Apple mainly wants to sale the best products in the market, therefore, they would not like to compromise with the quality of the products. Therefore, the price of the product is comparatively higher than Samsung. On the contrary, Blankson et al. (2014) mentioned that Apple had made a mistake in the manufacturing process such as iPod scratches and the Antennagate. However, Apple identified these difficulties and tried to move swiftly in order to solve the problems completely. On the other hand, it can be mentioned that the products of Apple are unique and hence, there is no other substitute in the market. In this respect, Kumar and Zia (2016) made a counter argument. He said that Samsung is the tough competitor of Apple Inc. and therefore, the sale of Apple has decreased from the previous.
In case of product promotion, Apple has been identified as the leader when it comes for the advertisements. It can be stated that the advertisement of Apple is at better position compared to the other competitors. In order to promote their products, Apple used to give discounts instead it follows the scarcity for the promotion technique.
As opined by Blankson (2016), it can be stated that most of the organisations have made their transaction through online, whereas Apple has moved in the opposite direction. Therefore, it set up retail outlets across the world. On the other hand, Samsung has also retail outlets and they also sale their products through online. Apple stores are usually located in the prime retail positions and this refers well along with the premium image (Apple. 2017).
In this section, it can be mentioned that Samsung has different hardware based benefits over the iPhones. The users have identified that the battery life, camera quality of iPhone is comparatively better than Samsung. Therefore, the support team of Samsung requires focusing on the battery life and also on the quality of the camera. Some of the consumers have identified that Samsung menus are logically laid out, however, they are packed with switches (Singh, Kalafatis and Ledden, 2014).
It can be added that the hardware of iPhone is better compared to the hardware used by Samsung. There is higher memory storage system in Apple compared to Samsung. In order to identify the reviews of the consumers, Samsung has invested more compared to Apple Inc. Samsung has invested 5.7 per cent of their entire revenues in the research. In order to improve the performance more, it can be recommended that Samsung can improve the performance of the video camera and can also allow the consumers for the wireless charging. On the other hand, it can be suggested that to hold the position in the market, Samsung requires focusing on their advertisement strategy. Proper advertisement can increase the sales of the products and therefore, revenue earning by the organisation would be increased more. Kumar and Zia (2016) mentioned that Samsung has invested more in the advertisement and it raised the budget of the advertisement to $401 than the last year. Therefore, the consumers have identified that they would be able to know about the service of the organisation and also the features of the products. Therefore, the support team of Samsung has come to know that this marketing strategy helps to increase the overall sale of the organisation (Keller and Halkier, 2014).