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¡§Depending on whom you ask, the iPhone is either the greatest electronic device to grace the planet or an overpriced, over hyped status gadget sold to rubes with more credit than sense,¡¨ says Arik Hesseldahl of Business Week Online. Whether or not one sees Apple¡¦s iPhone as flawless or a flop, it is a device that demands our attention not only for its unprecedented features but from a marketing stand point as well. Whether it is seen as a success or a failure, it is undeniable that Apple has forever changed the wireless industry. The iPhone

What were once obscure rumors has now become the Apple iPhone. The iPhone was born out of the U.S.¡¦s love for Apple and their iPod along with a passion for new and exciting technologies. Building on their cult following, Apple began to promote their new iPhone, giving little details on how to buy one and what services would be allowed. For other companies, not providing enough information for new products might be a death wish, however, Apple understood that their following was so great, that limited teasers of their new iPhone would only generate more buzz and eventually more sales. This strategy paid off for Apple. David Yoffie, professor at Harvard Business School, said that Apple generated the equivalent of four hundred million dollars in free publicity. It isn¡¦t that Apple was the first to integrate a MP3 player into a cell phone; rather they were able to build on their reputation of outstanding, quality electronics, coupled with better technology, to create a product that was sure to please. Cell phone manufacturers had already been innovating, combining some of the technologies that we find useful such as cameras and music players into cell phones. These phones, however, were limited by very small internal memory, with memory cards available. Apple, on the other hand, saw the opportunity to use the same ideas that made their iPod great. They utilized internal flash memory in four and eight gigabyte options. They offered the consumer what no other cell phone had before, a device that stores photos, video and music inside the phone with no need for external memory and with superior visual quality. Marketing Strategy

The strategy used for Apple¡¦s iPhone consisted of much hype and anticipation, a strategy not new to the company. Using the iPod as a barometer, Beth Synder Bulik of Advertising Age, says that the iPhone followed ¡§a tried-and-true marketing path.¡¨ Apple¡¦s model consisted of ¡§heavy spending upfront for awareness; a decrease in reach and frequency to give consumers a chance to buy and experiment; and gradual adjustments to marketing volume as warranted by the sales curve.¡¨ Marketers commonly aim to create ¡§buzz¡¨ for a new item, but what is so fascinating is Apple¡¦s ability to maintain that ¡§buzz¡¨ over time. Apple did continue to release ¡§tidbits¡¨ of information about the iPhone and its features prior to release to keep anticipation high. John Palumbo, founder of BigHeads Network, New York, a marketing innovation firm, cites Apple¡¦s secret of success to utilizing grassroots and mass-access channels such as YouTube to entice product interest. Through such efforts, Apple has created what Palumbo calls ¡§the best advertising scenario possible.¡¨ He continues, ¡§The public is, in effect, doing your marketing for you. And could there be a better story than that.¡¨ Marketing Program Variables

To better understand Apple¡¦s marketing strategy we observed the four marketing program variables: product, price, promotion, and placement. We have already discussed a number of the iPhone features and the product itself. Overall, Apple¡¦s product seems to meet or exceed most consumers¡¦ desires of functionality and style. The creation of an ever-evolving market gave Apple the opportunity to launch its product to a receptive, target group. When we examine the price of a product such as the iPhone, it is important...
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