As with all Apple marketing, the iPhone marketing strategy is very clear, simple and clever. The iPhone was released by Apple in June, 2007. Before the iPhone’s official release, Apple ran four television commercials promoting the new cell phone.
Finger clicks seafood location, and restaurant phone number displayed. iPhone dial’s.
The official iPhone website does more than just provide information about the product. Apple’s website is a great marketing tool for current iPhone users and consumers that have an interest in purchasing the iPhone.
Apple is known for their simplistic, but catchy commercials. Apple currently claims to have 25,000+ apps available, and counting.
iPhone apps provide every functionality that one can imagine.
3 months after the initial release, Apple reduced the price of the iPhone to $399. This enraged Apple’s loyal customers and consumers who 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. Many believed that Apple had cut the price after discovering lower than expected iPhone sales.
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. Had Apple not reduced the price of the iPhone, the customer base would have dwindled quickly as many consumers are unwilling to spend $599 on a cell phone, no matter how many useful features the phone may carry.
At this time in the product life cycle, Apple continues to release enhanced iterations of the iPhone. With most iPhone users un-willing to purchase a newer version of the iPhone because of price, the target audience for the newer generation phones is new iPhone customers. As more and more people purchase the iPhone, Apple’s audience for new customers continues to dwindle. Apple: iPhone. Retrieved April 26, 2009, from Apple
Lessons learned from the iPhone price cuts. Apple’s silence helped the iPhone hype. Apple, AT;T neophytes to define iPhone audience – report. iPhone under attack.
iPhone Marketing Strategy
