APPLE

Marketing Mix analysis

of Apple Vision Pro
Group 5
 GROUP MEMBERS

No. Full Name Student ID Department Email

1 Vũ Thị Đoan Trang K224070993 Business Administration [email protected]

2 Nguyễn Huy Hoàng K224070970 Business Administration [email protected]

3 Phạm Trung Hiếu K204070361 Business Administration [email protected]

4 Hà Trọng Nhân K214071816 Business Administration [email protected]

OVERVIEW

COMPANY PROFILE

MARKET ANALYSIS

SWOT ANALYSIS

THE LAUNCHING OF
APPLE VISION PRO
 HISTORY OF APPLE'S FORMATION AND
DEVELOPMENT

APRIL 1, 1976 1998 EARLY 2007 AUGUST 24, 2011

Headquarter in Cupertino, California. Steve Jobs asked Tim Cook to Renamed Apple Inc. Tim Cook formally succeeded
Founded by Steve Jobs, Steve Wozniak, join Apple in an effort to broaden Steve Jobs as Apple's CEO.
and Ronald Wayne, established under the company's global presence.
the name Apple Computer, Inc.
 HISTORY OF APPLE'S FORMATION AND
DEVELOPMENT

APRIL 1, 1976 1998 EARLY 2007 AUGUST 24, 2011

Headquarter in Cupertino, California. Steve Jobs asked Tim Cook to Renamed Apple Inc. Tim Cook formally succeeded
Founded by Steve Jobs, Steve Wozniak, join Apple in an effort to broaden Steve Jobs as Apple's CEO.
and Ronald Wayne, established under the company's global presence.
the name Apple Computer, Inc.

APPLE’S SCALE

Apple is the most valuable technological business and one of the biggest
corporations in the history of the world economy, with a market valuation of over
$2.5 trillion as of 2024

Although Apple is present in almost all of the world's main markets, the most
significant ones are in North America, China, Europe, and India.
More than 2.2 billion Apple gadgets, such as iPhones, iPads, Macs, Apple
Watches,etc.
Vision
Apple's vision focuses on combining cutting-edge technology
with the best user experience, in order to “Make the best
products on earth and to leave the world better than we found
it.”

Mission
The Apple mission statement is “to bring the best user experience to customers through
innovative hardware, software, and services.”. The company is committed to:
Make items that are both aesthetically pleasing and very functional;
Create a smooth ecology that facilitates user interaction and improves productivity;
Safeguard user information and privacy;
Encourage environmental preservation and sustainability throughout the
manufacturing and operation processes.
BUSINESS PHILOSOPHY

Manage the whole ecosystem: Apple builds services, software, and

hardware to establish a closed environment that maximizes
performance and guarantees synchronization.

Always coming up with new ideas and setting trends: In order to

produce ground-breaking technologies like Apple Silicon chips, AI, AR,
and spatial computing, the company is continuously investing in RnD.

Prioritize quality above quantity: Apple prioritizes a small number of

strategic product lines while maintaining the highest standards of
quality rather than creating an excessive number of items.
 CORE VALUES

CREATIVITY AND INNOVATION USER EXPERIENCE PRIVACY AND SECURITY

Constantly at the forefront of design The product is simple, intuitive, and Prioritize privacy
and technology easy to use

QUALITY AND PERFECTION SUSTAINABILITY AND DIVERSE AND INCLUSIVE

ENVIRONMENT
Dedication to the highest Promotes creativity from a variety
performance standards Utilizing recycled materials and
of viewpoints
being carbon neutral
MARKET ANALYSIS

STABLE FINANCIAL PERFORMANCE

For the first quarter of fiscal 2025, which concluded on December 28, 2024, Apple's
consolidated financial filings show that total net revenue increased to $124.3 billion
from $119.6 billion during the same time the previous year. Furthermore, EPS grew by
10% to $2.40, surpassing analysts' projections of $2.35. Apple's services sector fuels
growth, reducing reliance on
slowing hardware sales. With
higher profit margins, services
like the App Store, iCloud, and
Apple Pay drive long-term
expansion. Service revenue rose
from $23.12B to $26.34B year-
over-year, significantly
boosting total revenue.
MARKET ANALYSIS

