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1. Do you think that the company uses innovative advertising or marketing message to attract customers? Justify with the help of 2 advertisements.

Apple surely uses innovative ways to take their product into market. Many companies try to get the media attention but Apple gains it without any effort. The one thing that makes the Apple devices special is the confidentiality. Mostly all of the companies go to a great extent in order to protect the privacy but Apple masters this game. They way they take their product into the customers is very unique. Here are two advertisements of Apple which proves that Apple is the master of advertising (Teece, 2012).

Romeo and Juliet (2016)

This advertisement is focused on iPhone 7 shooting capabilities. At the starting of the advertisement, it seems to users as if they are seeing a movie but in fact that is a Romeo Juliet school play which has been portrayed at a school. This shows how effectively the iPhone 7 can shoot a video. On the top of that the pinch of father sentiment makes people go wow. Showing a school play as a movie itself shows how efficiently Apple marketing management planned this advertisement and the sentiment also shows some affect on audience. They make the customers; media and everyone wait for some months even years before launching the device. You cannot find any buzz related to the Apple devices until the company releases it officially. In the similar way the advertising of Apple is another asset for the company (Macworld.co.uk, 2018).

The Rock X Siri Dominate the Day (2017)

This advertisement is to remind the people how good Apple Siri works actually. Dwayne Johnson or Rock acted as a multi talented guy with many projects to do and taking Siri’s help in fulfilling all the projects. If you observe this ad keenly you will get to know how good Siri works and most of the people out there would’ve already planned to buy the iPhone just because of Siri’s features (Macworld.co.uk, 2018).

2- What were the 2 new innovations of the company to attract customers over the past year or two?

It has been ten years since iPhone was introduced into the market but the company used the constant design all through the years like camera, volume, lock button and home button placements and the features used to vary in each generation’s phone. But they took a big leap last year with Apple iPhone X. From design to features everything has been changed in this amazing phone. The absence of home button and headphone jack, the placement of camera has been changed to vertical from horizontal. Another great innovation is Artificial intelligence and face unlocks technology. This is one of the biggest and successful innovations of Apple.

Wireless technology is another important discussion. According to Apple, the next generation goes with wireless technology and it is important to start adapting for it from now onwards. The Apple iPhone 8, iPhone X have wireless charging technology (Nonala & Kenney, 2011). This makes it easy for the users to charge the phone without any use of cable. iPhone 8 has a headphone jack but also supports ear pods also. Even they made a little change in the designing of iPhone 8, the both front and back body of the device is made up of glass and support 3D games and apps too.

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