iPhone 5

TABLE OF CONTENTS

Chapter I Introduction 1
Chapter II Company Background 2
Chapter III Underlining Issues 17
Chapter IV Theoretical Base 19
Chapter V Analysis 25
Chapter VI Conclusion and Recommendation 34
Chapter VII Bibliography 36

CHAPTER I
INTRODUCTION

Cell phone or mobile phone is an electronic telecommunication device that has the same basic capabilities of conventional fixed-line telephone, but it can be taken anywhere (portable, mobile) and unnecessary connected to the telephone network using a wired (wireless). There are many brands of mobile phone that are offered in the market. Such as, Nokia, LG, Blackberry, Samsung, and iPhone. iPhone is a very famous brand of mobile phone that the sales are spreading in all over the world. The iPhone is a line of smartphones designed and marketed by Apple Inc.. iPhone have released several products, one of its latest products is iPhone 5. On this opportunity I choose iPhone 5 for my International Marketing Assignment.
The iPhone 5 had launch on September 21, 2012. It is a touchscreen-based smartphone developed by Apple Inc.. It is the sixth generation of the iPhone and succeeds the iPhone 4S. The phone is a slimmer, lighter model that introduces a higher-resolution, 4-inch screen to the series with 16:9 widescreen aspect ratio. The phone also includes a custom-designed ARMv7 processor called the Apple A6, an update to Apple 's mobile operating system known as iOS 6, and support for LTE.

CHAPTER II
COMPANY BACKGROUND

Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the iPod music player, the iPhone smartphone, and the iPad tablet computer. Its software includes the OS X and iOS operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and production suites. The company was founded on April 1, 1976, and incorporated as Apple Computer, Inc. on January 3, 1977. The word "Computer" was removed from its name on January 9, 2007, reflecting its shifted focus towards consumer electronics after the introduction of the iPhone.
Apple is the world 's second-largest information technology company by revenue after Samsung Electronics, and the world 's third-largest mobile phone maker after Samsung and Nokia. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. However, the company has received criticism for its contractors ' labor practices, and for Apple 's own environmental and business practices.
As of November 2012, Apple maintains 394 retail stores in fourteen countries as well as the online Apple Store and iTunes Store. It is thesecond-largest publicly traded corporation in the world by market capitalization, with an estimated value of US$414 billion as of January 2013. As of September 29, 2012, the company had 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide. Its worldwide annual revenue in 2012 totalled $156 billion.

A. History of Apple Company

1976–1980: Founding and Incorporation

The Apple I, Apple 's first product, was sold as an assembled circuit board and lacked basic features such as a keyboard, monitor, and case. The owner of this unit added a keyboard and a wooden case.
Apple was established on April 1, 1976, by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple I personal computer kit. The kits were hand-built by Wozniak and first shown to the public at the Homebrew Computer Club. The Apple I was sold as a motherboard (with CPU,RAM, and basic textual-video chips), which is less than what is today considered a complete personal computer. The Apple I went on sale in July 1976 and was market-priced at $666.66 ($2,723 in 2013 dollars, adjusted for inflation.)
Apple was incorporated January 3, 1977, without Wayne, who sold his share of the company back to Jobs and Wozniak for $800. Multi-millionaire Mike Markkula provided essential business expertise and funding of $250,000 during the incorporation of Apple.
The Apple II was introduced on April 16, 1977, at the first West Coast Computer Faire. It differed from its major rivals, the TRS-80 and Commodore PET, due to its character cell-based color graphics and an open architecture. While early models used ordinary cassette tapes as storage devices, they were superseded by the introduction of a 5 1/4 inch floppy disk drive and interface, the Disk II.
The Apple II was chosen to be the desktop platform for the first "killer app" of the business world, VisiCalc, a spreadsheet program. VisiCalc created a business market for the Apple II and gave home users compatibility with the office, an additional reason to buy an Apple II. Apple was a distant third place to Commodore and Tandy until VisiCalc came along.
By the end of the 1970s, Apple had a staff of computer designers and a production line. The company introduced the ill-fated Apple III in May 1980 in an attempt to compete with IBM and Microsoft in the business and corporate computing market.
Jobs and several Apple employees, including Jef Raskin, visited Xerox PARC in December 1979 to see the Xerox Alto. Xerox granted Apple engineers three days of access to the PARC facilities in return for the option to buy 100,000 shares (800,000 split-adjusted shares) of Apple at the pre-IPO price of $10 a share. Jobs was immediately convinced that all future computers would use a graphical user interface (GUI), and development of a GUI began for the Apple Lisa. On December 12, 1980, Apple went public at $22 per share, generating more capital than any IPO since Ford Motor Company in 1956 and instantly creating more millionaires (about 300) than any company in history.

1981–1985: Lisa and Macintosh
Apple 's "1984" television ad, set in adystopian future modeled after the George Orwell novel Nineteen Eighty-Four, set the tone for the introduction of the Macintosh.
Steve Jobs began working on the Apple Lisa in 1978, but in 1982, he was pushed from the Lisa team due to in fighting. Job stook over Jef Raskin 's low-cost-computer project, the Macintosh. A race broke out between the Lisa team and the Macintosh team over which product would ship first. Lisa won the race in 1983 and became the first personal computer sold to the public with a GUI, but was a commercial failure due to its high price tag and limited software titles.

