App's Marketing Strategy

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Apples Marketing Strategy: HistoryRepeats Itself Jun 14, 2011 by Tien Anh Nguyen advertising , featured , marketing strategies , productstrategy

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How Apples wildy successful marketing of their new products really is a continuationof their classic Macintosh marketing strategy .

The last few weeks witnessed yet another massively hyped, incredibly successful launch of iCloud during Apples annual conference WWDC. The whole Web world is now alreadyawash with rumors and news about the upcoming new versions of the wildly successfulMacBook Air , yet another product of Apple that has really revolutionized its market segment(of ultraportable laptop). Apple is seemingly invincible in developing and marketing world-dominating mobile computing devices of all sizes and usage.

Much has been said about the marketing tactics they used in introducing the iPad , theMacBook Air, and the iPhone. The common thread we hear is that it is a masterfulcombination of hype, sagacious timing, exclusive sneak previews, and extremely effective

presentations that give these products such successful launch (of course, the products actuallyare a joy to use, but this post is mostly about the marketing strategy ).

However, if you look back in time very much further, in the early 80s, and re-examine howApple tackled product launches of similar scale, you can find that Apple has always been awinner in massive scale, high profile ground breaking marketing campaigns, and that their

core philosophy behind these marketing campaigns remain very much the same, even as thetechnologies inside of these products have taken quantum leaps, and the high tech markettoday is far more evolved and competitive than 30 years ago.

We find that Apple still adheres very much to a number of principles that one of its originalmarketing gurus Regis McKeena has expounded :

- High-tech marketing has to be all encompassing: That is, high-tech products are noteasily marketed or communicated over simple media channels, nor to a single set of customers. A company has to market/communicate to everyone in its marketplace, and has to

be active in creating and defining the discourse around that product. Apple was not the firstcompany to sell a MP3 player, but its effective marketing and promotion of the product, its

introduction of the Itunes music software help bring MP3 players to the mainstream, together with the Ipod.

- Markets are made, not won: Markets for new innovative products do not exist, they haveto be created, and defined . Therefore, the company has to be creating the product anddefining its market at the same time, in the same process. Apple has never been afraid of redefining its market, breaking through well-worn product convention, because it believes increating and owning whole new markets, rather than competing in existing, crowded arenas.


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- Influencers are key: Then as now, consumes are weary of advertising, and trustworthy,neutral parties are very important to helping communicate the value proposition of the

product. As secretive as Apple is, it still has a powerful grip on the high tech media becauseof its long tradition of nurturing relationships with them, and it has fanatically devoted userswho are powerful influencers in their own right.

- Marketing message has to be user-centric and inspirational: Apple is a company thattruly speaks to its consumer directly, and inspires the best of emotions in them, for example,awakening the Child-like sense of wonder in all of us. No other company does emotionmarketing as well as Apple. Again, this is something that is core to their marketing playbook

just compare the following taglines for the Macintosh, which was introduced in 1984, andthe iPad, which was introduced in 2010, 26 years after (pointed out by Joe Wilcox at

betanews.com):

Macintosh: Despite all the amazing technology and engineering genius weve put into Macintosh, the most impressive thing just might be what you can get out of it: Magic.

iPad: A magical and revolutionary product at an unbelievable price.

It is amazing how their marketing formulas have remained very consistent throughout allthese years.

iPhone Marketing Strategy.

The Apple iPhone is an outstanding product. The iPhone is at least 5 years ahead of thecompetitors. The touch user interface and the sleek and beautiful design by Jonathan Ive andhis team make it a true masterpiece of technology and design. the iPhone is not only a mobile

phone, it is a product in between a mobile phone and a laptop computer. Even calling it asmartphone is not enough.

After many rumours and speculations which started as early as in 2006, the first generationiPhone was launched in the US on June 29, 2007.The second generation iPhone, the iPhone 3G, was launched in July 2008.The third generation iPhone, the iPhone 3GS , has been launched in June 2009.

The iPhone has entered a market - the market of mobile phones - a market which is mature,and saturated. Nonetheless, Apple has been able to develop a revolutionary product, and tochange the paradigm in the mobile phone market. Apple did great on the product side, no

doubt. However Apple has done some serious mistakes in the marketing of the iPhone.

Mistake #1 - The iPhone Pricing at market launch.

Apple made a big marketing mistake in 2007, by reducing the iPhone retail price from $599to $399 - a 33% rebate - after only 3 months from the initial product launch. This way theiPhone early adopters - and Apple most faithful costumers have rightfully felt being betrayedand exploited.


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A great company must not do so serious and bad mistakes, betraying their most faithfulcustomer base.

They had other 3 better options:They could have waited 6 more months before reducing the price of the iPhone, or they couldhave delayed the iPhone launch for 3 months, or they could have decided to price the iPhoneat $399 since the initial launch.and since July 2008, the iPhone 3G is sold at $199, 50% less than the September 2007 price,66% less than the launch price of just one year earlier.

Mistake #2 - Forcing costumers in signing with AT&T as exclusive carrier and the revenuesharing business model.

It has been a greedy and wrong marketing strategy on the side of Apple. Result: slowingdown the sales of the iPhone. 3.3 million iPhones were sold in the US between June andlDecember 2007, but only 2 million contracts were signed with AT&T. Were did theremaining 1.3 million iPhones go?

Mistake #3 - the Apple iPhone and the Europe markets

The US makes 300 million inhabitants.Western Europe makes 350 million inhabitants, more than the whole US.

On June 29, 2007 the iPhone was launched in the US. Only in November 2007 the iPhonewas launched in some European countries. To be precise only in 3 countries: UK, Germanyand France. In each of these country with the same stupid and self hammering business modelused in the US, and in each country with a different carrier: O2 in the UK, T-Mobile inGermany, Orange in France.

Only on July 11, 2008, one full year later, the iPhone has been launched in several other European countries, as Italy, Spain, Switzerland, Austria, Ireland, Denmark, Norway,Sweden, Finland, Netherlands, Belgium. Why so late?

It gets interesting to see the jam and confusion of prices, terms and monthly fees charged bythe many different carriers in Europe: O2 in the UK, T-Mobile in Germany, Austria and

Netherlands, Orange in France, Swisscom in Switzerland, Vodafone in Italy, Telia Sonera inDenmark, Norway, Sweden, Finland. The iPhone 3G Price in Europe

On July 11, 2008 the iPhone has been launched also in other key countries worldwide:Australia, New Zealand, Canada, Japan, Mexico, Brasil.

