Marketing Design and Innovation: A Report on Apple iPhone 6 Analysis

This report provides a comprehensive marketing analysis of the Apple iPhone 6, examining its features, design elements, and brand appeal within the competitive technology market. The introduction highlights the importance of marketing in the tech industry, focusing on product innovation and customer value. Task 1 delves into the benefits and values derived by customers, emphasizing the iPhone 6's ease of use, extensive app store, screen size, security features, and durability. The report also discusses the evolution of the iPhone's design, comparing models like the iPhone 4, 5, and 6, and highlighting changes in dimensions, weight, display, and camera features. The analysis includes the brand appeal of the iPhone 6 in relation to its competitors. The report concludes by summarizing the key findings and emphasizing the iPhone 6's success in the market.

Marketing design and innovation

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Benefits and values derived by customers...................................................................................3
Uniqueness of different design elements.....................................................................................5
Brand appeal relating to competitors in contemporary markets..................................................7
TASK 2............................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is referred to as the act that leads to promotion and sales of products and
services. It covers investigation of the market and advertising. The marketing plays crucial role
for the organization towards accomplishment of the pre-determined goals with effectiveness. In
the present era technology industry is evolving greater number of innovations within the market
(Doole and Lowe, 2010). In the present report the innovative product that is being taken is Apple
iPhone 6. The product have been developed over time and wider product line is being provided
to the customers. The present reports involves benefits and value derived by the customers. In
addition to this it involves the several alterations and development in the shape, color and brand
appeal over particular period of time.
TASK 1
Technology industry is regarded as one of the major sector existing within UK. This
industry has major contribution towards the growth and development of nation. Several changes
and development have occurred in the industry. In addition to this the alterations are being made
within the services and products such as iPhone which is provided to the customers. In 2007 the
first generation of iPhone was released. Moreover the alteration were bought in the existing
technology and new iPhone models that includes iPhone 6 and iPhone 6 came into emergence in
the market in 2014. Apple's current lines are enhancing significantly as compared to the original
ones. As the time passes the products are becoming, bigger, faster and more powerful (Freeman,
2005). The features in iPhone 6 are being updated in accordance with the earlier models of the
firms that includes iPhone 4 and iPhone 5. The alteration includes increased in the power of
memory and change in the display screen with the aim to offer customers with something
innovative when making use of product. Assessment has been made by the researcher of the firm
that presents that several changes have emerged in the needs of the markets. With the
determination of changes in requirements regarding the features of iPhone helps the company in
developing product accordingly which further leads to increasing its profitability and sales.
Benefits and values derived by customers
IPhone has become crucial part of the of the people's life in the present era. It has greater
role in facilitating the individuals towards accomplishment of their needs in an effective way.
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There are several benefits attached with the product such as iPhone 6 as it provides huge
convenience to the customers. When making decision regarding purchase the customers make
selection of product that can be used with ease. IPhone 6 offers ease to the customers in relation
to usability. Such is regarded as the biggest selling point. It can be utilized by people belonging
to any age group in an effective manner. It acts as major advantage and further customer can get
value for the money which is invested by them. Following this, another benefit relating with
innovative products is that it involves app store (Goldstein and et.al., 2002). Apple has biggest
app store. It is effective in providing more than 775000 app and tools to the customers. It
accomplishes the requirements of the individuals who belongs to different age group. Customers
are offered benefit in terms of screen size. The size of the screen are changing to a greater extent.
Apple provides popular size which 4. With this clarity is offered in an effective way. Apple
resisted towards development of phones that cannot fit into one's pocket (Apple iPhone 4, 2015).
Such is regarded as greater advantage provided by Apple in terms of offering handy products
that can be managed effectively with greater resolution. It acts as major attraction for the
customer towards the product.
Next in the series, another advantage of iPhone is related with security. The problem
associated with hackers and security are minimum. This is due to the reason that Apple iPhone
does not have NFC chips and it has greater role in causing issues related with security. With the
presence of chip immense amount of information can be stolen from the device. Thus absence of
such in Apple offers greater security to the customers. This can increase their level of satisfaction
as well (Grant, 2013). IPhone has major advantage in terms of durability that provides higher
degree of comfort to the users. The testing of the products is done and it is being accessed that
even in the situation of accident the phone will not break as it is unbreakable. This reflects that it
will last for greater duration of time as compared to phones of other different brands. Such
provides greater value to the customers as they make investment of huge amount towards
purchasing of Apple's product. In earlier decades the use of phone was just to make calls and
texts. Many individuals use it for the purpose of playing music, games and watching videos
(Jordan, 2000). This service is provided when there is presence of massive app store. Iphone 6 of
Apple has such facilities and make efforts towards granting new games initially to the users.
