Business Case Studies, Innovation and New Product Development Case Study, Apple iPhone

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Innovation and New Product Development Case Study

Case Title:

Apple iPhone – Will it Ring?

Publication Year : 2007

Authors: Swati Philkhana, Doris Rajakumari John

Industry: Telecommunications

Region:US Europe

Case Code: IPD0079C

Teaching Note: Available

Structured Assignment: Not Available

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In January 2007, Apple launched its iPhone, a revolutionary device which combined the features of a mobile phone and an iPod. With innovative and unique features incorporated into the product, the iPhone was expected to revolutionize the mobile phone market. However, the mobile market already consisted of a number of established players like Motorola, Nokia, LG, Samsung, Sony Ericsson, Palm and others. Although experts rated the iPhone far above the existing models, Apple was expected to face various challenges in establishing itself as a major player in the existing market. The Apple iPhone was highly priced and aimed at targeting a niche market. In this scenario, it was to be seen if the iPhone would make a mark and achieve success like Apple’s other products, the Mac and the iPod.

The case tracks the various technical features of the Phone, its strategies to gain market share and challenges it will face in the already crowded mobile industry. The case facilitates discussion on whether Apple’s iPhone would succeed as the iPod.

Pedagogical Objectives:

  • Strategies of launching a new technological product into an already competitive market
  • Challenges faced by Apple with iPhone’s launch
  • Competition from already established players in the mobile market.

Keywords : Apple; iPhone; iPod; Steve Jobs; Steve Wozniak; Smart Phones; Mobile Telephony; Innovation Management Case Study; Cingular; Nokia; Motorola; Palm Treo; AT&T; Blue Tooth Device; Personal Media Player


  • Introduction
  • Apple Inc
  • iPhone
  • iPhone's Strategies
  • Challenges
  • Road Ahead

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