Place
Apple's sales system in Arab world consists of retailers, mobile communication operators and
e-commerce. Huawei has set up off-line mobile phone stores. Its sales volume in the first
three quarters of 2013 amounted to 12.7 million, ranking third in the world with 4.8% market
share. Huawei has undoubtedly become a rising star.
Promotion
Planned obsolescence
This is one of the classic principles of industrial design, featuring in rapid upgrade of
products. Apple products undergo sometimes very subversive changes in design quite
frequently. When the latest-designed iPhone is launched, rabid fans will hurry to buy the
newest version and abandon their old ones even they are still running completely fine.
Viral marketing
As the name suggests, through consumers, a product’s good reputation will go viral and
spread quickly. Consumers of Apple and Huawei are frequent users of the Internet. To post a
tweet, post, or blog will effectively guide public opinion within the circle, thus gaining more
potential users.
Advertising
Apple, with its reputation and economic power, can easily implant advertising in Hollywood
movies and TV series, luring fans to buy the same phones or computers that their idols use.
Huawei has invested heavily in the Internet, where the young are the most active. Micro-film
advertisement, coupled with witty lines can inspire strong resonance of the young consumers.