MARKETING MIX APPLE IPHONE

BACKGROUND INFORMATION The Apple iPhone series began on June 27, 2007 starting wit h the iPhone 3. Since it’s launch, there has been a eight iterations from the iPhone 3G to the iPhone 6 Plus. iOS, Apple’s flagship software owns a 43.86% share of the mobile market, just below Android at 47.06% The iPhone is manufactured in China under the Foxconn corporation. Since last numbers, there has been over 500 Million sales.

APPLE IPHONE In 2007, approaching summer Apple released there new product to the market, the Apple iPhone, just short after the Apple iPod touch. The iPhone 3 was originally only launched in North America and certain n parts of Europe (France, Ireland, Britain and Germany) Even with the limited market, they sold after four quarters over 6.4 Million devices

PRODUCT The phone currently weights a mere 172 g in the 6 Plus. The USP (Unique selling point) of the iPhone is the availability of apps from the Appstore, and iOS 1 through 8. The target audience is the general population who needs a device to browse the internet and make calls with multimedia needs. A unique feature about the phone is the signature rounded home button. The phone is touchscreen and has Wifi, Bluetooth and 3G/4G

PROMOTION Apple promote it’s products as more notabily its iPhone on a “Show, Want” system, where Apple attempts to draw the consumer in with a “Show” and create a “Want” in order to create a sale They do this in slick advertisements such as “Think Differently” and by showcasing the many apps you can have on any iPhone device creating a want for the product. They incorporate iTunes when selling the iPhone to co-advertise it’s music selling empire to each iPhone User Apple attempt to market the iPhone as a “Creative Tool” to people who enjoy media such as music and videos

PRICE The iPhone originally marketed at $499 and increased to $699 at the later models The actual cost of the phone to create is below $300 despite the high mark up price. The high price issue was mitigated by carriers like 02, Three, Vodafone halving the price to sign you to a contract for 1-2 years. The iPhone’s high cost has given over $525 Million Dollars alone to the company.

PLACE The iPhone was originally only sold in three countries in Europe and parts of northern American until the release of the later model the iPhone 3GS Apple recently put the iPhone 4 back into manufacturing to sell to small families in parts of India where average incomes are lower than most countries Today the iPhone is sold in over 50+ Countries and even parts of central Africa In certain countries, for example the iPhone is against copyrighted names that were registered before its creation. To this day the court is still ruling on the issue despite the Apple iPhone still being sold