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.
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"The iPod changed everything in 2001. We're going to do it again with the iPhone in 2007."1
- Steve Jobs, CEO, Apple Inc., in January 2007.
"Apple Inc.'s campaign to build excitement about its iPhone may be the most successful marketing effort ever, surpassing the drive to promote Ford Motor Co.'s 1964 Mustang and Microsoft Corp.'s Windows 95."2
- The Economic Times3, in June 28, 2007.
"I've never seen the kind of feeding frenzy we've seen in the media, We expect it [iPhone] to be a very successful product -but I don't know how it can possibly live up to the hype."4
- Ed Colligan, President & CEO, Palm Inc5, in June, 2007.
The Launch of the 'Jesus Phone'
1] "Apple's 'Magical' iPhone Unveiled," www.news.bbc.co.uk, January 9, 2007.
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