Introduction:

Apple iPhone 5G is the stylish popular mobile.it has color screen,high defination camera & is well equipment for music,video and web access,as well as having communication e.t.c.ahe Apple I is the first product of apple,was sold asw an assembled,circuit bord and lacked basic features such as keyboard ,monitor and case.Apple will be competing with Nokia,Sonic,Research in motion,Motorola and other wellestablished rivals in a crowded.

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History:
Apple Inc., formerly Apple Computer, Inc., is a multinational corporation that creates consumer electronics, computer software, and commercial servers. Apple's core product lines are the iPad, iPhone, iPod music player, and Macintosh computer line-up. Founders Steve Jobs and Steve Wozniak effectively created Apple Computer on April 1, 1976, with the release of the Apple I, and incorporated the company on January 3, 1977, in Cupertino, California. For more than two decades, Apple Computer was predominantly a manufacturer of personal computers, including the Apple II, Macintosh, and Power Mac lines, but it faced rocky sales and low market share during the 1990s. Jobs, who had been ousted from the company in 1985, returned to become Apple's CEO in 1996 after his company NeXT was bought by Apple Inc., and he brought with him a new corporate philosophy of recognizable products and simple design. With the introduction of the successful iPod music player in 2001, Apple established itself as a leader in the consumer electronics industry, dropping "Computer" from its name. The latest era of phenomenal success for the company has been in the iOS range of products that began with the iPhone, iPod Touch and now iPad. As of 2011, Apple is the largest technology firm in the world, with annual revenues of more than $60 billion.

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Vision and mission:

Our Vision Our vision is to be the worlds pre-eminent Interior designer/builder of unique, architectural memorial structures. Our Mission The Apple develops alliances with its customers to ensure their complete satisfaction with the entire Interior design and construction experience. This not only means that Apple will deliver a high quality Interior, on time and on budget, but that customers will have complete confidence and peace of mind throughout the process of working with Apple, that all risks have been managed and all reasonable contingencies planned for. Apple values integrity; our practices are honest, our conduct is legal and ethical. Although we are motivated by a fair return on our investment, we are always striving for win/win partnerships with customers who share our desire to design and build memorial Interior structures, that add value to the communities in which they are built and assist owners in keeping the promise of perpetuity that they have made to their lot holders. To this end, we are committed to effectively communicating to our customers the benefits of the Apple design/build process, and poured-in-place construction methodology. We will ensure that our customers receive real and measurable value from our years of experience working around the world. Our employees are our most important resource in achieving our mission. At Apple, we focus on recruiting, developing and retaining employees with the skills and competencies required to maintain a dynamic corporate culture driven by the values of quality, innovation and safety. We then provide our people with the most effective tools and technologies required to further ensure our customers are completely satisfied with every stage of their working partnership with Apple.

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CURRENT MARKET SITUATION:

Apples market share of the world PC market has reportedly hit a 15-year high.

The company now holds about 5.2 percent of the worldwide market, growing 24.6 percent in the past year. Compared with the overall markets 5.3 percent growth in the past year, that makes Apple look very good, indeed. Multifunction cell phones, e-mail devices, and wireless communication devices have become commonplace for both personal and professional use. Research shows that the United States has 262 million wireless phone subscribers, and 85 percent of the population owns a cell phone. Competition is therefore more intense even as demand flattens, industry consolidation continues , and pricing pressures squeeze profitability worldwide, Nokia is the smart phone leader, holding 45 percent of the global market. Research in motion, maker of the black berry is the smart phone runner-up, holding 13 percent of the global market, in the U.S market black berry is the market leader (with a 42 percent share) and apple, maker of the iphone ,is the runner-up(with a 20 percent share).To gain market share in this dynamic environment, apple must carefully target specific segments with feature that deliver benefits valued by each customer group.

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50 45 40 35 30 25 20 15 10 5 0 nokia black berry apple Series1

Figure: current market situation of United State

Market Description:
The iPhone 5G targets consumers who need to store information and communicate or people who 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 5G is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power.

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PRODUCT REVIEW:
Everybody is interested to know about Apple iPhone 5G features, its plus and minus points. Everywhere, whether in universities, colleges, caf or clubs etc. topic is the Apple iPhone 5G most favorite one .Apple first product is APPLE I. Apples iPhone 4G launched couple of months ago and iPhone 4G is one of the talk of town. Steve Jobs introduces this new IPhone 5G with nearly hundred of new features. Claimed by Gizmodo the epitome of iPhone, this iPhone 5G has some totally new and useful features which are really welcomed by the new generation as fulfilling their need of the hour. Take a closer look of this iPhone 5G model you will find these characteristics; Stainless steel body Glass top
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exceptionally thin side buttons for volume controls easily approached sim-tray camera on front with microphone on the back top second microphone for noise control button for sleep or wake mode headset input.

