The paper "New Product Analysis - Apple’ s iPhone 6" is a great example of a marketing case study. Apple Inc was established in 1976 as a partnership Steve Jobs, Woszniack and Wayne (Jinjin, 2013). The company's innovative computer designs increased its popularity with time. The exit of Steve Jobs in 1985 left the company facing hard times, as sales stagnated. However, the return of Steve Jobs in the late 90's helped the company rise to the rank of one of the most profitable firms in the United States. At the end of the 2012 financial year, the company posted a 66 million dollar net profit and is ranked the sixth largest computer manufacturer (Jinjin, 2013).
Apple thrives on making unique, innovative designs that are intended to suit customers' tastes. The company's spirit of thinking big is the engine behind its innovative and stylish designs. The company's products range from computer hardware and software, mobile electronic devices, electronic peripherals and information technology solutions. One of its most popular products so far has been the iPhone Smartphone model (Apple, 2014). Apple runs a smart phones line, popularly known as iPhone.
The first type of the iPhones’ Smartphone model, a GSM phone, was released in 2007, while the most recent types are the iPhone 6 and 6 plus released in 2014. Every successive iPhone model is an improvement over the previous model, and the improvement is aimed at enhancing performance, usability and appearance. To develop the iPhone, Williams-Grut (2015) reported that Apple invested $150 million and even much more to develop the iPhone 6. From this investment, Apple managed to make a profit of $18 billion in 2012 and went on to amass $51.1 billion in terms of sales by 2014 (Williams-Grut, 2015).
This essay will look at the new product development strategy employed by Apple in developing and marketing the iPhone 6 that led to its unmatched success, as well as the strategies' limitations. The essay will then give recommendations for future products. The New Product Development Process Companies need to keep diversifying their product portfolios as well as improving existing products in order to meet consumer tastes and increase their competitiveness. However, the introduction of new products into the market requires careful thought, research, and planning.
Otherwise, the decision to introduce new products could consume one’ s capital and leave them in a hopeless situation. The major processes of new product development include idea generation and evaluation, concept development, product development, testing and release (Unger & Eppinger, 2010). These processes will be discussed in relation to Apple’ s iPhone. The development of Apple’ s iPhone was driven by the need to gain a competitive edge over rivals, which led to the identification of an opportunity in the Smartphone market. The company faced competition from established multinationals like Samsung Electronics and Nokia which were already manufacturing smartphones.
For this reason, the company has to devise systems that help it remain competitive. One of the company’ s strengths in the face of competition lay in its unique, innovative products, as had been the case with the successful iPod and MacBook products (Sawayda, 2010). The company wanted to continue this success by producing a Smartphone different from what other companies were building in order to appeal to smartphones’ enthusiasts. The company realized that other companies were developing smartphones that suited their abilities with little regard for consumer needs.
Apple, therefore, sought to design a Smartphone that would win over consumers.
Apple, 2014. iPhone. [Online] Available https://www.apple.com/iphone-6/ [Accessed 26 March 2015].
Bhuiyan, N., 2011. A framework for successful new product development. Journal of Industrial Engineering and Management, pp.746-70.
Cadwell, S., 2014. iPhones. [Online] Available at: http://www.macworld.com/article/2643110/apple-iphone-6-and-6-plus-pre-orders-top-4-million-in-24-hours.html [Accessed 26 March 2015].
Compare Camp, 2014. Featured: How & Where iPhone Is Made: Comparison Of Apple’s Manufacturing Process. [Online] Available at http://comparecamp.com/how-where-iphone-is-made-comparison-of-apples-manufacturing-process/ [Accessed 26 March 2015].
Gladwell, M., 2011. The Tweaker: The real genious of Steve Jobs. The New Yorker, 14 November. p.2.
Hoyer, W.D. et al., 2010. Consumer cocreation in new product development. Journal of Service research, pp.283-96.
Jerrard, R.N., Barnes, N. & Reid, A., 2008. Design, risk and new product development in five small creative companies. International Journal of Design, pp.21-30.
Jinjin, T., 2013. A Strategic Analysis of Apple Computer Inc. & Recommendations for the Future Direction. Dissertation. Jinan: Canadian Research & Development Center of Sciences and Cultures Shandong International University.
Jurevicius, O., 2013. SWOT Analyses: Apple SWOT Analysis. [Online] Available at http://www.strategicmanagementinsight.com/swot-analyses/apple-swot-analysis.html [Accessed 14 October 2014].
Laugesen, J. & Yuan, Y., 2010. What factors contributed to the success of Apple's iPhone? In 2010 Ninth International Conference on Mobile Business/ 2010 Ninth Global Mobility Roundtable., 2010. IEEE Computer Society.
Lowensohn, J., 2014. Technology: Inside the building where Apple tortures the iPhone 6. [Online] Available at http://www.theverge.com/2014/9/25/6845611/inside-apples-iphone-6-torture-building [Accessed 26 March 2015].
Sawayda, J., 2010. Apple Inc.’s Ethical Success and Challenges. Alburquerque: Daniels Fund Ethics Initiative.
Sharma, C., 2013. Mobile device market perfomance. Seattle: Mobile Future Forward.
Unger, D. & Eppinger, S., 2010. Improving product development process design: A method for managing information flows, risks and interactions. Journal of Engineering design, 22(10), pp.689-99.
Wakabayashi, D., 2014. Apple engineer recalls the iPhone's birth. The Wall Street Jounal.
Williams-Grut, O., 2015. Apple's iPhone: The most profitable product in history. The Independent, 26 March.
Xing, Y., 2013. The supply chain of the iPhone and trade in value added. Asian Development Bank Institute.