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Assignment:
''Case study 1 Apple: A successful leader in the market Apple is the prototypical premium pricer. Whether it's an iPhone, iPad, MacBook laptop, or Apple Watch, customers pay more for an Apple than for competing devices-a lot more. For Apple, success has never been about prices. Instead, it's been about the Apple user experience. Apple's ability to command higher prices has produced stunning revenue and profit results. In smartphones, for example, Apple captures a 15 per cent global unit market share, second to Samsung's 21 per cent unit share. Samsung Galaxy ads have long unabashedly bashed Apple's iPhone. Over the past decade, in one campaign after another, Samsung ads have featured direct comparisons of its phones to Apple's. The ads smugly depict iPhone owners as either disappointed in their phones by comparison or secretly envious of people using the latest Galaxy model. "When it comes to the way Samsung is marketing its new devices," said an analyst, "it appears to be fixated on just bashing Apple." Apple introduced its Siri-powered HomePod with a captivating four-minute musical short in which English singer-dancer FKA Twigs revives body and soul after arriving home at the end of a hard day's work by dancing to inspirational music selected for her by Siri. ''
QUESTION:
1. What new product pricing strategy is being followed by apple in the above case study? Also, discuss the conditions that must be met to successfully launch a product under this pricing strategy. Critically evaluate it.
2. Clearly identify and explain the advertising execution style adopted by apple to introduce the Siri-powered HomePod? What is the main objective of the Samsung advertising campaign to increase its market share? Explain.
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