Apple iPhone in UK Case Study Example | Topics and Well Written Essays - 3000 words

Apple iPhone in UK - Case Study Example Apple is expecting a decrease from $489 in 2007 to $365 in 2008 to $314 in 2009. This trend would represent the direction taken by Apple as it established the iphone family, where there is a slow but stable expansion Apple saw in lowering their price with their new amendments once they enter U.K (Macworld, 2008). On the other hand, Apple noted that the unit growth curve is steeper more than the iPods, noting that iPhones sales in two days are bigger than iPod sales. The sales of Iphones in 2007 grew up to 409%, iPhone units profits grew slower at 304% between the financial year 2008 and 2009, although there were some uncertainties as to how fast Apple releases cheaper model units. Apples forecasts to have continuous global rollout especially in U.K. which they think will be twice the target market for iphone yearly until 2010. There were 3.7 million iPhones old from 2007 up to present. Munster's estimates also take into account the continued international rollout of the handset, which he believes will double the addressable market for the device every year for the next two years. With 3.7 million units having been sold through December via 6 carriers (who combined for a subscriber base of 153 million), he estimates the iPhone's penetration into this addressable market to be just 3 percent. The early publicity of the launch of iPhone h... Apple iPhone in U.K. Critics said that it is a suicide for Apple to launch iPhone 3G in the mobile market of U.K. market. Some says that they are purchasing it because of many reasons. According to these critics, Apple will kill their U.S. launch; will alienate their consumers and many other factors. It is also reported that it is so ambitious to launch iPhone in U.K. because Vodafone and T-mobile have their own mobile phones. The Strategic Directions of iPhone 3G in U.K. iPhone's strategic direction is to become the undefeated mobile phone leader all over the globe, not just based on size, but in how it utilizes that size to attain its mission. It has already established its foundation as global leader in mobile phone/PC with an influential combination of abilities and resources that offers an objective for providing strong growth in present fast changing mobile phone industry (Aaker, 2000 and Teece and Shun, 2002). The establishment as the global leader in the mobile phone industry resulted to the strength of the company. The company's efforts to develop such mobile units of the iPhone family and their market research helped them establish this foundation. But it does not stop there. To adhere the company's mission to be a global leader in the mobile phone industry, they would still like to penetrate the mobile phone industry of U.K. Even though they are aware that the competition in U.K. is very steep, the core competencies of Apple are based on i ts drive to help people globally by continuously enhancing, unraveling and discovering new technologies. In analyzing Apple iPhone 3G's penetration to the mobile phone industry in U.K. it is better to use the aid of the strategy clock of Cliff Bowman (Amoruso et al, 2000). It is the most appropriate way