APPLE'S DECISION TO MARKET THE NEW IPHONE 3GS IN THE U.K. Essay

I. Introduction

Apple Inc. is a multinational American corporation known for manufacturing and designing consumer electronics and related software products.   It has tremendous success of Mac PCs and iPods and now enjoys another following in the introduction of the iPhone 3G in the market (Delemonte, 2007). The iPhone 3G is an aesthetically designed multimedia mobile phone that is Internet-enabled. It can be controlled through a multi-touch screen with a virtual keyboard and buttons. It has been made well known by the inclusion of the iPod among its many functions, aside from the usual capabilities of text messaging, visual voicemail, and the use of other internet services including e-mail, web browsing, and local Wi-Fi connectivity. Apple has embarked on an enhanced version which is capable of operating on the faster 3G cellular networks (Sanders, 2007).

The critical strategic direction attibuted here is that Apple has to further position itself in the market by building sound financial strength. This is the process to structure and establish the means to ensure financial strength and stability for the company to maintain a leading position. It is the commitment of Apple to build its reputation and commitment as a means to reach financial strength.

This has been achieved by the introduction of the iPhone 3G that is patented and unmatched by any other mobile product today. It has many functions all in one device. The iPhone was made to be compatible with almost all Apple products. The compatibility means that it has limitless potential for upgradeability.

The first introduction of the iPhone was done in the United States in the middle of 2007. Afterwards, this was followed by a lot of media frenzy in the countries of United Kingdom, Germany and France by November of the same year. The entry into the business employs a competing strategy that is seen through innovative technology rather than price war with existing phones. As such, Apple, to stay above...