In conclusion: a great lesson from Apple on how to undermine a great product adopting astupid, greedy and self hammering marketing strategy.

T he iPhone 3GS.


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In June 2009 Apple launched the iPhone 3GS .The iPhone 3GS has a 3 megapixel autofocus camera, video recording and editingcapabilities, voice control, longer battery life, 7.2 Mbps HSDPA internet connection. iPhone3GS is twice faster than the iPhone 3G. The iPhone 3GS prices: $199 for the 16GB model,$299 for the 32GB model.more on the new iPhone 3GS on the iPhone 3GS page .

iPhone Sales Data.

Apple is always reluctant to give detailed data about sales of their products.A total of 33.75 million iPhones had been sold worldwide until the $th quarter of 2009. Of these, 11.3 million 3G iPhones have been sold between July 11 and December 27, 2008.

Previously a total of 6.1 million first generation iPhones had been sold in US, UK, Germanyand France.From these data it comes that, in spite of the serious marketing mistakes done by Apple, theiPhone has been a huge success.

Apple Marketing Strategy

Apple has been so successful in these last years thanks to his fresh, imaginative way to think and do its business: a winning combination of exceptional products, great style and design,great strategy, innovative marketing, sleek and enticing communications.

Apple owes its overwhelming success in the last years to the iPhone and to the smart iPod

and iTunes product combination, a combination of a great hardware piece with great style,great software, great performance, user friendly interface, with a good e-business service. TheiPod + iTunes halo effect and new great Mac computers and Mac OS software did the rest inincreasing Apple revenue stream.

In the 5 years between 2003 to 2008 the Apple share value increased 25 times, from $7.5 to$180 per share. At july 2008 prices, before the US Financial Crisis, Apple stock marketcapitalization was $160 billion.In January 2010 Apple shares topped the $210 mark.

But even the best companies with the best products have bottleneck factors which often avoidfull exploitation of the opportunities.

T he iPod.

Few people are aware - and few market analysts too - that for the first 3 years the iPod was anabsolute flop. The iPod was launched in october 2001, and between 2001 and 2004 iPod saleswere between 100-200 thousand units per quarter, very far from today's 10-20 million units

per quarter, and the iPod sales were not even covering the product research & developmentcosts.


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Then, in June-Aug 2004 something happened, and iPod sales began to grow strongly, quarter after quarter. Today, we all know where the iPod stands, and what a remarkable success it is.

The iPod made the fortune of Apple, and it stands out as the major turning point in thecompany growth.

Few people know that the iPod + iTunes business idea was not conceived inside Apple, butwas proposed to Apple by an outside source, a music lover and Engineer named Tony Fadell.

More on Tony Fadell and on the iPod marketing on iPod Marketing Strategy

The iPod marks another outstanding result in marketing:the annihilation of competitors. To know more see the analysis onThe iPod competitors

It should be noted that, since the second generation of iPods in 2002, the iPods were madecompatible not only with the Mac operating systems but with Microsoft Windows operatingsystems as well.

We should ask ourselves (and to Steve Jobs): how many iPods would have been sold if theiPods would had been compatible only with Mac operating systems?Where the iPod is manufactured and assembled

T he iPhone.

The pipeline of new products which came out from Apple in the last years is impressive, andoverwhelming. In 2007, with the successful launch of the iPhone, Apple has marked another milestone in its development and growth.

And moreover, the iPhone enters a market - the market of mobile phones - a market which ismature, and saturated. Nonetheless, Apple has been able to develop a revolutionary product,and to change the paradigm in the mobile phone market.

The iPhone is 5 years ahead of all its competitors. A wonderful product, amazing user interface, great design. It is not only a mobile phone, it is a product between a mobile phoneand a laptop computer. Even calling it a smartphone is not enough.In July 2008 Apple launched the second generation iPhone, the iPhone 3G.

T he iPhone 3GS.

In June 2009 Apple launched its third generation iPhone: the iPhone 3GS .The iPhone 3GS has a 3 megapixel autofocus camera, video recording and editingcapabilities, voice control, longer battery life, 7.2 Mbps HSDPA internet connection. iPhone3GS is twice faster than the iPhone 3G. The iPhone 3GS prices: $199 for the 16GB model,$299 for the 32GB model.more on the new iPhone 3GS on the iPhone 3GS page.More on iPhone Marketing on the iPhone Marketing Strategy page.


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Apple did great. no doubt. However Apple has done some serious mistakes.

The most serious mistakes Apple has done concern marketing and distribution strategies inEurope.Apple has overlooked the European markets, and missing big numbers in unexploited sales.With better marketing strategy, better communication and distribution, Apple could havemade 300% more revenues in Europe in the last 4 years. Apple Marketing in Europe

We met with with Erik Stannow, Apple Vice President of Marketing for Europe & EMEA.We have been talking with Erik Stannow about the marketing and distribution issues of Apple in the European markets and we gave some valuable suggestions to improve the Applemarketing strategy and distribution in Europe.Well, it seems that in Cupertino they don't care so much about Europe.

Steve Jobs

If we talk about Apple success, about Apple great products, we need to talk about Steve Jobs.Steve Jobs has been and is the great mind behind all this.Steve Jobs is a genius, he is a magician, too. He is the most skilled guy in introducing new

products - "... one more thing" - the most skilled in presenting the key features, and he is agreat communicator.

Even more important, Steve Jobs has Vision. Vision in the strategy, Vision in the productdevelopment, Vision in the alliances.

Apple Communication Strategy.

Apple communication is sober, intriguing, simple, clear, minimalist and clever. And it has astyle of its own. Both in the tv ads, both in print ads, both in the online communications. Alesson to be learned by many companies in the world. Well, of course when you have great

products it is much easier to entice the costumers, but nevertheless doing it with style andcleverness is a very good point. It boosts sales, but enhances the brand value too.

The famous "I am a Mac, I am a PC" tv ads are a milestone in communications. Smart,simple, effective and humiliating (for Microsoft ...).

