Apple Inc. is a world-renowned brand whose commercial success rests upon its marketing strategy. According to Forbes, Apple is one of the most valuable brands. Its brand value is estimated at $263 billion. Apple Inc. has also won the CMO Survey Award for Marketing Excellence for 10 consecutive years. These achievements clearly indicate Apple’s outstanding marketing expertise and its ability to monetize it. So it is not surprising that many brands have been using Apple’s marketing strategy as a point of reference, hoping to achieve the same commercial success.