Marketing Design and Innovation: A Study on Apple's iPhone 6s

This report explores the benefits and value derived by customers from Apple's iPhone 6s, its unique design elements, and brand appeal in relation to competitors. It also discusses marketing concepts and strategies used by Apple. The report covers features like improvements in face time camera, live pictures, quicker Touch ID, 3D Touching, IOS 9 Software, improvements in iSight camera, high-quality music over cellular data, tap and hide photos, and family sharing. The report also discusses the relevance and usefulness of Siri and the uniqueness of Apple's design elements like shape, color, and design. The report concludes with a reflective section on marketing concepts and strategies.

MARKETING DESIGN AND
INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
The benefits and value derived by the clients or customers or recipients...................................4
The uniqueness of its design elements – shape, color, design, imagination, relevance and
.....................................................................................................................................................6
Usefulness...................................................................................................................................6
Its brand appeal in relation to competitors in contemporary markets.........................................7
REFLECTIVE..................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
In order to watch markets, innovation and design, individual will form picturing a better
world habit, and a person will transform ideas in his head into processed images, products and
services that shape their culture (Mootee, 2013). The product selected for this report is I phone
6s. The study shows the benefit and value derived by the customers, the uniqueness of Apple's I
phone and the brand appeal in relation to competitors. Further, it shows the new features of I
phone 6 like face time camera, Live pictures, IOS 9 Software, etc. It comes in different colors
like old, Silver and Space Gray. Moreover, the study shows my learning outcomes.
TASK 1.
The benefits and value derived by the clients or customers or recipients
The product selected is I phone 6s. The customers get gets full satisfaction regarding the
product as it is one of the leading brand in the world. The core benefits and the value given to the
customers are:
 Improvements in face time camera: This is the specific feature of Apple I phones.
Other brand of phone do not have this face time feature. The front camera is finally
getting a betterment on the Apple iPhone. The enterprise have raised the quality of front
camera and the megapixel enumerate from 1.4 to 5-megapixel on both iPhone 6s and the
iPhone 6s Plus. The front camera is acquiring a brand-new flashlight also. Rather than
introducing an isolated sensor, Apple has come up with the front display that flash for a
Nano second (Markets, Innovation & Design, 2015).
 Live pictures: The brand new iPhone 6s is now able to click live photos form the
camera. This new feature has brought dynamic life to the static photos. Living photos
means that a static photo will capture the individual image half before and after the photo
is clicked. This can later be set as a wallpaper.
 Quicker Touch ID: This phone company has also made innovation in Touch ID. The
lock screen contains fingerprints scanner lock to unlock. It also facilitates any payments
with simply putting the index finger on the sensing element. The Touch ID is now two
time faster, and more accurate as well (Concepts of Marketing, 2015).

 3D Touching: Apple has come up with a 3D touching sensors in both iPhone 6s and the
iPhone 6s Plus. There is an eye that contains the retina that displays support 3D Touch.
The light pressure touch is different from the long press touch. The light pressure touch
helps in quick tap to any item with a smooth functioning. The innovation is that when
somebody press long on the Apple screen it shows several contextual options that could
act as shortcuts and let individual perform tasks in a fast and easy manner. For example,
while knowing the direction to the home, listen to the album individual likes, update
Facebook status.
 IOS 9 Software: The iPhone 6s and iPhone 6s Plus works with iOS 9. It is the new
software of its mobile operating system. It brings many brand new features, from fast
assistance and new improved Siri features, coquette Maps app, to a brand new Notes app
and the News app. Improvements in iSight camera: Both the new iPhones come with innovated cameras,
increasing the resolution quality from 8-megapixel to 12-megapixel. The scope of the
iSight camera has raised, and the color accuracy has also better. To keep the noise low,
the company introduced deep trench isolation which makes the photo diodes isolated and
gives fine color. High-quality music over cellular data: For all the audiophiles out there, iOS 9 gives the
option to listen to higher-quality tunes from I tunes. Currently, Apple Music plays at 256
kbps, which is the same quality individual gets when they buy a song from the iTunes
Store. But that is only when somebody on Wi-Fi if you’re relying on cellular data, you’ll
get a poorer quality stream. With iOS 9, individual can go to Settings —> Music —>
Playback and Downloads, and toggle the switch to get the same high-quality sound, even
when somebody out and about.
 Tap and hide photos: One of the most persistent annoyances in iOS has been the lack of
a way to select multiple photos with ease. In recent years, Apple added a "select all"
button, but it appears only when you’re searching through your deleted photos and want
to either delete everything or recover the entire folder (Michalek, Feinberg and
Papalambros, 2005). Now, you can simply select one photo and drag your finger to
continue selecting. The feature isn’t dependent on owning the iPhone 6S — you just need