Marketing Strategy How Apple reinforcesthat Simpler is Better?By Sagar Gholap 2

Apple has been able to accumulate massive success and riches over the years. Many peopleassociate this success to their relentless hard work and their ability to foresee and act on thechanging marketing trends. However, if there is one single factor Apple can crown as thereason of its success then it is the simplicity. Apple and simplicity? Now that may seem like a


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far fetched notion but it is true. Apple, just like some other big names out there, has been ableto strike a chord with its customers but over the course of years, it has also been able tosignificantly increase its market share in the mobile industry which is becoming an increasingcompetitive market. Given the current popularity and status of iPhone, it is over whelming toimagine that the phone only came out in 2007. Its been successful, all right. But how didApple do it? Heres apple marketing strategy !

Presentations

If there is one area where Apple beats all other industrial giants such as Microsoft, Nokia or even Samsung hands down, it is the presentations. Each time Apples goes into producing anynew product, the whole world stops and zooms in to analyze and counter-analyze the specs of the upcoming products. Despite having plenty to share, Apple chooses the simplest route andthat is of addressing the general public.

As far as I am concerned, Steve Jobs alone can give all tycoons a run for their money. Theman, other than being a genius, speaks a language a common person right off the street canunderstand and that is the beauty of just about any given Apple Presentation, which is meantas much for the general public as it is meant for the media.

Brand Loyalty

Apple Inc. was founded only a year after Microsoft, at the moment it is on the pinnacle of its popularity and success. Unlike most of its rivals, Apple especially is not known to care for the budget of a commoner. In fact, it wont be wrong to say that Apple, ever since itsfoundation, has only targeted a certain brand conscious class. For that very reason, none of the products of Apple are meant to fall within the budget of a normal man but more and more


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people are covetous of Apple products than ever before, since it is established to represent acertain class. Apple fever proved to be an epidemic and now it has spread far and wide.

Take the example of Nokia on the other hand. It manufactures all kinds of phones, not justthe ones meant to drill some major holes in your pockets (and purses). Despite beingeconomical as well as reliable, Nokia has lost significant market share to Apple, the brandthat refuses to lower its prices. More and more people are changing their loyalties in favor of a brand that comes with a promise of delivering or more importantly, enrolling them in theclass.

E ffective Advertisement

Apple has successful employed the same strategy here as well. In its advertisement campaign,rather than challenging peoples intellect and throwing all kinds of computing or mobile

jargons at them, Apple sticks to the basic. The latest ad campaign for iPhone 4, rather thanconcentrating on its oh-so-powerful processors simply magnifies some of its very basicfunctions such as improved picture quality and email experience.

From presentations to advertisements, Apples marketing strategy has been in a language people can understand and that is definitely one of the biggest reasons why they are sosuccessful in every thing they do.

7 Key Strategies T hat You Must LearnFrom Apples Marketing

Coming off the heels of yet another successful Apple launch debut, its increasingly clear thatApple is on top of their game in a way like no other. Which other company could turn anordinary press conference into a live global event?

The secret lies beyond their product line and design standards; it lies beyond even Steve Jobsemphatic adherence to Apples core philosophy, which is that the user doesnt always knowwhat they want.


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L ooking at the companys latest product lines and revenue models, Id be a fool to call themanything less than what they are, which is:

y A design firmy A media platformy A publishing companyy A software powerhousey A computer buildery A movement

Break down each of these bullets individually and youll find a company at the top of their respective industry, but combine them into a single entity and youve got the recipe for

building one of the most influential businesses of all time.

So how did they do it?

Rather than tell you how I think they did it, I thought instead Id turn to their fans on Twitter,who helped me uncover 7 of the greatest marketing lessons that Apple brings to the table.

1 . Ignore Your Critics

As an entrepreneur, youll hear a lot of people tell you that you need to reach out and figureout what people want, which means listening to your critics, often times more patiently thanyoud like.

Apple decides to flip the script and instead focus on building what they want to build, nomatter the perceived cost. When Steve Jobs debuted the iPad, the critics stood in line,throwing every insult they could muster. The critics said that the iPad would fail. Thenumbers say otherwise .

Each and every time Apple decided to innovate, they were laughed at. They prevailedanyway.

Great ideas often receive violent opposition from mediocre minds.

- Albert Einstein

2. T urn the Ordinary into Something Beautiful


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For quite some time, PC fans enjoyed the work of buying their own parts and building their own tower systems. At the same time, PC makers were building standard hardware for standard applications.

Apple would have none of that.

Theyve been pioneering not only the features of standard operating systems and computer systems, but simultaneously reinventing the design standards as well. As a result, we have thegorgeous iMac, the beautiful new Macbook Air, and who could forget, the amazing iPhone 4.

Where others focus on one aspect of the equation, Apple focuses on the entire product, and itshows.

3. Justify Your Price

Were in a time when pricing strategies are all over the place. People dont know what tocharge, and in many cases, prefer to race to the bottom instead of pricing strategically to amarket that can bear the cost.

Once more, Apple ignores the standard by not only pricing their technology more than 2xwhat their competitors charge, but doing so without blinking. How can they get away with it?

Well, the answer is twofold:

1. They build beautiful products for an audience that loves them passionately.2. They justify their price with features and benefits that cant be matched.

Since weve already hit point 1, lets work on #2.

No other computer can match the display of a 27 iMacit simply cant be done.

No other software can match what iTunes brings to the table.


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No laptop is as thin as the Macbook Air.

No software is more intuitive, no product more valuable than the Apple product. Any other smartphone looks like it was developed by rookies when compared to an iPhone 4. Yousimply cannot compare the two.

Critics will play on the fact that the core features are the same, and they might be, but thatsnot the point. The point is that Apple is the Rolls Royce of the technology and design world,and their customers will gladly pay a premium because of it.

4 . Communicate in the Language of Your Audience

It makes no sense to talk about things like megabytes, gigahertz, and processing power tocustomers that simply dont care about technical jargon.

Take a look at any Apple product page and youll find that though they do discuss productspecifications and technical information, its hidden behind the benefits that their audience istruly after.

Instead of display resolution, youll see phrases like edge to edge glass, retina display,and L ED backlighting.

Sure, the jargon is there for those that need it, but its presented in a way that makes you wantto learn about megapixels, rather than shy away from them. The art is in the copy, not in thefeatures.

5. Ex tend the Ex perience

Have you ever heard of an unboxing ? I hadnt either until recently, when I learned that not

only was I not the only one keeping Apple packaging post-sale, but that there are legions of people that record the actual process of unwrapping their newly purchased Apple products.

Do a search on YouTube and youll find hundreds of Apple unboxings, each from differentusers from across the globe. Its pretty crazy right?

No one tells these people to video their experience, but they do it because the process is soZen that you cant help not to.

