Abstract
Apple is the world's largest technology company and is an industry leader since the first computer was developed. One of the keys to Apple's success is developing an entire ecosystem that includes IOS. Based on the 4P theory of marketing, this paper analyzes the development strategy of Apple. The purpose of this paper is to discover the development potential and potential problems of the company through the analysis of marketing strategy. Through the method of case study, this paper analyzes the existing problems of Apple in product, price, place and promotion strategies and puts forward suggestions. The results show that creating innovative and high-quality products, providing a unique user experience, and classifying products according to different groups are effective development strategies for Apple Inc. In addition, increasing the number of directly operated stores to improve service quality and controlling the quantity and quality of advertisements are also key factors in Apple's success. Apple's 4P analysis shows that Apple still has opportunities to make progress and needs to improve the details of its future development. Overall, this paper provides valuable insight into the development strategy of one of the world's most successful companies and a useful framework for businesses seeking to achieve similar success.
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