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Marketing Plan: I Phone Ultimate Essay

8845 words - 35 pages

Marketing Plan: Apple's iPhone UltimateA Brief Overview of Apple Inc.Apple Incorporated is a manufacturing based consumer electronics and related software corporation. Headquartered in Cupertino, California, Apple develops, sells, and supports a series of personal computers, portable media players, computer software, and computer hardware accessories. Apple is also constantly involved in the creation of new technology concepts, suchas the iPhone, Apple TV, and many features of its new, upcoming operating system, Mac OSX "Leopard." Apple operates an online store for hardware and software purchases as well as the iTunes Store, a comprehensive offering of digital downloadable music, audiobooks, games, music videos, TV shows, and movies. (Wikipedia, 2007)Traded on the NASDAQ, LSE, and FWB exchanges with the symbols AAPL, ACP, and APC, respectfully; Apple Inc. has become a multinational corporation. Apple currently employs over 20,000 people and operates 180 retail establishments in the United States, Japan, United Kingdom, Canada, and Italy. (Apple, 2007) First incorporated in January 1977 as "Apple Computer, Inc.", Apple Inc. dropped the "computer" from its name to reflect the wider range of electronics made available to the consumer.At the Macworld Conference & Expo in January 2007, Steve Jobs, co-founder and CEO, revealed the long anticipated iPhone, a convergence of an Internet-enabled smartphone and video iPod. The iPhone combines a 2.5G quad band GSM and EDGE cellular phone with features found in hand held devices, running a scaled-down version of Apple's Mac OS X, with variousapplications such as Safari Web browser, email, and navigation. (Wikipedia, 2007),(Apple, 2007).With the iPhone, Apple Inc. has broken ground into the new market of mobile phone handsets with the likes of other corporations like Motorola, Nokia and Samsung.Description of ProductThe name of Apple's latest innovation, the iPhone Ultimate, is the next version of the original iPhone, released in June of 2007. The original iPhone was more than a mobile phone - it was an integration of three extraordinary, high-tech electronic products rolled into one small, lightweight device. The iPhone Ultimate will combine an advanced mobile phone, a wide-screen iPod with touch controls, a progressive Internet communications device, high quality camera, speech recognition technology, and upgrades in both memory and video resolution.Technical specifications for the original iPhone:Screen size3.5 inchesScreen resolution320 by 480 at 160 ppiInput methodMulti-touchOperating systemOS XStorage4GB or 8GBGSMQuad-band (MHz: 850, 900, 1800, 1900)Wireless dataWi-Fi (802.11b/g) + EDGE + Bluetooth 2.0Camera2.0 megapixelsBatteryUp to 5 hours Talk / Video /BrowsingUp to 16 hours Audio playbackDimensions4.5 x 2.4 x 0.46 inches / 115 x 61 x 11.6mmWeight 4.8 ounces / 135 grams(apple.com, internet)The iPhone Ultimate will upgrade in screen resolution and storage, per the above annotated specifications, to...

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