Executive summary In January 2007 the Apple Computer Incorporated changed its name to Apple Inc (Jeffrey& Simon, 2005, P. 35). This was announced by its Chief Executive Officer and Co-founder Steve Jobs. The CEO also revealed the long awaited iPhone (Honan, January 9, 2007). This is a combination of the iPod and the internet-enabled smart phone. In June the following year he announced that iPhone 3G would be released one month later. This new version adds support for networking 3G and assists navigation of GPS in addition to other things. The future plans of Apple is to focus on satisfying individual consumer demands rather than just fulfilling a demographic requirement as well as better the effectiveness and stability rather than adding new features when introducing new version of a new product. The main target of iPhone is the users who need communication and storage of information or individuals who want entertainment as well. The target segments of Apple comprise of students, corporate users, professionals, healthcare workers and entrepreneurs. The market for high-end systems like the iPhone is current small. Few individuals want video, internet and PDA features in one phone because of the high price. The market for smart phone is currently small compared with the market for the ordinary phone (Honan, January 9, 2007). Their market will increase rapidly in future due to greater power and lower prices. Product iPhone is the first Internet-enabled smart phone launched by Apple. It intertwines features of a wireless internet device, iPod and mobile phone into one package. The most innovative feature in iPhone is the 3.5 inch multi-touch screen. The screen allows an interface based on touching in place of keyboard, stylus or mouse. It allows the items on the screen to be controlled by touching using two fingers instead of one finger. This device can also be viewed in portrait or landscape mode by automatic shifting of the screen based on the holding angle. The features of this device are, wide screen option (video playback), MP3 player (iPod), Bluetooth, Wireless internet access, 3.5-screen and 2 mega pixel digital camera. Goals and objectives
- The business will aim at a one percent phone or personal digital assistant (PDA) market share in United States and United Kingdom through unit sales capacity of 400,000 in the first one year.
- Realize a ten percent share market volume based on sales, extend on the brand name of the company and link to establish substantial positioning during the second year of launch.
- Extend the company’s innovation image, value and quality during the second year.
- Measure the awareness and response during the second year in order to make changes to the marketing campaigns.