Iphone MArketing strategy
Since its launch, in 2007, and until the end of 2013, Apple sold 500 million iPhones.
It's an impressive number.
in 2012 alone, Apple sold 120 million iPhones, in 2013 Apple sold 160 million iPhones.
Without a doubt, the iPhone has become a 'cult product', a 'must have' device.
Which are the secrets behind the iPhone astounding success?
To understand the spectacular iPhone success, and the iPhone phenomenon, we need to start by analyzing the cellular telephone market in the years immediately before the launch of the first iPhone,
And the situation inside Apple.
Before the iPhone launch, infact, Apple was not a cellular telephone manufacturer, and had zero experience in cellular telephones marketing.
Its only expertise was in computer hardware, computer software, and in portable music devices (the iPod).
In 2005-2006, the cellular telephone market was considered a mature and saturated market, with narrow margins, dominated by Nokia and Motorola.
And by the Blackberry in the high end, especially in the business and corporate world, which were needing email writing, sending and receiving capability on their cellphone, with a suitable keyboard for texting messages.
A mature and saturated market with a fiery competition, such as the cellphone market in 2005-2006, was allowing narrow margins, therefore was unanimously considered unappealing by financial and business analysts.
When rumours came out, in 2005-2006, that Apple was in the process of developing a cellular telephone, financial and business analysts were at best 'skeptical'.
To be true, the consensus among financial analysts was that the 'Apple cellphone' would have been a terrible flop.
Some of them were privately saying that they were suspecting Apple executives had gone completely mad, to enter such a saturated and non-profitable market.
Very few, among the business analysts, had the more objective attitude to just 'wait and see'.
Then, the
It's an impressive number.
in 2012 alone, Apple sold 120 million iPhones, in 2013 Apple sold 160 million iPhones.
Without a doubt, the iPhone has become a 'cult product', a 'must have' device.
Which are the secrets behind the iPhone astounding success?
To understand the spectacular iPhone success, and the iPhone phenomenon, we need to start by analyzing the cellular telephone market in the years immediately before the launch of the first iPhone,
And the situation inside Apple.
Before the iPhone launch, infact, Apple was not a cellular telephone manufacturer, and had zero experience in cellular telephones marketing.
Its only expertise was in computer hardware, computer software, and in portable music devices (the iPod).
In 2005-2006, the cellular telephone market was considered a mature and saturated market, with narrow margins, dominated by Nokia and Motorola.
And by the Blackberry in the high end, especially in the business and corporate world, which were needing email writing, sending and receiving capability on their cellphone, with a suitable keyboard for texting messages.
A mature and saturated market with a fiery competition, such as the cellphone market in 2005-2006, was allowing narrow margins, therefore was unanimously considered unappealing by financial and business analysts.
When rumours came out, in 2005-2006, that Apple was in the process of developing a cellular telephone, financial and business analysts were at best 'skeptical'.
To be true, the consensus among financial analysts was that the 'Apple cellphone' would have been a terrible flop.
Some of them were privately saying that they were suspecting Apple executives had gone completely mad, to enter such a saturated and non-profitable market.
Very few, among the business analysts, had the more objective attitude to just 'wait and see'.
Then, the