Apple does this by making sure that the experience doesnt end at the cash register. They takegreat care in designing a user experience from browsing to unwrapping, which relies onincredible packaging and installation procedures.

By reducing installation to the lowest common denominator, they make buying new productsa snap, and by spending as much time on designing packaging as they do on the productsthemselves, theyve ensured that the box matches whats inside.

As a result, theyve built an experience that is nearly impossible to match.

6. Build a T ribe


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Its no secret that Apple has built one of the most hardcore fan bases of any product and of any time. Theres a reason theyre called fanboys.

But who cares, right? Most of the chatter is out of jealousy more than anything, but Appledoesnt really care. They know that they serve an elite audience, and rather than back awayfrom that fact, they embrace it.

7 . Become T he Name

You dont buy tissues, you buy Kleenex.

You dont buy MP3 players, you buy an iPod.

You dont buy a smartphone, you buy an iPhone.

Have you noticed what theyre doing here? Apple isnt content with being a leader in salesalone, they want to own the market itself, which explains why theyve engineered iTunes asthe major music provider that it is, and why the iPad, having the luxury of being the first, hasnow set the trend for future tablet devices.

From here on out, everything will be compared to the iPad, iPhone, iPod, and iTunes. Sadly,this sort of thing is tough to duplicate, but its not impossible. You need to have one of twothings:

1. A clear head start in terms of being first to market.2. A USP that differentiates your product in a way that makes people wish it were first.

The iPhone wasnt the first phone, but they engineered it to be so unique that you couldnthelp but think it was. The iMac isnt the first all in one, but it became the only one thatmattered.


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iPhone Marketing Strategy B y Jesus Smith

As with all Apple marketing, the iPhone marketing strategy is very clear, simple and clever.With the plain and simple apple icon, Apple focuses on the pure innovative style of their

products without all the "fluff". The iPhone was released by Apple in June, 2007. The

ground-breaking style of the iPhone was touted for months before the initial release and hasremained the best of the best when it comes to cell phones over the past several years. Beforethe iPhone's official release, Apple ran four television commercials promoting the new cell

phone.

The first of the commercials portrays the new iPhone as the next step up from the popular iPod. The iPod was all the rage up until this point, and the iPhone was supposed to be thenext-generation iPod, oh, and it's also a phone! The advertisement displays all of theenhanced features available in the iPod, and more, the point being "There's never been aniPod that can do this."

"So, say you're watching Pirates of the Caribbean"Finger clicks on video and displays wide screen movie."Mmm, did somebody say Calamari?"Finger clicks back to menu, selects Maps application to search 'Seafood'."The closest would be..."Map displays all seafood locations and highlights location nearest to you."Ah!"

Finger clicks seafood location, and restaurant phone number displayed. iPhone dial's.

The first four iPhone commercials flaunted the convenience, innovation, and usefulness of asingle product with the functionality of not only a phone, or a music device, but a productthat can, among other things, listen to music, watch videos, view photos, make conferencecalls, check e-mail, browse the web, and view maps.

Not only does Apple utilize television for their marketing strategy, but they make use of their website by posting videos, they also published a handful of press releases that could have

been released in one single document. Apple often uses this tactic to build up hype and leavethe consumer wanting more.


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With Apple's brief press releases, giving the audience little to go off, "Apple leveraged a lawof social physics - news, like nature, abhors a vacuum. In the absence of real information,those who care about a product will grasp at any rumor that comes their way. Apple may

publicly disavow the rumor Web sites that scramble for scraps about the companies plans, butsecretly their marketing department must be delighted. It would cost a lot to buy that kind of Web advertising." (Silverman, 2007)

The official iPhone website does more than just provide information about the product. Thewebsite provides top tips and tricks for the use of an iPhone, as well as a huge focus on apps.Almost the entire iPhone page displays images of apps, provides the "App of the Week," thewebsite also contains sections titled "Apps for Everything," and the "Top Apps." Apple'swebsite is a great marketing tool for current iPhone users and consumers that have an interestin purchasing the iPhone. The promotion of the apps will create a stronger source of revenuefor Apple. As customers see top rated applications, they are more likely to download the app,rather than searching through 25,000+ apps to find one that may be of any value to theconsumer.

Successful younger men were the target audience that Apple had originally focused on. Applehad hoped that with this target audience, and the fact that 48% of this audience did notalready own an Apple iPod, would allow them to reach their forecast of 10 million sales bythe end of 2008.

One month prior to the release of the iPhone, Solutions Research Group profiled a cross-section of those aware of the phone. The forecast of potential buyers for the day of the releaseranked a majority of T-Mobile customers, AT&T's only GSM-based product competitor, at15%. The second largest group expected to purchase the new iPhone was AT&T's existingcustomer base, at 12%. The Solutions Research Group also found that 72% of males, versus28% of women were most likely to investigate the phone at its minimum price of $499.(Malley, 2007)

The obvious current target audiences for the Apple iPhone include young people between theages of 20 and 35, affluent teenagers, "jet-setters", and "mobile" employees who work outside of the office.

Apple is known for their simplistic, but catchy commercials. In recent television commercialsfor the Apple iPhone, "There's an App for that" is the new catch phrase that places a strongfocus on the apps available from the App Store. Apps, or applications, are in "every category,from games to business, education to entertainment, finance to health and fitness,

productivity to social networking. These applications have been designed to take advantageof iPhone features such as Multi-Touch, the accelerometer, wireless, and GPS" (Apple,2009). Apple currently claims to have 25,000+ apps available, and counting.

The focus on the variation of apps offered opens up the target audience greatly. There isessentially an app for everyone. As a few of the iPhone commercials advertise, you can findthe snow conditions on the mountain, track calories in your lunch, find exactly where you

parked your car. You can find a cab in a strange city, find your share of the bill for a table of 5, or learn to fix a wobbly bookshelf. You can read a restaurant review, read an MRI, or justread a regular old book. These are just a few of the features that Apple has promoted throughtelevision commercials. iPhone apps provide every functionality that one can imagine.


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When the iPhone was initially released, it was priced at a hefty $599. Still, hundreds of thousands of people rushed out to get the new phone, forking over a third as much as theywould have had they waited an extra 3 months. 3 months after the initial release, Applereduced the price of the iPhone to $399. This enraged Apple's loyal customers and consumerswho purchased the new phone just months earlier. One year later, Apple again reduced the

price of the iPhone to $199, 66% less than the original price.