iOS 9 on your device — but it’s been enough of a pain point for iOS users that it’s worth
a special mention.
 Lastly there is a feature share me with this platform release cycle, Apple introduces the
super useful Family Sharing. Think of it as fair-use applied to personal, digital content.
People have complained for years about ebooks, music, movies, and the like being tied to
a single account and not easily shared. Mom can buy a CD or DVD and let the kids watch
or lend it to grandma but not her digital downloads. Sharing is a humungous benefit.
According to apple once an individual set up family sharing, family members get
immediate access to each ocher's music, movies, TV shows, books, and apps. Download
what you want with a tap anytime you like. All without having to share an Apple ID or
passwords". This benefit alone is reason to consider iPhone 6 Plus or another iOS device
and Apple's reward to long-time content buyers. Six people can share.
 Big Benefits in Plus Size: Perhaps individual can read this far and wonder where the hell
is the hardware discussion. Individual can get it this subhead, and the back-to-front
approach is deliberate, because digital lifestyle and benefits should be first considerations
when buying any modern handset, not price or features. The limited list sets the stage for
features and benefits, which fit into a larger lifestyle.
The uniqueness of its design elements – shape, color, design, imagination, relevance and
Usefulness Shape and design: Apple has come up with a phablet-sized iPhone 6 plus, increase its
handset set to address the upright screen size. This is being the most unique feature and it
has been a competitive advantages over the rival phones running the Android OS. Apple
in its new iPhone 6 and 6 Plus typically comes up with metal +rounded-edges design.
Apple introduced another interface layer to some of its mobile devices in the form of its
Force Touch pressure-sensitive input method (Mootee, 2013). The tech debuted on the
Apple Watch and is also on Macbook trackpads. And it’s now widely expected to land on
iPhones. It brings many brand new features, from fast assistance and new improved Siri
features, coquette Maps app, to a brand new Notes app and the News app. The innovation

is that when somebody press long on the Apple screen it shows several contextual options
that could act as shortcuts and let individual perform tasks in a fast and easy manner. Color: the color of Apple's iPhone 6 are introduced in three shades, Gold, Silver and
Space Gray. These colors remain the same from Apple's last year offering of the iPhone
5S. These color make iPhone unbeatable from and any other brand. But the iPhone 6 does
not look like the iPhone 5S in any way and there are changes made in the front screen of
the device as well.
 Relevance and
Usefulness: The siri feature of apple is most useful and relevant. Falling squarely in the
“new to iOS but not really new” category is the iPhone 6s’ new Hey Siri feature. With a
new setting enabled, Siri will always be listening for the hey Siri trigger, even when the
iPhone’s display is off. Earlier iPhone models have a similar feature, but the phone needs
to be plugged in for Siri to listen while the screen is off (Hauser, Tellisand Griffin,
2006). Anytime the user wants to ask a question, open an app, set a reminder or do
anything else Siri is capable of on the iPhone 6s and iPhone 6s Plus, all he or she needs to
do is say “hey Siri” and then speak the command, and Siri will abide.
 The Touch ID is now two time faster, and more accurate as well. It also facilitates any
payments with simply putting the index finger on the sensing element. Apple has come
up with a 3D touching sensors in both iPhone 6s and the iPhone 6s Plus. There is an eye
that contains the retina that displays support 3D Touch. The light pressure touch is
different from the long press touch (Markets, Innovation & Design, 2015). The light
pressure touch helps in quick tap to any item with a smooth functioning. These function
helps the individual in easy access to the IPhone.
Its brand appeal in relation to competitors in contemporary markets
Apple Incorporation is a successful business generating highly qualitative and state of the
art and style oriented client electronics as well as computer systems for suitable price. Branding
Apple''s iPhone may result in display of a much broader range of attributes and specification,
characteristics more than just innovation and affordable pricing. Those dimension must seduce
the customer’s brain like iPhone that address genuine consumer anxieties and emotions (Grant,
2009). Not inevitably in terms of the technology that goes to develop them, as technology
cultural technologists often understands it, but in terms of the value the product adds to

