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.
Some analysts also viewed Apple's foray into this market as a defensive strategy necessitated by the introduction of music phones by some well-known mobile phone companies.
The case will help the students to:
Promotional strategies, Word of mouth marketing, Buzz Marketing, Innovation, Convergence, Mobile phone market, Category-defying, Pricing , Consumer electronics market, Apple retail stores, Mobile handset market, Motorola, Entry , iTunes, AT&T, Hype, Steve Jobs, iPhone, Marketing, Touch screen, iPod, Nokia, Samsung, Macintosh, Apple, Sony Ericsson
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