iPhone Marketing Plan

SummaryApple’s iPhone is an “all-in-one” device that is has remarkable features such as

its wonderful user interface, multi-touch display, and its personalization ability. The
iPhone had a release date of June 2007.
The main marketing strategy that Apple will be emphasizing is to offer an all-in-one
device that could be extensively customized, with the ability to integrate the iPod and cell
phone in one product, along with the value driven high technology that has a targeted
audience composed of people from various demographics.
The iPhone is going to be a product that combines the features of a PDA, iPod, and cell
phone. The market research that Apple has executed to come up with a product that will
be valuable to consumers is tremendous. The innovative mindsets of Apple’s
management team have allowed the company to focus on investing in research and
development, which has showed great results.
The company has been able to gather data to show what the customers needs are, what
the market trends are and will be, what the competition is producing in terms of
competitive product development, and impact of any macro-economic forces that could
impact a success deployment of the iPhone.

The research tools that Apple used to gather their data to help make the success of the
iPhone and other products are customer feedback surveys, online surveys, conjoint
analysis, Kano diagram, and customer relationship management software. Even though
Apple is driven to focus on the customers’ needs, it is not a victim of marketing myopia,
which is the tendency to focus very specifically on solving customers’ needs with a
current technology. The market trends have shown that by 2008, there will be more than
130 million smartphones sold annually, which shows Apple that this is a great time of the
smartphone life cycle to present the iPhone. Also, studies have shown that customers
would like to have a product that consolidates multiple devices, such as the cell phone,
iPod, digital camera, PDA, and that is what the iPhone brings to the consumers. There are
competitors in the mobile industry that make smartphones; however, there is no
manufacturer that can make a smartphone which plays iTunes. iTunes is a proprietary
product just the same as Mac OS is. With the tremendous competition in the mobile
industry it was crucial for Apple to reach out for partnerships and alliances to help its
success. The carrier for the mobile service will be provided by AT&T, which has the
greatest coverage and customer base out of all the cell phone companies. This opens
other opportunities in terms of marketing strategies that could increase exposure to the
brand.

Apples’ marketing strategies in regards to promotion and advertising are sensational.

Apple will have promotions such as preannouncements of the product, which have
already started at the MacWorld Expo in January, 2007. The “push” and ‘pull”
communication strategy that Apple will use will also help in gaining exposure and lead to
buzz marketing. By Apple creating a strategic partnership with AT&T, the benefit of
cobranding of the iPhone will help sell the product via hybrid distribution channels.
AT&T will push the technology on to the customers by using promotions and advertising
and Apple will pull the technology by giving the customer the need to request the product
at many locations that the product is not sold. Advertising will be a major component that
will be emphasized to ensure the success of the iPhone. Mobile advertising is expected to
have a huge growth period and that is what Apple will be focusing on. The other
advertising avenues would be national and local channels, radio channels, magazines that
are trade specific, Billboards, and of course the internet. There will be press releases that
will be released frequently mentioning all the latest updates regarding the iPhone. The
press releases will help the publicity of Apple and notify the customers of where the
product is today and what the plans are for the future. Trade show appearances will be
sent out via press releases, so people could see how Apple will promote the item that will
be the biggest revolutionary change for the mobile industry.

2.0 Market Analysis

1 Market Demographics2.1
The “i” brand is owned by Apple Inc. and consists of products such as iPod, iTunes, iTV,
iPhone, iMac, iLife, iPhoto and iWork. These products are globally marketed and geared
to all age groups. Alternatively, cell phone industry research (Lipsman, 2007)
distinguishes 18 to 24 year olds as “The Cellular Generation” who “grew up with cell
phone awareness”, 25 to 34 year olds as “Transitioners” who can be divided into “those
who grew up with cell phone knowledge and those who did not”, and those 35 and up as
“Adult Adopters” who were “not exposed to cell phones until adulthood.” Importantly,
these specific age distinctions are relevant only because of infancy of the cell phone and
handheld device market. In another twenty years – i.e., one generation – these
classifications may no longer be pertinent. While it is uncertain that our arbitrary groups
– which split these age distinctions – obscured useful feedback, future marketing should
utilize existing cell phone industry intelligence, as exemplified by Bumatay (2006).

