Proposal 1
Proposal
Name
Institution
Proposal 2
Introduction
Apple Inc. is an American multinational innovative and technological company based in
the U.S with its headquarters in Cupertino, California. The company designs develop and
supplies consumer electronics, software and other online products. This Company is considered
to be one of the most significant innovations alongside Google, Amazon, and Facebook. This
company produces other hardware products like the iPad, iPhone, iPod, Mac computers and the
Apple smartwatch. Apple has also ventured in software development. Some of its top software
includes the iOS and the macOS operating systems. These operating systems are restricted to run
on computers produced by Apple Inc. Other software includes the iTunes, Safari web browser
and the iLife.
The corporation transformed the digital music market through its iPod handy players and
the online store known as iTunes. As time went by, Steve Jobs became more interested in mobile
gadgets and devices. Steve Jobs had initially shown interest in venturing in the touch screen
technology by introducing PDAs and tablet PCs (Mac, 2010). However, he later noticed an
increase in the popularity and demand for multi-purpose gadgets. Some of the aspects Steve Jobs
wanted to combine in a single gadget were communication, music and internet access.
At the beginning of 2002, he realized that rather than carrying several devices like
phones, cameras and MP3 players around, consumers would prefer a single device that performs
all the functions of these devices. This motivated Steve Jobs to develop a new mobile device
product. He aimed at developing a transformational phone for future generations. This made him
spend over $ 150 million to come up with the initial device (Apple Inc., 2010). This innovation
and development were accomplished in partnership with another company known as AT&T. The
manufacturing and development of this revolutionary device were concealed from both
Proposal 3
competitors and the general public. All the associate producers and supplier partners were
undertaken through secrecy swearing processes. The developers too were not aware of the
product they were coming up with. Once the development processes were complete, Steve Jobs
decided to introduce the new Apple product in January 2007.
Purpose of the project
This project will evaluate the changes in price of apple in the market. It also evaluates the
company in terms of its history highlighting major events since its established, external and
internal environment, review of literature in regard to changes in price of apple at the global
market among others.
Part One
History of the Apple Company
When was the company established?
How did the company become successful?
Changes in management
Strategies used by the firm
Overview of the company’s market
Environmental analysis using SWOT model
Environmental analysis using PESTEL model
Part two
Review of literature on the changes in the price of Iphones.
Proposal 4
Financial statements analysis
Global demand for iPhones
The pricing strategy of the iPhone
Demand, supply, and pricing and their impact on the market
Part three
Conclusion
Recommendations
Proposal 5
Bibliography
Apple - 39 Year Stock Price History | AAPL. (n.d.). Retrieved from
https://www.macrotrends.net/stocks/charts/AAPL/apple/stock-price-history
The macro trend chart provides analysis of the stock prices and changes in a period of 39
years. It gives historical charts and data that is adjusted for splits. This will provide
information on the changes in prices of various brands that is critical in substantiating the
hypothesis and study objectives.
Apple Inc. (2010). Revised Request Quarterly Income Statement[R]. Retrieved,1(25)
The company’s quarterly income statements gives a comprehensive cover of the income
generating centers of the company and segments. This data is important in understanding
the effect of prices on the revenue that is generated by the company. it will be used in
carrying out quantitative analysis which is a critical part of the literature review.
Boone, L. E., and Kurtz, D. L. (1992). Contemporary Marketing. 7th Edition. New York:
Dryden/HarcourtBrace.
Boone and Kurtze provides a comprehensive coverage of what is marketing and various
components of marketing strategies. In this book, they capture changes in consumerism
and demand for various commodities in the market such as mobile phones. This book will
give a theoretical grounds and set the basis of argument to support the research hypothesis.
Clifford, T. (2019). Costly phones, innovation and a saturated market snowballed Apple, analysts
and investors say. Retrieved from https://www.cnbc.com/2019/01/03/costly-iphones-
innovation-and-market-saturation-doomed-apple.html
Proposal 6
In this article, Tyler Clifford raises major points that are important in this research. He
argues that the problems facing Apple Company are derived from pricing mistakes and
economic issues. He quotes the words of Apple bull Munster. Further he notes that
acknowledging the problem is paramount before fixing it. The consumers take a second
look at the expensive iPhones and innovation before executing purchase. This article is
important as it gives some of the insights that will help in determining whether iPhones are
overpriced or underpriced in different global markets.
