The Apple iPhone is known
around the world as being a stylish and futuristic phone. Like all Apple’s
products, the marketing strategy is straight-forward and straightforward yet
clever. The plain and simple Apple icon lets customers clearly observe that they
are dealing with a trusted brand, without being too overbearing and filled with
“fluff” like some company logos. The iPhone was launched in April 2007 and also,
since then has gone on to become probably the most sought after phones in the
world.
Television Commercials
Prior to the official release of the iPhone, Apple ran four television commercials through the United States, the United Kingdom and other areas on the planet where their products are popular. The commercials portrayed the telephone as the next step up in the already popular iPod - which instantly attracted the interest of iPod fans. The iPhone adverts also detailed the additional features that come with the phone - such as the ability to find a seafood restaurant on the internet and then use the same device to buy food from there.
Rumours
As well as the TV commercials Apple also released numerous very brief press releases. The company were already doing very well with the success of the iPod and thus took their time to release small items of information in each release. The information might have all been released all at once but by only officially saying small information at a time this led to the rumours concerning the product being huge - hence free advertising was handed for the product, and many everyone was eager to buy the iPhone once it had been finally released.
Target Audience
The prospective audience for the Apple iPhone was teenagers under the age of 35. Apple believed that as around 50% of those people did not own a music player, they may instead choose to purchase the iPhone. By targeting the product at teenagers, it went without saying that ladies were also interested in the merchandise. With a minimum price of $499 on initial release, the primary customers for the iPhone were businessmen, jet-setters and small businesses. When the price decreased teenagers were also large buyers from the product.
IPhone Applications
When Apple released the iPhone they did something on the large scale that had only previously been done on the much smaller scale - applications. The variation from the different applications available exposed the target audience considerably - and also the option to only choose applications the individual wanted helped to get this done. Apple essentially claimed that there is a credit card applicatoin for everyone and enforced this claim using the functionality that the phone may also supply.
Television Commercials
Prior to the official release of the iPhone, Apple ran four television commercials through the United States, the United Kingdom and other areas on the planet where their products are popular. The commercials portrayed the telephone as the next step up in the already popular iPod - which instantly attracted the interest of iPod fans. The iPhone adverts also detailed the additional features that come with the phone - such as the ability to find a seafood restaurant on the internet and then use the same device to buy food from there.
Rumours
As well as the TV commercials Apple also released numerous very brief press releases. The company were already doing very well with the success of the iPod and thus took their time to release small items of information in each release. The information might have all been released all at once but by only officially saying small information at a time this led to the rumours concerning the product being huge - hence free advertising was handed for the product, and many everyone was eager to buy the iPhone once it had been finally released.
Target Audience
The prospective audience for the Apple iPhone was teenagers under the age of 35. Apple believed that as around 50% of those people did not own a music player, they may instead choose to purchase the iPhone. By targeting the product at teenagers, it went without saying that ladies were also interested in the merchandise. With a minimum price of $499 on initial release, the primary customers for the iPhone were businessmen, jet-setters and small businesses. When the price decreased teenagers were also large buyers from the product.
IPhone Applications
When Apple released the iPhone they did something on the large scale that had only previously been done on the much smaller scale - applications. The variation from the different applications available exposed the target audience considerably - and also the option to only choose applications the individual wanted helped to get this done. Apple essentially claimed that there is a credit card applicatoin for everyone and enforced this claim using the functionality that the phone may also supply.
When Apple released the iPhone in a rather expensive $499 it was a well known item by mainly businessmen who can afford such a hefty price tag. With less than expected sales, when Apple reduced the cost this is when the iPhone really arrived to its element. The advertising campaigns and marketing strategies really started to pay off as teenagers along with other circles of people also took benefit of the new innovative technology from the Apple iPhone.
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