Apple iPhone 5G - Features

iPhone 5G According to different sources iPhone 5G will hit the markets by the end of this year or in the first trimester of next year. With the release of iPhone 4G, a completely new concept develops in the common folks. Rumors are there that Steve Jobs is working on iPhone 5G model.

iPhone 5G Features It is said that Steve Jobs is going to introduce his iPhone 5G model in coming future. All the features which are supposed to be incorporated in new iPhone 5G mobile are mind spinning even mind blowing. Let take a look at some of them which are expected in this coming model. iPhone 5G Camera The iPhone 5G is supposed to have three cameras having quadrillion pixels comes up with an excellent photo results. It is not confirmed yet either 8 Mega pixels or 10.2 Mega Pixels camera will be installed by the co-sponsorship by Sony.

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Time Machine in iPhone 5G Time machine (is mobile phone instead of watch going to make this myth true???) in a miniature form will be offered to send back an object about a week by transforming. An unbelievable feature in iPhone 5G, Is it possible??? keep our fingers crossed. iPhone 5G Scanner It is also said that an application of scanning would be present in iPhone 5G to facilitate the user with more advanced feature. The portable scanner is helpful for students and also for office work. Ultrasound Technology in iPhone 5G It does not give sense but rumors are there that coming iPhone 5G have ultrasound technology to examine. Video Conferencing in iPhone 5G There is also the possibility of doing video conference. This iPhone 5G feature is quite appealing and a helping office tool.

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Other apple product:

iPad: The iPad is a line of tablet computers designed, developed and marketed by Apple Inc., primarily as a platform for audio-visual media including books, periodicals, movies, music, games, and web content. The iPad was introduced on January 27, 2010 by Apple, Its size and weight fall between those of contemporary smartphones and laptop computers. The iPad runs the same operating system as the iPod Touch and iPhoneand can run its own applications as well as iPhone applications. Without modification, the iPad will only run programs approved by Apple and distributed via the Apple App Store.

Ipod: On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to include various models targeting the wants of different users. The iPod is the market leader in portable music players by a significant margin, with more than 220 million units shipped as of September 2009.Apple has partnered with Nike to offer the Nike iPod Sports Kit enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. Apple currently sells four variants of the iPod.

iPhone: At the Macworld Conference & Expo in January 2007, Steve Jobs revealed the long anticipated iPhone, a convergence of an Internet-enabled smart phone and iPod. The original iPhone combined a 2.5G quad band GSM and EDGE cellular phone with features found in hand held devices, running scaled-down versions of Apple's Mac OS X (dubbed iOS, formerly iPhone OS), with various Mac OS X applications such as Safari and Mail. It also
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includes web-based and Dashboard apps such as Google Maps and Weather. The iPhone features a 3.5-inch (89 mm) touch screen display, 4, 8, or 16 GB of memory, Bluetooth, and Wi-Fi (both "b" and "g").The iPhone first became available on June 29, 2007 for $499

(4 GB) and $599 (8 GB) with an AT&T contract. Apple TV : At the 2007 Macworld conference, Jobs demonstrated the Apple TV , (previously known as the iTV), a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired network, with one computer's iTunes library and streams from an additional four. The Apple TV originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI and component video, and plays video at a maximum resolution of 720p.

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Competitive review:
The purpose of a competitive review is to identify key competitors, describe their market positions, and brifly discuss their straegies. Nokia: The market leader in smartphones, Nokia offers a wide range of products for consumers and professionals. It recently purchased the market of the symbian opareting system and made it into a separate foundation dedicated to improving and promoting this mobile software platform. Many of Nokias smartphones offer full keyboard, similar to research in motion models, but stripped-down models are available for user who do not require the full keyboard and multimedia capability. Sonic: Built in dual cell phone .Digital music,three-inc color screen,4 megapixle digital camera,memory 2ogb,internet phone functionality with LinuxOS. It recently purchased the market of the symbian opareting system and made it into a separate foundation dedicated to improving and promoting this mobile software platform. RIM: Research in Motion makes the lightweight BlackBerry wireless multifunction products that are especially populer among corporate user. RIMs continous innovation and solid customer service support clearly strengthen its competitive standing as it introduces smartphone with enhanced feature and communication capabilities. RIMs newer smartphone comeequipped with the BlackBerry OS. Motorola: Motorola, a global giant, has been losing U.S. market share to Apple and Research in Motion, in particular, bacause it has slowed the place of new product introduction. One of its top smartphone models in the slender, lightweight quad-band Q, which incorporates e-mailand text message functions, photo caller identification, a full keyboard, camera with flash, removable memory, and more. After rebate, the Q is priced at $149.99 with a two year AT&T Wireless contact, although the retail price withouta contract is considerably higher. Samsung: Value, style, function: Samsung is a strong competitor, offering a variety of smartphone for consumer and business segment. Some of its smartphones are available for specific telecommunications carriers and some are unlocked ready for any compatible telecommunication network. Its instinct is a smartphone with features similer to the iPhone. See the table 1.1