The iPhone allows Apple management team to focus on a wide range of demographic
groups because of the features and services that the iPhone offers. One demographic is
people who listen to iTunes and need a gift. The iPhone is a great gift item that is
guaranteed to be appreciated. Another demographic sector would be the individuals who
want to consolidate their multiple products such as iPod, cellphone, digital camera, into
one multi purpose product. A third demographic that could use the iPhone would be the
teenage clientele because of the cool look, “in fad” trendy item, the ability to listen to
iTunes and use the camera at the same time. Piper Jaffrey, Katie Marsal, reported survey
results of 500 students at 11 institutions across the country and found that 74% of the
teenagers surveyed would buy a cellphone that plays iTunes.

A forth demographic that would be targeted for the iPhone product is the international
businesses niche that needs a quad band phone along with the capabilities to schedule
appointments and other vital business functions.

The tools that were used to conclude the mentioned information are: included customer
feedback surveys, online surveys, conjoint analysis, Kano diagram, and a customer
relationship management (CRM) software, which would help pinpoint a demographic
group based on their behaviors.
2.2 Market Needs
Apple will analyze market needs by using the emphatic design and the conjoint analysis.
With the detailed market research that was conducted Apple, is able to conclude that
there is a need for a product that would consolidate the multiple gadgets people use into
one. The visionary and innovative mindset that the Apple management has at Apple lends
the company to having a proven brand in a highly competitive industry.

Apple is not a victim of marketing myopia, which is a tendency to focus very specifically
on solving customers’ needs with a current technology (Mohr, 2005, p. 115). The
analysis of other competitive products that are on the market currently and utilizing third
party research companies to target various demographic regions provides Apple
management with fundamental data that led to the revolutionary iPhone. The iPhone
product has a great user interface, QWERTY technology, quad band, good quality
camera and most importantly the ability to listen to iTunes.

2.3 Market Trends

Apples’ research and development unit is instrumental when it comes to product

innovation, and it is shown in the vast product mix that has been created in the past 20
years. The research and development department has been successful in making educated
decisions because of the marketing tools it has utilized. One of the decisions that led
Apple to the smartphone market might be that the IDC predicted by 2008 “more than 130
million smart phones will be sold annually” (Ascierto, 2005 p. 1). The iPhone in five
years will not be what we know it as today. We could look at the life cycle of the iPod,
which was brought to the market in 2001 and see it as a small digital music player and
then evolved through incremental innovations to meet the demands of the customers.
Today the iPod is playing video, podcasting, and has up to an 80 gig hard drive capacity.
Apple will not be able to fall into the innovator’s dilemma, which states “that market
leaders have a difficulty introducing radical innovations because it is very difficult for
them to build a persuasive case for diverting resources from making incremental
innovations that address known customer needs in established markets to new markets
and customers that seem insignificant or do not yet exist” (Mohr, 2005, p.58). The
innovators dilemma was not present during the years of the iPod and it should not be
prevalent during the life cycle of iPhone. The item will change just as the iPod did
through incremental innovation. The changes should be based on the customers reactions
seen of the first generation of the product, and then evolve into the new generational
products. Consumers want a device that is able to consolidate their technological gadgets
and at the same time keep the quality of service and increase the feature potential.

2.4 Customer Segments

The consumer segments that will be interested in the iPhone are students, middle age up
to age approximately 50, professionals, and both men and woman globally. The reason
why this product could reach such a mass population is because of the vast features and
services it offers that relate to many different people. The iPhone product has “something
for everybody”.
2.5 Competition
The smartphone concept has been on the market for many years, however, the iPhone is
one that was never before created. The reason why this phone is very different from
others is that it has its own proprietary OS system and own mp4 file format (iTunes),
which no other competition could use. Apple Inc holds the patents and licenses to both
the Mac OS and the iTunes. Apple needs to focus on the competitive factors that include
price, relative price/performance, product quality and reliability, design innovation,
availability of software, product features, marketing and distribution capability, service
and support, availability of hardware peripherals, and corporate reputation. If these
factors are achieved then Apple will continue to prosper and results will be confirmed by
the company’s market share growth.