In July, 2007, the Apple iPhone was all the hype. I believe that Apple's decision to release the phone at $599 was slightly based on greed. However, their product was the most innovativeout in the market place, giving Apple the freedom to price the iPhone at whatever theywanted. Many believed that Apple had cut the price after discovering lower than expectediPhone sales. Apple, however, states that the price cut was made "to spur holiday sales and

predicted that Apple would meet its stated goal of selling its 1 millionth iPhone by the end of September." (Dalrymple, 2007)

As with the product life cycle of any cell phone or Apple product, including Apple's iPod, prices are often reduced drastically months after the initially release. Tech products arealways competing against "the latest and greatest" while maintaining a relevant price in themarket place. Had Apple not reduced the price of the iPhone, the customer base would havedwindled quickly as many consumers are unwilling to spend $599 on a cell phone, no matter how many useful features the phone may carry.

As the iPhone remains to be the number one smart phone around, the product continues togrow, increasing size capabilities, increasing the number of applications available, and

providing new features that are released through new iterations of the phone, continue to provide a greater value to the iPhone while the pricing remains relevant.

At this time in the product life cycle, Apple continues to release enhanced iterations of theiPhone. With most iPhone users un-willing to purchase a newer version of the iPhone

because of price, the target audience for the newer generation phones is new iPhonecustomers. With Apple's installed base continuing to grow, they have found a way bring inreoccurring revenue from their existing customers through the sales of their applicationdownloads. As more and more people purchase the iPhone, Apple's audience for newcustomers continues to dwindle. Fortunately for Apple, they have built in another source for revenue that continues throughout the life of the product.

http://ezinearticles.com/?iPhone-Marketing-Strategy&id=4718557

iPhone marketing plan

Market Summary

The iPhone targets consumers who need to store information and communicate or peoplewho want entertainment on the go. Apples target segments consist of professionals, students,corporate users, entrepreneurs, and health care workers. Currently, the market for high-end

phones like the Apple iPhone is small. Few people want Internet, video, and PDA features inone device because of the high price. The smart phone market is still relatively small


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compared with general phone market. The market will rapidly increase in coming years dueto lower prices and greater power.

SWO T Analysis

Strengths

Innovative The iPhone has an innovative touch screen that is patented and unmatched byany other mobile product today. It also has many functions of other mobile products all inone device.

Compatibility The phone will work with iTunes and with other Mac/Apple products likethe new Apple TV, allowing for wireless connectivity to the big screen. The iPhone is alsocompatible with many Mac OS software tools. Mac OS compatibility means that the iPhonehas limitless potential for upgradeability.

E ase-of-Use The all-new touch screen interface making operations extremely intuitive. It isradically different from those of other phones or PDAs that recognizes multi finger gestures,

just as the human hand normally behaves. The Mac OS X application imbedded into theiPhone assures users will easily recognize what they can do

Brand awareness Apple is well known for cool essential gadgets like the iPods along great


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technological innovations like the original Macintosh.

Price At $350, the iPhone would be sold at a reasonable price for its value. It outperformsany other PDA or smart phone on the market and the convenience of having multiple featurescombined into one-device increases its overall value.

Quality The iPhone has one of the brightest and most scratch resistant screens in themarket. It also has a fine metallic finish that is durable and light. The software suite includedis also unsurpassed with their ease of use and resistance to computer viruses.

W eaknesses

Image The Apple brand is not targeted towards business people, which most smart phoneshave targeted. Does not have a reputation as being compatible with the corporate world.

Price Apple does not yet offer lower priced models for more cost conscious consumers.

User Interface Touch screen interfaces suffer from the problem of gorilla arm, in whichlong-term use of a flat, solid surface for input becomes uncomfortable.

O pportunities

Increasing demand and e x pansion to a new target segment Apple will continue to targetthe business productivity market who wants an all in one computing solution. But astechnology advances and smart phones get cheaper companies also have a great opportunityto target people who want entertainment. Apple will attract these consumers and get iPodusers to upgrade to iPhones.

Upgradeable Since software on the iPhone can be updated, it allows new exciting featuresto be brought in which take advantage of the touch screen ability. Future versions will also behardware upgradeable.

Partnerships Apple can collaborate with many powerful global mobile phone companiesto flood the market with iPhones, which reduces costs in marketing and increases revenuethrough long-term agreement deals.

T hreats

Increased competition Smart phones are easier to make now more than ever. Morecompanies may enter the market, given that there are few barriers to entry other than patents.Competitors or even Apple contractors can maneuver around patents to create similar

devices.

Downward pricing pressure The iPhone is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of iPhones.

Difficulty e x panding into Asian market There is less hype and interest in Asia sincesmart phones are better known and already widely used.

Competition SWO T :


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Palm (direct threat)

Strengths

Ex perience: Palm has the longest history in PDA market and has experience-developingsoftware for mobile devices.

Business brand: It is a well-known brand for businesspeople. Existing software is wellestablished and compatible with many products for this market. The market is familiar withPalm products; significant switching costs are involved in going to an iPhone.

W eaknesses

Low profile: Not known for groundbreaking innovations or consumer marketplace products.Palms closest iPhone competitor, the Treo, has lower build quality and its interface may beharder to use, being from an older generation of products and unfamiliar to Apple customers.

Interface: Reviews complain that the Trios keyboard is small and difficult to use, especiallyfor accessing the Internet. Although some users may prefer having a keyboard built into thedevice, potential users show a preference towards using the touch screen only.

O pportunities:

Similarity: Palm can add many similar capabilities to their products that match the iPhoneand expand to a wider market through lower cost and higher-power products.

T hreats:

Increasing competition: New competitors like Apple are entering the market and Palm willface difficulty maintaining its market share.Microsoft (indirect threat)

Strengths:

Financial fle x ibility and capital: Microsoft has lots of money and development resources.

Compatibility: There is a large amount of software already available, such as Windows CEoperating system for mobile devices. Windows CE is "proven" technology, just like Palm'ssoftware.

Brand name: Microsoft is known worldwide for its software products. Businesspeople arelikely to order it on the strength of its name, whereas Apple does not make"business machines.

W eaknesses:

Previous failures in hardware: Zune have not been successful or profitable for thecompany.


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Image: L acks Apples cool image and customer satisfaction rates. Many people hateWindows and will recoil at the thought of using a phone version.

