Marketing is a tool that is constantly used in businesses. This tool allows customers to become familiar with the products they are purchasing or wish to purchase. Companies spend billions of dollars each year marketing their products in hopes of attracting consumers. Apple often presents its company as one that "thinks differently," but surprisingly, the amount of Apple's marketing spending is quite small compared to the amount of its sales and the size of the company. Apple is able to keep costs low through specialized marketing strategies. Marketing has the ability to make your product praised or crushed by consumers, and what determines this is a marketing plan. The objectives of marketing plans are determined by how the marketer wants the product to be perceived; meaning that if the marketer wants to sell a product to teenagers, the advertisements will likely attract teenagers. The next step in creating a marketing plan is to determine what appeals to the group of people you are selling to. Research shows that consumers need around seven hours of communication before deciding whether or not to purchase a product; this does not mean that a salesperson has to talk to a consumer for seven hours; communication may include visiting the product website, researching the product, or discussing the product with previous customers (Boyle, 2011). In order to find out what consumers want, many marketers turn to surveys to hopefully give them ideas on how to market their products. In 1960, EJ McCarthy created a marketing tool called "4Ps" which is the most well-known way of defining consumer needs. marketing mix; the 4Ps are product (or service), place, price and promotion (MindTools.com, 2013). These elements are... middle of paper ......tion not only to their customers, but also in everything they touch (Tweedie, 2013). Apple uses this special attention to captivate its customers and make them feel comfortable while being overwhelmed by the most advanced technology on the market. This specialized attention focuses significantly on their marketing strategies because these are the results the company can achieve in the minds of its consumers. These are all explanations for why there is always a specialized technical team in an Apple Store and why Apple ships its online products from the warehouse within 24 hours; because they know what attracts our attention and activity. Apple's marketing strategies have put their company on top with simplistic strategies that many companies tend to overthink, when in reality all we need is something that captivates our attention; like a bitten apple.