For a long time now, Apple has followed the ultimate motto, Simplicity. Starting with the development of softwares and their working to the way they design and manufacture their products, simplicity has always been the main agenda for Apple. Moreover, the Apple Stores are designed and function in a way which is very user friendly and simple. As for the production of different technologies and devices and also the marketing of these products, Apple always took the simpler route.

However, in the recent times, Apple seems to have forgotten about the simple matters and in order to bring a change; they are making their marketing strategy much more complex. In the year 2007, Apple had launched their first iPhone. As the iPhone came in two variations according to its storage space, they had to release two SKUs. As time went by, Apple launched more and more products. On the release of the iPhone 6s, the number of SKUs Apple increased to 120, which is much higher than the initial 2 SKUs. Moreover, this rise in SKUs is due to the various variations of the iPhone 6s, which includes 5 types of wireless carriers, 3 different storage space types, 4 colors and two different sizes.

Recently, with the launch of the new iPhone SE, the number of SKUs has further risen to 180, making it much more complex. This SKU game was first started by Samsung. They have kept this as their marketing strategy for a very long time and have actually mastered it. Moreover, this game has made Samsung as profitable as it is right now. Apple, on the other hand is a novice at this game, but is rising fast. It has been seen that Apple has actually gained some profit by using this marketing strategy.