Apple SWOT analizė

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Apple iPhone

Simon Reading

Bernt Wahl

Hannes Hesse

Chris Volz

Johnson Nguyen


A. The Apple iPhone

Not since the introduction of the original Apple Macintosh has a product introduction been met with so much anticipation. The Apple iPhone is an elegantly designed information communicator forged from steel and silicon that runs pioneering software under Apple’s OS X in a Unix Kernel. The iPhone combines smart phone capabilities with a simple to use graphical interface projected on a large ‘multi-touch’ display. Apple has managed to create a Macintosh compputer with mobile phone capabilities, bundled within an Internet enabled PDA and an iPod body.

B. Design

The iPhone’s functionality is accessed through its 3.5-inch touch screen display and one “home” button. Using only finger commands, a user can navigate seamlessly through iPhone’s features, conjuring up a keyboard when needed. At a resolution of over 25,000 pixels per inch, its picture quality for videos and photos is astounding. An ambient light sensor automatically adjusts the iPhone’s display brightness enhancing visibility and saving power. Audiio is provided by a standard headphone jack, a built-in speaker or through Bluetooth (stereo) transmission.

C. Features

1. Smart Phone

iPhone touch technology allows users to make calls by simply pointing to a name or number in an address book or by dial

ling through a touch pad keyboard. Contacts are automatically updated with other linked networked devices and voicemail is accessible through an email type list selection. IPhone’s features include: conference calling, a speakerphone, text and multimedia messaging. The iPhone’s proximity sensor detects when a user lifts the device near the ear and immediately turns off the display to conserve power.

The iPhone uses a quad-band (GSM 850/900/1800/1900) spectrum; utilizing 2.5G EDGE networks — a predominate standard used in Europe and parts of Asia. In the future it is expected that iPhone models will be truly 3G compatible since Apple’s American carrier Cingular, and potential European and Asian partners offer 3G compliant UMTS and HSDPA.

2. Wireless Internet Communication Device

The iPhone serves as a Wi-Fi enabled Internet device that utillizes Apple’s Safari browser to access: Internet email, web sites, online maps, and search engines. The device’s full web capabilities offer a rich HTML email client with imbedded images that syncs automatically with a Mac or a PC. iPhone provides Google Maps directions, free push Yahoo email message forwarding and Apple widget applications connectivity — Java based applets — that provide updated information on stock quotes, sports scores, weather reports, traffic conditions and other services. Auto Wi-Fi detection (802.11b/g), Bluetooth, GSM and Cingular’s EDGE

E network is also supported.

3. iPod

Think of iPhone as a 3.5-inch widescreen iPod with touch screen controls. Through the iTunes Library— including music, audio books, videos, TV programs, and movies — content is now accessible through a display interface rather than by thumb wheel menus. Videos, controls, previews, songs, lyrics and album artwork are presented directly to the screen. In the future, users should be able to directly access a movie or band’s video by pressing an onscreen order button.

4. PDA, Computer and Camera

Using Apple’s OS X running Widget’s Java based software, the iPhone is able to provide PDA features: appoint calendars, contact lists, photos, emails and documents, literally with a touch of a ‘virtual’ button. It should only be a matter of time before developers will come up with specific iPhone applications, even though Apple has not made any announcements. The iPhone runs Apple’s full-featured OS X, so in the future expect to see powerful applications to appear, especially as the world turns increasingly toward smaller mobile devices for a computing platform.

The iPhone’s built-in camera takes pictures at 2 MB resolution that can be stored in 4 GB or 8 GB flash memory cards or forwarded to a friend, family member or colleague. An internal accelerometer dete

ects when the device is rotated and automatically changes the contents display appropriately. No mention of video capturing capabilities were given, but it can be assume from Apple’s dominance in video production and its portfolio of video capture patents that it is something they are looking into, especially as flash storage become cheaper.

D. Pricing and Specifications


Model Price
4gb model 499
8gb model 599



Ship Date Ship Date
United States June 2007
Europe December 2007
Asia 2008


Technical Specifications:

Screen size 3.5 inches
Screen resolution 320 by 480 at 160 ppi
Input method Multi-touch
Operating system OS X
Storage 4GB or 8GB
GSM Quad-band (MHz: 850, 900, 1800, 1900)
Wireless data Wi-Fi (802.11b/g) + EDGE + Bluetooth 2.0
Camera 2.0 mega pixels
Battery Talk / Video / Browsing – Up to 5 hours

Audio playback – Up to 16 hours


Dimensions 4.5 x 2.4 x 0.46 inches / 115 x 61 x 11.6mm
Weight 4.8 ounces / 135 grams


E. Software Capabilities:


Full OS X

Multi Tasking



Low Power




Core Animation





A. Market Statistics:

There have been over 100 million iPods sold. In 2006, the following amounts of systems were sold:

System Number sold
Game Consoles 26 M
Digital Cameras 94 M
Mp3 Players 135 M with iPod having 80% market share
PCs 209 M
Mobile Phones 957 M


Apple’s goal is to achieve 1% market share which is 10 M phones by 2008. They are going after the world market.