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Table 1.1 | Sample of Competitive Products and Pricing.

Competitor Model s Nokia E61i Feature Quad-band for worldwide phone, e-mail, and internet access, backlit keyboard, corporate and personal e-mail integration, 2.8 inch screen, 2 megapixel camera, memory card, Symbian OS. Digital music,three-inc color screen,4 megapixle digital camera,memory 2ogb,internet phone functionality with LinuxOS. Phone, wireless e-mail and internet access, 2 megapixel camera, maps, GPS, audio video recording, expandable memory, BlackBerry OS Extremly thin and light, keyboard, quad- band functionality for world wide use, camera including flash, e-mail and texting function, Bluetooth, voice activated dialing, Windows OS. Phone plus e-mail and speedy internet access, voice guide GPS, 3.1 inch touch screen, expendable memory, 2-megapixel camera, live TV, FM radio, proprietary OS. Price $355 without phone contract $104 without phone contract $149.99 with rebate, phone contract $449.99 without phone contract $129.99 with rebate, phone contract

Sonic

S1000

RIM

BlackBe rry Curve Q

Motorola

Samsung

Instinct

Distribution

AT&T and eventually other major cellular providers like Verizon. Goal is availability with all phone providers.
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Purchasable direct from Apple online, and from major third-party online retailers like Amazon.com. Apple stores in U.S., Japan, U.K., Canada, and worldwide. All major electronics retailers: Wal-Mart, Best Buy, Circuit City, etc.

SWOT Analysis of iPhone 5G

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Strengths Innovative The iPhone 5G has an innovative touch screen that is patented and unmatched by any other mobile product today. It also has many functions of other mobile products all in one device. Compatibility The phone will work with iTunes and with other Mac/Apple products like the new Apple TV, allowing for wireless connectivity to the big screen. The iPhone5G is also compatible with many Mac OS software tools. Mac OS compatibility means that the iPhone5G has limitless potential for upgradeability. Ease-of-Use The all-new touch screen interface making operations extremely intuitive. It is radically 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 the iPhone 5G assures users will easily recognize what they can do Brand awareness Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh. Price At $600, the iPhone 5G would be sold at a reasonable price for its value. It outperforms any other PDA or smart phone on the market and the convenience of having multiple features combined into one-device increases its overall value. Quality The iPhone 5G has one of the brightest and most scratch resistant screens in the market. It also has a fine metallic finish that is durable and light. The software suite included is also unsurpassed with their ease of use and resistance to computer viruses. Weaknesses: Image The Apple brand is not targeted towards business people, which most smart phones have targeted. Doesnt 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 which long-term use of a flat, solid surface for input becomes uncomfortable. Opportunities

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Increasing demand and expansion to a new target segment Apple will continue to target the business productivity market who wants an all in one computing solution. But as technology advances and smart phones get cheaper companies also have a great opportunity to target people who want entertainment. Apple will attract these consumers and get iPod users to upgrade to iPhones 5G. Upgradeable Since software on the iPhone 5G can be updated, it allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradeable. Partnerships Apple can collaborate with many powerful global mobile phone companies to flood the market with iPhones 5G , which reduces costs in marketing and increases revenue through long-term agreement deals. Threats Increased competition Smart phones are easier to make now more than ever. More companies 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 5G is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of iPhones 5G. Difficulty expanding into Asian market There is less hype and interest in Asia since smart phones are better known and already widely used.

OBJECTIVES & ISSUES :

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We have set an aggressive buy achievable objective for the first and second years of market

First-year Objectives during the iphone 5G initial year on the market, we are aiming for units sales volume of 500000 Second-year Objectives - Our second-year objectives are to sell a combined total of one million units of our two models and to achieve breakeven early in this period.