Along with this it provides wide range of camera, health and fitness app, fun music app and
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editing app. It has effectiveness in catering to the needs of different customers in appropriate
way.
Uniqueness of different design elements
As the time has passed immense amount of alteration has occurred in the shapes, features,
design, sizes and other attributes in iPhone. Since many years greater amount of development
have been made as of reason of fact that UK desires to provide huge value to customers. Such is
in order to provide them immense satisfaction. The particular section presents the discussion on
the development in design elements in iPhone. The modification in Apple iPhone are being made
since it has occurred in the market. Varied alterations are made by offering due consideration to
different aspects (Larivière and et.al., 2013). This later leads to development sound image of
brand within the market. Alteration in the features of Apple iPhone has provided huge
convenience to the customers that has enabled in satisfaction of their requirement to a greater
extent. Here change management theory can be addressed by firm due to the reason that it has
bought alterations in its uniqueness and design in accordance with the needs and requirements of
customers. For the purpose of ensuring suitable services for customers organization has adopted
various strategic changes so as to attain pre-determined aim that implies accomplishment of
requirements of the target audience. Therefore there is greater effectiveness of strategic change
model towards fulfilling the needs of customers.
In the era before iPhone there was difficulty in determining the outlook of Apple's
iPhone. The company like Apple is regarded as one of the major manufacturer of smart phones.
Therefore sales of smart phone is done around the world. This is because of enhancement in the
features and comfort iPhone provides to the clients. Therefore such leads to increase in attraction
towards the products that has lead to increasing the profitability and sales of the organization
(Linden, Kraemer and Dedrick, 2009). In the year 2004 Apple has established its iPhone 4. It
was regarded as the gadget that includes all technological advancements. The product was touch
screen and it has dimension of 115.20* 59.00* 9.30 mm. The iPhone 4 weighted 137.00 g along
with the capability of battery 1420 mah. It exists in single color only that is black. The different
characteristics of iPhone relates with its display. The screen size was 3.50 inches along with the
resolution of 640* 960 pixels. The product has RAM with 512 MB capacity of storage.
Moreover ability of internal storage is 8 GB. The camera features in iPhone 4 involves flash
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technology that enhances the picture quality. It has rear camera of 5 mega pixels and front
camera of 0.3 mega pixels. Iphone of Apple is effective in supporting micro sim. Along with this
it possess facility of Wi-fi that enhances the connectivity of device. It has additional features of
GPS as well as bluetooth that offers greater convenience to the customers in transformation of
data from one to other device. In addition to this it has sensors that includes compass,
accelerometer, ambient light sensor, gyroscope and proximity sensor that has various functions.
After launching iPhone 4, Apple has done varied innovation in its existing line of
products and then in the year 2012 it has launched iPhone 5. Apple products have advanced
features that were not available in iPhone 4. It is considered as gadget is accomplished with
technological advancements. It has advanced features that provide huge convenience and
comfort to the customers. Therefore they can gain value for the money which is invested by
them. The product was touch screen and has dimension of 123.80* 58.60* 7.60 mm. The iPhone
5 possess lighter weight in comparison to iPhone 4. The batter capacity was 1440mAh. It is
existing in two colors that is white and black (Mothe and Thi, 2010). Iphone 5 possess advanced
features then what were present earlier. With this firm has gained unique image within the
market. The several features of iPhone relates with its display (Apple iPhone 5, 2015). The
screen size was 4.00 inches along with the resolution of 640* 1136 pixels. The product has RAM
with 1 GB capacity of storage. Along with this its ability of internal storage is 16 GB. This assist
the customers in storing huge amount of data. The camera features in iPhone 5 involves rear
camera of 8 mega pixels and front camera of 1.2 mega pixels. Iphone of Apple is effective in
supporting Nano-sim. The camera features in iPhone 5 is comprised of flash technology that
enhances the picture quality. The Apple's iPhone 5 operating system is iOS 6.14. Along with this
it possess facility of Wi-fi which increases the interaction of device. It has extra feature relating
with GPS and bluetooth that offers greater convenience to customers in transforming data from
one to another. It also sensors like compass, ambient light, sensor, gyroscope and other different
functions.