STABLE FINANCIAL PERFORMANCE

Apple has made great strides in

the Vietnamese market. Although
only 1% more than Oppo, the
iPhone's market share grew from
4% in 2020 to 9% in 2021 and
then to 20.5% in October 2022.
This is the first time Apple has
moved up to the second position in
the Vietnamese smartphone
industry.
MARKET ANALYSIS

TARGET MARKET
Apple targets high-income markets like DOMESTIC INVESTMENT STRATEGY
the US, China, Canada, India, and Japan
to optimize resources and maximize
business efficiency.
Apple plans to invest $500
billion in the US over four years,
creating 20,000 jobs and
expanding production with
facilities in Detroit and
Houston. However, much of this
may overlap with its prior
$430 billion investment plan
(2021), raising questions
about its novelty.
SWOT ANALYSIS

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

STRENGTHS WEAKNESSES

Strong Brand Expensive

Innovative designs and products Dependency on iPhones

Product Ecosystem Data security and privacy

Retail Store Network

 OPPORTUNITIES THREATS

Growing Markets in New Nations Competition is fierce

Brand loyalty Political and regulatory shifts

Build digital content and services Dependency on suppliers

Research & development of new products

THE LAUNCHING OF PRODUCT APPLE VISION PRO

About Apple Technology and Market performance and Future strategies & plans
Vision Pro outstanding features feedback from users
Apple reduced Vision Pro
On February 2, 2024, The Apple Vision Pro features Apple Vision Pro sales fell short of production from 2,000 to 1,000
Apple launched the the M2 and R1 chips for real- expectations, with only 370,000 units daily due to negative
Vision Pro in the U.S., its time sensor data processing. units sold in the first three feedback. A next-gen model with
first spatial computing Its LiDAR and TrueDepth quarters of 2024. The high a more powerful processor is in
device blending VR and cameras generate a precise $3,499 price and heavy design development, set for release in
AR. Featuring an ultra- 3D map, while spatial audio cause discomfort, including 2025.
high-resolution micro- enhances immersion. The headaches and neck pain. While Apple launched the Vision Pro in
OLED display and advanced eye-tracking praised for its premium design China, Japan, and Singapore in
visionOS, it offers system enables intuitive and display, The Verge’s Nilay June 2024, with plans to expand
advanced hand and eye navigation using just your Patel noted occasional hand-eye to Australia, Canada, France,
tracking for immersive eyes. tracking issues, affecting the user Germany, and the UK in July
digital experiences. experience. 2024.
II.
STP Strategy

Segmentation Targeting Positioning Competitors

SEGMENTATION
GEOGRAPHIC SEGMENTATION
North America 40%

Europe 25%.

Asia-Pacific 20%

Middle East & Africa 10%

Latin America 5%

Originally, the product was only released in the U.S Apple is gradually expanding Vision Pro
but by mid-2024, Apple had expanded its market globally and that the company is aiming to
to many key regions and many other countries create a large AR/VR market.
DEMOGRAPHIC SEGMENTATION
Age

has personal income

can flexibly apply new technology

tends to spend aggressively on

People aged 18-34 are willing to spend
high-end technology products
money to buy products
2.1.3. PSYCHOGRAPHIC SEGMENTATION

Innovators who like to be the first to try new

technology.- enjoy experiencing with advancements

Business professionals - improve workflow, manage

tasks, hold virtual meetings,...

Entertainment lovers, gamers, and content creators -

drawing to its AR/VR capabilities for content creation
and consumption
 2.1.4. BEHAVIORAL SEGMENTATION

DEMAND FOR USE

architects and
software UX/UI virtual
communication media editing 3D modeling
developers designers collaboration
professionals

Vision Pro becomes an important part of the process. This

target has a good financial situation and is willing to spend
money on expensive tools to increase productivity
2.1.4. BEHAVIORAL SEGMENTATION
BRAND ENGAGEMENT:
Apple has built a strong brand with user loyalty.

When Apple launches a new product, it is not

just a device but an iconic technology event.