ISSUES: An important objective will be to extend on the Apple brand name and link to the established meaningful positioning. Apple has invested heavily on the iPod brand and we plan to capitalize 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 in order to make adjustments to our marketing campaigns as necessary.

Marketing Strategy :
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Target markets: iPhones 5G marketing strategy is to differentiate the iPhone5G from other PDAs on the market. One of our primary customer targets is the middle-upper income professional that need one portable device to coordinate their busy schedules and communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Mainly this market will be replacing their iPod and cell phone with the iPhone 5G. 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-size corporations that want to help managers and employees stay in communication or access critical data on the go. This market segment will consist of companies with $10-$50 million in annual sales. These are entrepreneurs and small business owner who need an all-in-one device for work and play. Positioning: Using product differentiation, we are positioning the iPhone5G as the versatile, convenient, value-added device for personal and professional use. The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone 5G will be promoted as both professional and hip. Strategies Product: The iPhone5G will have a full year warranty along with an optional three-year Apple Care warranty. We will package the iPhone5G as tastefully as all Apple products are. Special editions of the iPhone5G will also be introduced including the iPhone5G Beatles Edition celebrating the 40th anniversary of Sgt Pepper. We will be shipping in 2011 a cheaper less advanced iPhone 5G along more advanced version of the iPhone5G designed for professionals with these additional features:

Larger, removable disk storage capacity support for USB memory sticks, digital camera memory cards, external hard drives. Lower weight and thinness should fit into a wallet or become the wallet (with features to act as a credit or debit card). Significantly longer battery life should play movies for twice as long; battery should be easily replaceable. 5G wirelesses even faster, more incredible speeds than ever offered on this sort of device. This will leapfrog the competition. GPS functionality more precise information on location. Can link with software to add even more functionality.
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Peer to peer wireless exchange Zune has this. Lets you easily share your music and pictures. Improved camera For more detailed pictures and high quality video conferencing.

Other feature of iphone 5G is below: exceptionally thin side buttons for volume controls easily approached sim-tray camera on front with microphone on the back top second microphone for noise control button for sleep or wake mode headset input. Pricing: We set our base model 64gb at a low $600 dollars. Larger 8gb models will be listed at $399 dollars. We will also sale special limited edition Beatles iPhones upon rollout. These of course are premium versions of the iPhone5G will deluxe packaging and the entire re-mastered Beatles iTunes catalog already preloaded. We have decided to lower our prices to ensure we establish market dominance in as short of time as possible. Distribution: We are aiming for massive rollout worldwide at all reputable major retailers online and brick n mortar stores along with cellular phone providers. All Apple Stores the Apple website will dedicate themselves to the iPhone 5G and also provider channel partners by providing product demonstrations. Eye catching displays will be found at all physical stores featuring the iPhone5G to make the product stand out from the pack. Apple Stores will have the iPhone on display a full month before its worldwide release. This is designed to lure consumers into Apple stores and see the whole range of products Apple can offer. Marketing and Communication: We will integrate our message of revolutionary communications and audio/visual experience together in all of our media advertisements. Prominently featured to differentiate our product against others is the touch screen functionality. We will also emphasize our brand prominently and associated the iPhone5G with the 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 a soon to be legendary ad that will remind people of Apples 1984 Super Bowl ad and be the talk of the country, generating further attention. Thereafter, advertising will be appearing on a regular basis to maintain general public awareness and communicate
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various differentiation messages to several targeted groups. To attract, retain and motivate channel partners to push the product, we will send personnel to inform them on how to market the iPhone5G along with other Apple products.

Marketing Research:
We use a large variety of consumer research in order to further improve the iPhone 5G as the market changes. Staying close to the end user and listening to the customer will be paramount to our success. Through the use of focus groups, feedback from consumer surveys and brand awareness studies to insure we know of the iPhone 5G is view by the world. Targeting segments will be important in order to extend the iPhone5G reach to business and a broader professional base. Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up. These groups will give an expansive view of the study groups to include middle and upper 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-refined group. This research will be done through surveys (via email campaign through portals such as, iTunes and other on-line application developed for the iPhone5G and interviews (in Apple stores) with the same age groups listed above. The surveys will target to not only to current Apple customers but also consumers not currently using Apple products. It is important to weed out members who have a bias view to insure non-prejudice data. In order to bring the iPhone5G to the front of the business world it is important to research different ways to grow the 15-25 year old group into business uses of the product. Brand awareness will be an important tool in taking the Apple brand from "social cool" to "business cool". We will also ask for feedback on iPhone5G features, and implement those changes most important to the end user in the next generation iPhone5G. To ad incentive, and encourage users to participate we'll offer opportunities to win gift certificates. In addition, we will use customer 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 5G on-line and use any useful ideas to further refine future iPhone 5G models. Finally, we will continuously scour the Apple fan websites to understand what the Mac faithful are saying, as they are our best customers.

