Apple's Marketing Campaigns: From 'Get A Mac' to 'Why You'll Love a Mac'

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Case Details:

Case Code : MKTG280
Case Length :14 Pages
Period : 2006-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Apple, Inc.
Industry : Computers
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

Apple, initially called Apple Computers Inc., was established on April 1, 1976, and incorporated on January 3, 1977, as a maker of personal computers. By 1980, the company had netted over US $100 million and had 1000 employees...

Apple's Advertising

Right from its inception, Apple had been known for its innovative advertising campaigns. It used advertising as one of the most important parts of its marketing strategy. Most of the advertisements were targeted at people who were creative and who adopted technology early...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The 'Get a MAC' Campaign

At a time when Apple was experiencing good success with the iPod, the share of Macs was falling and had reached a new low by the year 2006. For the first quarter of 2006, Apple's share of global computer PC shipments had fallen to a mere 2 percent...

Results of the Campaign

The 'Get a Mac' campaign had positive results for Apple in terms of reviving the sales of Macintosh computers. Analysts said that the campaign had succeeded by grabbing the attention of those consumers who had never been sure of the alternatives to PCs that were available


Though many analysts appreciated the innovativeness of the new campaign, there was some criticism directed at it as well. Most of the criticism surrounding the campaign was with regard to its goals...

'Why you'll Love a MAC'

After the end of the 'Get a Mac' campaign, Apple started another new campaign on its website called 'Why you'll love a Mac'. The campaign's tagline was, ‘Make the ultimate upgrade. To a Mac'...

The Road Ahead

Though the 'Get a Mac' campaign was considered a success, it did not manage to increase the market share of Mac substantially. Windows continued to have more than 90 percent of the OS market even in 2010...


Exhibit I: Images from the Get a Mac Campaign
Exhibit II: List of Advertisements from the 'Get a Mac' Campaign
Exhibit III: Brief Description of Some of the Best "Get a Mac" Ads
Exhibit IV: Key Financials of Apple from 2006 to 2010 (In US$, Millions)
Exhibit V: Why You'll Love a Mac

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