The first Macintosh, released in 1984
In 1984, Apple next launched the Macintosh. Its debut was announced by the now famous $1.5 milliontelevision commercial "1984". It was directed by Ridley Scott and was aired during the third quarter of Super Bowl XVIII on January 22, 1984. It is now hailed as a watershed event for Apple 's success and a "masterpiece".
The Macintosh initially sold well, but follow-up sales were not strong due to its high price and limited range of software titles. The machine 's fortunes changed with the introduction of the LaserWriter, the first PostScript laser printer to be offered at a reasonable price, and PageMaker, an early desktop publishing package. It has been suggested that the combination of these three products was responsible for the creation of the desktop publishing market. The Mac was particularly powerful in the desktop publishing market due to its advanced graphics capabilities, which had necessarily been built in to create the intuitive Macintosh GUI.
In 1985 a power struggle developed between Jobs and CEO John Sculley, who had been hired two years earlier. The Apple board of directors instructed Sculley to "contain" Jobs and limit his ability to launch expensive forays into untested products. Rather than submit to Sculley 's direction, Jobs attempted to oust him from his leadership role at Apple. Sculley found out that Jobs had been attempting to organize a putsch and called a board meeting at which Apple 's board of directors sided with Sculley and removed Jobs from his managerial duties. Jobs resigned from Apple and foundedNeXT Inc. the same year.

1986–1997: Decline

The Macintosh Portable was
Apple 's first "portable" Macintosh computer, released in 1989.
The Macintosh Portable was introduced in 1989 and was designed to be just as powerful as a desktop Macintosh, but weighed a bulky 7.5 kilograms (17 lb) with a 12-hour battery life. After the Macintosh Portable, Apple introduced the PowerBook in 1991. The same year, Apple introduced System 7, a major upgrade to the operating system which added color to the interface and introduced new networking capabilities. It remained the architectural basis for Mac OS until 2001.
The success of the PowerBook and other products brought increasing revenue. For some time, Apple was doing incredibly well, introducing fresh new products and generating increasing profits in the process. The magazine MacAddict named the period between 1989 and 1991 as the "first golden age" of the Macintosh.
Following the success of the Macintosh LC, Apple introduced the Centris line, a low-end Quadra offering, and the ill-fated Performa line that was sold with an overwhelming number of configurations and software bundles to avoid competing with the various consumer outlets such as Sears, Price Club, and Wal-Mart (the primary dealers for these models). Consumers ended up confused and did not understand the difference between models.
During this time Apple experimented with a number of other failed consumer targeted products including digital cameras, portable CD audio players,speakers, video consoles, and TV appliances. Enormous resources were also invested in the problem plagued Newton division based on John Sculley 's unrealistic market forecasts. Ultimately, none of these products helped, as Apple 's market share and stock prices continued to slide.
Apple saw the Apple II series as too expensive to produce, while taking away sales from the low end Macintosh. In 1990, Apple released the Macintosh LC with a single expansion slot for theApple IIe Card to migrate Apple II users to the Macintosh platform. Apple stopped selling the Apple IIe in 1993.
Microsoft continued to gain market share with Windows focusing on delivering software to cheap commodity personal computers while Apple was delivering a richly engineered, but expensive, experience. Apple relied on high profit margins and never developed a clear response. Instead, they sued Microsoft for using a graphical user interface similar to the Apple Lisa in Apple Computer, Inc. v.Microsoft Corporation. The lawsuit dragged on for years before it was finally dismissed. At the same time, a series of major product flops and missed deadlines sullied Apple 's reputation, and Sculley was replaced as CEO by Michael Spindler.
The Newton was Apple 's first foray into the PDA markets, as well as one of the first in the industry. Despite being a financial flop at the time of its release, it helped pave the way for the Palm Pilot and Apple 's owniPhone and iPad in the future.
By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as the A/UX. Apple had also begun to experiment in providing a Mac-only online portal which they called eWorld, developed in collaboration with America Online and designed as a Mac-friendly alternative to other online services such as CompuServe. The Macintosh platform was itself becoming outdated because it was not built for multitasking, and several important software routines were programmed directly into the hardware. In addition, Apple was facing competition from OS/2 and UNIX vendors such asSun Microsystems. The Macintosh would need to be replaced by a new platform, or reworked to run on more powerful hardware.
In 1994, Apple allied with IBM and Motorola in the AIM alliance. The goal was to create a new computing platform (the PowerPC Reference Platform), which would use IBM and Motorola hardware coupled with Apple 's software. The AIM alliance hoped that PReP 's performance and Apple 's software would leave the PC far behind, thus countering Microsoft. The same year, Apple introduced the Power Macintosh, the first of many Apple computers to use Motorola 's PowerPC processor.
In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made many changes at Apple, including extensive layoffs. After numerous failed attempts to improve Mac OS, first with the Taligent project, then later with Copland and Gershwin, Amelio chose to purchase NeXT and itsNeXTSTEP operating system, bringing Steve Jobs back to Apple as an advisor. On July 9, 1997, Gil Amelio was ousted by the board of directors after overseeing a three-year record-low stock price and crippling financial losses. Jobs became the interim CEO and began restructuring the company 's product line.
At the 1997 Macworld Expo, Steve Jobs announced that Apple would join Microsoft to release new versions of Microsoft Office for the Macintosh, and that Microsoft made a $150 million investment in non-voting Apple stock.
On November 10, 1997, Apple introduced the Apple Online Store, tied to a new build-to-order manufacturing strategy.

