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Strategy and Positioning Analysis: Apple’s iPhone 7Strategy and Positioning Analysis: Apple’s iPhone 7Team EAnisa Corcoran, Bryan Diep, Cheryl Karabin, and Claudio TepedinoMKT/421September 5, 2016Norbert Gray Jr.Team E, 2016
Strategy and Positioning Analysis: Apple’s iPhone 7Strategy and Positioning Analysis: Apple’s iPhone 7Some of the greatest innovators of all time are Thomas Edison, Henry Ford, Alexander Graham Bell, and the Wright Brothers. Steve Jobs has been added to this list. He is the co-founder of Apple, and his products have always been in high demand, for example, the Macintosh Computer, iPad, and the iPhone. The positioning statement is short, sweet, and to the point. It tells the consumers which market they are targeting and how it compares to other brands. A few different ways to get to the positioning statement is by using a SWOT analysis, a competitive analysis, and look closer at your target market segments. Overview of Apple Inc.Steve Jobs and Steve Wozniak founded Apple Computer Inc. 40 years ago, in 1976. Theystarted out small and grew to be a very profitable company, just like all the other majorcorporations that have gross incomes in the billions. According to "Reuters" (2016), “Appledesigns and manufactures mobile communication and media devices, personal computers andportable digital music players and sells a variety of related software, services, peripherals,networking solutions and third-party digital content and applications” (Profile: Apple Inc.).In1977, with the creation of Apple II, they created color graphics. In 1985 Steve Jobs left Apple fora little while and bought Pixar. Apple Inc.’s market share rose until 1990; then it started todecline until 1997. During this time is when they asked Steve Jobs to come back. He officiallydid not become the CEO until 2000. This is when all the changes took place. They made anagreement with Microsoft and then there was the Mac version of the Office products availableTeam E, 2016
Strategy and Positioning Analysis: Apple’s iPhone 7for the Mac users. Then he produced the iBook, iPod, and iTunes. During 2007, Apple startedselling the iPhone. After nine years, Apple is going to release the version called the iPhone 7. Description of the iPhone 7The very first iPhone was pictured as a computer that made phone calls, and Steve Jobs called it a revolutionary and magical product ("The Telegraph", 2016).With every new year brings a new generation of iPhone, there are people that will wait in long lines to be the first to get the next generation that comes out. And with every new generation of iPhone, there are significant improvements. The iPhone 4 brought the front-facing camera to use for video calls. The iPhone introduced the operating system iOS5, which brought the intelligent personal assistant, Siri. You ask the phone, Siri, questions, and it answers. The iPhone 5 brought 4G to everyone. The iPhone 5 and 6 generation, brings more memory, faster-operating systems, larger screen display but thinner design and better cameras. The iPhone 7 is to have even better cameras