After this another modified version of iPhone emerged. The organization has bought
several innovations in its existing product line so as to provide immense level of satisfaction to
clients. This has lead to providing value to the target audience against the amount invested by
them. In the year 2014 Apple has launched iPhone 6. It possess advanced characteristics that do
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not exist within iPhone 4 and iPhone 5. It is considered as the gadget that includes all
technological advancements. The product was touch screen and it has dimension of 138.10*
67.00* 6.90 mm. The iPhone 6 weighted 129.00 g this was heavier in comparison with iPhone 5.
Along with this capability of battery 1810 mah. It exists in three color that is Silver, Gold and
Space Gray (Narasimhan, 2005). The characteristics of iPhone 6 were much more advanced. The
screen size was 4.70 inches along with the resolution of 750* 1334 pixels. The product has RAM
with 1GB capacity of storage (Apple iPhone 6, 2015). Moreover ability of internal storage IS16
GB. The camera features in iPhone 6 possess greater similarity with iPhone 5. Iphone 6 supports
Nano-sim and its operating system is iOS 8.0. In addition to the sensor available in iPhone 4 and
5 it has extra barometer sensor.
Brand appeal relating to competitors in contemporary markets
There is presence of various organizations that deals in the technology industry. With this
there has been increase in competitiveness within the market. Apple Inc is regarding as one of
the leading brand that has enhanced its sales and profitability in every year. This is due to the
innovations that are bought by it in the market so as to provide convenience to the clients. This
acts as an aid in enhancing their loyalty towards the firm. The company has not only attained
suitable position in UK but it has also gained significant position around the world (Pettinger,
2007). Therefore it can be stated that Apple is more appealing as compared with its rivalries like
Samsung and Sony. Through major innovations there is greater increase in the brand image of
the organization. The individuals who belongs to upper class are engaged in purchasing Apple
iPhone as it is comprised of unique characteristics that are not available in other products. This
involves Apple pay facility which is regarded as easiest manner through which transactions can
be carried out over phone. It has provided greater comfort to the customers and addressed their
problem that relates with visiting varied locations. The competitors of the firm such as Samsung
and Sony are not able to bring such innovations. Such has lead to increasing the appeal for the
brand in an effective manner (Richard and Colin, 2005). In addition to this it effects the
profitability and sales of Appeal as well. Samsung and Sony has updated the model but the
updation in technology bough by Apple has greatly affected customers decisions towards
purchase.
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TASK 2
Learning plays important part in one's life. This is because it is associated with their
performance and attainment of personal goals and objectives. When the assignment was being
carried out I have attained knowledge regarding wide range of aspects. Through this my
knowledge regarding significance of marketing, design as well as innovation have increased. It is
regarded as the activity that has impact over the survival and performance of organization in
market. Along with this I have gained insight to the aspect necessary for Apple Inc while
designing innovative products and services. It has acted as an aid in achieving unique position in
the market. Therefore through innovation organization can attract huge customer. I have also
attained knowledge with respect to benefits and value that are deprived by customers by using
iPhone 6 of Apple. In addition to this I have learned regarding the alterations in the designs
bought by firm over period of time. This has developed my understanding regarding the
technology market. There are several topics that are learned by me when conducting analysis.
Iphone market has become most prominent industry that is gaining attention of the customers in
an effective manner. With the presence of range of features customer can accomplish their
requirements. The target of the firm is luxury class as it deals with expensive products (Shaw,
2004). This is due to presence of technological advancement bought by Apple which none of its
rivalries brings. It has been accessed by me that in past times phone was the means for calling
and texting. But with the enlargement of customer's requirement Apple has innovated its existing
product. Such would lead to increasing attraction among the customers for the product. My
knowledge regarding the existence of difference among several models of iPhone has also
increased. This has enhanced my understanding in relation to technological advancements and
their benefits to the customers. Use of such product type has become social status for the people.
While carrying out my assignment I have attained knowledge regarding design related
elements that involves shapes, color, usefulness and relevancy. The organization has altered that
outlook of its product for the purpose of attracting large mass. The individual needs in the market
are changing on regular basis. Thus such is essential for the organization to come up with
innovative ideas for the purpose of enhancing their survival in the market for longer term (Terui,
2004). Innovation has acted as an aid for the firm in providing greater features to the customers.
This has provided comfort to the clients. The research that is being carried out by me has
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facilitated me in gaining knowledge regarding several terminology relating with technology.
Such is effective in conducting the report in an effective manner. Further my potential to conduct
the research has enhanced.