Eric Lai. (2010). Apple iPad Versus Netbook: Features Compared. PC Advisor, United
Kingdom,1(28).
In this article, Eric analysis the similarities and differences between iPad and Netbook. He
points out key areas such as effectiveness, efficiency, ease of use and display properties
that makes it attractive to the consumers. This is an important determinants of the phone
prices. Pricing is based on the properties that are present in a given commodity. It will
therefore help in understanding how pricing is done by the company and the key drivers of
the company.
Hao, L., Guo, H., & Easley, R. (2015). A mobile platform’s monetizing strategy for advertising
under agency pricing for app sales. Working paper, Notre Dame University.
In this article, Hao, Guo and Easley explains monetizing strategies that are used in various
applications. They evaluate the market conditions under which owners can benefit by
subsidizing the development of applications. The applications contained in a mobile device
is one of the main factor used in pricing it. This article will help in evaluating how Apple
Company uses the apps present in a mobile phone to price its products.
Proposal 7
Johnson, K., Li, Y., Phan, H., Singer, J., & Trinh, H. (2012). The Innovative Success that is Apple,
Inc.
Johnson evaluates various successes achieved or made by Apple Company to date. He
deeply focuses on the strategies and techniques applied by the company in achieving its
success. This article will be used in accessing and evaluating various strategies that are
used by the company. It will also be the basis of establishing and making recommendations
to the company.
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical analysis of internal and external
environment of Apple Inc. International Journal of Economics, Commerce and
Management, 3(6), 955-961.
Khanm, Alam and Alam undertakes a comprehensive review of the external and internal
environment of Apple Company. They use SWOT and PESTEL models to demystify the
operations of the company. They also use porter’s model to explain threats and bargaining
strengths of various market players. This research uses this information in developing
company’s background and setting the foundation of the paper.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kotler and Armstrong addresses various tenets of marketing beginning from the basic
definition of marketing. They sets out various development in consumer’s attitude and how
they affect the pricing of commodities. This book is critical in accessing the marketing
strategies used by Apple Company and how they relate with the pricing of goods. They also
provide a theoretical understanding of business environment such as internal and external
and how different models are used in examining its effects.
Proposal 8
Niu, E. (2018). How Apple's 2018 iPhone Pricing Could Impact the Business. Retrieved from
https://www.fool.com/investing/2018/09/13/how-apples-2018-iphone-pricing-could-
impact-the-bu.aspx
In this article, Niu explains the effect of iPhone pricing on the businesses. Apple Company
has tactfully been adopting new strategies of marketing which include changing the prices
of its phones. This strategy has various effects on businesses which are well explained by
Niu. He takes a holistic view of the industry and lays strong emphasizes on key successes
and shortcomings of the strategy.
O’Brian, Kevin J. (2007). “Apple’s iphone Fraces Uncertain Future in Europe, Analysts Say.”
International Herald Tribune, July, 5, 2007. http://www.iht.com
Kelvin in this article explains the future expectations in the prices of phones in the phone
industry. In his argument, he explains how Apple phones faces uncertain future in Europe
which is owed to change in lifestyle and competition. This article will be used in explaining
the factors responsible for the changes in prices of apple and also explain the future
expectations.
Rubicon Consulting (2008). “The Apple iphone: Successes and Challenges for the Mobile
Industry.” A Study of iphone Users.
http://rubiconconsulting.com/downloads/whitepapers/Rubiconphone_User_Survey.pdf
The article explains various challenges that are faced by Apple Company. It evaluates
strategies that the company has adopted to overcome the challenges and major milestones
achieved by it. This article will be used in explaining the environment under which Apple
operates and how it affects the prices of its products.
Proposal 9
Sliwinska, D., Ranasinghe, J., & Kardava, I. (2008). Apple’s Pricing Strategy. unpublished. Paris-
X Nanterre.
This article explains various pricing strategies used by Apple company in different markets.
It is important in evaluating the price of its products and how it changes across its
consumer market.
The Sun Herald (2010). Apple Launches iPad[R]. Retrieved, 1(27)
This article provides information on the brand launch and how prices are set. The article
gives an inner and more comprehensive analysis of the company in terms of strategies it
uses to lure consumers and purchase its products.