PROFILE OF LEADING US WIRELESS CARRIERS

(Fourth quarter of 2006, ranked by number of subscribers)CARRIERNUMBER
OFSUBSCRIBERS†MARKETSHARE (%)% OFQUARTERLYNET ADDS%
OFTOTALADDSSERVICEREVENUES(MIL.
$)ARPU($)CHURN‡(%)CAPITALEXPENDITURES(MIL.
$)AT&T/Cingular61,000,00027.82,357,00034.48,79549.291.82,200Verizon
Wireless59,052,00026.92,305,00033.78,68250.121.11,817Sprint
Nextel53,100,00024.2742,00010.87,959*60.00**2.302,200T-
Mobile25,041,00011.4901,00013.23,810522.91,512Alltel11,820,0005.4228,0003.31,851
52.841.9455US Cellular§5,729,0002.625,0000.482246.391.6NALeap
Wireless2,067,0000.9260,0003.827744.681.6246Dobson
Communications1,666,9000.828,1000.424749.921.846Total219,475,9001006,846,10010
032,443……8,476†Directly owned customers (excluding proportionate customers in
affiliates and equity investments). ‡Average monthly churn: the number of customers
terminating service in the quarter, divided by three, as a percentage of total customers for
the period. §US Cellular preliminary third-quarter 2006 estimates, except ARPU, which
is as of June 2006; company is delayed in filing SEC reports. *ARPU reflects revenue
from direct postpaid users. **Churn rate is for postpaid subscribers. ARPU-Average
revenue per user. NA-Not available.

Source: Company reports.

2.6 Collaborators
The collaboration that Apple has utilized is with Cingular/AT&T who is the exclusive
supporter of the iPhone telephone. Since Cingular/AT&T has the biggest area coverage,
Apple has a tremendous competitive advantage in terms of phone coverage and customer
base. When it ships in June, the phone will be available only through Apple's 150
company-owned stores, Apple's Web site, 2,100 Cingular-branded stores, Cingular's Web
site and the carrier's direct-mail operation.

There are continuous possibilities to increase collaboration with third-party companies to

gain their know-how and incorporate the iPhone product through the offering of
additional service or features.
2.7 Macroeconomics Forces
Apple will need to make sure that it minimizes the negative impacts of legal costs that
could create a big charge to its’ operating budget. Another macroeconomic factor for the
success of Apple and its products are technology pressures and adaptation that Apple
needs to consistently be a part of. Thirdly, social and environment support needs to
continuously be revisited which help the image of Apple in the consumers’ eye.

3.0 Company Analysis

Apple Computer, Inc was incorporated under the laws of the State of California on
January 3, 1977 (SEC 10-K, 2007). The company designs, manufactures, and markets
personal computers and related software, services, peripherals, and networking solutions,
along with a line of portable digital players and cellphones. The products mix and
services include the Macintosh line of desktop and portable computers, the Mac OS® X
operating system, the iPod line of portable digital music players, the iTunes Store, a
portfolio of peripherals that support and enhance the Macintosh and iPod product lines,
and the iPhone product that will be released in June 2007.

The areas of interests for Apples’ products are throughout the world via its online stores,
its retail stores, its third-party wholesalers, resellers, and value-added resellers. The
demographic that the company sells to involve individuals in industries such as:
education, consumer, creative professional, business, and government.

3.1 Capabilities
The ability for Apple to adapt to the market trends and customer demands is a
tremendous plus in terms of their product mix innovation. The company sees the
importance of investing in the research and development department, which has proven
well in the development of products that have been in incredible demand. The CEO’s of
the company have been very good in changing their management structures to adapt to
the competitive pressures that Apple has gone through in the 1980’s and 1990’s. Apple
has revolutionized the world with their past innovations such has the iPod, and now it is
going to do the same with the iPhone. Additionally, to bringing out revolutionary
products, Apple is capable of bringing on incremental innovations. “Innovation, whether
incremental or radical, is necessary at all times during the life cycle of any industry”
(Khallil, 2000, p. 470), and that is what Apple does best.

