Apple focuses on boosting iPhone sales with new marketing campaigns

Apple focuses on boosting iPhone sales with new marketing campaigns
The 2018 iPhone lineup

The iPhone XR is officially Apple’s best-selling iPhone at the moment but that doesn’t mean iPhones are selling as well as they used to. For months multiple reports have pointed towards much weaker demand for Apple’s latest models. And now, according to a new Bloomberg report, Apple is testing various marketing strategies designed to shift more units.

It’s claimed that company executives moved marketing staff around in late October, taking them off of other projects and placing them on the iPhone team. The whole shuffle was described as a “fire drill” by a person familiar with the matter. 

Since this change, Apple has focused heavily on trade-in programs which lower the price of new models significantly. But perhaps the biggest example of this comes from this past Sunday. The Cupertino giant place a new banner on its website’s homepage which advertises the iPhone XR for just $449. The only requirement is that customers trade in an iPhone 7 Plus.

Another unusual shift for Apple comes in the form of their descriptions on the web. Usually, the name of each iPhone would be accompanied by its one-line marketing slogan and a “Learn More” link. As part of the company's recent change, though, these one-line slogans have been replaced with significantly more descriptive pieces of text that list the most impressive features.

With Apple no longer prepared to share iPhone shipment figures with the public, the only way to measure its performance is through the total revenue. But with the average selling price of iPhones continuing to increase each quarter, a direct comparison with previous quarters isn’t exactly possible.

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19 Comments

1. CreeDiddy

Posts: 2150; Member since: Nov 04, 2011

Its a simple fix. Apple should have never released the XR. Apple should lower the prices of their phones from $999/$1099 to $699 and $799 for a XS and XS Max. Charge only the customer $50 for each storage tier. They would sell a ton! That's the fix.

2. guest

Posts: 371; Member since: Jun 13, 2012

Naw getting rid of the home button and a hideous notch is their mistake.

5. Vokilam

Posts: 1181; Member since: Mar 15, 2018

I disagree. I rather have a notch or better (Samsung’s) hole, than any bezel and a chin small or big. Home button was made obsolete with gestures. (The only thing I’d do, is get rid of the gesture bar at the bottom when playing games - overlaps a life bar in pubg. Other than that - I love the improvement.

13. almostdone

Posts: 443; Member since: Sep 25, 2012

You may not like the tiny hole but according to GSMArena poll, the majority voted it the best and the hideous notch the worst receiving only 4% of the votes!. :) https://www.gsmarena.com/weekly_poll_results_holes_in_the_screen_are_the_new_crowd_favorite-news-34489.php

14. almostdone

Posts: 443; Member since: Sep 25, 2012

The bezels was 2nd favorite like on Samsung's phones.

10. L0n3n1nja

Posts: 1553; Member since: Jul 12, 2016

I agree, those changes are difficult for some to adapt to. Many people loved the physical home button with FPS, and the ease of use. Some will have difficulty adjusting to gestures, some people resist change.

17. worldpeace

Posts: 3129; Member since: Apr 15, 2016

Nope they work for investors, not customers.

3. lyndon420

Posts: 6746; Member since: Jul 11, 2012

Find a compelling way to create new customers. Make it so someone like me would want to give up Android for iOS. The majority of apple's loyal users won't go anywhere, but I doubt it will be enough in the long term.

6. Vokilam

Posts: 1181; Member since: Mar 15, 2018

From what I’ve seen there are just as many switchers back and forth. Both platforms have about equal pros and cons.

4. htcisthebest

Posts: 435; Member since: Nov 15, 2011

Just lower the freaking ridiculous price by $400 each and priced them below the Android flagships (because in reality iPhones are inferior to Android flagships both in terms of BOM, sophistication of software, and amount of useful features), and then they will (probably) sell.

7. darkkjedii

Posts: 30974; Member since: Feb 05, 2011

Apple...listen, and listen well. iPhones cost way too much, for what they offer! The ecosystem thing isn’t flying, cause the iPhones period tap into the ecosystem, not just the 3 new models. People (even the sheep, except for the big 4 on this site), are speaking with their wallets. This no longer sharing sales figures (to not frighten share holders), the increase in price (to make up for the decrease in volume), the boring UI, the lack of innovative features, the boring static grid layout from friggin 2007, no multitasking, PIP, themes, Pencil support etc has gotten long in the tooth. Even killing off the X, to force more sales of the 3 new models isn’t working. The phones, although good, have had several notable issues (we all know them), from an update that skipped adding a lotta new features to focus on stability, and performance SMDH. C’mon Apple, a trillion dol...oops 800 billion dollar company, should give us much more these boring lackluster 2018 iPhones. 2019 needs to, and had better be truly great, cause we already know Samsung and Huawei are bringing the noise. Stop being so greedy, and allow the A12 & 13 to be put to the test. Move some of the iPads features (copied from the Note line) over to the iPhones. That would be a great step in the right direction. The iPhone line, plain and simply...needs a serious shot in the arm. Typed from my Max.

9. Venom

Posts: 3429; Member since: Dec 14, 2017

The iphone isn't the only one feeling the pain when it comes to sales. I understand that fact is going to elude you but I thought I should educate you first. Carry on.

16. midan

Posts: 2751; Member since: Oct 09, 2017

All that is irrelevant and isn't reason, people just keep their phones longer, it's not rocket science. As long as people don't switch to android Apple is fine. If users keep their phones, they stil keep making money for Apple by using their ecosystem (no-one else than google doesn't make money like that) and when they get something worth of upgrade they buy another iPhone. Did you completely missed the the fact that Samsung just lost 10 million sales yoy while Apple sales stayed same level yoy. It looks like Apple is doing very well knowing the situation in the market.

19. darkkjedii

Posts: 30974; Member since: Feb 05, 2011

Don't cry, it'll be ok. Apple just needs to give more for the money.

18. Usernameisnotsowitty

Posts: 36; Member since: Oct 08, 2018

I lol'd hard at the closing line...

8. srgonu

Posts: 543; Member since: Feb 13, 2012

I guess move to USB-C will make all mac users to upgrade their phones next year. Easy charging and don't need to carry multiple cables.

11. MrFreeman

Posts: 56; Member since: Jan 29, 2016

I was anticipating it would arrive this year, but it's better late than never. I just can't wait as I can charge my phone at anyone's house LOL.

12. srgonu

Posts: 543; Member since: Feb 13, 2012

That's what Android folks doing already for sometime. Somehow they are always ahead though Apple charges the premium being behind.

15. Wazupmrg

Posts: 158; Member since: Apr 10, 2017

Because, you know, the phones themselves couldn't sell it.

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