Product and Service Development for Apple Inc.

This article discusses the product and service development process of Apple Inc. and introduces a new product called icase, a phone case with airbacks. It explores the stages of the product lifecycle and evaluates the current products and services offered by Apple Inc. The target customers for icase are young, middle, and old people.

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Product and service development
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Product and service development
Introduction
Apple is a company which is not only one of the biggest IT companies in the world best also
one of the oldest. The company was established in Cupertino, California around 1977. In the
long run, Apple Inc. specialises in design, develop and selling of all kinds of electronics, all
kind of services offered online as well as all kind of computer software. In the business
market Apple Inc. is considered as one of the big four of technology. The other three which
make big four includes Amazon, Facebook and Google. Also, Apple is a designer and
manufacturer of high quality media devices such as iPhones, iPads, iMacs, and iPod’s and
along with many other products. Well-known for the high quality design and performance of
its gadgets, Apple Inc. applies the law of business by applying product differentiation and
also the use of premium pricing business strategies. Apple has been able to differentiate itself
from other IT companies by developing its own unique designs, software, and operating
systems and by creating a trend among followers (Sanders & Huefner, 2013). Apple has been
able to share its vision and create a social movement in a way that customers are loyal to the
brand no matter what.
An Overview
Apple Inc. has a variety of services and products they offer to the public and organisations.
Apple portfolio is divided into three main categories. Services and Application Software are
under the same category for this report purpose (Lusted, 2013). But in our case, we are going
to look on how the company can introduce a new product in the market. The new product
would be called icase which is a phone case with aibacks. The phone case will be used by
customers to protect their phones screen against cracking then they fell down. Also the new
product (icase) will be used to protect the smartphone against dust. This new icase product

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will be used to increase the number of apple phones sold in the market. The target customers
would be young, middle or old people. However, majority of customers who uses Apple
products are middle and youths compared to old people. This means the company is supposed
to target them more. In the long run, icase is a new product launched in the market for
consumers by Apple Company.
An evaluation of a range of the products and services in relation to their lifecycle stage.
In the recent days, the company is composed of other products which are currently in
different stages of product life cycle. In the market, some of the products and services offered
by Apple Inc. includes iPhone phones and other products, Apple phones, TVs and other
products, iPod, iPad, Mac and other portfolios used by different consumers as well as other
professional software applications, iCloud, a variety of accessory, the iOS and OS X

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operating systems as well as service and support offerings used in the company. Apart from
this, the company deals with selling and delivering of digital content and other applications in
the market which are sent through iBook store, iTunes Store, Mac App Store and App Store.
Also, the company involves in selling its products and offering some services thought the
word using its direct sales force, retail stores, online stores, as well as through third-party
cellular network carriers, value-added resellers, wholesalers and retailers (Tendayi Viki,
2018).
Additionally, apart from selling the above electronics the company sells different variety of
third-party iPhone, iPad, Mac and iPod compatible products, application software, and
various accessories. The above products and services are transformed to the consumers
through the online as well as retail stores. One of the company biggest stakeholders or
customers are middle and small sized businesses, government and sometimes educational
institutes. In the long run, the company’s primary revenue generator is iPhone which sells
more than any other products or services. However, due to the current stiff competition in the
smartphone market the sale of Apple is declining day by day (Louis Rivest, 2015). This
shows that the company is at its last stage of growth which is maturity stage thus approaching
crossroads. But in the recent from the trend, researchers have argued that the company might
experience a rebirth or might as well experience a slow decline as its products face stiff
competition in the market.
Apple hardware product lifecycle-iPod
Introduction Stage: In regard of product Lifecycle
theory, the company produced its product IPod which
was jjust a basic model with features such as 5GB to
10GB and was selling in the market at a price of
£300. Through its numerous campaigns and

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advertisement the company build a strong brand name in the market which increased number
of product consumers in the long run. As the time moved, more consumers chipped in and the
company sales increased in the company. More research about the product was carried and an
improvement on its features was introduced to the phone (Rob Napier, 2012).
Growth Stage: As the sales increased and more features was introduced in the product, the
company started selling iTunes Music Store in 2003. Despite its introduction, the competition
also increased in the market with some competitors targeting its features and size. For
instance, Archos introduced in the market the initial prodct which displays images and video.
This product is with its Jukebox used as a multimedia player as well as creative MuVo line
which is smaller player and is very successful. This was a marketing strategy to deal with
Apple products (David L. Kurtz, 2016).
One of the products which have become the fastest growing among the consumers was the
MP3 player since it was introduced in the market by the Apple. This shows that the MP3
player have gained the market acceptance rapidly. This means that the innovator in the
market had reached a kind of saturation which means the expanded product line was
becoming crucial.
In around 2004 the company decided to expand its market so that it could reach more
consumers, as a result, the company launched an iPod Mini which later become more popular
with youths as well as women in the market as a result of different colours which it come
with and different price.
Maturity Stage: By the year 2008, majority of research wrote that the company had reached
its maturity stage. This was contributed by the fact that the company had sales peaking of
around 54.8 m unit. In order to compete in the market competitively and also expand its sales
in maturity market, the company used the long Michael Porter’s three key strategies which is

