iPhone Launch and Media Coverage

This assignment requires you to analyze the extensive media coverage surrounding the launch of the first iPhone. Examine various sources like news articles (e.g., from The Wall Street Journal, Forbes), advertising campaigns (TBWA's Media Arts Lab), and consumer reviews to understand how the iPhone was presented and received by the public. Look for key themes, narratives, and opinions expressed in these sources.

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Research Methodology Writing
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Institution:
Course Code:

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Abstract
Communication has been improved worldwide by the introduction of mobile phone technology.
The emergence of mobiles has led to prompt competition among the companies that manufacture
and sell the phones. This research analyses Apple Inc. Company as the case study. The company
has been a market leader in the manufacture and distribution of IPhone products globally. The
great minds behind the foundation Apple products are Steven Paul Jobs and others. The luncheon
of the first iPhone was in 2007 and since then through innovation and invention has been made
to improve on the preceding iPhone models. The iPhones have been in the market for a decade,
and each time a new model is introduced, a new amazing feature is added to make it more
appealing to the consumers whose taste and preferences are never constant. This research has
been carried out to clarify the variations in the trends of the stock price before the introduction of
new iPhone model from 2008 to 2016

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Table of Contents
Abstract............................................................................................................................................2
Introduction......................................................................................................................................3
Background..............................................................................................................................3
Problem Statement...................................................................................................................4
Purpose statement.....................................................................................................................4
Research questions and objectives...........................................................................................5
Theoretical framework.............................................................................................................5
Hypothesis................................................................................................................................6
Significance of the study..........................................................................................................7
Definition of terms...................................................................................................................7
Ethical consideration................................................................................................................8
Delimitation..............................................................................................................................9
Limitation.................................................................................................................................9
Literature review............................................................................................................................10
Overview of trend of Apple Inc. stock price before a new IPhone release from 2008 to 2016.
................................................................................................................................................10
Review of methodologies.......................................................................................................11
Review of theories..................................................................................................................12
Factors affecting the study.....................................................................................................13
Theoretical framework...........................................................................................................13
Research Design and Methodology...............................................................................................14
Introduction............................................................................................................................14

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Research worldview...............................................................................................................14
Research Design.....................................................................................................................15
Research strategy....................................................................................................................16
Method of data collection.......................................................................................................16
Method of data analysis..........................................................................................................17
Population...............................................................................................................................17
Sample....................................................................................................................................18
Trend in stock price.......................................................................................................................19
Recommendations..................................................................................................................20
Conclusion..............................................................................................................................20
References......................................................................................................................................21

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Introduction
Background
The Apple Inc. Company manufactures and markets technological devices like mobile devices,
portable digital music players, personal computers etc. the outstanding designs have attracted
many consumers worldwide. The greatest consumption shares of the products come from
Europe, Asia Japan, America and also some parts of Africa. Founded on 1st April 1976, the
company has grown to the among the market leaders in manufacture and distribution of
communication devices especially mobiles phones. It has its headquarters in Cupertino
(Blumenthal, 2012). IPhone brand has made Apple Inc. to be famous as it exquisite and has
awesome features (Purewell, 2014). Over the past decade, several iPhone products have been
launched and their prices have notably been changing considerably. The first iPhone product was
introduced into the market on January 9, 2007 by Steven Jobs. Due to the in depth research put in
by the team at the company, the iPhone was immediately accepted by the consumers. The
positive response from the consumers assured the company that the product was a success and
fueled their desire to produce even better iPhones in the future. When Tim Cook took over the
leadership of Apple Inc. he declared that there was a new iPhone on the way that would be better
than the previous model. This was rather a big announced especially made by a new CEO, so
people were anxiously waiting for the new product (Cook, 2017). After the luncheon of iPhone
5, there was a considerable boom in the price, and also the average stock price realized has
increased concurrently. This research will focus on how stock price trends prior to introduction
of new iPhone into the consumer market. In 2016, after the release of iPhone 6, the company
announced the release of iPhone 6s, this particular iPhone product was not well received by the
consumers as they felt the phone was much or less the same as the iPhones 6 that had not stayed
for long in the market. This affected the profits of Apple Inc. and it recorded less stock sales
(Kelby & White, 2012). In order to continue staying in the market the Apple Inc. are expected to
upgrade iPhone 8 to the current consumers’ tastes and preferences. This will enable it make a
grand come back in 2017.

