Apple's App Store: Strengthening the iPhone's Competitive Position

            
 
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Case Details:

Case Code : MKTG236
Case Length : 17 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Apple Inc.
Industry : Mobile phone
Countries : USA, Worldwide

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Introduction Contd...

Apple's CEO, Steve Jobs (Jobs) said, "The App Store is like nothing the industry has ever seen before in both scale and quality. With 1.5 billion apps downloaded, it is going to be very hard for others to catch up."3

Apple, established in the late 1970s, was known for manufacturing technologically superior computer products. In 2001, Apple introduced a digital music player called the iPod that transformed the music industry. The stupendous success enjoyed by the iPod not only provided Apple with a new source of revenue, but also enabled it to become a major player in the consumer electronics industry.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

In 2007, when Apple announced that it planned to introduce the iPhone, the product launch became one of the most anticipated in history. The iPhone was universally acknowledged to be a technically superior product that was not only a phone, a music player, and an internet browser, but also a computer. Within a few months of its launch, the iPhone became the third best-selling smartphone4 in the world...

 Excerpts >>


3] Christian Zibreg, "Another IPhone Record: 1.5 Billion App Store Downloads in the First Full Year of Operation," www.geek.com, July 14, 2009.
4] Although there is no industry standard definition, the term 'smartphone' refers to mobile phones with several advanced capabilities, often with PC-like functionality.


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