1998–2005: Return to profitability
On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the Macintosh 128K: the iMac. The iMac design team was led by Jonathan Ive, who would later design the iPodand the iPhone. The iMac featured modern technology and a unique design, and sold almost 800,000 units in its first five months.
Through this period, Apple purchased several companies to create a portfolio of professional and consumer-oriented digital production software. In 1998, Apple announced the purchase of Macromedia 's Final Cut software, signaling its expansion into the digital video editing market. The following year, Apple released two video editing products: iMovie for consumers and, for professionals, Final Cut Pro, which has gone on to be a significant video-editing program, with 800,000 registered users in early 2007. In 2002, Apple purchased Nothing Real for their advanced digital compositing application Shake, as well as Emagic for their music productivity application Logic, which led to the development of their consumer-level GarageBand application. iPhoto 's release the same year completed the iLife suite.
Apple retail stores allow potential customers to use floor models without making a purchase. (Apple Store, North Michigan Avenue, Chicago, Illinois in 2005) Mac OS X, based on NeXT 's OPENSTEP and BSD Unix was released on March 24, 2001, after several years of development. Aimed at consumers and professionals alike, Mac OS X aimed to combine the stability, reliability and security of Unix with the ease of use afforded by an overhauled user interface. To aid users in migrating from Mac OS 9, the new operating system allowed the use of OS 9 applications through Mac OS X 's Classic environment.
On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and California. On July 9, they bought Spruce Technologies, a DVD authoring company. On October 23 of the same year, Apple announced the iPod portable digital audio player, and started selling it on November 10. The product was phenomenally successful — over 100 million units were sold within six years. In 2003, Apple 's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod. The service quickly became the market leader in online music services, with over 5 billion downloads by June 19, 2008.
Since 2001, Apple 's design team has progressively abandoned the use of translucent colored plastics first used in the iMac G3. This began with the titanium PowerBook and was followed by the white polycarbonate iBook and the flat-panel iMac.

2005–2007: Transition to Intel

At the Worldwide Developers Conference keynote address on June 6, 2005, Steve Jobs announced that Apple would begin producing Intel-based Mac computers in 2006. On January 10, 2006, the new MacBook Pro and iMac became the first Apple computers to use Intel 's Core Duo CPU. By August 7, 2006 Apple had transitioned the entire Mac product line to Intel chips, over one year sooner than announced. The Power Mac, iBook, and PowerBook brands were retired during the transition; the Mac Pro, MacBook, and MacBook Pro became their respective successors. On April 29, 2009, The Wall Street Journal reported that Apple was building its own team of engineers to design microchips.
Apple also introduced Boot Camp to help users install Windows XP or Windows Vista on their Intel Macs alongside Mac OS X. Apple 's success during this period was evident in its stock price. Between early 2003 and 2006, the price of Apple 's stock increased more than tenfold, from around $6 per share (split-adjusted) to over $80. In January 2006, Apple 's market cap surpassed that of Dell. Nine years prior, Dell 's CEO Michael Dell said that if he ran Apple he would "shut it down and give the money back to the shareholders." Although Apple 's market share in computers had grown, it remained far behind competitors using Microsoft Windows, with only about 8% of desktops and laptops in the US.

2007–2011: Widespread success

Three generations of the iPhone
Apple achieved widespread success with its iPhone, iPod Touch and iPad products, which introduced innovations in mobile phones, portable music players and personal computers respectively. In addition, the implementation of a store for the purchase of software applications represented a newbusiness model. Touch screens had been invented and seen in mobile devices before, but Apple was the first to achieve mass market adoption of such a user interface that included particular pre-programmed touch gestures.
Delivering his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced that Apple Computer, Inc. would from that point on be known as Apple Inc., because computers were no longer the main focus of the company, which had shifted its emphasis to mobile electronic devices. The event also saw the announcement of the iPhone and the Apple TV. The following day, Apple shares hit $97.80, an all-time high at that point. In May, Apple 's share price passed the $100 mark.
In an article posted on Apple 's website on February 6, 2007, Steve Jobs wrote that Apple would be willing to sell music on the iTunes Store without digital rights management (DRM) (which would allow tracks to be played on third-party players), if record labels would agree to drop the technology. On April 2, 2007, Apple and EMI jointly announced the removal of DRM technology from EMI 's catalog in the iTunes Store, effective in May. Other record labels followed later that year.
In July of the following year, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch. Within a month, the store sold 60 million applications and brought in $1 million daily on average, with Jobs speculating that the App Store could become a billion-dollar business for Apple. Three months later, it was announced that Apple had become the third-largest mobile handset supplier in the world due to the popularity of the iPhone.
On December 16, 2008, Apple announced that after over 20 years of attending Macworld, 2009 would be the last year Apple would be attending the Macworld Expo, and that Phil Schiller would deliver the 2009 keynote in lieu of the expected Jobs. Almost exactly one month later, on January 14, 2009, an internal Apple memo from Jobs announced that he would be taking a six-monthleave of absence, until the end of June 2009, to allow him to better focus on his health and to allow the company to better focus on its products without having the rampant media speculating about his health. Despite Jobs ' absence, Apple recorded its best non-holiday quarter (Q1 FY 2009) during the recession with a revenue of $8.16 billion and a profit of $1.21 billion.
After years of speculation and multiple rumored "leaks", Apple announced a large screen, tablet-like media device known as the iPad on January 27, 2010. The iPad runs the same touch based operating system that the iPhone uses and many of the same iPhone apps are compatible with the iPad. This gave the iPad a large app catalog on launch even with very little development time before the release. Later that year on April 3, 2010, the iPad was launched in the US and sold more than 300,000 units on that day, reaching 500,000 by the end of the first week. In May of the same year, Apple 'smarket cap exceeded that of competitor Microsoft for the first time since 1989.
Apple released the fourth generation iPhone, which introduced video calling, multitasking, and a new uninsulated stainless steel design, which acts as the phone 's antenna. Because of this antenna implementation, some iPhone 4 users reported a reduction in signal strength when the phone is held in specific ways. After a large amount of media coverage including mainstream news organizations, Apple held a press conference where they offered buyers a free rubber 'bumper ' case, which had been proven to eliminate the signal reduction issue. Later that year Apple again refreshed its iPod line of MP3 players which introduced a multi-touch iPod Nano, iPod Touch with FaceTime, and iPod Shuffle with buttons which brought back the buttons of earlier generations.
In October 2010, Apple shares hit an all-time high, eclipsing $300. Additionally, on October 20, Apple updated their MacBook Air laptop, iLife suite of applications, and unveiled Mac OS X Lion, the latest installment in their Mac OS X operating system. On January 6, 2011, the company opened their Mac App Store, a digital software distribution platform, similar to the existing iOS App Store. Apple was featured in the documentary Something Ventured which premiered in 2011.

