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How does the global strategy of Apple Inc. fit in with the home country’s regional and global trade policies?

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Maintain a consistent brand across cultures

Maintains a basic whole. Buying  product =  buying their vision. The same design is used all over the world.

Source:  Brooks, R. (2019, April 25). The Apple School of International Marketing

Brand localization. Tailor the store to cater to the tastes of the locals. Local customer support phone number.

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The average annual salary in the technology industry is about 76,000 US dollars. Internal employee discount. Good corporate reputation.

Source:  How good are Apple’s benefits? (2016, March 10). Cheerin US.

Encourage study abroad. Encourage the use of foreign employees.

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Laid a good foundation for opening business

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Metaio-AR (2015) SensoMotoric Instruments – AR glasses (2017) Vrvana – Augmented reality/hand and position tracking technology (2017) Akonia Holographics – AR glasses (2018) NextVR-Content Platform for Wearable Devices (2020) Spaces-content platform for wearable devices (2020)

Apple Wearables unit Sales (FY) • millions

Apple Wearables Unit Sales (2017 to 2021)

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Problems: U.S. raises tariffs, Suppression of Huawei. Around 0.00673% of Apple user’s information is disclosed due to government demand.

Source:  BBC News. (2018, July 13). US-China trade war

Challenges : Weaken Apple's competitiveness. Reduced contribution to U.S. fiscal revenue. Competitive environment is conducive to opponents.

Adjust the supply chain. Divert Apple's production capacity in China. Try to maintain a stable Chinese market as long as possible.

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Supply chain temporarily interrupted. Logistics and transportation are blocked. Buyer confidence drops and budgets tighten.

Increase in transportation costs (aviation industry, logistics industry). Prices rose slightly.

Apple shares fell 2.8%. The pound to dollar exchange rate plummeted from 1.50 U.S. dollars to close at 1.37 U.S. dollars.

It will have multiple impacts, but it will not be enough to shake Apple's global standing.

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Global marketing strategy Regionalization, humanization, and adaptation to local policies

International political situation China-US trade war has a greater impact

Marketing Strategy   In line with the U.S. policy

Under each function,  Apple Inc.  should consider how to minimize the negative impact on the country’s economy .

Question 3

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