下一个阶段的RTM为I-phone 7是营销。苹果的营销机器有助于创造对产品的需求，并改变客户对产品的看法。现在对客户来说，它不仅是一款手机，而且已经成为一种时尚宣言。这导致客户支付更高(Bhattacharya, 2016)。品牌忠诚度和价值创造是这个阶段的一部分。在门店内部，公司尝试通过门店跟踪需求，并对生产预测进行日常调整。这种模式被称为一站式模式，给予公司额外的议价能力。
The region is selected by the country because it offers cheaper man power and the production is very fast at a major scale along with flexibility in the product . Then the products are shipped to company distribution centres which are present in Europe and US. The stock undergoes storage till retailers are ordering the product. The overall cost of manufacturing an I-phone 7 to the company is 210 dollars for each unit but the product is not sold any less than 800 dollars . The company, however, has forgot to acknowledge the poor environments within its factories where manufacturing and assembly are done. The brand value of the company gets decreased henceforth.
Next stage in the RTM is distribution. Prior to formally unveiling the product in front of the market, the company products get shipped from the Chinese factories to the centres of distribution across the world . This makes the product to reach Australia, China, UK and US. It is not for long that the stocks remains in the distribution centres before being distributed to the retailers. High price and light weight of I-phone product reaps major margins for the company. This is because the company does not use the medium of sea to transport its products which takes more time.
The next stage of RTM for I-phone 7 is marketing. The machine of apple marketing helps in creating demand for the product and changing the way in which the product is perceived by the customers. It is not only a phone now to the customers but it has become a style statement. This has caused customers to pay higher (Bhattacharya, 2016). The brand loyalty and value creation is part of this stage. Within its stores, the company tries tracking demand through stores and undertakes daily adjustment of production forecasting. The model is known as one stop shop model giving the company additional power of bargain.