2011–Present: Post–Steve Jobs era

Apple store in Yonkers, New York
On January 17, 2011, Jobs announced in an internal Apple memo that he would take another medical leave of absence, for an indefinite period, to allow him to focus on his health. Chief operating officer Tim Cook assumed Jobs ' day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions for the company." Apple became the most valuable consumer-facing brand in the world. In June 2011, Steve Jobs surprisingly took the stage and unveiled iCloud, an online storage and syncing service for music, photos, files and software which replaced MobileMe, Apple 's previous attempt at content syncing. This would be the last product launch Jobs would attend before his death. It has been argued that Apple has achieved such efficiency in its supply chain that the company operates as a monopsony (one buyer, many sellers), in that it can dictate terms to its suppliers. In July 2011, due to the American debt-ceiling crisis, Apple 's financial reserves were briefly larger than those of the US Government. On August 24, 2011, Jobs resigned his position as CEO of Apple. He was replaced by Tim Cook and Jobs became Apple 's chairman. Prior to this, Apple did not have a chairman and instead had two co-lead directors, Andrea Jung and Arthur D. Levinson, who continued with those titles until Levinson became Chairman of the Board in November.
On October 4, 2011, Apple announced the iPhone 4S, which included an improved camera with 1080p video recording, a dual core A5 chip capable of 7 times faster graphics than the A4, an "intelligent software assistant" named Siri, and cloud-sourced data with iCloud. The following day, on October 5, 2011, Apple announced that Jobs had died, marking the end of an era for Apple Inc. The iPhone 4S was officially released on October 14, 2011.
On October 29, 2011, Apple purchased C3 Technologies, a mapping company, for $240 million, becoming the third mapping company Apple has purchased. On January 10, 2012, Apple paid $500 million to acquire Anobit, an Israeli hardware company that developed and supplies a proprietary memory signal processing technology that improves the performance of flash-memory used in iPhones and iPads.
On January 19, 2012, Apple 's Phil Schiller introduced iBooks Textbooks for iOS and iBook Author for Mac OS X in New York City. This was the first major announcement by Apple since the passing of Steve Jobs, who stated in his biography that he wanted to reinvent the textbook and education. The 3rd generation iPad was announced on March 7, 2012. It includes a Retina display, a new CPU, a five megapixel camera, and 1080p video recording.
On a July 24, 2012, conference call with investors, Tim Cook said that he loved India, but that Apple was going to expect larger opportunities outside of India, citing the reason as the 30% sourcing requirement from India.
On August 20, 2012, Apple 's rising stock rose the company 's value to a world-record $624 billion dollars. This beat the non-inflation-adjusted record for market capitalization set by Microsoft in 1999. On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05 billion (£665m) in damages in an intellectual property lawsuit. Samsung said they will appeal the court ruling.
On September 12, 2012, Apple unveiled the iPhone 5, featuring an enlarged screen, more powerful processors, and running iOS 6. The latter includes a new mapping application (replacing Google Maps) that has attracted some criticism. It was made available on September 21, 2012, and became Apple 's biggest iPhone launch, with over 2 million pre-orders pushing back the delivery date to late October.
On October 23, 2012, Apple unveiled the iPad Mini, which features a 7.9-inch screen in contrast to the iPad 's 9.7-inch screen. Apple also released a third-generation 13-inch MacBook Pro with a Retina display; the iPad 4, featuring a faster processor and a Lightning dock connector; and new iMac and Mac Mini computers. After the launch of Apple 's iPad mini and fourth generation iPad on November 3, 2012, Apple announced that they had sold 3 million iPads in three days of the launch, but it did not mention the sales figures of specific iPad models.
On November 10, 2012, Apple confirmed a global settlement that would dismiss all lawsuits between Apple and HTC up to that date, in favor of a ten-year license agreement for current and future patents between the two companies. It is predicted that Apple will make $280 million a year from this deal with HTC.
In December 2012, in a TV interview for NBC 's Rock Center and also aired on the Today morning show, Apple CEO Tim Cook said that in 2013 the company will produce one of its existing lines of Mac computers in the United States. In January 2013, Cook stated that he expected China to overtake the US as Apple 's biggest market.

B. Vision and Mission of Apple Company
Vision
Vision Slatement Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals, and consumers around the world through its innovative hardware software, and Internet offerings.
Mission
Apple Computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognize that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.

C. Apple Company’s Logo
According to Steve Jobs, Apple was so named because Jobs was coming back from an apple farm, and he was on a fruitarian diet. He thought the name was "fun, spirited and not intimidating".
Apple 's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. It was almost immediately replaced by Rob Janoff 's "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Janoff presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it. While Jobs liked the logo, he insisted it be in color to humanize the company. The logo was designed with a bite so that it would not be confused with a cherry. The colored stripes were conceived to make the logo more accessible, and to represent the fact the Apple II could generate graphics in color. This logo is often erroneously referred to as a tribute to Alan Turing, with the bite mark a reference to his method of suicide. Both Janoff and Apple deny any homage to Turing in the design of the logo.
In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme and began to use monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various products, packaging and advertising. An Aqua-themed version of the monochrome logo was used from 2001–2003, and a Glass-themed version has been used since 2003.
Steve Jobs and Steve Wozniak were Beatles fans, but Apple Inc. had trademark issues with Apple Corps Ltd., a multimedia company started by The Beatles in 1967, involving their name and logo. This resulted in a series of lawsuits and tension between the two companies. These issues ended with settling of their most recent lawsuit in 2007.