O pportunities:

New hardware market: Microsoft has the ability to create smart phone hardware based onWindows CE and already makes an iPod competitor, the Zune. This opens up another major front in the computer wars.Further Windows OS and Office: Microsoft can expand the reach of its dominant OS and itsOffice Suite, which are huge cash cows for the company.

T hreats:

Market Saturation: The market is too competitive for a company like Microsoft; Microsoftis strong when they have single products to focus on and overcome. In the smart phonemarket, one size is not likely to fit all. It is a fast-paced market and subject to fads likeMotorola's RAZR phones.

Product Offering

Multi-touch screen many recent products have used touch screens successfully. Digitalsignatures are made with touch screens now; kiosks in supermarkets and retail stores usetouch screens as their main interface. The Nintendo DS game console uses a touch screen toadd more game play options.

Phone Mobile phones are very common now. Other features in addition to phonefunctionality have enhanced the abilities of the phone. The phone is comes included with 3Gtechnologies for higher connection speeds. It also supports Wi-Fi, EDGE, and Bluetooth.

Camera offers 2-megapixel-camera resolution, which is better than many mobile camerasout there. Consumers consider it a market standard feature on higher-end phones. It hassyncing capabilities with image-management software, so that the process of transferring

photos is convenient. There is a possible video recording feature.

iPod Universally popular music device. iTunes software and store offers incomparablecompatibility and ease of use.

Internet communicator iPhones design is tailored to Internet use; the wide screen andtouch screen make Internet use easy and convenient; the multitude of wireless technologiesmake it easy to connect.

Style iPhone has distinctive design extending Apples well-known styling.OS X Stable, well known, elegant operating system. Style compliments iPhones style. Thismakes the iPhone very unique and adds a cool factor never present with smart phones. TheiPhone software is compatible with all the software found on a regular Mac.

Built-in battery iPhone has superior battery life and is easy to recharge. 5 hours of video playback. Talk time is 16+ hours, comparable to market standards.

Headphones with built-in microphone Market standard accessory. Beautifully designed to


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fit with Apples eye for aesthetics.L oudspeaker (two-way) this feature is useful for situations where microphone isinappropriate; eg. Boardroom conversations.

Synchronization with i T unes, iCal, Address Book This is market standard features, butwith Apple branding and user friendliness.

Distribution

y AT&T and eventually other major cellular providers like Verizon. Goal isavailability with all phone providers.

y Purchasable direct from Apple online, and from major third-party onlineretailers like Amazon.com.

y Apple stores in U.S., Japan, U.K., Canada, and worldwide.y All major electronics retailers: Wal-Mart, Best Buy, Circuit City, etc.

Marketing Strategy

OBJECTIVES - We have set an aggressive buy achievable objective for the first and secondyears of market

y First-year Objectives - We are aiming for a 2 percent share of the U.S andU.K. PDA/Phone market through unit sales volume of 445,000.

y Second-year Objectives - Our second-year objectives are to achieve a 10 percent share based on sales.

An important objective will be to extend on the Apple brand name and link to the establishedmeaningful positioning. Apple has invested heavily on the iPod brand and we plan tocapitalize on the brand when marketing the iPhone. We will extend on Apples image of innovation, quality, and value. In addition we will measure the awareness and response inorder to make adjustments to our marketing campaigns as necessary.

T arget markets: iPhones marketing strategy is to differentiate the iPhone from other PDAson the market. One of our primary customer targets is the middle-upper income professionalthat need one portable device to coordinate their busy schedules and communicate withcolleagues, friends and family. Our secondary consumer targets are high school, college andgraduate students who need one portable multifunction device. Mainly this market will bereplacing their iPod and cell phone with the iPhone.

Our primary business target is to partner with large cell phone service providers, AT&T,Verizon, Sprint and Cellular One; As well as large enterprise software firms where

information is critical to the end user. Are secondary business target is mid-to mid-sizecorporations that want to help managers and employees stay in communication or accesscritical data on the go. This market segment will consist of companies with $10-$50 millionin annual sales. These are entrepreneurs and small business owner who need an all-in-onedevice for work and play.

Positioning: Using product differentiation, we are positioning the iPhone as the versatile,convenient, value-added device for personal and professional use. The marketing strategywill focus on the convenience of having one device for communication, but also music,


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pictures, and video, and full Internet access. The iPhone will be promoted as both professional and hip.

Strategies

Product: The iPhone will have a full year warranty along with an optional three-year AppleCare warranty. We will package the iPhone as tastefully as all Apple products are. Specialeditions of the iPhone will also be introduced including the iPhone Beatles Editioncelebrating the 40th anniversary of Sgt Pepper. We will be shipping in 2008 a cheaper lessadvanced iPhone along more advanced version of the iPhone designed for professionals withthese additional features:

y L arger, removable disk storage capacity support for USB memory sticks,digital camera memory cards, external hard drives.

y L ower weight and thinness should fit into a wallet or become the wallet(with features to act as a credit or debit card).

y Significantly longer battery life should play movies for twice as long; batteryshould be easily replaceable.

y 4G wirelesses even faster, more incredible speeds than ever offered on thissort of device. This will leapfrog the competition.

y GPS functionality more precise information on location. Can link withsoftware to add even more functionality.

y Peer to peer wireless exchange Zune has this. L ets you easily share your music and pictures.

y Improved camera For more detailed pictures and high quality videoconferencing.

Pricing: We set our base model 4gb at a low $349 dollars. L arger 8gb models will be listedat $399 dollars. We will also sale special limited edition Beatles iPhones upon rollout. Theseof course are premium versions of the iPhone will deluxe packaging and the entire re-mastered Beatles iTunes catalog already preloaded. We have decided to lower our prices toensure we establish market dominance in as short of time as possible.

Distribution: We are aiming for massive rollout worldwide at all reputable major retailersonline and brick n mortar stores along with cellular phone providers. All Apple Stores theApple website will dedicate themselves to the iPhone and also provider channel partners by

providing product demonstrations. Eye catching displays will be found at all physical storesfeaturing the iPhone to make the product stand out from the pack. Apple Stores will have theiPhone on display a full month before its worldwide release. This is designed to lureconsumers into Apple stores and see the whole range of products Apple can offer.

