Based on the content of its website, Apple leans towards using a marketing orientation to appeal to its customers. Apple's strategy is to build brand loyalty by using various methods to connect with consumers and build long term relationships with them. Apple products have always been researched and developed based on marketing requirements so fast and advancing that consumers of digital products have been accustomed to believe that Apple’s products are the most developed products in the field of digital products.

      This feature is able to convince consumers to continue purchasing Apple’s multiple products. Apple's marketing strategy is to create an experience for the consumer and invoke a specific feeling with each of its products. For example, since recently human beings put more emphasis on health situation, the new Apple Watch is marketed as a product that will enhance the healthy lifestyle of an individual. As for iPad, it is a portable device that enhances mobility and fun since people preferred more small device that is smaller than laptop.

       Besides, Apple series mobile phone has its own IOS market, which is a separate mobile application system from android application system. It always provides as well as update more interesting and various applications which can more satisfy the marketing requirements. Once people began to use Iphone, they will figure out that the system of Iphone can satisfy peoples’ requirements of advanced and running smoothly mobile phone system.The newly developed applications, such as Seconds Camera and other applications, can satisfy people’s curiosity towards entertainment.

         In addition, Apple markets experiences on its website and tries to immerse itself in the community, especially within the education realm. With Apple Camp and the Field Trip initiatives, kids are able to conduct hands on projects at local Apple stores. This allows the brand to connect with consumers at a young age and can make full life influence for users. In order to execute such strategies successfully, Apple needs to thoroughly understand its consumers and the most effective methods to appeal to them. Due to the mass cult following of its brand and its dedication to connecting with consumers, Apple utilizes a marketing orientation strategy.