Apples Secret Success

'Demand by expectation' this may not be a term some can immediately recognize. However the concept stems back to the seventies. 'Demand by expectation is a marketing technique of building expectation and demand from buyers prior to purchase of the product'. In the seventies it was live and well in many of the car companies. Many of whom were benefiting from emerging mass media channels to build brands and loyal followings.

In today’s world of multimedia channels the buyer has become more knowledgeable before making the decision to buy. News reports describing mass hysteria, ques outside Apple shops, and fierce determination to purchase a product which the buyer perhaps has never seen. Marketers have been impressed by the apparent defining of this concept by Apple to encourage demand, fix price, and reduce churn. Many critics say Apple encourages unsustainable hyper consumerism to achieve premium earnings for the company created by intelligent marketing and Branding?