Marketing and Communication: We will integrate our message of revolutionarycommunications and audio/visual experience together in all of our media advertisements.Prominently featured to differentiate our product against others is the touch screenfunctionality. We will also emphasize our brand prominently and associated the iPhone withthe iPods groundbreaking lineage. Our ads need to be original but tasteful at the same time.Research about media consumption patterns of our targeted audience will help our advertising agency choose appropriate media and timing to reach prospects before and during

product introduction. A massive TV campaign is planned for the month of June will feature asoon to be legendary ad that will remind people of Apples 1984 Super Bowl ad and be the


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talk of the country, generating further attention. Thereafter, advertising will be appearing on aregular basis to maintain general public awareness and communicate various differentiationmessages to several targeted groups. To attract, retain and motivate channel partners to pushthe product, we will send personnel to inform them on how to market the iPhone along withother Apple products.

Marketing Mi x

June: Major market rollout at AT&T and Apple stores begins in earnest at the end of themonth, after finals week for college students. Also available on Apple.com along with selectacademic institutions and reputable retail chains with well laid out Apple sections.

Roll out with ambitious ground breaking ads like famous 1984 Apple ad which introducedthe Macintosh slowly over the month as to build anticipation, even to the Mac faithful. TheTV ads will all appear on the highest rated shows. Selectively put print ads in high end andfamous magazines to emphasize the products innovations. Introduce Beatles Editionrollouts out in select numbers. Steve must appear in numerous special appearances at Applestores across the country to ramp up excitement.

August: Back to school special for students in high school and college. Students get a 100-dollar rebate when purchasing a new MacBook with the iPhone. Availability will expandfully to other mass vendors like Best Buy and Amazon.com. New advertising campaign alsois initiated to refresh consumers on the product after the hype.

November: New ad campaign for the holidays. Price remains the same to increase profitability, no discounts. Continue to tie the iPhone will other Apple products like AppleTV and Apple Airports.

E arly 2008: Build buzz for next generation iPhone at Macworld. Announce cheaper iPhonesalong with more Pro versions at appropriate price levels.2008: iPhone 2nd generation released with another new ad campaign emphasizing the newfeatures. L ow cost, smaller version with more limited features released, called iPhone Nano.High-end professional version called iPhone Pro released with greater memory, battery time,video conferencing and professional application support. The original iPhone will get anincremental upgrade. Promote heavily during the Olympics in Beijing to further international

presence of Apple and the iPhone.

2009: iPhone gets major technical upgrade with advanced 3D abilities along with a host of still being developed features.

201 0: The entire galaxy of the iPhone line will be the leading player in the world of wireless

technology with the goal of at least 50 percent market share.

Marketing Research

We use a large variety of consumer research in order to further improve the iPhone as themarket changes. Staying close to the end user and listening to the customer will be paramountto our success. Through the use of focus groups, feedback from consumer surveys and brandawareness studies to insure we know of the iPhone is view by the world. Targeting segmentswill be important in order to extend the iPhone reach to business and a broader professional


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base. Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 yearsand up. These groups will give an expansive view of the study groups to include middle andupper income individuals. High School and College aged people will demonstrate social uses.The 25-45 years group will be used to determine business application and social/personal use,and finally the 45 years and above will give us a plan to market to more senior well-refinedgroup. This research will be done through surveys (via email campaign through portals suchas, iTunes and other on-line application developed for the iPhone) and interviews (in Applestores) with the same age groups listed above. The surveys will target to not only to currentApple customers but also consumers not currently using Apple products. It is important toweed out members who have a bias view to insure non-prejudice data. In order to bring theiPhone to the front of the business world it is important to research different ways to grow the15-25 year old group into business uses of the product. Brand awareness will be an importanttool in taking the Apple brand from "social cool" to "business cool".

We will also ask for feedback on iPhone features, and implement those changes mostimportant to the end user in the next generation iPhone. To ad incentive, and encourage usersto participate we'll offer opportunities to win gift certificates. In addition, we will usecustomer satisfaction studies provided by various private third party firms to get a larger non-

biased sampling. We will also allow users themselves to design their own ideal iPhone on-line and use any useful ideas to further refine future iPhone models. Finally, we willcontinuously scour the Apple fan websites to understand what the Mac faithful are saying, asthey are our best customers.

Financials

First year sales revenue: $2.5 billion avg.Wholesale price $500 per unit, variable cost of $250.Total volume: 10 million.$50 million fixed cost. Break-even is at 200,000 units.

Our break-even analysis assumes wholesale revenue of $500 per unit variable cost of $250 per unit and est. fixed cost of $50 million. Based on these assumptions the break-evencalculation is $50 million divided by $500 minus $250 equals 200,000 units sold.

Break-even calculations indicate that Apple will become profitable after the sales volumeexceeds 200k. After the first year Apple will make a profit of 1.25 billion minus 50 million infixed costs.

Our recommended price is $350. The markup is 40 percent. We predict that sales volume willincrease at least 60 percent from this change; this will decrease the impact of our fixed costsand improve opportunities to increase our production scale, which will further improve

profits in the long run. In the short term profits are higher with the original strategy, butgreater sales will introduce network effects that help consolidate our market share. L ater on,we can release updates to take advantage of a larger market share.

Controls

Implementation

We are going to give workers $5 incentive pay for every non reject phone they produce (20%


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of worker total compensation will be incentive pay), $10 per phone six sigma quality program, and compensate each worker $5000 each year for best practice training. In addition,we are planning to use control measures to closely monitor quality and customer servicesatisfaction. The iPhone will include an Apple Customer Service Bar and a customer service

phone number stored in the phone book so that consumers can contact the main headquartersabout any possible technical problems. This will enable us to react swiftly in correcting any

problems that may occur. Other early warning signals that will be monitored for signs of deviation from the plan include monthly sales (by segment and channel) and monthlyexpenses.

In case of slow sales, we will immediately offer rebates of iPhone to customers who have purchased other Apple products. This will promote synergy and lure buyers to buy other Apple products as well. Apple can demonstrate their understanding of the upper-levelconsumer for whom style is a key purchasing determinate, and can simultaneously developdeep relationships with two very different segments: those who have it and those who aspire.The combination of updating the product and our low price will allow us to build marketshare and attract repeat buyers.Marketing Organization

Our consulting group of four holds the overall responsibility for the iPhone's marketingstrategy and direction. To better adjust our strategy to both domestic and internationalmarkets, we will need additional Apple Marketing Managers to execute localization strategy.This is best implemented from the top down. In order to for our strategy to work, we willneed CEO Steve Jobs to dedicate the iPhone team of Marketing Managers, OperationsManagers, Design Engineers, Hardware Engineers, Software Engineers, Product Managersand Business Development Managers. These people will be essential in building not only the

product, but also the relationships necessary for sustained growth.