D. Apple Company’s Slogans
This is a list of slogans that have been used by Apple Inc. in advertising and marketing material from the '70s to the present.
Company advertising campaigns :
"Byte into an Apple" (Late 1970s)
"Soon there will be 2 kinds of people. Those who use computers, and those who use Apples." (Early 1980s)
"The Computer for the rest of us" (1984)
"The Power to Be Your Best" (1990)
"Think different." (1997–2002)
"Switch" (2002–2003)
"Get a Mac" (2006-2009)

Products advertising slogans (for iPhone) :
"The internet in your pocket."
"Touching is believing" as seen in print ads.
The word "hello" used in the iPhone 's ad.
"iPhone Apple reinvents the phone" used at apple.com.
"Say Hello to iPhone" used at apple.com.
"Talk about big. iPhone now in 16GB. More music. More video. More iPhone." (2008) used to market the new iPhone in 16GB.
"The iPhone you 've been waiting for." (2008) Used to promote the iPhone 3G.
"The first phone to beat the iPhone." (2008) Used in their advert for the iPhone 3G.
"Twice as fast, for half the price" (2008) Used in their ad for the iPhone 3G.
"The most advanced mobile OS. Now even more advanced." (2009) Used for the presentation of the blueprint for iPhone OS 3.0.
"25,000 apps. And counting." (2009) used to market the iPhone 3G.
"The fastest, most powerful iPhone yet." (2009) used to advertise the new iPhone 3GS.
"More to love, less to pay" (2010) used to advertise the 8GB iPhone 3GS
"This changes everything. Again." (2010) iPhone 4
"There 's an app for that. That 's the iPhone. Solving life 's dilemma one app at a time." (2008) Used in their ad for the iPhone 3G.
"If you don 't have an iPhone, well, you don 't have an iPhone." Used in their ad for the iPhone 4.
"The world 's thinnest smartphone." Used in their ad for the iPhone 4
"Finally." Used to promote the white iPhone 4.
"It 's the most amazing iPhone yet." (2011) Used on the Apple website to advertise the new iPhone 4S.
"The biggest thing to happen to iPhone since iPhone" iPhone 5.

CHAPTER III
UNDERLINING ISSUES

Every product has its own strength and weakness, not except for iPhone 5. iPhone 5 is one of the most anticipated smartphones later in 2012 was released on 21 September. iPhone 5 to get some additional features from previous versions, such as the operating system that uses the latest version, iOS 6 on the iPhone 5 hardware using the latest generation processors from Apple, the Apple A6. Despite the many improvements and additional features, Apple 's latest gadget still has some shortcomings. There are some iPhone 5 weakness according to the iPhone’s users:

1. No significant increase in the display interface
Each operating system has its own advantages. Windows Phone 8 with its Metro display, then the display Android Ice Cream sandwich and Jelly Bean are very alluring. Unfortunately, the user interface of the iPhone 5 is not much different from its predecessor the iPhone 4S.
2. iOS 6 that is used is the same as iOS 6 in iPhone 4S
Apple has just released iOS update 6 for almost all of its products such as the iPhone 4S. And features in iOS6 for the iPhone 4S is the same as the iPhone 5. so if you already have an iPhone 4S with iOS 6 for what to buy the iPhone 5 ?
3. No progress on camera
Images and photos will look better on the iPhone 5, you can take a picture with panorama format and iPhone 5 could take better pictures with less lighting. But unfortunately Apple 's latest smartphone is still using a camera of 8 MP, this camera is the same as that used by the iPhone 4S.
4. Unchanged design
The design of the iPhone 5 may look appealing to most fans of the iPhone, but the actual design of this new smartphone does not look so different from the previous version. Only slightly longer version of the iPhone 4S.
5. Lack of 4G LTE coverage
Even in the U.S., not all mobile operators and regions to support 4G LTE technology is a new type of Internet connection that is claimed faster than 3G (up to 100 Mbps). But the iPhone is currently believed to have fast enough for browsing needs, even without LTE.

CHAPTER IV
THEORETICAL BASE

A. International Marketing
Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but sales is only one part of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer.
From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organisation and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.
International marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm. It refers to the firm-level marketing practices across the border including market identification and targeting, entry mode selection, marketing mix, and strategic decisions to compete in international markets. In simple words international marketing is the application of marketing principles to across national boundaries. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term.
The intersection is the result of the process of internationalization. Many American and European authors see international marketing as a simple extension of exporting, whereby the marketing mix 4P 's is simply adapted in some way to take into account differences in consumers and segments. It then follows that global marketing takes a more standardised approach to world markets and focuses upon sameness, in other words the similarities in consumers and segments.

B. Segmentation
Market is the set of all actual and potential buyers of a product or service. Market segmentation is dividing a market into distinct of buyers and the basis of needs, characteristics, or behavior who might require separate product or marketing mixes.
Major segmentation variable for consumer markets
1. Geographic :
Dividing a market into different geographical units such as nations, states, regions, countries, cities, neighborhoods or climate.
2. Demographic :
Dividing a market into group based on demographic variable such as age, sex, family size, family life cycle, income, occupation, education, religion, race, and nationality.
3. Psychographic :
Dividing a market into different group based on customers/consumers psychiatric such as social class, lifestyle, personalities, interest, or opinion.
4. Behavioral :
Dividing a market into group based on consumers behavior/attitude use or response to a product.

C. Targeting Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. And target market is a set of buyer sharing common needs or characteristic that the company decides to serve. Basis of Target Marketing
Age
Gender
Interests
Geographic location
Need
Occupation
Income
Why target marketing? (Need of Target Marketing)
Organizations can use similar kind of strategies to promote their products within a target market.
They can adopt a more focussed approach in case of target marketing. They know their customers well and thus can reach out to their target audience in the most effective way. How to create Target Market
The organization must first decide who all individuals would fit into a particular segment. A male and a female can’t be kept in the same segment. The first and the foremost step is to decide on the target market.
The next step is to identify need and preference of the target market. It is essential to find out what the target market expects from the product.
Once the target market is decided, organizations can decide on the various strategies helpful to promote their product.

