Marketing mix is one of the fundamental and most important concepts within marketing. Its importance is reflected in the fact that creating a marketing mix allows businesses to formulate an appropriate marketing strategy, discover and develop their own strengths, correct weaknesses, improve their competitiveness in the market etc. Adequately set and developed marketing mix is the basis for making decisions related to marketing efforts and, ultimately, for the consequences of the entire business. The purpose of this paper is a detailed interpretation of each individual element of the marketing mix and the application of theoretical knowledge on a practical example. The paper begins with an introduction establishing a research area and referring to trends related to the marketing mix. Then there is the theoretical background in which the so-called "4P" elements (product, price, distribution and promotion), elements of the marketing mix, are interpreted in detail. Then, by the historical method and methods of analysis and induction, research is carried out. More precisely, a practical example of a marketing mix is investigated. The paper analyses the marketing mix of Apple Inc., the most valuable brand in the world for the past decade (Statista). The connection and coherence of certain elements of their marketing mix is analysed, while the discussion identifies any shortcomings and makes recommendations for optimization of each individual element. The paper ends with a conclusion that represents a synthesis of the whole work.