Apple Ipad Mini

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Executive Summary
Apple is the market leader in the tablet industry with a market share of 50.4 percent at end of the third quarter (San Francisco Business Times, 2012). With the iPad Mini consumers can experience a smaller version of the original iPad (Apple Inc., 2012). Apple iPad Mini is a brand new product that will provide the most effective compatibility for the new millennium. The new product will have different ranges of space and will be priced from $329 to $659. The iPad Mini resembles the original iPad, but weighs half as much as the original. It carries some of the same features as the original iPad. They both have front and back cameras; however, the resolution on the Mini screen is not as high as the original. The iPad Mini has a 7.9 inch screen and a dual-core microprocessor; although it is not the most current chip available to Apple devices. The iPad Mini has a battery life of ten hours and is approximately 300 grams in weight; can be compared to a “thin as a pencil. Apple through their creativity has also made the software created for the 4th Generation iPad to be compatible with the iPad Mini.

Apple is holding an overwhelming 68 percent of the total tablet market share as of Q2 statistics (Yarrow, 2012). With their promise of simplicity and elegance, Apple has a strategy in creating modern products and services associated with a digital hub. Being able to locate the brand in the minds of the consumers in order to maximize potential benefit for the firm is the key positioning of Apple. The focus of Apple has been to link a relationship between them and high school students and provide the ability to help high school students stay in school (Apple Inc., 2008).

Since iPad Mini has the same capabilities of the iPad, Apple can position the tablet as the greatest in the market and it seems the only competition the iPad Mini has is the larger iPad itself. Due to the strength that Apple carries in their innovation and creativity, they have positioned themselves at a point of maintaining a brand loyal set of customers. On the ground that the founder of Apple stood on, being innovative, creative, and technological can only reflect in the product through what you believe in. The services that Apple offers through its iOS system, such as sharing media across devices through iCloud promote Apple products perceived quality. “21% of iOS users say they will never leave Apples ecosystem” (Canada, 2012).

Apple iPad Mini – Background Information
Introduction
The purpose of this assignment is to learn how to apply concepts of the marketing management program for a new product entering the market. The consumer product chosen to analyze by group one is Apple’s iPad Mini.

Product Description
The iPad Mini resembles the original iPad, but weighs half as much as the original. It carries some of the same features as the original iPad. They both have front and back cameras; however, the resolution on the Mini screen is not as high as the original. The iPad Mini has a 7.9 inch screen and a dual-core microprocessor; although it is not the most current chip available to Apple devices. The iPad Mini has a battery life of ten hours.

Firm History
Two high school friends, Steven Wozniak and Steven Jobs, were both interested in electronics. After high school, they both dropped out of college and ended up working for different companies in the same city, Silicon Valley. Steven Wozniak designed computers and created what we know as the Apple I. Steven Jobs had an eye for the future and together they founded Apple Computer on April 1, 1976. Apple was the first company to build Universal Serial Bus (USB) ports into the computers. Apple began to take off in 1977 after the Apple II debuted. In 1983, Jobs started to realize Apple needed to “grow up” and soughed after John Sculley. In 1985, Jobs and Sculley started to argue and their disagreements ended with Jobs resigning from Apple. By 1997, Jobs...
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