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Construct a Ansoff Matrix on Apple's iPhone and iPad

Construct a Ansoff Matrix on Apple's iPhone and iPad

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Apple ipad

Apples ipad is no more a new product and so diversification is not that risky as it was earlier. Considering that the high end segment will go for the ipad pro, apple has launched a low cost version called simply ipad (replacing the ipad air 2) at $329 . This is done catering to US markets dominated by low cost chromebooks. This helped apple to sell 17% more ipad in 2017.

For the ipad pro, the price increased. They have tried to upgrade and add new features like iWork,stylus accessory,extra icloud storage,faceid etc. This projects ipad as a substitute of their notebook. Thus they tried to penetrate to the high end segment of the existing market.

Apple iphone

Apple iphone strategy is somewhat similar to ipad. Iphone has always been the trend setter for the smartphone industry. Every year apple launches their new versions of flagship iphone. They are bundled with new features and design making it appealing for the tech savvy segment as well as status seekers. This strategy is somewhat risky as the iphones are priced more than $1000. But still we see tremendous success because of its brand image, quality and the loyal customer base. Lately Samsung has eaten up some of its market share but still apple in the front runner in smartphone technologies.

For the older versions of apple iphone, they reduce the price along with increasing their storage capacity and newer version of ios. Thus the segment that aspires to buy an iphone but could not buy the high end segment goes for this. This is a brilliant market penetration strategy by apple for selling its old stocks and capturing market.

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