Description
The iPhone is a line of smartphones designed and marketed by Apple Inc. It runs Apple's iOS mobile operating system, known as the "iPhone OS" until June 2010, alongside the release of iOS 4.[15] The first generation iPhone was released on June 29, 2007;[16] and the most recent iPhone, the sixth-generation iPhone 5, on September 21, 2012.[17] The user interface is built around the device's multi-touch screen, including a virtual keyboard. The iPhone has Wi-Fi and cellular connectivity (2G, 3G, 4G, and LTE).
Product Profile
About iPhone
? The iPhone 4 is a touchscreen smartphone developed by Apple. ? It is the fourth generation of iPhone, and successor to the iPhone 3GS. ? It is particularly marketed for video calling, consumption of media such as books and periodicals, movies, music, and games, and for general web and e-mail access. ? The iPhone 4 supports FaceTime, an embedded video calling application ? With front or back camera over a Wi-Fi connection to communicate with another iPhone 4, the fourth-generation iPod Touch, or any Mac computer running Mac OS X 10.6 Snow Leopard.
Features
The main features of iPhone 4 that makes it stand ahead of all of its contemporaries.
? Retina Display ? Camera and LED ? Multi-Touch ? The A4 Processor ? Gyro and Accelerometer ? Mic and Speaker
Product Life Cycle
Sales
• iPhone 4 sales topped 1.7 million units for the first three days the device was available to customers. • The iPhone 4 was the most successful product launch in Apple's history. • In 2008 and 2009, respectively, Apple sold 1 million each of the iPhone 3G and the iPhone 3GS in their initial weekend of sales.
iPhone Sales Per Quarter
Research and Development
? Four age groups were targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up. ? High school and college aged people will demonstrate social uses. ? The 20-25 years group used to determine business application and social personnel use. ? The 45 and above will give plan to market to more senior well refined group. ? The research was done through surveys and interviews ? User were asked for feedback on iPhone features
Development :
• In 2007 Apple launched its first iPhone. • In 2008 apple released iPhone 3G over 22 countries. • Then in 2009 Apple releases improved version of iPhone 3G as iPhone 3Gs • And 2010 iPhone 4 was released which was pre-ordered (600,000) before it released. • And now 2011 Apple is planning to launch iPhone 5. If Apple keeps the same front and back glass styling for this iteration they can maximize their research and development investment of the iPhone 4 by keeping that same basic design on the market for another year.
Marketing Mix Strategy
Product:
? Full year warranty along with three year Apple care warranty. ? Special edition version to be launched. ? Adding different features to the iPhone like large disk storage capacity, 4G wireless etc.
Price:
? Set the base model at cheap price of $349. ? A more advanced model for $399. ? Special limited edition Beatles iPhone for special prices.
Place:
? Massive rollout worldwide at all reputable major retailers. ? Massive rollout Online, showrooms and in all cell phone providers. ? Eye catching displays will be found at all physical stores. ? Apple stores will have the iPhone on display a full month before its world wide release.
Promotion:
? Differentiate the iPhones against others is the touchscreen functionality. ? Emphasize Apple brand prominently and associate the iPhone with iPod’s groundbreaking lineage. ? A massive TV campaign was planned before launching the iPhone featuring a soon to be legendry ad to be the talk of the country.
SWOT Analysis
Strength Weakness Opportunity Threats
• Cool device designs/very sleek • Apple store/Itunes/Applications • Combined functions in one device • Choice of distribution to only AT&T • AT&T phone assistance is not great • Very expensive, does not offer lower priced models • Expand to other companies to gain customers • Allow a 1yr contract • Future hardware upgrades • Blackberry Storm • Target for competition • Not affordable due to current market
Comparison of iPhone 4 and iPhone3GS
iPhone 4
Price
Display $199 16GB $299 32GB High-resolution Retina display 960-by-640 resolution 326 ppi Multi-Touch
iPhone 3GS
$ 498GB
480-by-320 resolution 163 ppi Multi-Touch
Video Calling
Camera
Face Time
5 megapixels LED flash Backside illumination sensor Autofocus Tap to focus Front camera with VGA resolutio 3 megapixels Autofocus Tap to focus
Video Recording
HD video recording Tap to focus while recording LED light Multi-Touch 802.11b/g/n Wi-Fi3 GPS Accelerometer Three-axis gyro Apple A4 chip Dual-mic noise suppression
VGA video recording Tap to focus while recording
High Technology
Multi-Touch 802.11b/g Wi-Fi GPS Accelerometer
YOU
THANK YOU
doc_562692049.pptx
The iPhone is a line of smartphones designed and marketed by Apple Inc. It runs Apple's iOS mobile operating system, known as the "iPhone OS" until June 2010, alongside the release of iOS 4.[15] The first generation iPhone was released on June 29, 2007;[16] and the most recent iPhone, the sixth-generation iPhone 5, on September 21, 2012.[17] The user interface is built around the device's multi-touch screen, including a virtual keyboard. The iPhone has Wi-Fi and cellular connectivity (2G, 3G, 4G, and LTE).
