iPhone Marketing Strategy

As in all marketing Apple, iPhone's marketing strategy is very clear, simple and smart. With clear and simple apple icon, Apple focuses on the purely innovative style of their products, not all "fluff". Apple IPhone was released in June 2007. Innovative style touted iPhone in the months before the first edition and remains the best of the best when it comes to mobile phones over the past few years. Before the official release of iPhone, Apple ran four television commercials promoting a new cell phone.

The first of the ad depicts the new iPhone as a next step, as compared with the popular iPod. IPod was in vogue up until this point, and the iPhone was supposed to be the next-generation IPod, oh, and it is also a phone! Advertising displays all the advanced features available in the IPod and much more, being the point "There has never been IPod, which can make it."

"So, let's say you're watching Pirates of the Caribbean"
Finger clicks on the video and displays a wide screen movie.
Hmmm, do not anyone tell squid? "
Finger clicks back to the menu, choose a card applications "Seafood" Search. "
"Next will be ..."
Map shows all the seafood places, and emphasizes the location nearest you.
"Ah!"

Finger clicks seafood place, and the phone number displayed restaurant. iPhone dials.

The first four iPhone ads adorned with comfort, innovation and usefulness of a single product with the functionality of not only the phone or music device, a product that can, among other things, listening to music, watch videos, view photos, make conference calls, check email, browse Web page and view maps.

Not only use the Apple TV to its marketing strategy, but they use their Web sites, posting videos, they also published several press releases that could be released as a single document. Apple often uses this tactic to create a buzz and leave consumers wanting more.

A brief press releases Apple, giving the audience a little bit to go ", Apple used the law of social physics - news, like nature, abhors a vacuum in the absence of real information, those who care about the product will grasp at any hearings. That comes their way. Apple may publicly disavow the rumor sites that the struggle for a note on the company's plans, but secretly their marketing department must be delighted. It will cost a lot to buy the online advertising. "(Silverman, 2007)

Official web site of iPhone does more than simply providing information about the product. The site provides the best tips and advice on the use of the iPhone, and a lot of attention on the application. Almost all of the images displayed page iPhone applications, provides "App of the week," The Web site also includes sections titled "Services for everything!" And "Top Service". Apple website is a great marketing tool for current iPhone users and consumers who are interested in purchasing the iPhone. Promoting the application will create a strong source of revenue for Apple. As customers see the most popular applications, they are more likely to download an application, rather than looking at 25,000 + applications to find one that can have any value for the consumer.

Successful young people were the target audience that Apple originally in the spotlight. Apple had hoped that with this target audience, as well as the fact that 48% of the audience did not own Apple Ipod, enabling them to achieve their target of 10 million in sales by the end of 2008.

A month before the release of iPhone, solutions Research Group profiled cross-section of those who know about the phone. Forecast of potential buyers on the day of release place, most T-Mobile customers, AT & T GSM-only competitor products at 15%. The second largest group is expected to purchase the new iPhone was AT & T's existing customer base, at 12%. Solutions Research Group also found that 72% of men versus 28% of women are likely to investigate the phone at a minimum price of $ 499. (Molly, 2007)

Obviously the current target audience for the iPhone Apple include young people aged between 20 and 35, rich teenagers, "Jet-setters" and "mobile" employees who work outside the office.

Apple is known for its simplistic, but catchy commercials. In recent television commercials for the iPhone Apple, "There's an application for this" is the new catch phrase that places a strong focus on applications available from the App Store. Services and Applications in "every category, from games to business, education to entertainment, finance to health and fitness, productivity to social networking. These applications were designed to take advantage of iPhone features such as Multi-Touch, the accelerometer, wireless connectivity, and GPS "(Apple, 2009). Currently, Apple claims that the 25,000 + applications available, and counting.

Focus on the proposed amendment to the annex opens the target audience considerably. There is a significant application for all. As some of the iPhone ads advertising, you can find snow on the mountain, keep track of calories at lunch, to find exactly where you parked your car. You can find a taxi in an unfamiliar city, finding their share of bills for Table 5, or learn to fix rickety bookshelf. You can read a restaurant review, read the MRI, or simply read a regular old book. These are just a few of the features that Apple promoted through television advertising. iPhone apps to ensure that every functionality that you can imagine.

When the iPhone was initially released, it was priced at a hefty $ 599. Nevertheless, hundreds of thousands of people rushed to get a new phone, generating more than a third as much as they should have they waited an additional 3 months. 3 months after first release, Apple lowered the price of iPhone by $ 399. This fury of loyal Apple customers and consumers who have purchased a new phone in just a few months earlier. A year later, Apple lowered the prices again on the iPhone to $ 199, 66% less than the original price.

In July 2007, Apple iPhone has all the hype. I believe that Apple's decision to release a phone on the $ 599 was a bit based on greed. However, their product was the most innovative in the market, giving Apple free iPhone price to what they wanted. Many thought that Apple has cut prices after the discovery of lower than expected sales iPhone. Apple, however, argues that the price reduction was made "to boost holiday sales and has predicted that Apple will meet the stated objective of selling its one millionth iPhone by the end of September." (Dalrymple, 2007)

As the product life cycle of any cell phone or products from Apple, including the IPod from Apple, prices are often dramatically reduced months after the original release. Technology products are always in competition with the latest and greatest ", while maintaining the relevant market prices. If Apple has not lowered the prices on the iPhone, the client base would have decreased rapidly, as many consumers do not want to spend $ 599 on a mobile phone, regardless of how many useful features, the phone can be held.

As the iPhone remains the number one smartphone around, the product continues to grow, increasing the size of opportunities, increase the number of available applications, as well as providing new opportunities that are released with new iterations of the phone, continue to provide greater value for the iPhone in while prices remain in force.

At this time in the life cycle of the product, Apple continues to release enhanced iterations iPhone. For most iPhone users who want the UN to buy a new version of the iPhone because of the price, the target audience for the new generation of phones new customers iPhone. With an installed base of Apple continue to grow, they found a way to re-draw revenue from their existing customers by selling them download an application. As more and more people buy iPhone, Apple audience for new customers continues to decline. Fortunately for Apple, they built another source of revenue, which continues throughout the life of the product.

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