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Problem Statement
There have been tremendous advantages and developments experienced with the introduction of
the iPhone mobile communication devices over the past decade. Apple Inc. has mastered the
consumers varied tastes and through innovation and invention they have been able to deliver the
quality brand that is satisfactory. The level at which the iPhone stock moves globally is generally
motivating to the company and the reviews and feedback are always good and positive, with a
few suggestions of what to expect in the next models. The advantages of the iPhone are
considerable and realistic. The company’s stock price of the iPhone products is faced with
challenges that should be looked into to prevent losses in the future invention of other iPhone
models. For instance, the company is not able to produce a new model into market on a yearly
basis as most consumers expect (Meyer, 1983). Another problem is that the company is not able
to provide software update as regularly as the other mobile communication companies do. These
challenges can affect the stock Sales of the iPhones as people would not want to buy products
that do not update or take too long to invent new models
Purpose statement.
As Apple, Inc. company strategize to unveil new inventions of iPhone mobile products the
company needs to look into the stock price trends and address the various concerns therein. A
look into the stock price trend from 2008 to 2016 will help in pointing out the main concerns
before the introduction of the next iPhone model. In this case study, the research design used is
descriptive so as to interpret and find the proper solution to this trend problem. Deductive
research approach will be used to analyze the trend of the stock price of the iPhones and try to
find solution before any other new model is released in the market.

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Research questions and objectives.
The research questions can be listed as follows.
 What elements affect the models of iPhones manufactured?
 What is the relation of introduction of new iPhones and the stock price?
 Why the introduction of new iPhones is done yearly?
 What strategies Apple Inc. will use to maintain an increasing stock price trend?
 Will a negative trend have a great impact on the stock trend?
 What was the production capacity of iPhones from 2008 to 2016?
The research objectives can be highlighted as follows.
 To identify the stock price trends in Apple Inc. before a new model of iPhone is
introduced in the market.
 To find out the numerous iPhone models that have been produced by Apple between
2008 and 2016.
 To find out consumer responsiveness to an introduction of a new iPhone model.
 To identify factors that make Apple Inc. not produce IPhones on a yearly basis.
 To recommend valid solutions to help maintain an upward trend in stock price before the
introduction of new iPhone model.
Theoretical framework.
The flow chart below clarifies what happens after Apple Inc. Company manufactures iPhones
and all the other products. It also points out the consumer response to all the products and the
overall effect in the stock prices. The flow chart points out that among the products sold, iPhones
are most bought by the consumers, and this might be attributed to the great specifications that the
phone holds

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Hypothesis.
A hypothesis testing will be conducted in this research. There will be two types of hypothesis
used, the null and alternative, which will be represented as H0 and H1 respectively.
Apple manufacture new products. This is Apple
company production units.
Other products made by Apple
Company.
Iphone as one of the product produced
by Apple Company.
Many prefer iphone as
compared to other
products.
Consumers and customers
preferences between iphone and
other products.
Few prefer other
products compared
to iphone.
Trend in stock price
decrease before
release of new
iphone
Trend in stock price
increase after release
of new iphone.