Action Programs:
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January: Major market rollout at AT&T and Apple stores begins in earnest at the end of the month, after finals week for college students. Also available on Apple.com along with select academic institutions and reputable retail chains with well laid out Apple sections. Roll out with ambitious ground breaking ads like famous 1984 Apple ad which introduced the Macintosh slowly over the month as to build anticipation, even to the Mac faithful. The TV ads will all appear on the highest rated shows. Selectively put print ads in high end and famous magazines to emphasize the products innovations. Introduce Beatles Edition rollouts out in select numbers. Steve must appear in numerous special appearances at Apple stores across the country to ramp up excitement. February : Back to school special for students in high school and college. Students get a 100-dollar rebate when purchasing a new Mac Book with the iPhone5G. Availability will expand fully to other mass vendors like Best Buy and Amazon.com. New advertising campaign also is initiated to refresh consumers on the product after the hype. march: New ad campaign for the holidays. Price remains the same to increase profitability, no discounts. Continue to tie the iPhone5G will other Apple products like Apple TV and Apple Airports. April: Build buzz for next generation iPhone5G at Macworld. Announce cheaper iPhones along with more Pro versions at appropriate price levels. 2011: iPhone5G 2nd generation released with another new ad campaign emphasizing the new features. Low cost, smaller version with more limited features released, called iPhone 5G Nano. High-end professional version called iPhone5G Pro released with greater memory, battery time, video conferencing and professional application support. The original iPhone5g will get an incremental upgrade. Promote heavily during the Olympics in Beijing to further international presence of Apple and the iPhone5g. 2012: iPhone5G gets major technical upgrade with advanced 3D abilities along with a host of still being developed features. 2013: The entire galaxy of the iPhone5G line will be the leading player in the world of wireless technology with the goal of at least 50 percent market share.

Budgets:
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Total first year sales revenue for the Apple iPhone 5G is projected at $75 million, with an average wholesale price of $150 per unit and variable cost of $100 per unit for a unit sale volume of 500,000. We anticipate a first year loss of up to $8 million on the 5G model. Break even calculations indicate that the 5G will become profitable after sale volume exceed 650,000, early in the products second year. Our break even analysis of Apples first smartphone product assume per unit wholesale revenue of $150 per unit, variable cost of $100 per unit, and estimated first year fixed costs of $32,500,000. Based on these assumptions, the break-even calculation is

32,500,000 $150 - $100 = 650,000 unite

Controls
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Implementation We are going to give workers $5 incentive pay for every non reject phone they produce (20% 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 service satisfaction. The iPhone5G 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 headquarters about 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 monthly expenses. In case of slow sales, we will immediately offer rebates of iPhone5G 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-level consumer for whom style is a key purchasing determinate, and can simultaneously develop deep 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 market share and attract repeat buyers.

Marketing Organization
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Our consulting group of four holds the overall responsibility for the iPhone's marketing strategy and direction. To better adjust our strategy to both domestic and international markets, 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 will need CEO Steve Jobs to dedicate the iPhone5G team of Marketing Managers, Operations Managers, Design Engineers, Hardware Engineers, Software Engineers, Product Managers and 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 come up with new feature and attributes, Operations and Engineering will need to implement them quickly 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 meet in private, with each person presenting their own proposal based on the information they have learned. 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.

Conclustion:
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Both the internal and external feature (Sleek styling, big screen, fast internet function, one touch calling, GPS navigation, personal and corporated e-mail, open and edit Microsoft files, 8-megapixel camera, Apple Mac OS.) of Apple iPhone 5G shows that the product is operating in a very challenging time. Both economic and political uncertainty is likely to cause a paralysis in mobile company. To make matters worse is the nature of softwer products that make them exceedingly hard to differentiate and for customers to ascertain their value. Furthermore, as technology makes the branch networks of company become obsolete and increases price transparency, Apple would now find that it is unable to rely on price to gain market share and achieve cost leadership. However, all is not lost as Apple has emerged from the economic turmoil in a relatively strong position. The introduction of an additional product with (ipad) Apples current product iphone 5G and marketing to promote Apple iPhone 5G as a responsible lender should enable the company to gain a larger portion of market share in the current macroeconomic environment.

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References: 1. Principles of Marketing Kotler,Armstrong 13th Edition 2. www.apple.com

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