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Apple Buyer Behavior

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Introduction

Introduction Apple Inc. is a multinational corporation that develops computer software, consumer electronics, and commercial servers. Apple Computers was created by Steve Jobs and Steve Wozniak on April 1st, 1976 and became incorporated on January 3rd, 1977 in Cupertino California. It was a long forthcoming for them computers such as the Apple I, Apple II, Macintosh and Power Macs. In 2001 Introduced the Ipod music player, which would change the way we listen to music forever. On January 9th, 2007 Steve Jobs announced the first version of the Iphone and it would change the way we communicate for decades to come. The Iphone has transformed from the Iphone to the Iphone 3, Iphone 3s, Iphone 4, 4s and the soon to be released Iphone 5. The Iphone is part of the huge growing Smartphone sector of the wireless industry. The Iphone gives you the capabilities of several devices in one. It is a cell phone that can also be used as a digital camera, email browser, web browser, calendar, digital music player, video camera and so much more. The Iphone is now one of those brands that everyone knows such as Nike, Coca-Cola and Walmart. The Market We learned when Apple released their last earning reports that they had shipped out close to seven million units in their first quarter and was up 1.1 million from the year previous. Apple?s contribution to the worldwide Smartphone market grew 327.5 percent in a Gartner?s survey. ...read more.

Middle

This showed that the demand superseded the actual supply. Apple has always been the leader for the music and video industries and realized they would become the top dog in the Smartphone realm. There are plenty of market opportunities for Apple to expand the client base. Apple is developing more applications for businesses to use to increase productivity. They also focusing huge on the direct consumer market. On the consumer side Apple?s primary target market is the upper-middle income professionals to coordinate their busy schedules and communicate with colleagues, friends and family. Their secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Apple?s Iphone main strategy is brand awareness, ease-of ?use, compatibility with other apple products, secrecy about new product launches and promoting the Iphone as both professional and hip. Product Design Apple hired Sir Jonathon Paul Ive a British born designer. Ive is the senior vice president of industrial design and is the lead designer behind most of Apple?s products. The Iphone was probably one of the most anticipated products before it was even created. One of Apple?s designs was based on the minimalist approach by having only four buttons (volume, mute, power and home button) and the rest is all interaction with the touch-screen. Some of the main features are a 3.5-inch touch-screen, digital camera, web browsing, phone, e-mail browser, game player and Ipod mp3 player. The also added some advance features including to a high definition video recording and editing, dual sided cameras, videophone, multitasking and a retina display. ...read more.

Conclusion

Pricing Pricing I feel was one of Apple?s weakest points so far with the Iphone. At first release the 4 GB was 499 and the 8 GB was 599. At&t offered a special discount with the signing of a 2-year contract of 300 off retail price. So when the new phone was released you could get the 4 GB versions for 199 dollars. These prices showed a lack of new Iphone?s the first day by selling out in just a couple of hours. This shows that a price increase might have been completely possible because of the demand. After the release of the Iphone and the second version was released the price stayed the same just with more memory options a 8 GB, 16 GB and 32 GB and the first versions price was reduced to 99 dollars with a new contract. Apple has continued to use this method for all new versions of the Iphone where the previous version goes on sale. This helps people who really can?t afford the newest version to still own a new Iphone. Evaluation I think the overall impressions the Apple Iphone is most people continue to love this product and I feel this is shown because Apple?s stock has increased 300 percent over the last couple years. People continue to purchase the latest versions so they don?t get left behind. Apple spends 100?s of millions of dollars in advertising that people remember the commercials. I feel that the only misstep that Apple made with the release of the Iphone was the price. ...read more.

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