Last week, I talked about how Apple’s brand personality feels innovative, elegant, and seamless—and why that still resonates today. But personality on its own doesn’t build a business. It’s the marketing mix—product, price, place, and promotion—that brings positioning to life in a way customers actually experience.

Product: Innovation You Can Feel

Apple puts a lot of money into new ideas—over $31 billion in 2024. You notice it when you actually use their products. On my MacBook Pro with the M-series chip, the difference is obvious. It runs faster, the battery lasts longer, and it feels smoother than the older Macs I’ve owned. To me, that’s Apple showing what they stand for: gear that feels premium, has power, and is built for people who like to create.

Price: Premium That People Accept

Apple doesn’t apologize for its pricing. The average iPhone now sells for about $900—nearly double the global smartphone average. And yet demand stays strong because price here signals more than cost; it signals trust, quality, and status. Apple’s gross margin of ~46.5% tells the same story: people aren’t just buying tech, they’re buying into a premium promise.

Place: Stores as Brand Theaters

Apple has more than 530 stores worldwide, and they’re not just retail—they’re experiences. The glass cube in New York, the Dubai spiral staircase, even my local mall store all share the same vibe: clean, open, inviting. When you walk in, you feel Apple before you buy Apple. And if you never set foot in a store, the online store is just as seamless, with downloads of the Apple Store app up 14% in early 2025.

Promotion: Storytelling That Sticks

Think about an Apple Event—it’s not a product launch, it’s a cultural moment. Or the “Shot on iPhone” campaign, which blew up in 2023 with engagement jumping 140%. Instead of just telling people the iPhone camera is great, Apple let everyday users prove it. That blend of polish and authenticity is exactly why their promotion feels different.

Where Apple Could Go Further

Apple gets so much right across product, price, place, and promotion—but there’s one area I think they could take further: personalization. Picture this: you open the Apple Store app and it already knows you’ve got a MacBook Pro, iPhone, and AirPods. Instead of showing you every product, it suggests a HomePod bundle for your living room, or even tips for making those devices work better together. That kind of tailored experience would make their already sticky ecosystem feel even more personal.

Takeaway for Entrepreneurs

The big takeaway? When your product, price, place, and promotion actually line up with what your brand promises, customers can feel it. For small business owners and entrepreneurs, the lesson is straightforward:

• Product: Build things that consistently deliver on your promise.

• Price: Set prices that reinforce the value you want people to see.

• Place: Make sure your product is sold where your customers expect the right kind of experience.

• Promotion: Tell your story in a way that feels authentic and memorable.

If one of those pillars is out of step, your brand positioning will start to wobble.

For entrepreneurs, the lesson is simple: every “P” should feel like an extension of your brand personality. If one is out of sync, the whole thing feels off.

If you missed last week’s post: Apple’s Personality: Why It Still Resonates