According to statistics, within

10 days of opening pre-
orders, Apple sold 200,000
Vision Pro units, a number
that shows great interest from
consumers. 200,000 UNITS
2.2. TARGETING
2.2.1.TARGETING CUSTOMER

the Apple Vision Pro virtual reality glass can

only be suitable for certain customers

Technology Multimedia
Professionals content experts

Consumers who want a new entertainment

experience, Individuals often work remotely
2.2. TARGETING
2.2.2. TARGETING STRATEGIES
Apple applies Differentiated Marketing, to 2 customer segments with different strategies:

01
Emphasize appearance & packaging to increase product value

HIGH-END & Solo Knit Band Sophisticated,

PROFESSIONAL appears throughout luxurious
CUSTOMERS

Protective box Brings a high-end

is larger than the feeling, like opening
product a jewelry box
2.2. TARGETING
2.2.2. TARGETING STRATEGIES

02 PERSONAL AND BUSINESS USERS

Promotional videos do not aim to introduce

products but focus on using Vision Pro in
Social media everyday life to make products closer and
advertising more suitable for consumers.

Increase recognition
2.2. TARGETING
2.2.3. ASSESSMENT OF MARKET Sales Decline: However, since April 2024,
SIZE AND MARKET DEVELOPMENT the number of customers interested in
and lining up to buy the Vision Pro at
Phase 1: Shortly after its launch in February
Apple stores has dropped significantly.
2024, Apple received more than 200,000
orders for the Vision Pro, generating
approximately $500 million in revenue.

By July of the same year, sales continued

to be dismal, leading Apple to suspend
production of the device by the end of
2024 due to large inventories.
2.3. POSITIONING
Apple positions Vision Pro in the high-end segment instead of the mainstream, because:

TECHNOLOGICAL BREAKTHROUGH SUPERIOR EXPERIENCE & EXPERIENCE

Display and interact with virtual entities

Elegant, sleek, compact appearance
in transparent real space

Gestures make operations more natural EyeSight - first appearance on VR glasses

Powerful processing, replacing many Leading technology, far surpassing

electronic devices competitors

Summary: Vision Pro is not only a VR device but also a major step forward
in technology, shaping the future of virtual & augmented reality.
2.4. COMPETITORS

DESIGN

APPLE VISION PRO META QUEST

Sleek, premium, and compact Bulkier, more plastic materials

DISPLAY

APPLE VISION PRO META QUEST

Micro-OLED 4K per eye LCD, lower resolution
2.4. COMPETITORS

CONTROL
METHOD
APPLE VISION PRO META QUEST
Hand gestures, eye tracking, voice Controllers required

REAL-WORLD
INTERACTION

APPLE VISION PRO META QUEST

Transparent lens, EyeSight feature Fully enclosed screens, no EyeSight
2.4. COMPETITORS

PERFORMANCE

APPLE VISION PRO META QUEST

Powerful M2 + R1 chip Weaker mobile chipsets

PRICE

APPLE VISION PRO META QUEST

Premium: $3,499 More affordable: $300 - $1,500
MARKETING MIX
 Apple Vision Pro – Product
SPATIAL COMPUTER
Integrates Virtual Reality (VR) and Augmented
Reality (AR)
Features a laminated glass front, lightweight
aluminum frame, and a modular, comfortable fit.
Runs on visionOS, providing an immersive 3D
user interface and access to a vast array of
applications

ADVANCED TECHNOLOGIES
Display: Micro-OLED with 23 million pixels,
delivering ultra-high-resolution visuals.

Processors: Chip M2 (high performance) + Apple

R1 (real-time sensor data processing).

Sensors: Equipped with 12 cameras, 5 sensors, and

APPLE VISION PRO MAKES IT EASY TO COLLABORATE AND 6 microphones.
CONNECT WHEREVER YOU ARE.
 APPLE ECOSYSTEM
Seamless integration with iPhone,
iPad, and MacBook.
Supports a wide range of
applications, including Safari,
Photos, Music, Microsoft Office,
Adobe Lightroom, Disney+, and
more.