D. Positioning
Positioning is defined as the way by which the marketers creates impression in the customers mind.
There are many different definitions of positioning, but what most will agree on is that positioning is something (perception) that happens in the minds of the target market.
The primary elements of positioning are:
Pricing, is your product a luxury item, somewhere in the middle or cheap?
Quality, total quality is a much used and abused phrase.
Service, do you offer the added value of customer service and support? Is your product customized and personalized?
Distribution, how do customers obtain your product? The channel or distribution is part of positioning.
Packaging, packaging makes a strong statement. Make sure it’s delivering the message you intend.

Positioning is your competitive strategy. Identify your strength and use it to position your product.

E. Differentiation
In economics and marketing, product differentiation (also known simply as "differentiation") is the process of distinguishing a product or offering from others, to make it more attractive to a particular target market. This involves differentiating it from competitors ' products as well as a firm 's own product offerings.
Differentiation can be a source of competitive advantage. Although research in a niche market may result in changing a product in order to improve differentiation, the changes themselves are not differentiation. Marketing or product differentiation is the process of describing the differences between products or services, or the resulting list of differences. This is done in order to demonstrate the unique aspects of a firm 's product and create a sense of value. Marketing textbooks are firm on the point that any differentiation must be valued by buyers (e.g.). The term unique selling proposition refers to advertising to communicate a product 's differentiation.
In economics, successful product differentiation leads to monopolistic competition and is inconsistent with the conditions for perfect competition, which include the requirement that the products of competing firms should be perfect substitutes. There are three types of product differentiation:
Simple: based on a variety of characteristics
Horizontal : based on a single characteristic but consumers are not clear on quality
Vertical : based on a single characteristic and consumers are clear on its quality. The brand differences are usually minor; they can be merely a difference in packaging or an advertising theme. The physical product need not change, but it could. Differentiation is due to buyers perceiving a difference; hence, causes of differentiation may be functional aspects of the product or service, how it is distributed and marketed, or who buys it. The major sources of product differentiation are as follows.
Differences in quality which are usually accompanied by differences in price
Differences in functional features or design
Ignorance of buyers regarding the essential characteristics and qualities of goods they are purchasing
Sales promotion activities of sellers and, in particular, advertising
Differences in availability (e.g. timing and location).

F. Marketing Mix
Marketing mix is the set of controlled tactical marketing tools-products, price, place, and promotion-that the firm blends to produce the response it wants in the target market. The marketing mix is often crucial when determining a product or brand 's offering, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the sevenPs or eightPs to address the different nature of services.
1. Product
The product aspect of marketing deal with the specifications of the actual goods of service, and how it relates to the end-user’s needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and sizes. Here are some examples of products decisions to be made:
Brand name
Features
Functionality
Styling
Quality
Safety
Packaging
Warranty
Accessories and services

2. Price
The price is the amount of money customers have to pay obtain the product. The price is very important as it determines the company 's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix.
Some examples of pricing decisions to be made include:
Pricing strategy (skim, penetration, etc.)
Suggested retail price
Volume discounts and wholesale pricing
Cash and early payment discounts
Seasonal pricing
Bundling
Price flexibility
Price discrimination

3. Place
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the internet.
Distribution is about getting the products to the customer. Some examples of distribution decisions include:
Distribution channels
Market coverage (inclusive, selective, or exclusive distribution)
Specific channel members
Inventory management
Warehousing
Distribution centers
Order processing
Transportation
Reverse logistic

4. Promotion
Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements advertising, public relations, word of mouth, and point of sale.
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:
Promotional strategy (push, pull, etc.)
Advertising
Personel selling & sales force
Sales promotions
Public relations & publicity
Marketing

CHAPTER V
ANALYSIS

A. Segmentation
1. Geographic : iPhone 5 is a very popular smartphone all around the world. It is not only being sold in America, its homeland but also it is distributed in Europe, Australia, Asia, even Afrika.

2. Demographic :
Age : youth and adult
Sex : for both genders, male and female
Income : upper middle and higher income groups
Occupation : student, collegian, worker, professionals, businessman, entrepreneurs, and others social upper middle and high class
Religion : iPhone 5 is available for all religion

3. Psychographic :
Social Class : people who living in upper middle class and high class
Life style : people who royal or up-to-date about gadget
Personality : iPhone 5 is unlimited for all personality
Interest : for people who loves gadget and for those people who likes to be respect.

4. Behavioral :
Every gadget lovers in the world wide give a good response to iPhone 5 that we can see it from market share of iPhone 5. On its launching day, a lot of people was queued from dawn to buy this smartphones. Some people even arrived several days early to the store to avoid missing it out. It is prove that iPhone 5 has been one of the most wanted and longed for product of Apple.

B. Targeting
The target of iPhone 5 is everyone in this era who is up to date about technology, especially for gadgets. This everyone can be children, teenagers or adult. Customer who need to store information and communicate or people who want entertainment on the go, included people who work in the upper hierarchy of the organization, mainly manager, director, professional, businessman, and many others occupations. They don’t have time to take more than one technology in their hand, so they need one technology that has many features in one device. That’s why iPhone 5 came and help them.

