The present research identifies and explores how Apple Inc. made efficient use of social media marketing tactics in creating a buzz around the release of the new iPhone 15 using leading social media platforms like Instagram, TikTok, and Twitter. These platforms were examined as ways of improving the brand, keeping the users engaged, and creating product visibility. Using a mixed-methods approach, this study analyzes Apple’s marketing strategy using case study analysis and social media data analysis by collecting data on sentiment analysis, brand performance, and consumer surveys. The results indicate that Apple’s overall social media channels addressed the needs of consumers and were able to build brand loyalty. However, the research highlights that some platforms, specifically TikTok, missed opportunities to capitalize on the new social trends and establish their content in line with them, as well as the improper use of tools to promote the content. This study ends by putting forward smart and useful recommendations that could be adopted by Apple Inc., which could enhance their current messaging and improve the cross-platform marketing approach for the iPhone Application.
Cite this paper
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