Apple's sales promotion

Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service Sales promotions are varied. Often they are original and creative. Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand and to make consumers more eager to buy that brand. This includes sales activities which supplement both personal selling and advertising.
Sales promotion is only a part of promotion. Promotion includes sales promotion, advertising, personal selling etc. Promotion helps to make all other marketing activities more effective and efficient, but sales promotion helps only to sales activity. Apple's sales promotion is poor. since apple lives solely on their brand, they rarely have any sales in their retail and web stores. They do promote themselves as a company of the people but not a company of the poor.
Every company need to have promotion and price strategy. Apple has mastered the art of value pricing. Prices are so often over-looked by companies when establishing pricing strategy but they truly are the measuring stick by which consumers will judge value. Setting an appropriate price in the market will indeed, influence a customer's willingness to pay. However, the multi-price points are about a segmented strategy to defend high value / high price products from low value / low price alternatives. In a market with low price competitors trying to take the price sensitive end of the market...you need a defense. You don't want to discount or slash the price on your high value offering to meet those competitors because it impacts profitability, product image, and also...your reference price in the market. However, you don't want to completely concede that market to your competitor. The strategy is to take away value (features) in exchange for a lower price so you can capture at least a portion of that market.