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used by many companies and organization on their products in achieving its competitive
advantage in the market in reference of cost leadership, differentiation and focus. In the
market Apple Company offers a good example of successful differentiation (Charles Lamb,
2019).
Decline Stage: Given the business crises which took place in the year 2008 to 2013 and
affected majority of businesses globally Apples sales declined to around 26.3 million. The
crises did not only affect this company alone but as well other companies in the market,
however, Apple never recovered from the decline in sales. The crises affected the company
despites it’s new generation of the iPod touch and Nano which was launched by the company
in the years 2012.
The researchers showed that the company never expected this declined. This because during
the launch of the product one of the company managers by name Steve Job was quoted
saying during the launch in 2007 that the iPhone launch was “the best iPod we’ve ever
made”.
Product lifecycle evaluation
It is very important for Apple to manage each one of the products and service lifecycle stages
in order to have control of the product and services available to consumers. The introduction
stage is the first stage of the product and service lifecycle process which the market is new,
and sales are low. This stage is about building the awareness of the new product or service
and this can be done by focusing on marketing and promotion. A good marketing will
increase the new product or service sales and will take the product or service to the next stage
which is growth stage. The growth stage is the second product and service lifecycle stage
which the product and service sales increase and the product become established with a stable
market share (nibusinessinfo, 2018). This is a stage that is can be easy to reach but it is very
hard to maintain so businesses use extension strategies to extend the lifecycle of the product

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e.g. the introduction of iPhone 8+ an extension strategy used by Apple in order to keep
iPhone 8 on the growth stage. Some of the main extension strategies used by businesses are:
finding new uses for the product, finding new markets for existing products, changing the
appearance and changing the ingredients or components. Maturity stage is the next stage of
the product and service lifecycle stage where the sales are falling due to the changing
consumer tastes, new technology or introduction of new product. Most businesses use
extension strategies when the product is in a mature stage in attempt to avoid going into
decline stage. The last stage of the product and service lifecycle process is decline stage. This
stage is often considered as the beginning of the end for a product and is clearly demonstrated
by the fall in both sales and profits (Viima, 2018). Businesses also use extension strategies on
this lifecycle stage, trying to “save” the product and service. A very good extension strategy
can take the product and service back to the maturity stage.
Key stages
New product development can be described as a process through which a company takes its
product or services from conception to the concerned market. In the long run, the process sets
out a series of phases that new products or services typically go through, starting with what
we call ideation and concept generation, and ending with the product’s introduction to the
market. This involves different stages. This stages are eight in number which must be
identified clearly
Idea generation – has to do with brainstorming and coming up with innovative new
ideas. The team gathered up for 3 meeting to generate ideas for new possible products
or services for Apple INC.
The team used a variety techniques and methods to generate new ideas. Brainstorming
and mind mapping where the key techniques employed on the process with the
addition of a relatively new technique known as “Accidental genius”. This new

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technique focuses on the principle of writing to trigger the best ideas, content and
insights. At the stage of idea generation, the team came up with five feasible ideas
(nibusinessinfo, 2019).
Idea evaluation – After generating ideas the second step is to filter out those ideas not
worth taking forward. The main idea was to come up with new product from Apple
Inc. which is icase.
Idea evaluation allowed the team to take time to deeply consider those ideas worth of
exploring and taking those worthy further on the process. At this stage, it is important
to put in place idea evaluation methods. While evaluating ideas it is best to include as
many people on the process as possible. This will allow to have different mentalities,
cultures and personalities involved which will provide more information and will help
to best represent the population and their needs. The 4 people team hold a meeting in
which other members of the company where invited to come and evaluate the ideas
generated. This informal idea focus group was vital on deciding which ideas fitted
with the current strategy, had a business potential and it was effort and cost efficient.
Out of the five ideas generated just one passed the screening process.
Concept definition-At this stage the team is considering specifications such as
technical feasibility, product design and market potential to further define the concept
of the product or service in development. Icase for apple phones cover does not need
to be so complicated. So long as the cover is covering the phone is good to go.
On the process of bringing an idea into a concept the team carefully considered the
different specifications of the product and the areas which needed a detailed
description. (LUIS)
Strategic analysis – Ensures that the ideas generated fit into the business strategic
plans while determining costs, demand and the profit margin (DIMITRI). In our case,

