Apple's marketing strategy is a blend of meticulously crafted products, a seamless user experience, strategic promotional campaigns, efficient distribution, and well-considered pricing. However, among their sound tactics, certain aspects are found missing in the Apple’s present marketing strategy:

High Cost Barrier 

Apple is renowned for producing high-quality products, but the premium pricing attached to devices particularly iPhones creates a significant financial barrier for many consumers. This pricing strategy places Apple's offerings in a niche market, excluding a large demographic of potential customers who may find more affordable alternatives from competitors.

Dependence on Key Products

Apple heavily relies on a few key products, primarily the iPhone, making over 50% of its revenue. This dependence poses a risk to the company in the face of market fluctuations or changing consumer preferences.

Limited Customization Options and Closed Ecosystem

Apple's strategy of providing a seamless user experience out-of-the-box comes with the drawback of limited customization options. While this approach simplifies usage for novice users, it may alienate more experienced users who seek advanced customization. Additionally, Apple's closed ecosystem, reliant on a proprietary operating system, restricts compatibility with non-Apple devices. This closed approach can lead to expensive repairs due to limited availability of parts and tools.

Innovation challenges

While Apple is known for its innovative products, it has faced criticism recently for a perceived lack of innovation. Some critics argue that the company no longer leads the industry regarding product innovation, which could harm its brand reputation over time.

The identified shortcomings in Apple's marketing strategies, contribute to a decline in the market share of iOS devices in comparison to Android. These factors, if not addressed and revised strategically, pose challenges for Apple in sustaining its competitive edge in the dynamic mobile device market. 

Revised Strategies Suggestions

We suggest some revised strategies aim to address the identified challenges and weaknesses in Apple's current marketing approach. By implementing these adjustments, Apple can position itself for sustained growth, improved market share, and continued success in the dynamic technology industry:

Diversified Pricing Strategy

Apple can consider implementing a more diversified pricing strategy to cater to a broader consumer base. Introducing budget-friendly product lines and adjusting pricing tiers for certain services may make Apple's high-quality products more accessible to a wider audience.

Ramped-Up Research and Development

To re-establish itself as an innovator, Apple needs to adopt a strategic marketing approach. They should significantly increase its focus on research and development. This involves not solely relying on brand recognition but actively communicating the value of its products, differentiating them from competitors, and showcasing the ongoing commitment to innovation. For this, they should consider the following strategies: 

• Introduce new product categories, such as augmented or virtual reality devices. 

• Develop new and complementary software or services that align with Apple's existing product line.

•  Embrace the growing importance of artificial intelligence and machine learning in the tech industry. 

By investing in cutting-edge technologies and exploring revolutionary concepts, Apple can attract a broader audience and tap into emerging markets. They can regain its reputation for introducing groundbreaking products, maintaining a competitive edge in the market.

Balanced Customization and Ecosystem Openness

Apple can strike a balance that appeals to both novice and experienced users, enhancing its appeal across a broader audience. By providing more advanced customization options while preserving the user-friendly experience, Apple can cater to the diverse preferences of its user base. Simultaneously, fostering greater compatibility with non-Apple devices will broaden consumer choices and improve overall user experiences.