The cost of production of this company fluctuates around $ 1,000, which is typical for all product lines. Based on the fact that every new sample (be it a smartphone or watch) becomes a cult among fans of the brand. The company's capitalization exceeded the amount of $ 1 trillion, which made Apple the second (the first was PetroChina at $ 1 trillion, but later capitalization fell) in the history of mankind, a company of such a cost.
But how do company management achieve this? How does Apple manage to be ahead of the whole planet, implementing far from the most peaceful pricing strategy?
And the secret to success is that Apple from the very beginning positioned itself as a company with a tough and aggressive pricing policy. They knew that people always perceive something expensive as better, and those who care about it will never be afraid to overpay.
This echoes the ideas of Apple co-founder Steve Jobs, who believed that the company's strategy rests on four pillars:
1. The company offers a small number of products.
2. Focus on high technology.
3. Profit priority over market share.
4. Creating a halo effect, which makes us wait with great interest for new company products.
In reality, everything happens as bequeathed by Jobs. In fact, Apple sells laptops, smartphones, players, and watches.
Tim Cook, CEO of Apple, recently said the following with regard to the iPhone: “We never had a goal to sell a cheap phone. Our main goal is to sell a great phone and provide a great user experience. ”
And in this case, such a strategy worked.
Apple very rarely makes discounts on its products (if at all). The most famous discount is a student discount, and even with this in mind, the buyer wins only about $ 100.
This pricing strategy applies to all Apple outlets and representative offices. She is even followed by resellers. You simply will not find a completely new, unpacked Apple product (except for online sites such as eBay) for a price lower than it is in official stores.