Launching iPhone: Apple's Entry into the Mobile Phone Market
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Apple was founded on April 1, 1976, by Steve Jobs (Jobs), Steve Wozniak, and Ronald Wayne, and was incorporated on January 3, 1977. It was initially called Apple Computers Inc. and was headquartered in Cupertino, California, USA. The idea for the company originated in the dream of one of the founders Steve Wozniak who wanted to build his own computer...
Marketing the iPhone
In May 2007, Apple announced its marketing strategy for iPhone through Bear Stearns analyst Andy Neff (Neff). Neff said that Apple would sell the iPhone through 2,000 retail outlets focusing on markets such as the US, the UK, and Japan, where the company had a strong customer base. In addition, it would be sold through select retailers such as Best Buy Co., Inc...
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