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How Apple Has Changed Several Industries

Introduction

Advances in information and communication technologies are constantly changing the way people use and experience technology, which is ever more pervasive in consumers' life. Indeed technology is no longer a matter of “haves” and “have-nots” but of basic services versus advanced ones. As technologies mature and product features become more similar, consumers are often unable or unwilling to differentiate between brands on rational attributes alone. Commoditization occurs due to both technology and marketing, either as substitutes or as complementary variables (Technical Marketing, 2010, 16). Such a phenomenon calls for strong brands, in order to win consumer preferences and build a long lasting relationship with them. Differently from consumer goods, brands in the high-technology industry do not focus on the association between products and companies but on what is associated with the brand. Brands are perceived as a warranty not only of the quality and performance but also of the difference and emotional relationship with the product.

Apple continues to grow faster than industry in all categories. New manufactory plants and sales offices are continually introduced to regions in order to save time and cost. The exact relationship model provides the powerful differentiator for the company to deliver satisfaction to customers of all sizes and types. Apple has focused most of the resources to support large commercial and formal organizations segment to sustain its growth by delivering superior services over competitors. In fact, Apple sells more computer systems to business organizations than any other company in the world. To adapt market change, Apple extents product categories to consumer electronics for better growth opportunities (Cruikshank, 2006, 12).

Discussion

Introducing the Apple iPhone

The iPhone is a "mobile", GSM handset, personal assistant (PDA), portable MP3 and Multimedia Viewer. This multifunctional device that is protected by 200 patents was announced by Steve Jobs, the CEO of Apple Inc., January 9, 2007 during the Macworld trade show in San Francisco. It was sold June 29, 2007 in the United States at a price of $ 499 for the 4GB model. He succeeds the iPod whose marketing was in 2001.

As the majority of products invented by Apple, we must design the genius of Steve Wozniak , an electronics engineer, passionate about IT and communications since its infancy. At first contact, the iPhone from Apple is a pleasant surprise with its design and light weight. Compact and ultra thin (115 x 61 x 116 mm), weighing 135 g, and with a touch screen, it's a very ergonomic and intelligent device that will mark the times and trends.

The exclusive design of the iPhone, excellent grip and extremely slim profile (11.6 mm) make it a subject that is both fun and very practical which immediately captivated the public. The large 3.5 "screen (8.89 cm) with a resolution of 320 x 480 pixels is also popular, with a size more than comfortable, it appears bright enough for use in bright light and offers an excellent report by user a high-contrast glass.

Navigation touch is of course all the originality ...