These marketing activates will assist Apple to reach the overall goal of attracting more customers into buying a phone from their company rather than from its competitors, Samsung and Google Pixel after four months.
In the consideration of legal and ethical issues in the development of objectives, I would like to share an incident that occurred a few years ago in regard to iPhones. In 2017, the customers of Apple started to complain about the new IOS update and how the software only caused issues rather than improve the system. After the customers installed IOS 11 into their iPhones, as a result, it slowed down the performance of the old iPhone to not function well. Then they allegedly accused Apple to prompt its customers to replace their defective iPhone earlier than necessary which results in growth in demand for new iPhone models. Consequently, the customers feel the need to rush to the Apple store to buy a new workable iPhone to replace their slowed-down phone (Tibken, 2017). I think this whole mess could have been prevented earlier in the year rather than in December. You may ask, how? Well, Apple should have had a detailed plan of objectives telling what can be done to fix the IOS software update issue that was affecting their brand name. Some of the objectives could be the following options; provide a replacement battery to those with old iPhone models for $20, testing the IOS update before it is released to iPhone users and even compensate a certain amount of money to the customers for the inconvenience caused to them.
Reference
Mission Statement Academy. (2019). Apple Mission Statement 2020 | Apple Mission & Vision Analysis. [online] Available at: https://mission-statement.com/apple/.
Mukherjee, W. (2018). Indians may find Apple’s new crop of iPhones hard to digest. from https://m.economictimes.com/tech/hardware/indians-may-find-apples-new-crop-of-iphones-hard-to-digest/articleshow/65802823.cms
Pierce, D. and Gogde, L. (2018). The Complete History of the iPhone—and What’s Coming Next. [online] Wired. Available at: https://www.wired.com/story/guide-iphone/
Tibken, S. (2017). Apple’s iPhone slowdown: Your questions answered., from https://www.cnet.com/news/apple-is-slowing-down-older-iphones-batteries-faq/
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