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Null hypothesis.
H0: it is a trend of the stock price before the introduction of new iPhone into the market. Apple
Inc. always experience decreased sales volumes as consumers are adamant to buy the iPhones
before a new model is introduced (Gaston, 2014). It is due to consumer expectations that the
company should at least upgrade the previous version software before introduction yet another
model. When the tastes and preferences of consumers are not met the stock price trends shifts
downwards as they do not buy the products.
Alternative hypothesis.
H1: it is the trend of the stock price after the introduction of iPhones in a span of 8 years. When
new iPhones are introduced consumers scramble to get the new model to find out the new feature
that is not available in the old model. The optimistic nature of consumers helps in boosting the
sales volumes, and an upward trend in the stock price is experienced by the Apple Inc. this is the
period when the markets are capitalized.
Decision.
Apple Company should place more emphasis on ways to increase more market capitalization
when the stock prices increases, and this is illustrated by the alternative hypothesis in this
research.
Significance of the study.
Apple Inc. will benefit from this research as it will them to understand how stock price trends
affect the company’s performance. The research aims to determine the trends of the stock price
before iPhones are introduced into the market between 2008 and 2016. Again, the research has a
key objective that is to find the drawbacks and the appropriate methods that can be used to
eliminate the factors that make the stock price trend downwards. This will contribute positively
on the operations of the company, as it will know the effectiveness of watching out for the stock
price loopholes before they introduce new iPhone models in the market. Apple Inc. should
consider this research as an alternate strategy in curbing the fall in stock price before the
introduction of new iPhones. This study will also benefit the technical analysts of Apple Inc. in

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improving the quality of future products. This research is open for further recommendations and
there is an opening for advanced research in the same field.
Definition of terms.
Stock.
This is the general capital that a company employs through subscription and share issuance.
Stock price.
It is the primary cost of acquiring and specific security of a commodity. Price is never constant
and it is easily influenced by economic conditions and market stability and also the company’s
position in the market.
IPhone.
It is a communication device that uses the aspects of all the other technological devices of Apple.
IPhone generation.
It is a series of iPhone models from Apple Company. The collection start from iPhone 1 to 7.
They are manufactured from sophisticated personal computer technology
Ethical consideration.
Ethics should be considered when research is carried out. The researcher should be aware of the
ethics involved in the certain study and follow them accordingly. This helps to collect the
necessary data, analyze it, interpret and present it in an ethical manner. In addition, it is protects
personal and private information of all participants in the research as outlined under UAE
Federal Law 3 of 1987. From this law, personal information of participants should be restricted
when publishing research findings. Also, encrypted passwords should be used to secure the
research data to protect it from landing in wrong hands. The copyright and patents regulation
standards also protect personal information of participants. Therefore, for a researcher who
wishes to use the personal information gathered, should follow the set procedures of ethical

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conducts. The federal law of 2013 punishes all offenders found guilty of accessing owner’s
information without their consent.
Delimitation
This section will include the choices in the research that will aid in coming up with the most
appropriate solution to the problem under study. Delimitation explains the segregations that are
covered by the study and those excluded from the study. In this research the focus is on the trend
of the stock price trends before any iPhone model is introduced in the market, this will be
compared against the stock price trends after the iPhones have been introduced into the market.
Other products of Apple Inc. have been excluded in this research and they would have probably
given more insight into this case study. In addition, the timeframe is limited to only 8 years and
Apple has been manufacturing iPhones from as early as 1997 this limits data collection to a
narrow timeframe.
Limitation
This research affirms a vast range of present and impending opportunities. There are numerous
limitations experienced in the research and they include; Inadequate funds, limited resources and
time constraints that make it difficult to conduct the research conclusively. Moreover, there are
inadequate materials for literature review. Also, the closed ended questionnaires limit the
consumers to positive feedback of the iPhone products without in-depth explanations as to why
they answered that way. Most of the consumers do not understand what stock price, but that does
not stop them from using the iPhones. There lacks correction between stock price and the release
of iPhones from 2008 to 2016.

