Marketing mix is crucial factor for maintaining long-term success and growth of a company. It helps in shaping the overall business operations and helps identify the most effective business strategies. Traditionally, this set of elements consists of four components, but according to more recent understandings of the marketing mix, there are three additional elements: people, processes and physical evidence. This set of elements can serve as a basis for making appropriate business decisions. The purpose of this paper is to analyze these elements on the example of Apple Inc. The goal is to determine which activities and strategies have enabled the company to maintain its competitiveness and success over the years. The paper begins with an introduction that identifies the research area, followed by a theoretical definition of the marketing mix elements, laying the groundwork for further analysis. This section of the paper details the four elements of the marketing mix: product, price, distribution and promotion. In the research part of the paper, the strategies that Apple has implemented in its marketing are analyzed, as well as how it impacts the company’s operations. Using methods of analysis and secondary data, the main success factors are determined. Following this, the discussion connects the theoretical background with the analysis of the specific example and provides recommendations for potential improvements. Finally, the conclusion wraps up the entire paper and mentions the limitations encountered during the research process.