Product Profile
About iPhone
? The iPhone 4 is a touchscreen smartphone developed by Apple. ? It is the fourth generation of iPhone, and successor to the iPhone 3GS. ? It is particularly marketed for video calling, consumption of media such as books and periodicals, movies, music, and games, and for general web and e-mail access. ? The iPhone 4 supports FaceTime, an embedded video calling application ? With front or back camera over a Wi-Fi connection to communicate with another iPhone 4, the fourth-generation iPod Touch, or any Mac computer running Mac OS X 10.6 Snow Leopard.
Features
The main features of iPhone 4 that makes it stand ahead of all of its contemporaries.
? Retina Display ? Camera and LED ? Multi-Touch ? The A4 Processor ? Gyro and Accelerometer ? Mic and Speaker
Product Life Cycle
Sales
• iPhone 4 sales topped 1.7 million units for the first three days the device was available to customers. • The iPhone 4 was the most successful product launch in Apple's history. • In 2008 and 2009, respectively, Apple sold 1 million each of the iPhone 3G and the iPhone 3GS in their initial weekend of sales.
iPhone Sales Per Quarter
Research and Development
? Four age groups were targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up. ? High school and college aged people will demonstrate social uses. ? The 20-25 years group used to determine business application and social personnel use. ? The 45 and above will give plan to market to more senior well refined group. ? The research was done through surveys and interviews ? User were asked for feedback on iPhone features
Development :
• In 2007 Apple launched its first iPhone. • In 2008 apple released iPhone 3G over 22 countries. • Then in 2009 Apple releases improved version of iPhone 3G as iPhone 3Gs • And 2010 iPhone 4 was released which was pre-ordered (600,000) before it released. • And now 2011 Apple is planning to launch iPhone 5. If Apple keeps the same front and back glass styling for this iteration they can maximize their research and development investment of the iPhone 4 by keeping that same basic design on the market for another year.
Marketing Mix Strategy
Product:
? Full year warranty along with three year Apple care warranty. ? Special edition version to be launched. ? Adding different features to the iPhone like large disk storage capacity, 4G wireless etc.
Price:
? Set the base model at cheap price of $349. ? A more advanced model for $399. ? Special limited edition Beatles iPhone for special prices.
Place:
? Massive rollout worldwide at all reputable major retailers. ? Massive rollout Online, showrooms and in all cell phone providers. ? Eye catching displays will be found at all physical stores. ? Apple stores will have the iPhone on display a full month before its world wide release.
Promotion:
? Differentiate the iPhones against others is the touchscreen functionality. ? Emphasize Apple brand prominently and associate the iPhone with iPod’s groundbreaking lineage. ? A massive TV campaign was planned before launching the iPhone featuring a soon to be legendry ad to be the talk of the country.
SWOT Analysis
Strength Weakness Opportunity Threats
• Cool device designs/very sleek • Apple store/Itunes/Applications • Combined functions in one device • Choice of distribution to only AT&T • AT&T phone assistance is not great • Very expensive, does not offer lower priced models • Expand to other companies to gain customers • Allow a 1yr contract • Future hardware upgrades • Blackberry Storm • Target for competition • Not affordable due to current market
Comparison of iPhone 4 and iPhone3GS
iPhone 4
Price
Display $199 16GB $299 32GB High-resolution Retina display 960-by-640 resolution 326 ppi Multi-Touch
iPhone 3GS
$ 498GB
480-by-320 resolution 163 ppi Multi-Touch
Video Calling
Camera
Face Time
5 megapixels LED flash Backside illumination sensor Autofocus Tap to focus Front camera with VGA resolutio 3 megapixels Autofocus Tap to focus
Video Recording
HD video recording Tap to focus while recording LED light Multi-Touch 802.11b/g/n Wi-Fi3 GPS Accelerometer Three-axis gyro Apple A4 chip Dual-mic noise suppression
VGA video recording Tap to focus while recording
High Technology
Multi-Touch 802.11b/g Wi-Fi GPS Accelerometer
YOU
THANK YOU
doc_562692049.pptx