C. Positioning iPhone 5 as the thinnest, lightest, fastest iPhone ever, has been distributed all around the world. iPhone 5 is designed with a remarkably slim design that still makes room for a larger display and a faster chip. Ultrafast wireless that doesn’t sacrifice battery life and all-new headphones designed to sound great and fit comfortably. As we know that Price is never Lie, so since iPhone 5 is one of “Apple” product ofcourse you may not think that this thing would be cheaper than other smartphones with its undoubt quality and great features. iPhone 5 is “The biggest thing to happen to iPhone since iPhone”

D. Differentiation
As we know, iPhone has its own Operating System which is not shared by other smartphones so its so less risk for iPhone 5 to get viruses. iPhone 5 is also designed to be thinner, lighter and faster than the last generation. Apple designers created 3D models of various ear types to find a common shape across many different people. That shape led to the unique look of the new Apple EarPods. Unlike traditional circular earbuds, their design is defined by the geometry of the ear. Which makes them more comfortable for more people than any other earbud-style headphones.

During manufacturing, each iPhone 5 aluminum housing is photographed by two high-powered 29MP cameras. A machine then examines the images and compares them against 725 unique inlays to find the most precise match for every single iPhone. Look at iPhone 5 and you can’t help but notice the exquisite chamfer surrounding the display. A crystalline diamond cuts this beveled edge. It’s what gives iPhone 5 its distinctive lines. Fitting for a phone so brilliant.

Siri is the intelligent assistant that helps you get things done, just by asking. Talk to Siri as you would to a person: “Do I need an umbrella?” or “Any modern art museums around here?” or “Where’s the closest ATM?” Siri not only understands what you say, it knows what you mean. It figures out the right apps to use to find the right answer. Then, just like a personal assistant, Siri provides you with the information you need.

E. Marketing Mix
1. Product

Code Name
N41/N42
Model Name iPhone 5,1
Brand
Apple Inc.
Slogan
“ The biggest thing to happen to iPhone since iPhone “
OS
iOS 6
Type
Smartphone
Form Factor
Bar
Compatible Networks
GSM, CDMA, 3D, EVDO, HSPA+, LTE
Screen Size
4-inch 1136x640 in-cell IPS LCD at 326ppi
System-on-chip
Apple A6
CPU
1.2GHz Dual-core custom ARM v7s
GPU
PowerVR Triple-core SGX543MP3
RAM
1GB
Storage
16GB/32GB/64GB
Top Data Speed
LTE/DC-HSPA
SIM
Nano
Rear Camera
8MP/1080p, f2.4, BSI
Front Camera
1.2MP/720p, BSI
Bluetooth
Bluetooth v4.0 with A2DP
USB
v.2.0
WLAN
Wi-Fi 802.11 a/b/g/n, dual-band, Wi-Fi hotspot
GPS
aGPS, GLONASS
Sensors
Light, Accelerometer, Proximity, Compass, Gyroscope, Infrared
Mic
Triple
Connector
Lighting
Messaging
iMessage, SMS (threaded view), MMS, Email, Push Email
Browser
HTML (Safari)
Other Features
Active noise cancellation with dedicated mic
Siri natural language commands and dictation iCloud cloud service
Twitter and Facebook integration
TV-out
Maps iBooks PDF reader
Audio/Video player/Editor
Organizer
Document viewer
Image viewer/editor
Voice memo/dial/command
Predictive text input
Size
123.8 x 58.6 x 7.6 mm (4.87 x 2.31 x 0.30 in)
Weight
112 g
Battery
Li-Po 1440 mAh
Colors
Black/White (2-tone)
Availability
100 countries, 240 carriers by YE2012
3rd Party Apps
App Store

Design of iPhone 5 iPhone 5 is just 7.6 millimeters thin. To make that happen, Apple engineers had to think small, component by component. They created a nano-SIM card, which is 44 percent smaller than a micro-SIM. They also developed a unique cellular solution for iPhone 5. The conventional approach to building LTE into a world phone uses two chips — one for voice, one for data. On iPhone 5, both are on a single chip. The intelligent, reversible Lightning connector is 80 percent smaller than the 30-pin connector. The 8MP iSight camera has even more features — like panorama and dynamic low-light mode — yet it’s 25 percent smaller. And the new A6 chip is up to 2x faster than the A5 chip but 22 percent smaller. Even with so much inside, iPhone 5 is 20 percent lighter and 18 percent thinner than iPhone 4S.

Making a thinner, lighter iPhone meant even the display had to be thinner. Apple engineers accomplished that by creating the first Retina display with integrated touch technology. Which means instead of a separate layer of touch electrodes between display pixels, the pixels do double duty — acting as touch-sensing electrodes while displaying the image at the same time. With one less layer between you and what you see on iPhone 5, you experience more clarity than ever before. All on a display that’s 30 percent thinner than before.
Never before has this degree of fit and finish been applied to a phone. Take the glass inlays on the back of iPhone 5, for instance. During manufacturing, each iPhone 5 aluminum housing is photographed by two high-powered 29MP cameras. A machine then examines the images and compares them against 725 unique inlays to find the most precise match for every single iPhone. Look at iPhone 5 and you can’t help but notice the exquisite chamfer surrounding the display. A crystalline diamond cuts this beveled edge. It’s what gives iPhone 5 its distinctive lines. Fitting for a phone so brilliant.

Camera iPhone is the most popular camera in the world. For good reason. Photos look so stunning, it’s hard to believe they were taken with a mobile phone. And everything that made the iSight camera in iPhone 4S the world’s favorite is now on iPhone 5 — and then some. The new panorama feature lets you capture everything from a family reunion group photo to a jaw-dropping shot of the Grand Canyon. With one smooth motion you can shoot up to an impressive 240 degrees. The gyroscope, A6 chip, and Camera app work together to create one seamless, high-resolution panorama up to 28 megapixels. The Camera app also features improvements including 40 percent faster photo capture, better low-light performance, and improved noise reduction. So you can snap more shots with more detail and clarity than ever before.

