Apple is one of the greatest marketers of all time, but even it can stumble. Apple’s consistent marketing excellence is built on some core disciplines, which others would benefit from learning from and applying. At the same time, as in so many other parts of management, strengths can easily become weaknesses or points of vulnerability.Marketers who aspire to reach Apple’s heights need to look closely at the reasons for Apple’s consistent reign at the top. But it’s not enough to simply try to copy Apple. Each of these marketing practices can backfire without careful attention and top-notch execution, as Apple is seeing right now.