consumers, the advantages it has over conventional competing products and the gap it fills in
their lives. The brand strategy adopted by Apple to compel the consumers are:
Apple’s main success factor lies in its boasting ability to continually delivery of very high
quality values at very rational prices with very long product length of service and durability.
Apple treats its customers as if they are modern day god. Apple uses social media social media
as it is the most potential tool to promote IPhones and increase brand exposure. Best of all,
these powerful social media tools are free to use. This in turn gives Apple the same opportunity
as the corporate giants to promote their brand (Füller and et.al., 2006). Apple uses the technique
of writing blogs about the iPhone, its specifications, functions and new innovations. Blogging is
a powerful platform for them to establish themselves as an expert and a thought leader in phone
market. They write e blog about issues and topics related to phone and innovation in its feature.
They share useful and educational content with their target audience. By consistently adding
advanced quality and useful content, they gain so many benefits.
In the present day Apple provides a synchronized, harmonized as well as integrated
customer experience all over the company’s main devices, utilizing i Cloud as the digital hub
(Foxall, 2014). It is on the procedure of prolonging this experience outside the the company’s
controlled setting through presenting deep integration with social media network such Twitter
and Facebook on iPhone, Mac and iPad.
The company brand personality is about simplicity and getting rid of complications from
the lives of every individual, people driven Apple product design, and on the subject of being a
surely humanistic business with a sincere and genuine connection with its clients all over the
world (Beverland, 2005). Apple’s meteoric rise in brand value can be attributed to the way it has
created a seamless omnichannel experience for customers. By keeping consumers at the center of
everything it does, Apple is able to anticipate what they want next and break new ground in
terms of both design and performance.
REFLECTIVE
This module seeks to explore the full range of Apple's design and innovation operations,
with a Strong course emphasis on the way in which success in these areas can impact on
competitiveness in the marketplace. Indeed, central to the module’s objectives, is the
demonstration of how strong marketing positions can be constructed and defended around an
organization's design and innovation expertise.

I learned about the marketing concept. They are as follows:
 Production Concept: production concept says that, in order to reduce the cost of
production and to bring it down to the minimal range, Apple indulge in large scale
production. This helps the company in effecting the economics of the large scale
production. Subsequently, the cost of production on a single unit is trim down.
 Product Concept: in this concept I understood that the customers get attracted towards
the products of good quality like iPhone. On the basis of this philosophy or idea Apple
direct their marketing efforts to increasing the quality of their product. It is a firm belief
of the followers of the product concept that the customers get attracted to the products of
good quality. Further I understood this is not the absolute truth because it is not the only
basis of buying goods.
 Selling Concept: Those companies who believe in this concept think that leaving alone
the customers will not help. Instead there is a need to attract the customers towards them.
They think that goods are not bought but they have to be sold. I know understand that the
basis of this thinking is that the customers can be attracted. Keeping in view this concept
these companies concentrate their marketing efforts towards educating and attracting the
customers. In such a case their main thinking is “selling what you have”.
 Marketing Concept: According to this concept, those companies who believe in this
concept are of the opinion that success can be achieved only through consumer
satisfaction. The basis of this thinking is that only those goods/service should be made
available which the consumers want or desire and not the things which you can do. In
other words, they do not sell what they can make but they make what they can sell.
Keeping in mind this idea, these companies direct their marketing efforts to achieve
consumer satisfaction.
 Societal Marketing Concept
 This concept stresses not only the customer satisfaction but also gives importance to
Consumer Welfare/Societal Welfare. This concept is almost a step further than the
marketing concept. Under this concept, it is believed that mere satisfaction of the
consumers would not help and the welfare of the whole society has to be kept in mind.