Along with this, I have learned regarding ways in which innovation is done by the
organization. Further I have attained knowledge about the appearances of varied iPhone model
that are being designed by Apple. I have gained knowledge that innovation is the part of product
life cycle as it enhances the business survival. Due to absence of innovation the organization
would not sustain in the market for longer duration (Valentin and Chakraborty, 2010). Through
this report I have gained knowledge regarding the history of iPhone and the manner in which
advancements have been bought in the existing product line with the aim to grab market share.
Though the firm possess expensive products but it is able to enhance its share of market. This is
only because of innovation that is bought by it in particular duration of time. Through this the
company is able to create unique position in the market. The security features which are provided
to the customers have enhanced the attention regarding the products and services. Therefore such
leads to increasing the profitability of firm. Moreover for the purpose of conducting investigation
I have developed better understanding regarding various aspects of innovation, production and
design. Along with this it has assisted me in getting knowledge regarding the importance of
several departments that are engaged in bringing innovation in the business products. This would
includes marketing as well as design department (Weinstein, 2004). However role of these
department is critical in ensuring the growth and survival of the organization. It has assisted me
in learning significant that Apple undertakes with respect to innovation and design. Firm is
engaged in making delivery of superior quality products that possess innovative features to its
customers in order to provide them satisfaction. The present study has assisted me in knowledge
advantages and values deprived by customers through usage of Apple's phone. It has acted as an
aid in gaining insight to the significance of innovation and design of products for attracting
customer base. Further it role in ensuring continuous business growth and development has been
known.
CONCLUSION
It can be concluded from the study that Apple iPhone 6 is the major innovation bought by
firm. The organization faces huge competition due to increasing number of rivalries. This has
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resulted in increasing issues regarding performance of operations with effectiveness. It has
inferred from the study that innovation has enhanced term of survival for the firm in the market.
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REFERENCES
Journals and Books
Doole, I. and Lowe, R., 2010. Marketing Strategy; analysis, development and Implementation.
5th ed. South Western Cengage Learning.
Freeman, C., 2005. The ‘National System of Innovation’in historical perspective. Cambridge
Journal of economics. 19(1). pp. 5-24.
Goldstein, S. M. and et.al., 2002. The service concept: the missing link in service design
research?. Journal of Operations management. 20(2). pp. 121-134.
Grant, R. M., 2013. Contemporary strategy analysis. 8th edition. John Wiley and Sons Ltd.
Jordan, P.W., 2000. Designing pleasurable products: An introduction to the new human factors.
Taylor & Francis.
Larivière, B. and et. al., 2013. Value fusion: the blending of consumer and firm value in the
distinct context of mobile technologies and social media. Journal of Service Management.
24(3). pp. 268-293.
Linden, G., Kraemer, K. L. and Dedrick, J., 2009. Who captures value in a global innovation
network?: the case of Apple's iPod. Communications of the ACM. 52(3). pp.140-144.
Mothe, C. and Thi, U. N., 2010. The Link between non-technological innovation and
technological innovation. European Journal of innovation management. 13(3), pp. 114-121.
Narasimhan, K., 2005. Principles of Services Marketing, 4th ed. Managing Service Quality. 15
(3). pp.323 – 324.
Pettinger, R., 2007. Introduction to Management. 4th edition. Palgrave Macmillan.
Richard, M.S. and Colin G. 2005. Strategic Marketing Management: Planning, Implementation
and Control. Oxford: Butterworth-Heinemann.
Shaw, J., 2004. International Marketing Analysis. Routledge
Terui, N., 2004. Measuring delayed and long-term effects of pricing decisions on market share.
Marketing Intelligence & Planning. 22 (3).
Valentin, K. E. and Chakraborty, G., 2010. Pricing risky services: preference and quality
considerations. Journal of Product & Brand Management. 19(1). pp.54 – 60.
Weinstein, A., 2004. Handbook of market segmentation: strategic targeting for business and
technology firms. 3th ed. Haworth Press.
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Online
Apple iPhone 4. 2015. [Online]. Available through: <http://gadgets.ndtv.com/apple-iphone-4-
765>. [Accessed on 9th April 2016].
Apple iPhone 5. 2015. [Online]. Available through: <http://gadgets.ndtv.com/apple-iphone-5-
771>. [Accessed on 9th April 2016].
Apple iPhone 6. 2015. [Online]. Available through: <http://gadgets.ndtv.com/apple-iphone-6-
1973>. [Accessed on 9th April 2016].
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