3.2 Areas of Advantages

Apple believes in providing direct contact with the targeted customers is an efficient way
to exhibit the advantages of its Macintosh computer and other products over those of its
competitors. The significant increase in points of distribution for the iPod product mix in
order to make its products available at locations where its customers shop will help with
other products that Apple offers. The partnerships and alliances that Apple has with its
supply chain as well as the retail outlets will help in making the products known. A third
advantage that Apple has over any of the competitors is that it has a product that is
exclusive to the Apple family of products. The high demand of iTunes is key for
customers to keep within the “i” family of products. The standardization of products is
concentrated on the “i” technology that nobody has patents, or licenses to. Finally, Apple
has investors’ support that creates liquid capital to be reinvested into the company’s
business and marketing plans.

3.3 Key Success Factors

The first factor that is important to success of the iPhone is making customers adapt to a
new technology. Harvard marketing professor John Gourville (2006, p. 100) states that
many new products fail because companies don’t realize that people are not inclined to
modify their existing behavioral patterns. A second key to success is the continued
support of the marketing strategies that Apple has. Thirdly, Apple needs to continue with
its incremental innovations that meet the customers needs/wants. Apples’ marketing must
assist consumers to grasp that the benefits gained greatly outweigh the adjustments
required.

4.0 Value Proposition

4.1 Target Market“The US smartphone market surged in 2006. Monthly sales approached
788,000 units in November, compared with 221,000 a year earlier, according to market
research firm NPD Group” (Leon and Kawaguchi, 2007, p. 4). There are many different
people who will buy the smartphone for its vast capabilities. As society becomes more
technologically advancement, there is a greater probability that consumers will try new
products. The consumer more prone to overcome the uncertainties especially if the brand
is strong as Apple’s is. “Part of this increase in smartphone sales is driven by the rise of
what IDC calls the “prosumer” — a tech-savvy consumer who is comfortable using a
high-end smartphone for his or her personal needs” (Leon and Kawaguchi, 2007, p. 4).
Until recently, this kind of device was primarily associated with business usage and
productivity functions such as e-mail. In 2006, more people began using devices such as
the BlackBerry Pearl or Palm Treo 750 to browse the Internet, check personal e-mail, get
the latest sports scores, track children’s play date schedules, share photos, and make
social appointments. The age group for the iPhone ranges between 14-70 years old,
depending on the motivating factor of the consumer. According to a Business Week
article written by Jude (1998), the following groups will be an attractive targeted market
for the iPhone due to the features that it possesses:•Business people: Fast Forwards
(These customers are the biggest spenders, and they’re early adopters of new technology
for individual use), techno-strivers (Use technology from cell phones and pagers to on-
line services primarily to gain career edge)•Families: New age Nurturers (Also big
spenders, but focused on technology for home uses such as family PC), digital hopefuls
(Families with a limited budget but still interested in new technology. Good candidates
for the under - $1,000 PC)•Entertainment individuals: These people are labeled as Mouse
Potatoes (They like the on-line world for entertainment and are willing to spend for the
latest technoentertainment), gadget-grabbers (They also favor on-line entertainment but
have less cash to spend on it).
4.2 Functional, Emotional, and/or Self-expressive Benefits
The iPhone functional aspect is a great advantage over its competitors in terms of being
able to consolidate more technologies into one. Also, the phone is able to be used
globally and is part of the biggest cell phone coverage area within the United States.
Apple is working on a plan in Europe to make it not be exclusive to one phone service
provider, as it is in the United States. The brand and design of the phone looks “cool”
which is another added plus for the Apple product. A survey by M: Metrics, Inc. shows
that more consumersU.S. Mobile Subscriber Monthly Consumption of Content and
ApplicationsM:Metrics Benchmark Survey: May 2006Activity Subscribers (000s)Percent
% ChangeSent Text Message69,04836.3%5.9%Used Photo Messaging 22,644 11.9%
8.0%Browsed News and Information 19,038 10.0% 5.4%Purchased Ringtone 18,830
9.9% 4.0%Used Personal E-Mail 13,823 7.3% 7.2%Used Mobile Instant
Messenger12,221 6.4% 4.6%Used Work E-Mail 7,984 4.2% 8.4%Purchased Wallpaper
or Screensaver6,609 3.5% (-1.8%)Downloaded Mobile Game 4,840 2.5% 8.5%Source:
M:Metrics, Inc., Copyright © 2006. Survey of U.S. mobile subscribers. Data based on
three-month moving average for period ending 31 May, 2006, n= 33,9525.0 Marketing
StrategyThere is great importance placed on the gaining market share via mass
communications. Mass communications will allow the company to distribute information
about the iPhone to the targeted audience. Examples of the types of information that will
be publicized are the benefits and how this product would be meeting the needs that the
customers brought to Apples’ attention during the product development phase. Ads in
printed materials geared toward the targeted audiences, online advertisements via banners
on various popular websites that the targeted audiences visit, and TV commercials on
select channels that Nelson readings show what the particular audiences are watching.
The Mass communication that Apple will be utilizes helps pinpoint the possible target
audiences and see what the trends are in the mobile industry.

