Apple computers have been characterized as ""works of art"" rather than just computers. Apple’s focus on design aesthetics and functionality has proven a key ingredient to Apple’s success. Apple is doing a great job of managing the ____________ level of product.

According to Philip Kotler, one of the most acclaimed economists and marketing specialists, there are 5 types of product levels that characterize consumer goods beyond simple tangible items. The five levels according to Kotler are: Core Product, Generic Product, Expected Product, Argumented Product and Potential product.

Kotler describes argumented products as all those that are perceived as goods that go beyond the expectations of consumers, closely related to the image that the product gives and the brand identity that the buyer may have with the brand.

Apple uses its marketing strategies to show its products as unique and of great value to its consumers, which together with design aesthetics and functionality, have catapulted the brand and its products well above its competitors. In the end, Apple delivers apart from its core product, additional experiences, ideal luxury and added values that other competitors still can't match.