In literature review, factors influencing consumer on choosing the iPhone will be discussed. Apple is one of those companies who pay special attention to its marketing campaigns. Analyzing the global market, it has been proven…
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Smartphone are in fashion and the iPhone is the most dominating handset throughout. In fourth quarter of 2008, a sale of 305 million was recorded in global mobile market while Compound Annual Growth Rate from 2009 to 2012 is expected to be 12.3%. At present, Apple holds 32 percent of the aggregate mobile phone industry profit globally. Windows mobile are very popular these days. Kirk illustrated a research that by 2012, almost 37.4 % of the Smartphone market will be captured by Operating System of Nokia Symbian, while Android will hold around 18% of the Smartphone market. Operating System of Blackberry will own around 13.9% and the Operating System of the iPhone will own 13.6% of the Smartphone market (2009). Popularity of the iPhone has been increasing day by day. Another research from the Wall Street Journal reveals that the market share of Apple’s Smartphone significantly fell down to 16.6% in the fourth quarter of 2009 from 18.1% in the third quarter of 2009, though sales grew with almost 18% from third quarter to the fourth quarter of the year 2009 while in the fourth quarter of 2008, Apple experienced a growth from 10.8% to around 16.4% in 2009 in market share (Marsal, 2010).
There is a great influence over the Smartphone industry of the iPhone (Sheth, N. 2010). However, Apple holds a significant role in Smartphone industry (Evans, J. 2010). Apple has been coming up with numerous competitive products like multitouch ipads etc. Marketing side of Apple is very strong and still, it is expected that Apple will be selling around two million ipads in the current year and is expected to sell almost six million ipads in the coming year 2011. This could be the reason behind Investors’ trust in Apple (Hughes, 2010).
A latest mobile model experiences good time till the new model is released by the company. People crazily start buying latest versions of their
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