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Steve Jobs positioned Apple as a luxury brand through a combination of strategies. Firstly, he ensured that Apple products were of high quality and had a unique, sleek design that set them apart from competitors. Secondly, he priced these products at a premium, reinforcing their status as luxury items. Thirdly, he established Apple stores in premium locations across 18 countries, further enhancing the brand's luxury image. Lastly, he focused on creating a strong brand identity and customer experience, which helped to build customer loyalty and extend the life of the Apple brand.
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Jobs' decision to position Apple as a luxury brand is one of the most consequential in business history. Beyond market dominance and premium margins, it has extended the life of the Apple brand. The iPhone may not be the best phone forever. But Apple's positioning as a luxury brand and its 500 plus retail stores in premium locations across 18 countries presents a formidable moat to competitors.
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How do you gain a career edge in a world dominated by Big Tech? What makes “The Four,” namely Apple, Google, Facebook and Amazon, so incredibly succes...
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