APPLE IPHONE

Apple iphone

Table of Content

INTRODUCTION1

Background1

Aims3

Objectives3

Rationale3

METHODOLOGY5

Research Design5

Literature Search5

APPLE IPHONE HISTORY6

Development9

Consumer Response10

Invention of the Year11

Criticism11

Subsequent Models11

TYPES OF MODEL OF APPLE IPHONE11

1st Generation iPod13

2nd Generation iPod-14

3rd Generation iPod-14

4th Generation iPod-14

iPod photo-15

5th Generation iPod-15

1st Generation iPod mini-16

2nd Generation iPod mini-17

iPod Shuffle-17

iPod nano-18

EXTERNAL AND INTERNAL ANALYSIS OF APPLE IPHONE18

SWOT20

Strengths20

Weaknesses20

Opportunities21

Threats:21

PESTEL22

1) Political-Legal Forces23

2) Socio-Cultural Forces23

3) Economic24

4) Technology24

PORTER'S FIVE FORCES24

Threat of New Entrants:24

Threat of substitute products:25

Bargaining power of suppliers:25

Bargaining power of buyers:25

Rivalry among competition:25

Internal Environment Scan26

Corporate Structure26

Corporate Culture26

CORPORATE RESOURCES26

Product26

Place27

Promotion27

Price28

VALUE CHAIN29

PRODUCT LIFE CYCLE33

LIST OF REFERENCES41

BIBLIOGRAPHY42

APPENDICES43

INTRODUCTION

Background

Apples Apple iphone is an all-in-one device that is has remarkable features such as its wonderful user interface, multi-touch display, and its personalization ability. The Apple iphone has a release date of June 2007. The main marketing strategy that Apple will be emphasizing is to offer an all-in-one device that could be extensively customized, with the ability to integrate the iPod and cell phone in one product, along with the value driven high technology that has a targeted audience composed of people from various demographics. The Apple iphone is going to be a product that combines the features of a PDA, iPod, and cell phone. The market research that Apple has executed to come up with a product that will be valuable to consumers is tremendous. The innovative mindsets of Apple's management team have allowed the company to focus on investing in research and development, which has showed great results. The company has been able to gather data to show what the customers needs are, what the market trends are and will be, what the competition is producing in terms of competitive product development, and impact of any macro-economic forces that could impact a success deployment of the Apple iphone.

The research tools that Apple used to gather their data to help make the success of the Apple iphone and other products are customer feedback surveys, online surveys, conjoint analysis, Kano diagram, and customer relationship management software. Even though Apple is driven to focus on the customers' needs, it is not a victim of marketing myopia, which is the tendency to focus very specifically on solving customers' needs with a current technology. The market trends have shown that by 2008, there will be more than 130 million smartphones sold annually, which shows Apple that this is a great time of the smartphone life cycle to present the Apple iphone. Also, studies have shown that customers would like to have a product that consolidates multiple devices, such as the cell phone, iPod, digital camera, PDA, and that is what the Apple iphone brings to the consumers. There are competitors in the mobile industry that make smartphones; however, there is no manufacturer that can make a smartphone which plays iTunes. iTunes is a proprietary product just the same as Mac OS is. With the tremendous competition in the mobile industry it was crucial for Apple to reach out for partnerships and alliances to help its success. The carrier for the mobile service will be provided by AT&T, which has the greatest coverage and customer base out of ...