5.1 Product/Service Attributes

5.1.1 BrandingApple will continue to create a strong brand for its products, by innovating
new products that customers want. “Customers expect marketers of strong brands to
supply a steady stream of innovations in exchange for their loyalty” (Mohr, 2005, p. 329).
The product mix that Apple Inc. is focused on the “i” family brand of products that
includes iMac, iPhone, iTV, iDVD, iLife, iTunes and the famous iPod. With Apple’s
strong brand, it allows marketers to more easily advertise and promote the innovations
that come from Apple Inc. Apple has a tremendous advantage compared to its
competitors in terms of its brand for the following reasons:•Creates a steady stream of
innovations that give customers a strong value proposition•Emphasizes traditional media
advertising and public relations instead of sales promotions•Influence the existing “i”
family customers who will influence others by the world of mouth•Apple branded the
company, platform, and idea by using the apple symbol and the “i” family product
mix•Worked with partners such as Cingular to create a co-branding relationship•Use of
the internet is going to be used effectively to promote the brand via Apples’ and
Cingulars’ websites.

Apple will strictly keep their Apple identity with the iPhone product. “Cingular agreed to
leave its brand off the body of the phone” (Sharma, 2006, p. A-1).
5.1.2 Quality
Apple is well known for its quality of products ranging from computers to peripherals.
Continuous innovation and development of product generations help keep the Apple
brand well respected in the high-tech industry.

5.1.3 Scope of Product Line

Apple has a tremendous diversity of product lines which customers could benefit from.
“Customers are hesitant to adopt a new technology unless complementary products from
which its value is derived are available” (Mohr, 2005, p. 14). The added benefit is that the
supplier for the iPhone will be the same as the iPod case supplier. This is a
standardization process that Apple sees valuable.

5.1.4 Warranty
Apple will have a standard warranty for the product as it does for all of its products. The
warranty could be accessed via the website, directly calling the website, or visiting the
Cingular or Apple retail store.

5.1.5 Packaging
The Apple iPhone will be packaged in a well protected box that will allow the customer
to be able to see the actual phone. The clear cover of the box will show the phones’ front
and the accessories that will be included in the iPhone box.

5.2 Distribution
Apple Inc. will utilize a hybrid distribution channel with the sale of their iPhone product.
One aspect of the hybrid model will focus on the product being sent to the Cingular retail
stores and then sold to their customers. The other aspects will allow the iPhone to be
purchased at the Apple retail stores and the Cingular and Apple websites.

