In an ever changing and upgrading technological world, the smartphone industry has cut- throat competition in all the price segments. Due to this, the consumers have a lot of options, and it becomes difficult for businesses to stand out and sustain for a long time in the market. This study focuses on the unique ways of Apple’s marketing strategies, how it created its brand differentiation and customer perception towards Apple. Research focuses on the techniques Apple uses to differentiate its brand effectively. The proposed research is based on the reference of different kinds of research papers and secondary research which includes descriptive and causal research to find out how the independent variables like design and features, brand image and its price affect consumers. The positioning strategy has also helped Apple create its mark. Apple moved towards an emotive positioning strategy that sold a lifestyle rather than a product using a silhouette themed iPod advertisement. There are many more aspects of this covered in the research. Hence, Apple uses welldefined and effective promotional activities to accomplish a position on the consumer preference podium. The goal of this research is to determine how Apple strategies influence consumer to increase their customer base.