Further in this report, i got to understand apple's competitive advantages. This is been
determined and shaped by its general design and innovation prowess. I got to understand the
strategic and operational fact applies across the business range. Further I studied the design and
innovation zeal and responsiveness. I got to know the vale derived and benefits gained by the
Apple are 3d touching sensors in both iphone 6s and the iphone 6s plus. There is an eye that
contains the retina that displays support 3D Touch. The light pressure touch is different from the
long press touch. The customers get gets full satisfaction regarding the product as it is one of the
leading brand in the world. Secondly I gained knowledge about the I phone as its uniqueness are
its SIRI feature. With a new setting enabled, Siri will always be listening for the hey Siri trigger,
even when the iPhone’s display is off. Earlier iPhone models have a similar feature, but the
phone needs to be plugged in for Siri to listen while the screen is off. Then there is a touch ID
feature, this feature in the phone help in doing easy access to the user.
Moreover, from this learning I can easily identify and evaluate the main characteristics of
iphone 6s and service provided by apple. Its design and innovation helped me in knowing
marketing perspective, at both a functional and abstractive level. Now I can easily distinguish
between main characteristics of the design process in the context of stylistic change in Apple
from time to time. Further, with this learning I can judge the fashion and consumer taste,
including the nature of design management and the importance of design
And innovation in enhancing competitiveness in the marketplace.
Through the study of organization I gained knowledge about the marketing techniques to
how to brand a company image and how to increase the brand awareness. For example: apple
uses social media and blogging technique to increase its brand. Powerful social media tools are
free to use. This in turn gives Apple the same opportunity as the corporate giants to promote their
brand. Blogs share useful and educational content with their target audience. By consistently
adding advanced quality and useful content, they gain so many benefits.
Moreover, module aims to provide an integrated and practical approach, offering usable
management techniques which are primarily directed at developing design and innovation
initiatives for gaining competitive advantage. Importantly, practical problem solving exercises
and group workshop activities are the basis of this module. In addition, every effort is made to
include in the lecture course a rich body of examples of where design and innovation strategy has

propelled organizations, both large and small, into positions of market strength and commercial
sustainability. In future, I really want to attempt this type of study as I gained knowledge about
the marketing concept, strategy and the specification of the product and the deep insight of the
marketing technique. As the markets, innovation and design program exposes students to the
orchestration, design, logic and strategy underlying organizations' key marketing practices. The
program highlights the complex interplay between market research and strategic brand
management. Exploring a range of creative, analytical and technical processes, students generate
ideas and transform those ideas into images, products and services.

REFERENCES
Journals and Books
Beverland, M. B., 2005. Managing the Design Innovation–Brand Marketing Interface: Resolving
the Tension between Artistic Creation and Commercial Imperatives. Journal of Product
Innovation Management. 22(2). pp. 193-207.
Foxall, G., 2014. Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge.
Füller, J. and et.al., 2006. Community based innovation: How to integrate members of virtual
communities into new product development. Electronic Commerce Research. 6(1). pp.
57-73.
Grant, J., 2009. The Green Marketing Manifesto. John Wiley & Sons.
Hauser, J., Tellis, G. J. and Griffin, A., 2006. Research on innovation: A review and agenda for
marketing science. Marketing science. 25(6). pp. 687-717.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product competition.
Journal of Business & Industrial Marketing. 26(4). pp. 223-236.
Jedlicka, W., 2009. Packaging Sustainability: Tools, Systems and Strategies for Innovative
Package Design. John Wiley & Sons.
Kumar, V., 2012. 101 Design Methods: A Structured Approach for Driving Innovation in Your
Organization. John Wiley & Sons.
Michalek, J. J., Feinberg, F. M. and Papalambros, P. Y., 2005. Linking marketing and
engineering product design decisions via analytical target cascading. Journal of Product
Innovation Management. 22(1). pp. 42-62.
Mohr, J. J., Sengupta, S. and Slater, S. F., 2009. Marketing of High-technology Products and
Innovations. Pearson Prentice Hall.
Mootee, I., 2013. Design Thinking for Strategic Innovation: What They Can't Teach You at
Business or Design School. John Wiley & Sons.
Mozota, B. B. D., 2005. Design Management: Using Design to Build Brand Value and
Corporate Innovation. Skyhorse Publishing Inc.
Ogrodnik, P. J., 2012. Medical Device Design: Innovation from concept to market. Academic
Press.
Stamm, B. V., 2008. Managing Innovation, Design and Creativity. John Wiley & Sons.
Verganti, R., 2013. Design Driven Innovation: Changing the Rules of Competition by Radically
Innovating What Things Mean. Harvard Business Press.
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Online
Concepts of Marketing. 2015. [Online]. Available through
:<http://www.marketing91.com/concepts-of-marketing/> . [Accessed on 25th December
2015].
Markets, Innovation & Design. 2015. [Online]. Available through :
<http://www.bucknell.edu/MarketsInnovationDesign>. [Accessed on 25th December
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