Apple recently held a summit for its retail store leaders, and Apple executives Tim Cook, Eddy Cue, and Craig Federighi spoke to the assembled faithful about upcoming changes to its iPhone marketing tactics.
Cook reportedly spoke to Apple’s Retail Store Leaders for approximately three hours. During this time, Cook expressed satisfaction with the way Macs and iPads have been selling via Apple Stores, so he placed those two products on a figurative “back-burner” during his talk, according to two sources. One out of every four Macs sold across the globe are bought from an Apple Retail Store, Cook praised, but the Apple CEO noted his dissatisfaction that approximately 80% of all iPhones are not purchased from an Apple Store.
The iPhone is considered the “gateway product” to get people in the door to expose them to other Apple products, such as the iPad and MacBooks. While 80% of iPhones are not sold via Apple Stores, 50% of all serviced iPhones are repaired at Apple Store Genius Bars. It is reported that Cook would like to get those two figures more in line.
Apple has plans to boost iPhone sales using incentive programs, including the Back to School program launched this week, that included the iPhone for the first time, and also an upcoming in-store trade-in program. The company may also extend its price matching policies, currently U.S. only, internationally.
In addition to these strategies, Apple plans to heavily market iOS 7 upon its fall release, and will continue its retail expansion across Europe.