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Literature review
This section will focus some aspects of research that relate to the trend of the stock price of the
iPhone products before they are introduced in the market for a span of 8 years. The research will
look into the activities carried out by Apple Inc. from 2008 to 2016. To carry out this research a
number of concepts and speculative models will be used that are connected to this research. The
research topic is the trend of the Apple Inc. stock price before new iPhone release from 2008 to
2016. The research should include all necessary key requirements to ensure quality research
results. The theoretical models will be used to fill the literature gaps to ensure quality outcome of
the research. The implementation of the models involved in this study will help find out
loopholes and probable gaps in the progression of the research and viable solutions will be
availed to ensure efficient and effective research outcome. Broad researches need to be carried to
forecast future trends and get conclusive results.
Overview of trend of Apple Inc. stock price before a new IPhone release from 2008 to 2016.
Apple Inc. Company launched the Apple store in July 2008, this would enable the iPhone
consumers’ access the 3rd party applications easily, and this was a great strategy as the iPhone
consumers had a problem downloading 3rd applications from other stores. As a result there was a
boom sell as the Apple Inc. made over 60 million in the sales of the applications in a period of
four weeks. Basically on an average day the company made $1 million. In October 2008, Apple
Inc. was recognized as the 3rd biggest mobile handset supplier in the world. This led to the
lifetime deal between Apple and iPhone, as they both needed the services of each other to
function as one. This leads to manufacturing of some iPhones by the Apple Company since
2008. When Apple Inc. released iPhone 4 in June 2010, it comes with upgraded specifications
like multitasking and video calling. There has been constant manufacture of iPhones from 2008
to 2016 and every model introduced into the market is an improvement of the old model. This
research focuses on stock price trends of new iPhones when they are introduced in the market
from 2008 to 2016. iPad was introduced in 2010, before it could take root in the market, the
founder of Apple Inc. died, bringing the Apple era to an abrupt end. The other team members of
the Apple continued with the great work of Steven Jobs and his legacy lives through the Apple
products.

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IPhone 4s and 5 were released between 2011and 2012. The introduction of these products
increased the complexity of the phones, there was improved camera lens, and upgraded soft
wares. In 2012 august Apple Inc. market capitalization was at $624billion this proved that the
stock price of the company’s’ products had increased tremendously leading to the huge profits.
This gave Apple Inc. an opportunity to adjust the world record of market capitalization that had
been set by Microsoft Company in 1999. By 2016 Apple Inc. appeared in the top 10 tech
companies in the world with revenue of $233 billion. This enabled the company to register an
upward shift of the stock price trend compared to the other years. This research clearly finds that
the stock price in Apple Inc. increases notably after a new iPhone has been introduced in the
market, this can be attributed to the consumer’s curiosity in wanting to know the new features
added and also from the loyal consumers. Therefore in order to stay aloof in the competitive
market the company needs to include current technological innovations and appropriate
adjustments to fit in the consumer needs and preferences.
Review of methodologies.
The methodologies of research should be reviewed from key sources of materials and
information. These materials should be determined by approaches that are well organized to
prevent wrong or biased reviews. Pre-viewed literatures can be used to get the information of the
stock prices of the iPhone products. Software development companies and handset databases
also provide literature review to this research. Other sources that help in such kind of reviews are
well elaborated in online databases and also websites including the Apple website. This was the
work of Steven Jobs, but there are literatures that are difficult to access but can be acquired from
the service providers of the mobile companies. Other sources of peer-reviewed include journal
articles and e-books that are readily available in the Apple application store. In addition other
sources include the Google search engine which provides information that is very reliable. This
kind of information is at times limited as there are copyright and patent rights provided to human
and publishers.
For more than 15 years the Apple Inc. has been able to successfully lead the market industry
through great marketing strategies and technological innovations. The market capitalization has

