IOS Marketing Strategies
Case studies on Apple's successful marketing strategies in reference to the iOS mobile operating system were unavailable in the public domain. This is because Apple's advertising and marketing campaigns are focused on Apple's devices that include the iPhone, iPad, Mac, Apple Watch, Apple TV, and Airpods. However, we were still able to find alternative information that was purposed for advertising and marketing iOS to consumers and developers. A detailed overview of the research findings and research strategy follows below.
Apple Website - iOS 13 Section
- The Apple website has a section dedicated to its iOS operating system. This section is dedicated to the provision of information on iOS after every major version release.
- The marketing message behind the iOS section of the Apple website is usually the highlights of key features that a new iOS release comes with. Currently, the web page contains information about the latest version of Apple's mobile operating system i.e. iOS 13.
- The main section of the website contains a lot of high quality graphics that are meant to visually portray to consumers the improvements made to iOS 13 and a list of all the iPhones that are compatible with iOS 13 i.e. iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max, iPhone XS, iPhone XS Max, iPhone XR, iPhone X, iPhone 8, iPhone 8 Plus, iPhone 7, iPhone 7 Plus, iPhone 6s, iPhone 6s Plus, iPhone SE
, and iPod touch (7th generation).
- The web page has a section that highlights all the key features and enhancements offered on iOS 13. They include dark mode, privacy and security enhancements, performance improvements, battery optimization, and improvements to the - photos app, camera, maps, Siri, keyboard etc.
- From an analysis of the information on the iOS 13 web page, it was concluded that because the information is consumer-focused, the marketing message is targeted at consumers who are looking for information on iOS releases.
- However, the website also has a section that redirects to the iOS developer page. This section is targeted at developers that are looking to develop apps for the iOS ecosystem using Apple's SDK.
YouTube - iOS 13 Videos
- There are several iOS videos on YouTube that play a marketing/advertising role for Apple's mobile operating system.
- One such ad is in Apple's YouTube page and it features the introduction of Apples Dark Mode, which came first to the most recent iteration of Apple's mobile OS, iOS 13.
- The video provides a visually pleasing experience and a messaging that is consumer-focused with the tagline "iOS now lives in the dark."
- Another video that was assumed to play a marketing/advertising role was the "Introducing iOS 13" video.
- The above video basically summarizes the information Apple already provided in the iOS 13 section of its website in video form and from its composition, it is also consumer-focused.
- While searching for iOS video ads on YouTube and Vimeo, it was noted that a majority of the video campaigns run by Apple are for the devices that form the company's technology ecosystem.
Our exhaustive research process was unable to identify mainstream marketing and advertising campaigns that Apple has used in the past 2 years to market iOS to its customer base. We could not find any mainstream campaigns for all the major marketing platforms that include digital media, TV, print, and radio. However, by scouring a variety of credible resources in search for any relevant insights on the subject, we were able to identify Apple's official websites and YouTube channel as platforms that contain alternative iOS marketing and advertising information. The results of this search have been presented above. In our search for mainstream marketing and advertising campaigns, we used the following three distinct search strategies.
In our first research strategy, we focused our search for case studies of iOS marketing and advertising campaigns on advertising resources that included iSpot TV, Adforum, and Ads of the World. Our thinking behind this strategy was that the targeted resources are usually a rich source of advertising information. After doing an exhaustive search for iOS ads, we were unable to find any relevant ad campaigns that met the requirements of the research criteria. The only available information in these resources was ad campaigns for Apple device with nothing available for its software services like iOS. Next, we focused our search for relevant information on Apple's social media platforms like Facebook, Twitter, Instagram, and YouTube. Our thinking behind this strategy was that the targeted resources would contain Apple's digital ad campaigns and hopefully campaigns for iOS. However, after performing a thorough search such ad campaigns, we were unable to find any relevant campaigns that met the requirements of the research criteria. Again, these resources only contained digital campaigns for Apple device such as an ad campaign for the new 16-inch MacBook Pro.
Lastly, we decided to focus our search on press release resources that included GlobeNewswire and PR Newswire. Our thinking behind this strategy was that the targeted resources would contain Apple's digital ad campaigns and hopefully campaigns for iOS. However, after performing a thorough search for relevant information, we were unable to find any that addressed the research requirements. This time, the targeted resources only contained general information on Apple's ad campaigns which was not useful to research.