5.3 Promotion and Advertising

Steve Jobs CEO of Apple Inc. made a preannouncement of the iPhone at the MacWorld
Expo on January 9, 2007. “Apple® and Cingular announced that Cingular, the largest
wireless carrier in the US, will be Apple’s exclusive US carrier partner for Apple’s
revolutionary iPhone unveiled today” (Apple website). The preannouncement will help to
gain customer feedback, help customers plan the purchase of their future smartphone
products, and help the development of complementary products. Apple will be also
utilizing the “push” and “pull” communication marketing strategy. Apple will be relying
on Cingular to “push” the iPhone product to its existing customers. Also, Apple is
working with the “pull” strategy by only giving the customer four ways to purchase the
iPhone, which makes customers request the product through their existing provider or
their other companies that they frequently purchase high tech products.

5.3.1 Advertising
The types of advertising that Apple will be using are TV advertising on both national and
local channels, national and local radio channels, magazine that would be trade specific
for the target audience, outdoor advertising via billboards, internet via banners, and
mobile phones. The catching phrase that could be used is: “Be smart and get the iPhone
smartphone, a product like no other”. Mobile advertising is predicted to have a huge
growth period and Apple will be using this Integrated Marketing Communication strategy
as a main source to reach its customers. Being on the Cingular network, which is the
biggest mobile network helps Apple be able to reach out to a biggest population base.
“U.S. mobile ad spending will grow to $4.8 billion in 2011 from $421 million in 2006, or
to 12% from 2.6% of overall U.S. ad dollars, according to a new study on mobile
marketing and advertising” (Walsh, January, 2007). By Apple Inc. investing in
advertising it will be able help differentiate the iPhone with competitors smartphones,
build on to the existing “i” brand, improve the already successful image that Apple Inc.
has (which was created mostly with the innovation of the iPod), and communicate its
competitive superiority over the competition.

5.3.2 Sales Promotions and Incentives

Another marketing strategy Apple Inc. will communicate the iPhone to its customers is
by sales promotions and incentives that will be offered. “A rebate of between $50 to $150
may be offered by Cingular to lower the price of the iPhone and to entice customers to
sign more long term voice and data contracts. A two year services agreement is estimated
to be worth around $1800 to $2400 to Cingular” (Financialwire, 2007). Cingular and
Apple will both use trade-in programs, sweepstakes, coupons, a free trial period for added
features, and demonstrations that would give new and existing customers the ability to
change their products or service to the current iPhone.

5.3.3 Public Relations and Publicity Strategies

Public Relations on the iPhone product will be very important for the success of the
smartphone. The company will be sponsoring sporting events and other mass populated
venues. Steve Jobs will be instrumental in the public relations with his appearances at
conferences and trade expos. The CEO has already attending the MacWorld conference
where he introduced the product. Another event that the CEO will be attending with other
high executive staff will be the Smartphone Summit. The third venue that the executive
management will update the progress of the iPhone will be at the stockholder meetings.
At venues the topics of informing the customers (internal and external), investor’s
everyone, and the public on the product’s success, future goals, and where Apple will go
in terms of organizational/product outlook.

The communications department of Apple Inc. will be engaged by writing of press

releases that will be published on the Apples’ and Cingulars’ websites. These releases
will also receive mass publicity when the mass media will publicize the releases. With
the appropriate contact information provided on the releases the company will be able to
receive feedback on the iPhone product and services. The communication department
will issue press releases on the product’s release along with having Steve Jobs, CEO of
Apple, go to different government agencies, stockholder meetings and inform everyone
on the products’ success, future goals, and how Apple evolve from its current market
positioning.
5.3.4 Trade Shows
The ability for Apple Inc. and Cingular to attend their respected trade shows within their
specific business sectors will be essential to iPhones success. At the trade shows the
iPhone product will be displayed and the promotion of features/services will be
effectively presented. The companies will be focusing on major cities within the United
States. The cities that would be included in the trade shows would be Los Angeles, San
Francisco, Dallas, New York, and Miami. These cities are technology hubs and have a
good demographic representation of the community who would be interested in the
iPhone and other Apple and Cingular products.

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Ascierto, R. (2005, September 27). Smartphone industry eyes VoIP, enterprise email.
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Bumatay, M. (2006, January 17). Cell phone usage highest among African-American and
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Khalil, T. (2000). Customized management of technology. Boston: McGraw Hill.

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