To Investigate How iPhone Maker Apple Competes Across the Smartphone Market - Dissertation Example

In the last decade, the creation of Smartphone technology has revolutionized the communications business. One of the initial products that were brought out into the public was the Apple iPhone. This product created a sensation that has yet to be rivaled by any other communications product to date. It hit the market with such force that it was sold out quickly and was on backorder for months after its release. The deal that Steve Jobs made with AT&T meant that only one wireless provider would have the product, thus creating a demand for AT&T service, but creating a necessity for other manufacturers to rush to mimic the product so other providers could carry the same type of communication advantages.

In the UK, the iPhone can be used with several providers. According to the Apple website, prepaid service with Vodafone and Orange is available, along with service on monthly plans from O2, Orange, T-Mobile, Three, and Vodaphone (Apple 2011).  The iPhone is the most used form of Smartphone technology within the UK. Through this study, the iPhone will be researched to discover why this phone has this depth of popularity and how the marketing has contributed to its large market share.   The iPhone is a revolution in the communications industry, creating an elite consumer who has a product that is in high demand.

There are many iconic products in the world, but few have had the power and impact that has been witnessed in the iPhone. How Apple creates a mythology about its brand and the effect that this mythology has upon the perception of the products made by Apple is of great interest. Many companies would want to mimic or surpass this type of powerful branding. Therefore, studying how the product has been marketed to the public is a powerful tool for understanding how such a phenomenon can occur. The iPhone is of particular interest because it combines cutting-edge technology with pop culture icon status to be promoted to the public.

A product that has a purpose and usefulness must behave according to the promises that are made to promote the object. The branding becomes a marketing culture in which the product becomes more than just the sum of its usefulness.