Marketing is a constantly used tool in business. This tool allows customers to familiarize themselves with the products they are purchasing or are interested in purchasing. Companies spend billions of dollars every year marketing their products to hopefully attract consumers. Apple often markets their company as one that "thinks differently", but surprisingly Apple's spending on marketing is quite low compared to the amount of sales and size of the company. Apple is able to keep costs low thanks to 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 seen; this means that if the marketer wants to sell a product to teenagers, the advertisement will most likely appeal to teenagers. The next step in creating a marketing plan is to understand what appeals to the group of people you're selling to. Research shows that consumers need approximately 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 talking to previous customers of the product (Boyle, 2011). To find out what consumers want, many marketers turn to surveys that will hopefully give them inspiration on how to market their products. In 1960, EJ McCarthy created a marketing tool called "4Ps" which is the best known means of defining consumer needs. marketing mix; the 4Ps are product (or service), place, price and promotion (MindTools.com,2013). These elements are…at the heart of the card…not just their customers, but everything they touch (Tweedie,2013). Apple uses this specialized attention to captivate its customers and make them feel at ease when overwhelmed by the most advanced technology available. This specialized attention is significantly focused on their marketing strategies, because it is the conclusions that the company can achieve in the minds of consumers. These are all explanations for why there is always a specialized technical team in an Apple store and why Apple ships products online from the warehouse within 24 hours; because they know what gets our attention and our business. Apple's marketing strategies have put their company over the top with simplistic strategies that many companies tend to overthink, when in reality all we need is something to catch our attention; like a bitten apple.