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Apple iPhone Innovation Analysis

   

Added on  2020-01-21

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An investigation into and analysis ofthe continuing strategic importance ofinnovation to APPLE's iPhone productrange and sales performance.
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ABSTRACTIn the modern era with the motive to operate efficiently in the market it is necessary forbusiness to indulge into innovative practices so that it is possible to develop unique products inthe market. The present study is based on innovative practices of Apple which has supportedbusiness to operate efficiently in the market. One of the main reasons behind carrying out thepresent study is to identify the strategic importance of innovation to Apple’s Iphone productrange and its impact on the sales performance of company. The present study carried out isexploratory in nature where main focus is on exploring new ideas which are directly beneficialfor the business. Further, through this design it will be known whether innovative practices ofApple which has been used in its Iphone are effective or not. . Sample size of 20 managers ofproduction department has been undertaken where technique of purposive sampling has beenused. Data has been analysed with the help of qualitative tool where different themes have beenformed for conducting the overall research. According to the current research findings effective innovation process of Apple withrespect to iPhones include the iOS App Store, Siri, The 64-bit A7 processor, Touch ID and 3DTouch. These are important innovation which have helped in making difference between iPhonesand smart phones of all competitors of Apple. According to research findings author has foundthat innovative procedures are very costly for the organization because of the huge technologicalinvestment. Along with this, it increases requirements of training and development session,skilled and experienced employees. , organization needs to use the suggestions such asReduction in cost, Recruitment and selection, Training and development etc.
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TABLE OF CONTENTSCHAPTER 1: INTRODUCTION.........................................................................................................41.1 Background of the study........................................................................................................41.2 Rationale of the study............................................................................................................41.3 Analysis and framework........................................................................................................5Chapter 2: Literature Review...............................................................................................................62.1 Innovation process of Apple..................................................................................................62.3 Impact of innovation practices on sales performance of enterprise.......................................82.4 Unique features in Apple’s Iphone due to presence of innovation........................................92.5 Research Gap.......................................................................................................................11Chapter 3: research methodology.......................................................................................................123.1 Introduction..........................................................................................................................123.2 Research philosophy............................................................................................................123.3 Research design...................................................................................................................123.4 Research approach...............................................................................................................133.5 Research technique..............................................................................................................133.6 Dara collection methods......................................................................................................133.7 Sampling..............................................................................................................................143.8 Data analysis........................................................................................................................143.9 Ethical considerations..........................................................................................................143.10 Research limitations...........................................................................................................15Chapter 4: Data analysis...................................................................................................................164.1 Introduction..........................................................................................................................164.2 Thematic analysis................................................................................................................164.3 Statistical analysis................................................................................................................204.4 Interpretation and Analysis..................................................................................................22Chapter 5: conclusion and Recommedations.....................................................................................245.1 Conclusion...........................................................................................................................245.2 Recommendation.................................................................................................................255.3 Significance for the future research.....................................................................................26REFERENCES...................................................................................................................................27Questionnaire for management team of Apple:.........................................................................30
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CHAPTER 1: INTRODUCTION1.1 Background of the studyIn the modern era with the motive to operate efficiently in the market it is necessary forbusiness to indulge into innovative practices so that it is possible to develop unique products inthe market. Further, innovation has provided large number of companies to gain competitiveadvantage where overall market performance can be improved easily. Apart from this, withouthighlighting unique attributes in the product no business can attract customers in the market andthis sometime leads o decline in level of overall performance (Maxwell, 2009). In entirehardware and mobile communication sector competition level is rising face which has preventedmany businesses from accomplishing desired goals and objectives. Apart from this, in the mobilemarket competition level is rising at faster pace where many players are operating in the marketand they are Apple, Samsung, Sony etc. Due to this reason every business has to focus on itsinnovative practices so that stability in the overall performance is possible. Innovation is possiblethrough continuous development in product range where models of mobile phones are updatedon continuous basis with the motive to provide convenience to target market (Mitchell, 2014). Company overviewThe present study is based on innovative practices of Apple which has supported businessto operate efficiently in the market. Further, the range of products offered by Apple are Ipod,Iphone and other type of hardware system. At present business operates in 475 areas in 17countries and has high market presence (Inclusion inspires innovation., 2016). Apart from this,its innovative practices are highly appraised in the market which has supported to enhanceoverall performance. Moreover, company strongly focuses on research and developmentactivities due to which all the unique attributes are highlighted in the product range and this hasenhanced customer base of the business.1.2 Rationale of the study One of the main reasons behind carrying out the present study is to identify the strategicimportance of innovation to Apple’s Iphone product range and its impact on the salesperformance of company. Further, Iphone as a product of Apple is popular in the entire marketand all the attributes in the product range acts as source of attraction. Times to time new modelsof Iphone are launched in the market with new features (Matthews and Brueggemann, 2015).5
