Apple IPhone



Apple IPhone

Introduction

The Apple iPhone is the best value in differentiating consumers perceive as being very innovative and different from other phones, but its relevance is very low, since many consumers do not think it is appropriate for them (something like happens to brands like Porsche and Tiffany & Co). Blackberry has a strong differentiation (although slightly smaller than iPhone) but, a greater value and consumers know enough about the brand. Sony Ericsson has a higher profile, but has a disadvantage in the other variables. Combining these elements (see graph below) we can see that both iPhone and Blackberry have a high strength (due largely to its high level of differentiation), while Sony Ericsson is in a lower level because the more relevant is not enough to offset weakness in the other three variables. If a majority, of these consumers perceive the company as "fast and quality" (even use your own words to explain it) it will demonstrate that it has established a strong connection to their minds joining the company name and the attribute "speed" and "quality."

If the current and potential consumers, provide any other response (e.g., "attend every special request we do," are cheap "," are willing to be flexible in hours) then the company has no position successful. Although its brand gets associated with attributes such as "personalization", "good price" and "flexibility", these attributes got discarded by the company to be less important in the decision process of consumers who attributes' speed "and" quality." In other words, the Apple Company got associated with positive attributes but irrelevant to influence the purchase decision.

Of course, if initially chose atrocious attributes, the company has an even bigger problem, but let's assume for the moment he has chosen correctly, and that "fast-speed" are the attributes that make a customer choose a company cleaning than the other.

History of Iphone

It all began in 2005 when several engineers investigate touchscreens began under the leadership of Steve Jobs, the CEO of Apple (Until late 2011, replaced by Tim Cook). Apple created the device with the unique and unprecedented collaboration of AT & T Mobility (Cingular Wireless at the time), at an estimated cost of $ 150 million over a period of thirty months. AT & T gave Apple the freedom to develop the hardware and software of the iPhone, and even paid Apple a fraction of the money earned by offering monthly service for consumers (until the iPhone 3G), in exchange for 4 years of exclusivity in the States until 2011 (Koehn, 2008).

Jobs showed the iPhone to the public on January 9, 2007 at the Macworld 2007 convention at the Moscone Center in San Francisco. Because the FCC must approve the device, it went on sale until the day June 29, 2007 at 6:00 pm local time. The iPhone became available in the UK, France and Germany in November 2007 and Ireland and Austria in the spring of 2008.

On July 11, 2008, she released Apple iPhone 3G in 22 countries, including the six in ...