B. Value proposition

Intended for style-conscious cell phone consumers who would like to browse the Internet and enjoy entertainment to-go, the iPhone is a smart phone that combines a web browser, email, iPod and personal computer into a single, fashionable, easy-to-use device.

The following strategy canvas illustrates how the iPhone is differentiated from the BlackBerry Pearl (a s

smart phone) and Motorola’s RAZR (a popular, stylish consumer phone)


C. Value Chain

The value chain below illustrates the context in which Apple delivers value to the customer with the iPhone:

D. Consumer Targets

Although the iPhone’s functionality would be attractive to business users, its price is considerably higher than that of Blackberries (~40% higher). This makes enterprise purchases unlikely, since businesses are typically price sensitive.

However, the iPhone’s compelling mix of features makes it attractive to a broad set of cell-phone consumers. The iPhone’s market is limited by two factors: 1) the high price ($499 for 4gb) and 2)Apple’s exclusive US carrier agreement with Cingular.

E. Total Addressable Market

Cingular customers who have iPods are the most likely early adopters for the iPhone. Assuming an uptake rate of 50%, this gives an estimate of 8.7 million customers.


Cingular customers 58 million
Cingular subscribers with iPod 30% PiperJaffray estimate
Cingular subscribers with iPod 17.4 million
Uptake rate from Cingular iPod customers in 1st year 50% assumption
Estimated uptake of iPhone by Cingular iPod customers in 1st year 8.7 million


This first-year estimate is higher than the 5.8 M Cingular customers who currently own a smart phone costing more than $300. In contrast, the estimate is lower than Apple’s target of 10m customers.


A. Barriers to Adoption of iPhone

Since iPhone is only offered by Cing. . .

The iPhone does not support UMTS, a telecommunications standard of importance in Europe. While no announcement has yet been made about which cellular carriers Apple plans to partner with in Europe and Asia, this could potential limit their options.


A. Strengths

The iPhone has several features that add to the strength of the product. These include its unique look and feel accompanied by a mobile operating system. It has phone sensors that work with the multi-touch screen, which is a new patented technology. These new features are presented to a large and loyal user base that Apple has accrued over the years. Additionally, marketing was given support from all over the internet, saving the company over 400 million in advertising fees. Finally, the fact that the company is first to deliver in this arena of computer phones is one of its greatest strengths

B. Weaknesses

Like every new product, there are is a set of weaknesses. The iPhone is not a 3G device and will not work in technologically advanced countries such as Japan and Korea. All of their phones are 3G compliant. Several of the iPhone features are also not particularly impressive. These include the fact that it has a sub par camera, standing at about 2 megapixels as well as its memory not being removable. The phone is priced around 500 to 600 dollars and surveys have shown that 52% of consumers are happy with their current mobile device; essentially, this phone is geared towards the high end consumers. Apple’s choice of distribution channel has also been construed as a weakness as they’re limiting it to only Cingular and Apple retailers. Finally, its purpose is to be questioned – does the phone fulfill corporate duties or is it just an entertainment system.

C. Opportunities

There is quite a demand for a better mobile computing experience. The iPhone tries to combine both powerful computing as well as entertainment into one system. People have also noted that the Mac OS applications for desktop can be seamlessly adapted for the iPhone. Also, this is the first step towards an Internet Protocol-based network. The emergence of Wi-Fi networks is pushing for there to be visitor fees instead of having a provider lock in users. It is very likely for the device fees and pay-per-view system to take flight, eliminating the month to month subscription fee.

D. Threats

The majority of threats come from other companies including Nokia, Sony, and Google with their respective products. Smart phones are one popular example that stands to compete against the iPhone. The fact that these phones run on the 3G network also puts iPhone behind in the speed race. Although the economy is no longer in its volatile stages, the release of the iPhone is still in a time where people are cautious of spending money. The last threat is the Cisco vs. Apple trademark-infringement lawsuit that may or may not have taken away from the product launch steam.


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