Apple's Marketing Strategy for Iphone

PRESENTATION

APPLE’S MARKETING STRATEGY FOR LAUCHING IPHONE

I- Introduction

1. General introduction

Apple is an American multinational cooperation that designs and sells electronic devices, computer softwares and hardwares. Iphone is one of the most successful products of Apple. This handled device was introduced on January 9, 2007.

2. Potential market

In 2006, 26 million game consoles were sold worldwide. People consumed 94 million digital cameras. 135 million MP3 players and about 209 millions PCs were sold out. But there were 957 million mobile phones sold out only in 2006. This showed that mobile phone market was really huge.

3. Target customers

Apple aimed to people who had some characteristics:

• Middle/Upper income folks who were willing to pay a bit more for a better user experience.

• People who liked to have fun with technology.

• Music enthusiasts aged 12-35.

• Professionals in media and design.

After doing a research, Apple realised that the first two groups was a huge market. These people were ready to pay at a higher price to show up their social status.

II- Marketing mix

1. Product

At that time, iPhone was a totally new product, which combined functions of mobile phone, music player and small computer.

Multi-touch screen : Apple removed all traditional physical buttons on a mobile phone and just made a giant screen. To communicate with iPhone, just used your fingers. And Apple invented a new technology called multi-touch. You just slided to unlock the phone. It ignored unintended touches.

iPod – an universal music device that made the world go mad for a long time. And its fantastic functions were used in iPhone.

Internet communicator – iPhone’s design was suitable for Internet use; the wide screen and touch screen made Internet use more convenient; the multitude of wireless technologies made it easy to connect.

2. Price

When launching iPhone to the market, Apple used the...