Apple has always targeted its products mainly at the retail consumers and it has brought about a transformation in the lives of individuals. Innovation can be seen in the marketing campaign of the company in which Apple promotes itself as a hip brand. As its initial target market segment had been the youth, it pushes the brand to be strongly identified with almost everything that is symbolic of youth, smartness and up-to-the-minute. To cite a case, Apple’s ‘I’m a Mac’ campaign can be considered in which the Mac guy has been projected as a smooth and confident individual and at the same time the PC appears to be old and uptight. Through its advertising campaign, it seeks to influence consumers to try out something new.
Apple has often been attacked for being an elite brand that creates superficial demand in the mindsets of the consumers. As its applications can be used on its devices only, the company, as claimed by the critics, leaves behind the under privileged to aspire for it (Alang, 2011). However, if the numbers are compared, it is seen that Apple’s Mac Operating system software has only a 5% market share and it is far behind Windows. Moreover, its iPhone also lags Blackberry and Android (Wagner, 2010).
Apple has capitalized on the desires of the consumers which are implicit in nature and accordingly deployed the practices of both knowledge management and innovation to tap the opportunity. When Apple introduced its computer, many consumers were not ready to purchase it as they perceived it to be pricey. However, Apple utilized this information and offered products like iPod and iPhone as these products had lower entry costs and were user friendly, wherein everything could be done at one touch and the user did not have to browse through fat manuals to learn how to use the product. Through the strategy of selling products that had lower entry costs, Apple created an opportunity in which new users were introduced to the brand ‘Apple’. As consumers started enjoying in using their gadgets, they would become attached to the brand which in turn would lead to creation of a loyal customer base.
苹果公司一直以其产品主要在零售消费者和它带来的对个人生活的转变。创新可以在公司中，苹果促进本身作为一个品牌的营销活动出现髋关节。它最初的目标市场是青年，推动品牌有强烈的认同几乎一切，象征着青春，聪明和到分钟。举个例子，苹果的“我是Mac的运动，可以考虑在MAC的家伙一直预计的那样顺利和自信的人，在PC的出现是旧的和紧张的同时。通过广告，它试图影响消费者尝试新事物。
苹果公司经常被作为一个优秀的品牌，创造消费者的需求心态浅攻击。作为其应用程序可以使用的设备，公司，由批评者声称，留下下享有特权的渴望它（阿郎，2011）。然而，如果数据进行比较，可以看出，苹果的Mac操作系统软件，只有5%的市场份额，远远落后于Windows。此外，iPhone也落后于黑莓和Android（瓦格纳，2010）。
苹果利用它在本质上是隐式的，因此部署知识管理与创新开拓机会实践的消费者的愿望。当苹果公司推出了电脑，许多消费者不愿意购买，因为他们认为它是昂贵的。然而，苹果公司利用这一信息和提供的产品像ipod和iphone这产品有较低的进入成本和用户友好的，其中一切都可以在一个触摸和用户做没有浏览脂肪手册来学习如何使用产品。通过对销售产品有较低的进入成本的策略，苹果创造了一个机会，新的用户推出了品牌的“苹果”。当消费者开始享受在使用他们的产品，他们会越来越重视以品牌从而导致一个忠实的客户基础创造。
