Apple`s Privacy-first Marketing Strategy: A Double-edged Sword?

Case Code: MKTG478
Case Length: 11 Pages
Period: 2003-2024
Pub Date: 2025
Teaching Note: Available

Price: Rs.400
Organization : Apple Inc.
Industry : Technology & Communications
Countries : United States
Themes: Ethics in Marketing, Ethics in Information Technology, Business Ethics

Abstract Case Intro 1 Case Intro 2 Excerpts

Apple’s Take on Surveillance Capitalism

In the early 2000s, Apple was popular primarily for its sleek products: the iMac , the iPod , and ultimately the iPhone . Apple’s renowned “Think Different” campaign of the late 1990s referred to creative disruptors and product superiority. It was a highly successful effort that helped Apple in revitalizing its image and connecting with its customers. But by the 2010s, the company had transitioned its marketing from product differentiation to values-based branding, focusing on what its ecosystem exemplified rather than just what it offered..

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