Apple depends on creating a better product, and in turn, the product itself leads people to buy from Apple. However, new or improved products will not necessarily be successful unless they are priced, distributed, advertised, and sold correctly (Kotler & Keller, 2012). The holistic concept encourages the marketer to integrate marketing activities and assemble marketing programs to create, communicate and deliver value to consumers in such a way that “the whole is greater than the sum of its parts (Kotler & Keller, 2012) . This is why Apple advertises how much the new feature will improve consumers' lives and releases tutorials with snippets of how to use the new features or