Customer-driven Marketing Strategy Online Tutoring

Apple and Adobe Flash clash

In terms of marketing concepts, Apple basically has two viewpoints. One view identify that Apple tends to contravene the principle of “customer relationship management,” in which a company is supposed to develop and sustain its customer relationships and offer value and satisfaction. In this situation, Apple does not, because other customers require Adobe flash player. It also appears to fall in line with its rivals, especially Microsoft, which clearly supports Flash (Godwin-Jones, 2011). Often people think Apple seeks to acquire consumer focus from top to bottom like other manufactures such as Samsung but not a fight to the edge. They are not trying to compete on the price, so they don’t have to. Steve Jobs and his colleagues mastered in the development and promotion of quality goods that consumers enjoy. Apple’s marketing is so successful, in essence, it has become a model for many other businesses that want to reach the same massive success, sales growth and continued strength.

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The other view shows that consumers may assume that Apple fails to follow to the ideals of its customer, while requiring them to take frustrating choices to view a video or to play the game on a computer from which they want nothing. Nevertheless Adobe Flash Software is not aligned with Apple’s applications, as per Steve Jobs, co-founder and chief executive officer of Apple Inc (Castelluccio, 2010). He then listed Flash with dreadful protection, machine failures and “Flash is not required to view a video or to ingest any form of Web content anymore.” Asserting the software is indeed not up to Apple’s expectations, but actually depriving customers of the option of someone using the Flash multimedia network by even discussing it and considering their feedback can be recognized as poor advertising which will contribute to Apple’s declining customer satisfaction.

Apple’s dispute with Adobe is especially critical for game developers as Adobe’s Flash is used for many of the top video gamers. Transition of Flash games to Apple’s iPhone and iPad programs, or even the opportunity to watch games on the device’s web site, may be easy if Apple allowed it to happen.

Question 2

In a theoretical basis, it might appear like Apple is failing to adhere to the needs of the customers, but the fact is that Apple and Adobe have strong relations, because there have been days when Apple had approximately 20% of Adobe’s revenue (Eaton, Elaluf-Calderwood, Sorensen & Yoo, 2015). In 2010, Apple’s co-founder Steve Jobs clarified how Flash may have suffered memory issues and inconsistency with IOS apps (Geradin & Katsifis, 2020). It’s very clear that he was willing to run away from inconsistent user interface. This issue appears to be of the past, too. As nearly every browser has Flash support enabled. Google Chrome, for example, has 64 percent of the market, so when using it, they don’t have to install Flash Video, because it is built-in, so if you need one like you might want, you can go to the WebStore on Chrome, or Safari to the AppStore (Apple’s default Brower) and dozens of different applications are accessible.

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References

Castelluccio, M. (2010). The Adobe/Apple compatible battle explodes. Strategic Finance, 92(2), 59-61.

Eaton, B., Elaluf-Calderwood, S., Sorensen, C., & Yoo, Y. (2015). Distributed tuning of boundary resources: the case of Apple’s iOS service system. MIS Quarterly: Management Information Systems, 39(1), 217-243.

Geradin, D., & Katsifis, D. (2020). The antitrust case against the Apple App Store.

Godwin-Jones, R. (2011). Mobile apps for language learning. Language Learning & Technology, 15(2), 2-11.

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