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grown to over $530 billion. Apple Inc. is among the most valuable and highest profit making
company globally. This has made the production of the iPhone products experience an upward
trend. The consumer market is another contributor of the success of the company, as the
innovative iPhone products immediately attracts large volumes of consumers as soon as it hits
the market. The ability to accommodate varied consumer tastes and preferences appeals to many
consumers (Pogue, 2015). Apple Inc. has been able to maintain constant innovations over their
iPhone products coupled with creative minds to deliver quality products. The consumer loyalty is
overwhelming and this in turn leads to high levels of cash flows yearly and good profits
throughout the year. Lastly, this methodology helps to reveal the sources that will be used to
develop the research. The sources used should reflect a timeframe of 8 years under which the
Apple Inc. has been constantly manufacturing iPhone products.
Review of theories
One of the theories that explain the iPhone products is the conspiracy theory. Through this theory
there will be a review of how the introduction of new iPhone products in the markets. The
iPhone 6s did not do so well in the market as it did not quite fit the expectations of the consumer,
and it was not satisfactory to the manufacturer. This has made the Apple Inc. experience less
sales globally, this affected the stock price of the iPhone products and therefore a downward fall
of the trend, this if not well handled will affect the market capitalization. A forecast of continued
decline in the stock prices is expected (Peter, 2008). The consumer market is in the lookout for
the next iPhone product as they said the current iPhone 6s did not meet their expectations. The
manufacturers having heard the consumers complains are doing their best to ensure they meet the
consumer high demands. From 2008 to 2016, the most anticipated product is the iPhone 7 as it is
discussed to be a classical design with internal software upgrade (Hart, 2012). Conspiracy
theory emphasizes that Apple Inc. Company does one manufacture smartphones yearly as all the
other rival technology companies. It also means that Apple Company is not able to fully meet the
expectations of its consumers this will ultimately lead to financial constraints in the company and
failing stock prices trends for the rest of the year. Apple Inc. needs to have extensive
technological investments and aggressive marketing strategies to convince consumers to

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continue buying the products (Baig & LeVitus, 2012). Apple Inc. should watch out for the rivals
and consumer needs variations in order to stay at the competitive edge.
Factors affecting the study.
Competition from the rival mobile phone companies is the key factor that affects the trend in
stock prices. The stock price of the iPhone products is calculated before release to determine how
much the current new model will cost in the market. There are other cheap mobile phones that
deliver almost same services as the iPhone products, and it is hard for the company to do away
with such competition. There are companies that are on the same competition levels with Apple
therefore the similarity of their products is close, and they offer their products at relatively lower
prices compared to Apple, this contributes to downward trend of the stock price of the iPhones
before they are introduced in the market. Scientifically, this is a complex research, because
Apple Inc. has never upgraded the features of their previous iPhone products instead, they create
a whole new model, which is an upgrade of the old model. The trend of stock prices in Apple
Inc. cannot be clearly explained because the iPhone models are just an upgrade of the previous
models with either one or two new specifications. Also, there is no clear timeframe for the
manufacture of a new model.
Theoretical framework.
The model below is used to explain stock price trends in Apple Inc. before the introduction of
new IPhone in the market.
Apple manufacture new products

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Research Design and Methodology
Introduction
In this chapter, the computation of the methodical steps that will be used to help come into a
conclusive outcome of the study will be discussed in this section. This will include the design of
the research, desired target population, procedure for acquiring the samples and the sampling
methods, the sources of data, and the appropriate instruments, the analysis of the collected data
and the method of presenting it. The outcome of this research will aim at analyzing the trend of
Apple Inc. Company in the stock price of iPhone products during their release to the market from
2008 to 2016.
Dependent variable.
The dependent variable will be the stock price. The stock price will be influenced by the
following independent aspects.
i. The quantity of iPhones manufactured by Apple Inc. in a span of 8 years.
ii. The strategies used by Apple to venture into the market and attract consumers for the 8
years.
Customers are waiting for new iphone
generation
The features in the iphone determine
the market and preference for the
iphone

