Apple iPhone 4 Apple iPhone 4 Name: Theo Hiotis Subject: Establish & Adjust the Marketing Mix Teacher: Robert Taylor Time: Friday 9:30am till 12:30am Major Assignment: Written Report Weighting: 35% Theo Hiotis Apple iPh e 4 Produ t ʹ The Apple iPhone 4 is a Smartphone developed by the renowned American company Apple Inc. The iPhone 4 is the fourth generation of the iPhone series created by Apple. The main purpose of the iPhone is to integrate three amazing products in to one to allow i t to be functional this includes the phone, a portable mp3 player and a device to allow surfing the internet and receiving emails possible on a small compact portable device. Its main strengths is through the success of the previous iPhone versions includi ng the iPhone 3G and 3GS, the iPhone 4 incorporates movies, music, books, games, internet and email access along with telephone calling, messaging and video calling. The iPhone also uses an application created by Apple called the Appstore, This is vital into the planning and marketing of Apples iPhone and various ads have been categorised to the App Store. The App Store features over two hundred thousand app͛s created by 3 rd party developers which includes, Games, Utilities and other apps for other essential aspects such as productivity. The Apple iPhone uses the iOS developed by the company which is also used in the company͛s other products including, iPod and iPad . The most noticeable difference from other iPhone models and the iPhone 4 is the significantly new design which features Guerrilla glass on the touch interface as it is strong and the main issue with older iPhone models was the increased amount of screen cracking on the phone this also features a stainless steel frame which also acts as the devices antenna. The iPhone 4 also features the Apples own A4 processor which is found in other products created by Apple, The a4 processor is the processor used in the iPhone 4 which allows for the phone to be significantly faster than any other model. It also features a high resolution retina display and a 960x640 pixel resolution. Another significant difference is the use of the front and back camera, this offers customers to be able to do video calling to other users of the iPhone 4, and also there is a flash on the back side of the phone allowing for precision photos being taken with the 5 megapixel camera. The interface on the iPhone is controlled primarily through the users finger tips with a multi touch sensitive to contact made by the finger. The Apple iPhone Multi touch interface is different to other company͛s multi touch smart phones as the interface only accounts for heat sensitive touch which allows precision placing and uses this is one main reason this iPhone has become popular and subjective to other smart phones. The iPhone 4 was announced on June 7 2010 by Steve Jobs (Apple CEO) and was announced to be released on June 24 2010 to various countries including United States, United Kingdom, France, Germany and Japan. The iPhone 4 was then released on July 30 th in other countries such as Australia. The iPhone targets customers who need to store information and communicate or people who want constant entertainment on the go. Apples targ et segments consists of professionals, students, corporate users and entrepreneurs the product caters to every one of these people͛s needs this versatility created by Apple allows for the phone to be a large success in Europe, United Kingdom, America and A ustralia. The Hiotis Apple iPh e 4 Pl ʹ The iPhone holds a significant place on the market, In order to get an iPhone you can buy them through Apple shops directly or from a carrier; the carrier offers the phone on a plan where you pay each month a certain amount for the phone and for the plan that you are on. Vodafone, Optus, Three and Telstra are the main carriers for the iPhone and each cellular carrier has devised methods of ideas for different perspectives on plans that the user can go on in order to purchase the iPhone. I f the customer does not want to go on a plan with one of the major phone carriers in Australia another way to attain an iPhone is too buy one outright directly from Apple. This can be achieved by going to an Apple store or to the Apple online store on the internet and purchasing the iPhone for a fixed one off cost. Pro otion ʹ Apple has a history of announcing products very close to the day that they are to be released and available for retail sale. The iPhone 4 hype has been buzzing for a long time since the ideas and speculations of people had thought of the new iPhone and since Gizmodo purchased ͞the iPhone 4͟ prototype that had been found by someone that had reported that the iPhone 4 had been lost by an Apple employee this created a strong buzz relating to the iPhone 4 release and was not confirmed by apple until 2 months of the prototype being found. This created a significant buzz for the iPhone 4͛s release and allowed a popular amount of promotion before the iPhone 4 had even been announced by Apple. Another way of promotion for the iPhone by Apple is through the Apple stores which are situated in shopping centres and other places of interests around the world. This is essential in the promotion of the iPhone as it allows the store to dedicate themselves to the iPhone product and to providing product demonstra tions. This gives customers a hand on look before purchasing the iPhone. All stores and all Apple related websites will have eye catching displays featuring the iPhone to make the iPhone stand out from other products. All Apple stores will have the iPhone on display months before its release this is designed to lure customers into apple stores and see the whole range of products that Apple has to offer. Apple will integrate the message of revolutionary communications through various formats such as audio and visual through all media advertisements. The iPhone promotion through media campaigns will be based on the iPods ground breaking image. Apple had also created an ad featuring parts of the first apple ad ever invented and was featured in 1984 super bowl this was done primarily to create a buzz about the new apple product that is being sold. Advertising is also appears on a regular basis to maintain general public awareness and communication of the differentiation messages to several targeted groups. Apple has also promoted the iPhone 4 through the use of relevant YouTube ad͛s allowing viewers to see the iPhone and have various demonstrations of the iPhone being used. The Apple website also has ad campaigns circulating the growing buzz of the iPhone 4. The main slogan for the new iPhone 4 used by Apple was ͞this changes everything again͟ This was Theo Hiotis Apple iPh e 4 used by apple in order to create a strong idea to customers that it is still the same iPhone as past models including the 3G and 3GS but a new and improved version, This was carried out on various carrier marketing plans and was featured on many magazines and websites including the homepages of both Vodafone and Optus. (This is an example of the iPhone 4 promotion ad on the Optus website) Pri ʹ The iPhone 4 comes in two types relative to how much flash memory each one holds, This includes the iPhone 4 16gb with a price of $859 AUD or the iPhone 32gb with a price of $999 AUD, meanwhile Apple still sells the older modelled iPhone models on their website and throughout their stores for a fraction of the price. There is many different offers for the iPhone 4 and many different plan types created by different carrier company͛s, The most popular plan for the iPhone 4 is optus͛s 59 dollar per month plan which gives y ou unlimited calls to Optus users, 550 dollars worth of calls to other carrier users, unlimited text and 2gb of data uses this is done on the basis of signing up for an agreement of a minimum of two years. Apple has estimated 1.7 million iPhone 4͛s to have been sold in the first 3 days of their release around the world along with 600,000 pre orders. The prices of the iPhone have changed as to when they first came out this was done by Apple in order to ensure a strong percentage of market share in the shortest amount of time possible. Apple also has intended to release much different limited edition type of iPhones for specific uses like corporate and recreational use. SWOT An l sis The following SWOT analysis looks at iPhone product from Apple INC which is operating in Smartphone industry. The analysis shows iPhones Strengths, Weaknesses, Opportunities and Threats. Theo Hiotis Apple iPh e 4 Strengths - of a business or organisation are positive elements, something they do well and is under their control. Innovation ʹ The iPhone is a technologically advanced smart phone featuring an technologically advanced touch screen which has not been able to be matched by any other mobile product till this day. IPhone 4 has many other functions of other mobile products in one easy to use device. Compatibility ʹ The phone works with iTunes and other Mac and Apple related products such as the new Apple TV allowing for wireless connectivity on a person͛s TV screen which offers limitless potential.