Apple Inc.'s iPhone: Can iPhone Maintain its Initial Momentum?

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Case Details:

Case Code : MKTG201
Case Length : 18 Pages
Period : 2007-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Apple Inc.
Industry : Consumer Electronics
Countries : UK; Europe; USA

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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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Background Note

Apple was founded on April 1, 1976, by Jobs, Steve Wozniak, and Ronald Wayne in Jobs'garage. It was incorporated as Apple Computers Inc. on January 3, 1977, and was headquartered in Cupertino, California, USA.

The idea for the company originated in the dream of one of the founders, Wozniak, who wanted to build his own computer.

When his employer, Hewlett-Packard Company , refused to accept his design, he resigned and, along with his school-mate Jobs, moved the production to Jobs'family garage...

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

Launching the iPhone

On January 29, 2007, Jobs announced Apple's plans to launch the iPhone at Macworld Conference & Expo . Apple's entry into the mobile phone market with a revolutionary product called the 'iPhone'generated a lot of excitement among consumers...

Pricing the iPhone

The iPhone was launched with such frenzy that even its premium price did not prove a deterrent to many consumers. Apple priced its 4GB version of iPhone at US$ 499 and its 8GB version at US$ 599, when it was launched in June 2007. The customers also had to enter into a two-year contract with AT&T...

The Price Cut Chaos

In September 2007, barely ten weeks after the launch of the iPhone, Jobs announced a steep price cut for the product. The 4 GB version was made inoperable while the 8 GB version was available at US$ 399 and a 16 GB version was to be introduced at a price of US$ 499...

Excerpts Contd...>>

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