MARKET CHALLENGES
High price ($3,499) → Targets only
the premium segment.
Declining market share in Q2/2024
(from 16% to 3%) due to limited
affordability and competition.
Pricing Strategy

Initial Price: $3,499 - Positioned as a premium product

in the XR market.

📈 Skimming Pricing Strategy:

High initial price to target early adopters and tech
enthusiasts.
Gradual price reduction or the introduction of a more
affordable version to expand market reach.

📊 Competitor: PRODUCTION COSTS

Meta Quest 3: $499
HTC Vive XR Elite: $1,099
Total estimated cost: $1,542 (~44% of retail price).
🔎 Reasons for High Price: Micro-OLED display: $456 (~1/3 of total cost).
High-end micro-OLED display. Processing units: Apple M2 & R1 chips – Total $240.
Advanced spatial computing capabilities. Assembly cost: Fabric strap, aluminum frame, RAM,
Seamless integration with the Apple ecosystem. Wi-Fi chip, cameras,... – $130.
 Distribution Strategy
APPLE VISION PRO

INITIAL DISTRIBUTION EXPANSION OF GLOBAL MARKET EXPANSION

CHANNELS RETAIL NETWORK February 2024: Initial launch in the United
States.
Exclusively sold through the Apple Online Launched the "Vision Pro Demo Fit" app
June 2024: Expanded to China, Japan,
Store & official Apple Retail Stores. to support product trials.
and Singapore.
Personalized customer experience with Partnerships with major retailers like Best
July 2024: Further expansion to Australia,
specialized fitting services. Buy and Amazon (expected in 2025). Canada, France, Germany, and the United
Kingdom.
 Promotion Strategy
APPLE VISION PRO

GOALS

MARKET EDUCATION FOSTER TRUST CUSTOMER ADVOCACY

 Promotion Strategy
APPLE VISION PRO

TOOLS

HYPE MARKETING OMNI-CHANNEL MARKETING

 Detail Promotion
HYPE MARKETING

BUILDING ANTICIPATION WWDC 2023

USHERING IN "THE ERA OF SPATIAL COMPUTING"
POSITIONED OURSELF AS A TRENDSETTER OF THE FUTURE FRAMING A RICH NARRATIVE OF HOW VISION PRO CAN HELP
BEING CALLED “A REVOLUTIONARY SPATIAL COMPUTER” CUSTOMERS IN THEIR DAILY LIVES
TIGHTLY MANAGING NEWS RELEASES ON VISION PRO -> EXCLUSIVITY GREAT VIDEO DEMOS SHOWED OFF THE USER EXPERIENCE
ATTRACT ATTENTION FROM WELL-KNOWNED TECHNOLOGY NEWS
WEBSITES -> SOCIAL MEDIA BUZZ
 Detail Promotion
OMNI-CHANNEL MARKETING

PAID MEDIA OWNED MEDIA EARNED MEDIA

NEARLY 20M SUBSCRIBERS ON INTRODUCED ON APPLE WEBSITES INVITED FAMILIAR EXPERTS TO

YOUTUBE UNVEILED VISION PRO IN WWDC EXPERIENCE VP IN PERSON
BILLBOARDS ON MAJOR 2023 ONLINE CONVERSATIONS ON
CITIES: NEW YORK, TOKYO, CRAFTED CUSTOM IN-STORE TWITTER AND TIKTOK
LONDON EXPERIENCES
 RECOMMENDATION

DEVELOPING EXCLUSIVE CONTENT AND ORGANIZING VR AND AR SOCIAL MEDIA CAMPAIGNS AND
COLLABORATING WITH CREATORS EXPERIENCE EVENTS USER-GENERATED CONTENT
CONCLUSION

Apple’s Vision Pro marketing strategy highlights its innovation

and premium positioning, but high pricing and limited
accessibility have slowed adoption. While hype marketing and
omnichannel promotions generated excitement, long-term
success requires pricing, distribution, and usability
adjustments. Moving forward, Apple must introduce lower-cost
models, expand AR/VR applications, and enhance user
experience to strengthen its position in the mixed reality
market. The Vision Pro marks a breakthrough in spatial
computing, but its commercial success depends on strategic
refinements and consumer engagement.
 THANK YOU
FOR LISTENING!