Apple's Marketing Managers will need to seek ad agencies to implement our promotion.However, Steve Jobs will be the ultimate media spokesperson. As Marketing Managers comeup with new feature and attributes, Operations and Engineering will need to implement themquickly to ensure customer satisfaction and loyalty.

Our Process:

To plan our strategy we will meet monthly with the board of Apple, present our information,and make a proposal for continued marketing efforts. Before each meeting our team will meetin private, with each person presenting their own proposal based on the information they havelearned. After the initial proposals, we will vote on the best one or come to a compromise.The final proposal sent before Apple is the result of that meeting.

Authors: Colleen Maxwell, BryanL

ee, Anthony Suen, James Hofmann.Alex , May 22, 2007 #1

http://www.iphoners.com/threads/iphone-marketing-plan.141/

As with most Apple company advertising, the new iphone 4 web marketing strategy isincredibly clear, classy and brilliant. While using thats the truth apple company companysymbol, Apple company is focused on the genuine innovative kind of some without the need


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of all the Half inchblowHalf inch. The new iphone 4 was released by Apple company inAugust, 2007. The bottom-smashing kind of the new iphone 4 was recognized for monthsuntil the preliminary relieve and has continued to be the talented on the subject of cell phonesmore than online loans past a long period. Prior to the apple i phones established relieve,Apple company leaped a number of tv set commercials endorsing the brand new mobile

phone.

The very first of the commercials molds the brand new new iphone 4 as phase 2 up with the preferred ipod devices. Ipod and iphone was popular up to here, as well as the new iphone 4was supposed to be another-age group ipod devices, oh yea, and its also a cell phone! Themarketing demonstrates each of the improved capabilities obtainable in ipod, and a lot more,the actual currently being Half inchThere is certainly certainly not been a music player thatcan accomplish this.Half inch

Half inchSo, say youre enjoying Buccaneers of the CaribbeanHalf inchFinger trys to followvideo clip and demonstrates wide screen motion picture.Half inchMmm, quick loans another

person say Calamari?Half inchFinger mouse clicks time for menu, prefers Road directionsrequest to go looking Seafood.Half inchThe closest will beHalf inchMap demonstrates allfish and shellfish places and illustrates spot nearby for you.Half inchAh!Half inch

Finger mouse clicks fish and shellfish spot, and eatery mobile phone number available. newiphone 4 dials.

The very first a number of new iphone 4 commercials showed off the actual, advancement,and success of a single merchandise using the efficiency of really not a telephone, or even a

popular music unit, but a product that can, among other things, take note of popular music,check out movies, watch pictures, make office meeting phone calls, check ourite-mail, look atthe world wide web, and view routes.

Besides Apple company use tv set with regard to their web marketing strategy, however theymake use of their site by writing movies, additionally publicized some touch investing thatmight have been produced in only one papers. Apple company frequently uses this course toformulate hype as well as leaving the individual wanting a lot more.

With Apples small pr releases, allowing the listeners little to travel down, Half inchApplecompany geared a law of societal physics news flash, like mother nature, abhors vacuum

pressure. Even without authentic facts, those that love a program will comprehension at anygossip which comes their way. Apple company could widely disavow the gossip Web pagesthat scramble for leftovers regarding the providers ideas, but covertly their advertising unitshould be happy. It will be expensive to purchase that type of Web advertising.Half inch(Silverman, 2007)

The state run new iphone 4 site does not just supply information about the merchandise. Itdelivers top tips and tricks for the application of an apple iphone, or a massive consentrate on

programs. Just about the full new iphone 4 web site demonstrates photographs of programs,affords the Half inchRequest of the Week,Half inch the website also includes portionsreferred to as Half inchApps for Every thing,Half inch as well as the Half inchBest Apps.Half inch Apples site is a great marketing strategy for present new iphone 4 end users andcustomers with an fascination with buying the new iphone 4. The advertising and marketingof the programs can create a better cause of revenue for Apple company. As shoppers see


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best rated software, they may get a hold of the request, as an alternative to looking via 25,000 programs to get just one which can be of a typical value to the purchaser.

Prosperous more youthful guys were the target market that Apple company got initiallycentered on. Apple company got anticipated utilizing this potential audience, and the fact that48Per cent of the market failed to witout a doubt personal an Apple company ipod devices,would permit them achieve their estimate of tens of millions of product sales at the end of 2008.

A month prior to a release of the new iphone 4, Solutions Research Team profiled a cross-a part of these conscious of the cell phone. The estimate of possible buyers throughout the dayof the relieve ranked many Testosterone levels-Cell shoppers, AT

http://www.liantongflh.com/?p=61

T he iPhone 4 Now & Wow Marketing Strategy

Thu, Jun 24, 2010TimDeTellis.com

Call it genius marketing. The hype of now and the power of wow are the magic combinationof Apple marketing.

How did Apple channel the energy of the new iPhone 4?

1. Pre-launch reservations2. Extra early store openings3. Exclusive day-of-release purchase at Apple store locations only

The secret ingredient is exclusivity by holding back product details from store employees andthe marketplace until Steve Jobs himself reveals the masterpiece. This strategy controls thechannel of communication and builds focused energy which Apple can then leverage.

What can we learn from the launch marketing strategy of Apple?A. L ead with the wow factor. This changes everything. Again.B. Build a focused moment. Then maximize that energy.C. Keep the masses behind a wall. You can only enter the castle through the front gate.

As I stood in line at 6:20am this morning for the iPhone 4 release, the pre-order line of customers were guaranteed a phone. The non-reservation line of customers was all told bymega-phone, you might be disappointed today. They took away the opportunity. Then theygave it back. You will have an Apple store employee come and collect your name and emailto be placed on a priority list to receive an iPhone 4. Well, this afternoon, at 4pm, I was back at the same store as this morning and there were people still in line. Each without areservation, or pre-order, but were able to acquire their prized position. The power of nowcombined with the power of wow sold them. As people walked out of the store with their newiPhone 4, the line would applaud. Welcome to the exclusive club.


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How will you market and communicate your cause or product differently because of theexample of Apple?

By the way, Im still content with my iPhone 3GS.

http://timdetellis.com/2010/06/24/the-iphone-4-now-wow-buzz/

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App's Marketing Strategy