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Apple’s marketing strategy has changed overtime because of poor iPhone sales.

It’s been a tradition for Apple to discount previous year’s iPhone models when new ones come out. It was a no-brainer. The company usually just cuts the release price by $100 and keeps squeezing revenues from them.

However, when the famous iPhone X came out, Apple was in a tough situation with its iPhone lineup and had to take a different approach.

We all know what happened to the iPhone X—well, it got discontinued. In a similar move, Apple had discontinued the iPhone XS and XS Max, which both were introduced just one year ago.

Again, it makes perfect sense from a business standpoint. If you understood why Apple has discontinued the iPhone X, then you’ll understand why it did the same thing with the iPhone XS models. 

Apple Marketing Strategy Explained

Stalled iPhone sales is what’s shaking up Apple’s business to its core. We’ve seen countless unusual marketing and sale strategies from the Cupertino company lately.

From uncommon trading programs to confusing name scheming, Apple is playing all its cards to grow its market share.

apple marketing strategy graph

This is something that’s happened to other iPhone models such as the iPhone 7 and the iPhone SE as well. Will it become a norm for Apple to discontinue prior iPhone models when new ones come out?

We’re not entirely sure, but what we know is Apple will do anything necessary to sell more iPhones–and discontinuing prior models is one option.

Next year, we’re expecting Apple to release new revamped iPhones with major upgrades and radical changes in design form factor. This will be the year where people will upgrade their iPhones like the old days.

Apple once will have to make smart marketing strategies because there will be too many iPhones in their lineup. So, which models will go down next year?

Let’s say, Apple releases three new iPhone models next fall, besides the iPhone SE 2 that is expected to see light next spring if rumors were to be true. That would be four new iPhones in Apple’s new smartphone lineup.

Taking cues from this year’s marketing strategies, the iPhone 11 Pro and 11 Pro Max would be discontinued because nobody would buy them even if they were heavily discounted.

Moreover, the iPhone 8/ 8 Plus and iPhone XR would be gone too leaving Apple with the new iPhone 12, iPhone 12 Pro, iPhone 12 Pro Max, iPhone 11, and the iPhone SE 2.

Apple’s marketing team is as good as Apple’s engineer team that make the iPhone, and they know better than anybody in the game how to sell a prestige product that’s the iPhone.

This is in theory what may happen to Apple’s iPhone lineup next year. Obviously, things can change because who knows what Apple has up to its sleeves.

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Herby has a healthy obsession with all things technology, especially smartphones. He loves to rip things apart to see how they work. He is responsible for the editorial direction, strategy, and growth of Gotechtor.

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