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iii. How Apple Inc. has been able to maintain the trust levels in their consumers and
strategies to keep that trust.
iv. Elements that led to changes in stock prices before iPhones are introduced in the markets.
v. The level of rivalry among the competitors.
Research worldview.
It is important to select the utmost suitable research method. There are varied types of research
philosophies that can be utilized in this research. Some of them include; positivism philosophy
which include observations that can be quantified to analyze the occurrences in a research.
Analysis of statistics is common in this philosophy as it is difficult to under such kind of research
without scientific tests. This approach uses scientific tests to analyze the information presented
and come up with conclusive research. In trying to find out the iPhone stock price trend before
they are introduced in the market in a span of 8 years, positivism philosophy will be most
appropriate. The null and alternative hypothesis use positivism philosophy as it more
comprehensive and inclusive of all the data resources and analysis procedures of getting research
outcomes. Therefore, positivism approach is best suitable in the research. These are not the only
philosophies used to view researches, other types of approaches include; realism and inter-
pretivism approaches. These two cannot be used in this research because they are sustainable in
enunciating the stock price trends issues.
Research Design.
This design involves preparation of the necessary data collection and analysis conditions which
aid to come up with relevant research outcome in an economic way. Research designs are varied
and this research three main designs are used. They include; explanatory research design which
involves describing various causes of phenomena and predict future occurrence scenarios. The
exploratory design has the following format; problem formation, testing of hypothesis and
conceptual frameworks. The descriptive design involves in-depth exploration of the research
questions; it is used to give better clarification of research outcomes that still have loopholes.
This research will use descriptive research design, to expound on the trends of the stock prices in

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the company. Through exploration of the stock prices before the introduction of a brand IPhone
to the market and after the iPhones have been in the market the design will assist in comparing
the stock price between 2008 and 2016. The descriptive research method helps to clarify the
trends in stock price before a new iPhone is introduced in the market and what the company
needs to do in order escalate the current market capitalization it holds. There is also an
exploratory design to help the company be in a position to predict the trends of the stock prices
in the future.
Research strategy.
Various strategies can be employed to help in carrying out this research. This case study will
consider case study, interviews, questionnaires and survey (Mackey and Gass, 2015). From the
identified strategies, study research will involve examining issues and finding solutions for them,
questionnaires will give the consumers a chance to freely express their views on the products, the
interviews are meant to get one on one interaction with the consumers and also read their
emotions that cannot be deduced from the questionnaires, the surveys will help getting the trends
of the stock prices between 2008 and 2016. The strategies need to be analyzed prior to the
research to ensure that they capture the correct population and maximum information is collected
from all the sources availed during the research.
Method of data collection.
This research will collect data using the primary and secondary methods. The data collected
primarily will be qualitative and quantitative will be used in both cases. Th instruments to be
used will include questionnaires and surveys. These methods will be conducted both online and
offline to enable collect as much data as possible.
The data instruments will include online Questionnaires and online survey. The questionnaires
will be both open ended and close ended to get the varied views of all the consumers of iPhone
products. There will be formal and informal Interviews, and assessment reports from Apple Inc.
collection of secondary data will be conducted from sources like the relevant websites, articles,
and books that focus on the research question. Quantitative method in data collection will help to
get the quantity of the iPhone products sold before the release of a new iPhone and the quantity

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sold after the a new iPhone is released into the market. Through quantification Apple Inc. will be
apple to gauge its capital shares in the world market.
Method of data analysis.
After the data is collected and placed in the correct formats using the procedures mention earlier
on this study, the data has to be analyzed. Therefore, we focus on finding the most appropriate
method of analysis this kind of data collected. The analysis of the data will depend on the
number of customers that use iPhone products that will agree to participate in the research. This
will help find out how the trend of stock price before the introduction of any new iPhone into the
market. The capitalization rate of the market will be analyzed in the 8 years’ timeframe. The
variables analyzed will help to determine the trends of the stock price and the capability of
Apple’s introduction of new iPhones into the market. Statistical tests will be used will be used to
create linear models and the relationship between the stock prices trends (Snyder & Alice, 2007).
Quantitative data analysis method will be used to analyze the collected data since quantitative
research design was use in producing the statistical is used in making statistical suggestions and
reports (Kelby & White, 2012). Therefore, the design used to analyze this data should be
considered so as not to cause confusion. In the 8 years’ timeframe, it is important to compare the
results from the various sources of data collection. Therefore, a mixed design of data analysis
should be used. This design has three levels which include, coding, description, and statistical
inferential sets. In addition a stock price calculator will help to produce precise research results.
It is important to use the time series analysis to guide in indicating the stock price trends
accurately and the hypothesis will be tested using the excel sheet.
Population.
This case study targets consumers of iPhone products are the precise population. Since the
products are sold all over the world getting the desired population to cover the whole research
would be a challenge, and therefore this particular research will be limited to specific
demographic regions (Baig & LeVitus, 2012). Involving many countries in the research would
cause the researchers more time and resources

