Video Case 6: iPhone product launch
Strategic Management
MBAD 7913 -A
Instructor: Dr. Alan Smith
Submitted By:
Gregg Brant
Brian Mangone
Maribeth Savu
David Werwie
Due Date: July 6, 2012

Although dated, compare the iPhone introduction with the iPad product introduction. Were the product campaign and launch details similar and/or different? What were the basic strategies associated with high-tech product launches in general?

Few companies have made as big of an impact on our society and more specifically world culture as Apple. A company once on the verge of fading into oblivion made an incredible comeback, using a combination of savvy marketing techniques and devices unlike any previously created. Whether leaking information deliberately to generate buzz or creating commercials that stand the test of time, Apple can be considered an innovative marketing company. Many experts believe that Apple has become something of a paragon of business practices over the last decade. They have not only been turning out revolutionary products, but their marketing methods (specifically the product launch) have also been brilliant. Because of this, they have had one of the fastest expanding market presences in recent memory over the last decade. Once a company that lagged far behind Microsoft in every important category, Apple has now carved out its own niche, cornering the market on hand-held electronic devices like iPods, iPhones, and iPads.
Apple excels at turning brand into market shares. When the iPod was first introduced, Apple made sure that it also had its iTunes store in place. That way, in addition to marketing MP3 players, Apple also made money from selling downloadable music. In addition, the original iTunes store sold music that could only play on iPod players, making it a proprietary marketing strategy. The strategy continued with the arrival of