Imagine sidesplitting, adventure-filled, must-see flicks produced by you and shot on iPhone 5. Record stunning 1080p HD video with the iSight camera. Improved video stabilization helps prevent shaky footage. Face detection for up to 10 faces means everyone can have a moment in the spotlight. You can even take still photos as you record, so you can capture small moments while shooting a big one.
You use the front-facing camera on iPhone 5 to make FaceTime video calls. And now those calls can happen over a cellular connection if Wi-Fi isn’t available.5 The quality of FaceTime video calls is so surprising, it’s as if you’re in the same room with whoever’s on the other end. You can also use the front camera for taking self-portraits or recording 720p HD video.

All-new Earpod
Just like fingerprints, ears are unique parts of the body. Which means earbud headphones fit differently on everyone. So rather than use the speaker as the starting point for new headphones, Apple designers and engineers started with the ear. They tested over a hundred prototype designs on hundreds of people. All with the goal of creating earbuds that rest comfortably inside — and stay inside — a variety of ear types, while also producing quality sound. The result is a breakthrough for earbud headphones: Apple EarPods. They’re unlike anything you’ve ever seen or heard.
Apple EarPods are just the beginning of the improved audio experience on iPhone 5. It’s designed with three microphones: one on the front, one on the back, and one on the bottom. The front and back mics work together to achieve beamforming — a technique that helps iPhone focus on sound from the desired location for clearer audio. New noise-canceling technology reduces background noise. So when you hold iPhone up to your ear in a loud room, you hear what matters most: the voice on the other end.

Battery
Not only is the A6 chip custom designed to be fast, it’s custom designed to work with iOS 6 to be extremely power efficient. So even at its accelerated speed, iPhone 5 has more than enough battery power to last throughout the day — up to 8 hours of browsing on a cellular connection, up to 8 hours of talk time, audio playback up to 40 hours and up to 10 hours of video playback time.

2. Price iPhone 5 price comparison in several countries (16GB / 32GB / 64GB):
USA
$199.00 / $299.00 / $399.00
UK
£529.00 / £599.00 / £699.00
Australia
A$799.00 / A$899.00 / A$999.00

France
679.00 € / 789.00 € / 899.00 €
Singapore
S$948.00 / S$1088.00 / S$1238.00
India
Rs40,990.00 / Rs42,100.00 / Rs45,500.00
Indonesia
Rp 7,900,000.00 / Rp 8,900,000.00 / Rp 9,900,000.00

3. Place iPhone 5 has manufactures all over the world. It is distributed well in every countries likes USA, Canada, UK, France, German, Australia, Japan, Hongkong, Singapore and another 100 countries. In Indonesia, it has several distributors in Central Sumatera, Southern Sumatera, West Java, Central Java, East Java, Bali, Sulawesi, and Kalimantan.

4. Promotion
Since that iPhone is a very known brand in the world, iPhone doesn’t need a bombastic advertisement like any other new product, the market are waiting for its new product instead. However, an easy remember slogan is needed for people to remember the new product to compete with its biggest competitor Samsung. iPhone 5 slogan is “ The biggest thing to happen to iPhone since iPhone “.

CHAPTER VI
CONCLUSION AND RECOMMENDATION

A. Conclusion
Iphone 5 is a smartphone that sold in more than 100 countries in this world. It is the world’s most advanced smartphones with the most advanced mobile operating system. Undeniably, the iPhone 5 is the most highly anticipated smartphone of the year. Rightfully so considering that this sixth-generation sees one major design overhaul. For some time now, the competition has been leaping over the iPhone 4S’ specs sheet, but with the introduction of the iPhone 5, Apple has seemingly addressed many of the desires and wants of iPhone owners. Upgraded for the modern world, customers appreciate the change to a larger 4-inch Retina Display, but even more impressive is the reality that its overall footprint is still easy on the hands as opposed to the overimposing stature of some of its rivals.
The iPhone 5 continues to stand tall and proudly as being one of the classiest looking devices on the market, aided by its impeccable construction and quality choice of materials. In fact, it’s treated more like a piece of jewelry than anything else. Additionally, it’s nice to see that 4G LTE connectivity is now on board with the iPhone, which again brings it up to the modern world. iPhone 5 has the design to capture the attention of people far and wide. iPhone always continues to improve with its performance, like its photo taking quality and fast processing power. It’s simplicity that Apple decides to focus on more than anything else. By getting one of the few devices on the market that has the rich blend of performance and features to soundly satisfy a broad range of needs and wants, iPhone 5 is really worth to buy.

B. Recommendation iPhone 5
Apple is a very big company in the world, but ofcourse iPhone 5 as a man-made product won’t be perfect. Apple should always make innovation to the iPhone 5. Apple should improve the operating system, design and camera, giving more available colours can get more attention from the customers to iPhone 5. By providing more useful and free applications and keep making the differentiation that others can’t follow, iPhone 5 can get the whole world’s attention and destroy the competitors. Besides that, Apple should always advertise the products so society and customers will always remember and will never forget iPhone 5 and other products of Apple Company.

Costumers
Costumers should compare and analyze product before they decide to buy, then ensures it offers truly great value than others. Costumers can find the answers of all their needs in iPhone 5. Price is never lie, if you want get more, you should pay more.

CHAPTER VII
BIBLIOGRAPHY

http://en.wikipedia.org/wiki/Apple_Inc. http://www.imore.com/iphone http://en.wikipedia.org/wiki/IPhone_5 http://www.techradar.com/reviews/phones/mobile-phones/iphone-5-1096004/review http://www.gsmarena.com/apple_iphone_5-4910.php http://www.apple.com/iphone/design/ http://www.apple.com/iphone/features/ http://www.apple.com/iphone/built-in-apps/

Bibliography: On November 10, 1997, Apple introduced the Apple Online Store, tied to a new build-to-order manufacturing strategy. 1998–2005: Return to profitability