Nathalie Dhalmann
Dr. Kelly Price
Marketing Management
Current Event Essay: Apple iPhone 3G marketing strategy
Apple innovated the computer market with the iMac, then, Apple innovated the mp3 market with the iPod, and now Apple is innovating the mobile telephony market with the iPhone. The success of Apple is due to its innovation in terms of technology, design and marketing. Apple’s marketing strategy is so advanced, that every launch of a new Apple product is a worldwide event. The last Apple’s event was July 11, 2008: the launch of the new iPhone 3G. How Apple has succeeded in entering the mature and saturated market that is the mobile market?
The story begins in June, 2007, when the iPhone first generation is launch in the US.
The touch user interface and the sleek and the beautiful design make the iPhone a revolutionary product in spite of some technological weakness. Indeed, the iPhone does not have a GPS, the 3G, and the possibility to send MMS… The product is a success but Apple did some mistakes concerning the marketing strategy.
In June 2007, the iPhone has been launch in the US at the price of $599. Only three months later, the price has felt to $399, which mean a 33% rebate. This quick rebate was a treachery to the early adopters and pro Apple that immediately bought the phone and who have felt exploited by Apple. Why did they do that? If the iPhone was too expansive, Apple should have known it earlier.
Apple also surprised by forcing the consumers to sign an AT&T account to get the iPhone. This contract must have reduced the sells of the iPhone. In December 2007, 3.3 millions of iPhones were already sold out in the US, but only 2 millions of those iPhones sold came from an AT&T contract. App ...