JUSTIFICATION
Apple should expand their retail presence across a wider range of retailers. Apple’s iPhone is currently exclusive to AT&T customers. This limits the sales of iPhones that could be otherwise sold through other cellular carriers like Verizon, Sprint, T-Mobile, etc. The iPhone 3G was able to sell a million units in only three days, imagine how many more units will be sold if AT&T customers were not the only ones buying iPhones. Another way Apple could further expand the sale of their products is through big retail stores such as Wal-Mart, and Target. With the many locations these stores have, there will be more exposure to Apple products. Apple sells their products at Best Buy and has shown to be a success. This is a good way to attract customers who might not know much about Apple products enough to go to an Apple store. Having a presence in a Wal-Mart or Target is a great way for new customers to have interaction with Apple products. Because Target and Wal-Mart are not known for its sales in computers, the small electronics such as the iPod or iPhone should be sold there.
Some of the things Apple Company are producing computer hardware that are compatible with other computers like produced by other companies like Acer, Dell and Toshiba. By producing hardware that are compatible with both computers built by apple and its competitors, with the high-end performance Apple devices run and the company reputation, users will be using its products on other computers which will eventually lower the costs of switching to their computers. Another thing they can do is making their software like iTunes and QuickTime media player more user-friendly on Windows and Linux operating systems especially since its products don’t support the windows Aero look in Windows Vista; this move will increase the usage of them and by doing that increase the profit generated through selling music, applications or even advertising.
One more thing apple can do is develop exclusive alliances with the giant processor and hardware producing companies like Intel or even software producing companies like Adobe. This type of alliances will give Apple’s products an advantage in both hardware and software over its competitors by having the priority to integrating the newest and best technology into Apple’s devices especially since Apple a big player in multiple markets.
Apple should expand their product line up by introducing new products. They can do this by releasing completely new designed hardware, or by just adding simple alterations to their current products. By adding different colors to their computers, they can gain more sales from individuals looking for something other than their “standard” option. This goes for new hardware as well. If they release a broader range of goods, potential customers would be more likely to purchase from them. Currently, Apple has a variety of colors to choose from their iPod Nano line, which is great for attracting all different kinds of individuals with their unique lifestyles. Their computer line-up is fairly minimal with not much difference between models. Also, their build-to-order computers are very limited with their upgrade possibilities, and currently only available through e-commerce. If they can release a wider range of products and offer more upgrade possibilities, Apple can obtain a larger market share.
UPDATE
Apple has been moving up in its market share over the years since 2008. They have made leaps in technology and products and have added variety in options, and features. Apple phones and newer product iPad have become available with more internet and cellular carriers than just AT&T. The iPhone is available for several cellular carriers including Sprint and Verizon and smaller growing noncontract providers. iPad 3G internet is available on Verizon and AT&T. Apple products are no longer just available in a few locations such as Apple Stores, Apple products can be purchased at major retailers such as Wal-Mart, Target, and Best Buy. These expansions into other retailers have helped to expand availability of their products and services. The change from being exclusive with AT&T has made the iPhone a more available option with other networks. Their devices being available in several locations and with more varieties have made the product more noticeable amongst competing products. Apple has made the iPod with more variety and more affordable lower memory devices and Apple has made used and refurbished Apple products available on their website to make an older product more affordable to many more custom bases.