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Iphone 7 Case Study

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Every year, Apple releases the best iPhone ever. The Apple iPhone 7 is a smartphone that was tested with the iOS 10.0.1 operating system. This model weighs 4.9 ounces, has a 4.7 inch touch screen display, a 12.2-megapixel main camera, and a 7.2-megapixel selfie camera. The biggest competitor for this phone is the Samsung Galaxy S8 which is doing extremely well in the market and for the first time, beat Apple to releasing new technology.
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Stage 1: Need Recognition
A need for recognition occurs when an individual is faced with a ‘problem’ (Schiffman et al. 2014, p 369). One of the iPhone 7’s most appealing features is its high-performance camera. To make a purchase decision for the iPhone 7, a customer must know the need for it and what attracts them to the phone, whether it be the phone’s external stimuli or the internal stimuli. In this case, the individual decides to purchase a new phone with a high quality digital camera. He believes it would be more convenient to be able to capture high quality photographs and videos with a camera that is built into his phone rather than carrying around a bulky professional camera separately.
To make the consumer feel the need for the iPhone 7, Apple emphasizes its innovations and communicates differentiated benefits to its consumers. For instance, even though physical …show more content…

Direct revenues for the iPhone represented 57 percent of total Apple revenue in the second calendar quarter, but the importance of the iPhone for Apple is much greater than direct revenues alone. The iPhone drives acquisition for Apple's entire ecosystem, supports up-sell of Apple Watch, Macs and iPads. The more iPhones Apple sells, the larger the addressable audience for accessories such as Apple Watch series 2. With the new iPhone 7 range design, Apple is correctly focusing on the defining feature of flagship smartphones, the camera (Fogg,

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