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Sample.
A survey of all the consumers of iPhone products is expensive and time consuming to conduct
(Mossberg & Boehret, 2007). Therefore, a strategy should be put in place to collect samples for
the survey from a definite population that has been using iPhone products from 2008 to 2016.
For such a research, the sample under consideration for this survey will be approximately a
sample of 900 customers. This number can be reduced to a considerable size that is easy to
handle while conducting the survey (Yamane, 1967). To obtain the required sample size,
Yamane formula is used.
From Yamane’s formula,
n= N
⌊ 1+ N ( e2 ) ⌋
With 95% confidence level and P=0.5,
The population under study being, N=900, and e=0.05(5%)
Hence the above formula gave us our sample size to be n= 900
⌊ 1+900 ( 0.052 ) ⌋ =276.923
This was approximately 277 individuals, hence the size of sample we needed.
Trends in stock price.
The chart below indicates the changes of the stock price trends before the introduction of any
iPhone from 2008 to 2016.

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From 2008 to 2016 Apple Inc. has experienced stock price trends that are fairly constant before a
new iPhone model is introduced into the market. The trend tends to prove that every new iPhone
model has an impact on the stock price as there is a significant shift before the introduction and
release of a new iPhone. The certain price patterns can be explained as; in January 2007 iPhone
was release into the market, in June 2008, iPhone 3G was released and in then October 2011
iPhone 4s was released. From the pattern above the price has been shifting upward consistently
between 2008 and 2016. Apple Inc. has experienced upward shift in stock price since 2008 with
600% split-adjusted basis (Wingfield & Sharma, 2007). Between 2013 and 2016 there is a swift
drop in the stock price trend (Snyder & Alice, 2007). The release of iPhone 5 into the market in
2012 has been the major cause of this downward trend pattern, the same downward trend is
experienced with the introduction of both the iPhone 6s and iPhone 6. In 2007 during the
luncheon of the first iPhone had a downward trend since the phones were just new in the market

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and the consumers were not totally convinced with the new product. However in 2008, the
introduction of the next iPhone was readily accepted by the consumers and instant boost in the
stock price was registered within a few days of the product annunciation (Yuan & Bryan-Low,
2007). In 2010, the company had share spit adjustments that led to the decrease of the stock
price, just before the release of iPhone 4s (Yuan & Sharma, 2007). In 2014 the stock price
anticipated to go upward as Apple Inc. had already become a market leader. Consumers
expressed their expectations of the new iPhone 6 models that were to be released that same year.
In 2016, the prices also declined just a few weeks before the release of another new iPhone
model. This upward downward trend of stock prices of the company’s iPhone products also
affects the shares owned by the company.
Recommendations
1. The company needs to ensure that they introduce new iPhones in the market on a yearly
basis like their competitors to enable them protect their market share
2. The company needs to have constant upgrades to their current iPhone models to keep
their customers interested in the products and also encourage trust
3. The company should conduct various researches to help them find out reasons why their
stock prices declines before a new iPhone brand is introduced into the market.
4. I believe further research on Apple Inc. should be done to help prevent the recurrence of
low price trends before the introduction of the next iPhones.
Conclusion
A company’s life is determined by the continued progression of stock sales of their products in
any timeframe. Marketing strategies, adequate resources, and knowledge of the target consumers
are some of the considerations that companies should have in order to compete favorably in the
global market. Apple Company is globally recognized therefore its products sell well in the
global markets between 2008 to 2016 Apple Inc. was able to record high and low stock price

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23
trends before any new iPhone was released. In this specific timeframe upward shift in price
trends led to massive sales which made the company make a lot of capital. The same timeframe
was faced with losses, this occurred when the stock price experienced downward shifts, this
meant that the company was not making enough sales therefore there was less capital acquired.
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