Ch. 5 - Developing a Global Vision

Apple is definitely pushing their international strategy. Apple Mac computers have not been big sellers outside the US, mainly because of the higher price of these computers, which can be outside the reach of many of those in international markets. On the other hand products such as the iPhone have done great abroad. iPhones help Apple target price-sensitive developing markets, where the company’s premium products may not yet have fully established a customer base, at the same time building brand loyalty abroad.

Apple has rolled out the iPhone 4 much sooner than before in foreign markets. The shift shows how important overseas sales have become for Apple, which struggled before the iPhone to become a global player. Apple got 58% of its revenue from outside the Americas region in the last quarter!

It is a great strategy for Apple to have a global vision and strive for globalization. Apple has been building its overseas presence with its Apple retail stores. At the end of 2010, 62 of the 283 were international. Apple has said that over half of the 40 to 50 new stores it plans to open this year will be overseas in cities such as London and Shanghai.