Apple Iphone Case Study
Apple iphone case study 1
Apple 's iPhone Launch: A Case Study in Effective Marketing
Kyle Mickalowski, Augustana CollegeMark Mickelson, Augustana CollegeJaciel Keltgen, Augustana CollegeABSTRACT
When CEO Steve Jobs announced in January 2007 that Apple would be releasing a revolutionaryiPhone five months hence, consumers waited with bated breath for a phone that would deliver all the features of their iPods as well as a smart phone. Anticipation grew, just as Jobs knew it would, as Juneapproached. The launch would become one of the most heralded technological product splashes Apple,known for its masterful media build-up, had ever planned. How the iPhone was developed, priced, promoted, and distributed is lesson for marketers around the world. Apple investors were pretty happy withthe outcome as well.
INTRODUCTION
One year after Apple Inc. CEO Steve Jobs announced the company’s industry-changing iPhone onJanuary 9, 2007, at the Macworld convention in San Francisco, the share price of Apple’s stock has morethan doubled to a January 9, 2008, value of $179.40 (See Chart 1). This stock price incorporates all of Apple’s business, but a large part of the rise in value can be attributed to the launch of the cutting-edgeiPhone, of which four million have already been sold through mid-January 2008 (Carew, 2008). Based onthis simple observation of the stock price, the iPhone can so far be declared a success, at least from ashareholder standpoint. This paper will explore both the pre- and post-launch activities surrounding theiPhone to explain why it was such a success for the stockholders and why Apple’s reputation forunparalleled marketing success is deserved.
Chart 1: This chart depicts the astounding growth of Apple’s stock from January 9, 2007, to January9, 2008.
2 THE ANNOUNCEMENT BY CEO STEVE JOBS
Jobs ' announcement was an example of the intelligent use of trade shows and Apple 's experiencewith generating press coverage and buzz about new
Apple 's iPhone Launch: A Case Study in Effective Marketing
Kyle Mickalowski, Augustana CollegeMark Mickelson, Augustana CollegeJaciel Keltgen, Augustana CollegeABSTRACT
When CEO Steve Jobs announced in January 2007 that Apple would be releasing a revolutionaryiPhone five months hence, consumers waited with bated breath for a phone that would deliver all the features of their iPods as well as a smart phone. Anticipation grew, just as Jobs knew it would, as Juneapproached. The launch would become one of the most heralded technological product splashes Apple,known for its masterful media build-up, had ever planned. How the iPhone was developed, priced, promoted, and distributed is lesson for marketers around the world. Apple investors were pretty happy withthe outcome as well.
INTRODUCTION
One year after Apple Inc. CEO Steve Jobs announced the company’s industry-changing iPhone onJanuary 9, 2007, at the Macworld convention in San Francisco, the share price of Apple’s stock has morethan doubled to a January 9, 2008, value of $179.40 (See Chart 1). This stock price incorporates all of Apple’s business, but a large part of the rise in value can be attributed to the launch of the cutting-edgeiPhone, of which four million have already been sold through mid-January 2008 (Carew, 2008). Based onthis simple observation of the stock price, the iPhone can so far be declared a success, at least from ashareholder standpoint. This paper will explore both the pre- and post-launch activities surrounding theiPhone to explain why it was such a success for the stockholders and why Apple’s reputation forunparalleled marketing success is deserved.
Chart 1: This chart depicts the astounding growth of Apple’s stock from January 9, 2007, to January9, 2008.
2 THE ANNOUNCEMENT BY CEO STEVE JOBS
Jobs ' announcement was an example of the intelligent use of trade shows and Apple 's experiencewith generating press coverage and buzz about new