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icase will be sold to all iphone users and other consumers who consumes smartphones
and requires icase to protect their phone.
Product development and testing-This involves creating a prototype products and
sometime a pilot product DIMITRI is as well used.
Market testing-This involves modifying the targeted products or sometimes the
services according to what the consumers want as well as feedbacks received from the
manufacturer and other support organization. This might involve deciding the best
timing and process for piloting your new product or service VICTORIA.
Commercialisation-This process involves determining the process of coming up with
the required price of product or services as well as finalising marketing plans. The
icase will when launched will be sold to old apple phone holders. This means that it
will not be hard to market icase in the market, only the apple phones will be educated
the advantages of using icase for their phones in the long run.
Product launch-Product launch is a detailed launch plan which can help in ensuring a
smooth introduction of product or services to the market. After commercialization,
Apple Company will launch the icase to the consumers for them to buy.
Conclusion
Icase is a phone cover which is manufactured by Apple Company. The case would be used as
a phone cover for all apple phones. The phone case will be used by customers to protect their
phones screen against cracking then they fell down. The new product would be called icase
which is a phone case with aibacks. Also the new product (icase) will be used to protect the
smartphone against dust. This new icase product will be used to increase the number of apple
phones sold in the market. The target customers would be young, middle or old people.
However, majority of customers who uses Apple products are middle and youths compared to
old people. This means the company is supposed to target them more. In the long run, icase is

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a new product launched in the market for consumers by Apple Company. Despite all the
challenges which Apple as a company is facing in the market it has been able to survive for
all these years. First all, the reason to why the company is able to survive the market is a
result of it unique and quality product it produces. Majority of consumers who consumes
product from the Apple Company believes they enjoy the best quality products in the market.
Another reason is that, the company have been able to carry intensive advertisement for its
products to different consumers. This is the reason to why Apple products are found almost in
the every country globally. This goes without mentioning that the company differentiate its
products depending on the consumers it services. This is the reason there are some Apple
products selling at the lowest price for lower income earners and others which sells the
highest which is target higher income earner. This is one of the strongest competitive
advantage which have enabled the company to survive in the current harsh market.
Innovation and new technology is some of the factors which affect the growth and success of
this industry. However, there are other minor factors which as well affects the growth of this
industry. Over the years, Apple have tried its best to be the best company offering this kind of
services in the market.
References

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Charles Lamb, . H. . M., 2019. MKTG12 : principles of marketing. 4th ed. Boston, MA,
USA: Cengage Learning.
David L. Kurtz, . F. M. . S., 2016. Contemporary marketing. 2nd ed. Brantford, Ontario: W.
Ross MacDonald School Resource Services Library.
Fundingsage, 2017. Concept Stage – Startup Funding Life Cycle. [Online] Available at:
https://fundingsage.com/startup-funding-rounds-and-the-funding-life-cycle/concept-stage/
[Accessed 03 May 2019].
Louis Rivest, . B. . L., 2015. Product Lifecycle Management: Towards Knowledge-Rich
Enterprises IFIP WG 5.1 International Conference, PLM 2012, Montreal, QC, Canada, July
9-11, 2012, Revised Selected Papers. 4th ed. Berlin: Springer Berlin.
Lusted, M. A., 2013. Apple : the company and its visionary founder, Steve Jobs. 3rd ed.
Minneapolis, MN: ABDO Publishing Co.
nibusinessinfo, 2018. Research and develop ideas, new products and services. [Online]
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[Accessed 03 May 2019].
nibusinessinfo, 2019. Research and develop ideas, new products and services. [Online]
Available at: https://www.nibusinessinfo.co.uk/content/product-development-process
[Accessed 03 May 2019].
Rob Napier, . K., 2012. Pushing the limits with iOS 5 programming : advanced application
development for Apple iPhone, iPad, and iPod Touch. 3rd ed. Hoboken, N.J: Wiley.
Sanders, G. L. & Huefner, R. J., 2013. Developing new products and services : learning,
differentiation, and innovation. 2nd ed. [New York, N.Y.]: Business Expert Press.
Tendayi Viki, . S. . K., 2018. The Lean Product Lifecycle : how to make products people
want. 3rd ed. Berlin: Harlow Pearson Education Limited.

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Viima, 2018. Idea evaluation – What is it and how should one do it?. [Online] Available at:
https://www.viima.com/blog/idea-evaluation-what-is-it-and-how-should-one-do-it [Accessed
03 May 2019].