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Recently the new models launched are Iphone 6, 6S and 6E which are quite innovative and haveadvanced features such as advanced camera, processor, attractive design etc. In short, it hasallowed Apple to gain competitive advantage and developed trust, confidence in favor ofcustomers. AimThe main aim of the present study is “To investigate and analyze the strategic importance ofinnovation to Apple’s Iphone product range and its impact on sales performance”ObjectivesFollowing are the objectives developed for the present study which are as follows: To examine the effective innovation process of Apple To assess the impact of innovation practices on sales performance of enterpriseTo identify the unique features in Apple’s Iphone due to presence of innovationTo recommend the effective ways through which Apple can indulge into betterinnovative practices Research questions Following are the research questions being developed for accomplishing aim of the studywhich are as follows:How effective is the innovation process of Apple?What is the impact of innovation practices on sales performance of company?What are the unique attributes in Apple’s product range due to presence of innovation?1.3 Analysis and frameworkThe present study carried out is exploratory in nature where main focus is on exploringnew ideas which are directly beneficial for the business. Further, through this design it will beknown whether innovative practices of Apple which has been used in its Iphone are effective ornot. Apart from this, data has been collected from both sources named primary and secondary.Primary information has been collected with the help of questionnaire and secondary with thehelp of books, journals and online articles. Sample size of 20 managers of production departmenthas been undertaken where technique of purposive sampling has been used. Data has beenanalysed with the help of qualitative tool where different themes have been formed forconducting the overall research. 6
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CHAPTER 2: LITERATURE REVIEWLiterature review is a text of published paper that covers the present knowledge as well asfindings of the topic. It is secondary source which not requires a new work or new research. Thereason of including it in the dissertation by the scholars is to guide and carry out the investigationinto the right direction. It works as a stepping stones when the researchers have the limited timeto conduct the research. The various secondary sources of information helps in gain theinformation about the particular topic. The present chapter of literature review will describe thedifferent areas such innovation process of Apple, impacts of the new innovation practices onsales performance, unique features of the Iphone because of the innovation and many otherthings. 2.1 Innovation process of AppleAccording to Amit and Zott, 2012, “the history of the Iphone smartphones begins withthe direction of Steve Jobs” (Amit and Zott, 2012). The first generation Iphone was launch on 29June, 2007. The new innovation in this model was the OS of the phone support third partyapplications using the Safari engine. The author has further stated that after this innovation, theusers has able to access the internet. By this, the customers have got the opportunities to use thenet from any place and at any time. On the other hand, Nambisan and Baron, 2013 explored that“the first Iphone has metal rear casing body and 3.5 inch display and its capacitive touchscreenhas the new innovation in itself” (Nambisan and Baron, 2013). This has laid the foundation ofdevelopment of modern smartphones. Chan, Pun and Selden, 2013 has found in research that “the second version of AppleIphone 3G was a new and more innovated phone as compare to the original one” (Chan, Pun andSelden, 2013). The new innovation in this direction was its plastic rear which was rounded fromthe corner and that gives a complete new look to it. In the contrast of the above statement, Yin,Davis and Muzyrya, 2014 stated that “in 3G series, it was delivering the facility of 3Gconnectivity, GPS and easy to access third party applications” (Yin, Davis and Muzyrya, 2014).These were the only reason by customers wants to buy it. These all facilities and functions makethe phone better and smarter as compare to other phones. In this context, Tilson, Sørensen and Lyytinen, 2012 has stated that “Apple companybring again a new series of 3G that was 3GS that can be said as an improved version of olderphone” (Tilson, Sørensen and Lyytinen, 2012). The new innovation that was taking place in it is7
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improvement in the speed of working of phone and make the 3 megapixel camera capable torecord the video. On the contrary, Cusumano, 2013 has explained that “adding the feature ofvoice control application in 3GS was one of the most important innovation in Iphone that make itmore unique from the other smartphones” (Cusumano, 2013). With the help of this, the usersable to give the command by voice without typing the text for either searching the topic oninternet or calling to someonee. According to Brakus, Schmitt and Zhang, 2014 “when the Iphone 4 launch in the market,the new innovation that was seen is designing of the phone” (Brakus, Schmitt and Zhang, 2014).The entire body of the phone was stainless steel and glass. Both front and back cameras coverwith the glass. The square and flat look of the phone was only enough to gain the attention of thecustomers. On the other hand, Mirchandani, 2010 has stated that “introduction of forward facingcamera with face time, 5 megapixel camera with LED flash and a 3.5 inch retina display werethe one of the major creation of Apple company in the new series of Iphone” (Mirchandani,2010). These all three features of the phone were useful to those users who were crazier aboutthe photography. The author has further stated that “when the Apple launch a new series of Iphone 4S inthe market, the processing speed of the phone was too good as compare to previous phones”(Hitt,Ireland and Hoskisson, 2016). Although the look of the phone was still identical to Iphone4. In the contrast of the above statement, McNish and Silcoff, 2015 has suggested that “the newinvention in the new series was an 8-megapixel camera which has the capability of recording thevideo in 1080p” (McNish and Silcoff, 2015). This new feature was left behind the othercompany’s smartphones and digital cameras. On the other hand, Chernatony, 2010 has explained that “the new creativity in Iphoneseries 5 was its body that was made with aluminium that make the phone more lighter andthinnest as compare to older phones” (Chernatony, 2010). The use of this material increase thedurability of the phone and gives it a new look. Due to this, it was easy to hold and operate forthe long time. Similarly, from the research of Huff, Möslein and Reichwald, 2013 it has foundthat “in this series, the company bring the changes in the screen size by making it 3.5 to 4 inchdisplay” (Huff, Möslein and Reichwald, 2013). Along with this, the author has further statedthat a new innovation was also in the camera by using sapphire crystal lens and make frontcamera complete HD. In the contrast of this, has explored that “the changes in 5C series Iphone8
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