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- Giving Voice To Values
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- Economics
- Business
- Business-Government Relations
- Diversity Management and Leveraging Difference
- Entrepreneurship and Innovation
- Environment and Sustainability
- Ethics
- Finance
- Accounting & Control
- Global Economies and Markets
- Leadership and Organizational Behavior
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- Giving Voice To Values
- Decision Analysis
- Case Method
- Economics
- Business
- Business-Government Relations
- Diversity Management and Leveraging Difference
- Entrepreneurship and Innovation
- Environment and Sustainability
- Ethics
- Finance
- Accounting & Control
- Global Economies and Markets
- Leadership and Organizational Behavior
- Management Communications
- Management Science
- Marketing
- Negotiations
- Nonprofit Organizations
- Operations Management
- Pedagogy and Higher Administration
- Personal Assessment and Career Strategy
- Quantitative Analysis
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- Technology and Innovation Management
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About Us
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The Apple iPhone
Farris, Paul W.;
Spekman, Robert E.;
Mitchell, James
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Overview
This case describes the introduction of the Apple iPhone, including subsequent price reductions and market share goals. The case includes publicly available data on iPhone production costs, channel margins, and marketing costs. It concludes with the July 2008 introduction of the second generation 3G iPhone.
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Learning Objectives
Learning Objectives
The case provides students with a current example that helps them review basic pricing concepts of costs, margins, customer lifetime value, and price elasticity. It also reinforces concepts of segmentation (business versus personal usage) and diffusion of innovation (cf. Rogers, Moore).