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The Psychology behind the iPhone How does an over-priced product with
The Psychology behind the iPhone How does an over-priced product with
The Psychology behind the iPhone How does an over-priced product with
The Psychology behind the iPhone How does an over-priced product with
Everyone’s a Critic
Everyone’s a Critic
Technological Development Speed of product innovation Almost
Technological Development Speed of product innovation Almost
Context of Technological Development Steve Jobs announced Jan 2007
Context of Technological Development Steve Jobs announced Jan 2007
Context of Technological Development Steve Jobs announced Jan 2007
Context of Technological Development Steve Jobs announced Jan 2007
Newton’s Failings Replaced disastrous Apple Newton Stylus based
Newton’s Failings Replaced disastrous Apple Newton Stylus based
Newton’s Failings Replaced disastrous Apple Newton Stylus based
Newton’s Failings Replaced disastrous Apple Newton Stylus based
Latecomer Slow to enter market Policy of wait and see
Latecomer Slow to enter market Policy of wait and see
Latecomer Slow to enter market Policy of wait and see
Latecomer Slow to enter market Policy of wait and see
iPhone Reviews Luke warm Mixed at best Good but could do better Still
iPhone Reviews Luke warm Mixed at best Good but could do better Still
iPhone Reviews Luke warm Mixed at best Good but could do better Still
iPhone Reviews Luke warm Mixed at best Good but could do better Still
iPhone Reviews Luke warm Mixed at best Good but could do better Still
iPhone Reviews Luke warm Mixed at best Good but could do better Still
UK Gadget Sales in 2008 24,000,000 new phones bought 6,000,000 digital
UK Gadget Sales in 2008 24,000,000 new phones bought 6,000,000 digital
The First 2.5 Years in the Life of the iPhone
The First 2.5 Years in the Life of the iPhone
The First 2.5 Years in the Life of the iPhone
The First 2.5 Years in the Life of the iPhone
The First 2.5 Years in the Life of the iPhone
The First 2.5 Years in the Life of the iPhone
iPhone Worldwide Sales Units sold worldwide (Millions)
iPhone Worldwide Sales Units sold worldwide (Millions)
iPhone MindMap
iPhone MindMap
The Psychology behind the iPhone How does an over-priced product with
The Psychology behind the iPhone How does an over-priced product with
The Psychology behind the iPhone How does an over-priced product with
The Psychology behind the iPhone How does an over-priced product with
1. Functionality Camera 2MegPixel (3G) No video, zoom or flash (3G)
1. Functionality Camera 2MegPixel (3G) No video, zoom or flash (3G)
1. Functionality Camera 2MegPixel (3G) No video, zoom or flash (3G)
1. Functionality Camera 2MegPixel (3G) No video, zoom or flash (3G)
Reasons for using an iPhone
Reasons for using an iPhone
Three Clicks from Anywhere The real success story of iPod functioning
Three Clicks from Anywhere The real success story of iPod functioning
Buds The other real success story of iPod functioning
Buds The other real success story of iPod functioning
2. Aesthetic Layout Cluttered Limited No personalisation Look n Feel
2. Aesthetic Layout Cluttered Limited No personalisation Look n Feel
2. Aesthetic Layout Cluttered Limited No personalisation Look n Feel
2. Aesthetic Layout Cluttered Limited No personalisation Look n Feel
2. Aesthetic Layout Cluttered Limited No personalisation Look n Feel
2. Aesthetic Layout Cluttered Limited No personalisation Look n Feel
Packaging Box Simple Clean Honest Culturally neutral
Packaging Box Simple Clean Honest Culturally neutral
Packaging Box Simple Clean Honest Culturally neutral
Packaging Box Simple Clean Honest Culturally neutral
3. Campaign Global Consistent Creative “Apple White” Logo Young Rides
3. Campaign Global Consistent Creative “Apple White” Logo Young Rides
3. Campaign Global Consistent Creative “Apple White” Logo Young Rides
3. Campaign Global Consistent Creative “Apple White” Logo Young Rides
3. Campaign Global Consistent Creative “Apple White” Logo Young Rides
3. Campaign Global Consistent Creative “Apple White” Logo Young Rides
Content of iPhone Adverts
Content of iPhone Adverts
Steve and Bill’s Excellent Adventures
Steve and Bill’s Excellent Adventures
Steve and Bill’s Excellent Adventures
Steve and Bill’s Excellent Adventures
Riding on the back of successful Apple campaigns
Riding on the back of successful Apple campaigns
Riding on the back of successful Apple campaigns
Riding on the back of successful Apple campaigns
Riding on the back of successful Apple campaigns
Riding on the back of successful Apple campaigns
Riding on the back of successful Apple campaigns
Riding on the back of successful Apple campaigns
UK iPhone Advert Banned
UK iPhone Advert Banned
4. Exclusivity Single network only Combined with trusted provider
4. Exclusivity Single network only Combined with trusted provider
4. Exclusivity Single network only Combined with trusted provider
4. Exclusivity Single network only Combined with trusted provider
4. Exclusivity Single network only Combined with trusted provider
4. Exclusivity Single network only Combined with trusted provider
5. Applications Content is the future On-demand External developers
5. Applications Content is the future On-demand External developers
5. Applications Content is the future On-demand External developers
5. Applications Content is the future On-demand External developers
Marketing Apps Ads for Apps more than iPhone itself
Marketing Apps Ads for Apps more than iPhone itself
Marketing Apps Ads for Apps more than iPhone itself
Marketing Apps Ads for Apps more than iPhone itself
How People use their iPhone
How People use their iPhone
Locations where People use their iPhone
Locations where People use their iPhone
Demographic of iPhone Users
Demographic of iPhone Users
Cultural Significance
Cultural Significance
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Cultural Significance “Podification” Hooverization – “podcast” is
Variety of Apps
Variety of Apps
Variety of Apps
Variety of Apps
Mockery Personification of success Cultural significance achieved
Mockery Personification of success Cultural significance achieved
Overdone & Overused Cool versus Functionality paradox 2 markets –
Overdone & Overused Cool versus Functionality paradox 2 markets –
Overdone & Overused Cool versus Functionality paradox 2 markets –
Overdone & Overused Cool versus Functionality paradox 2 markets –
iPhone Product Future
iPhone Product Future
iPhone Product Future Unquestionable loyalty (for now) Network
iPhone Product Future Unquestionable loyalty (for now) Network
iPhone Product Future Unquestionable loyalty (for now) Network
iPhone Product Future Unquestionable loyalty (for now) Network
iPhone Product Future Unquestionable loyalty (for now) Network
iPhone Product Future Unquestionable loyalty (for now) Network
10 Psychological Rules for Marketing an Apple 1. CEO must own the
10 Psychological Rules for Marketing an Apple 1. CEO must own the
Conclusions A product launched to luke-warm reviews A product lacking
Conclusions A product launched to luke-warm reviews A product lacking
Conclusions A product launched to luke-warm reviews A product lacking
Conclusions A product launched to luke-warm reviews A product lacking
Conclusions A product launched to luke-warm reviews A product lacking
Conclusions A product launched to luke-warm reviews A product lacking
Conclusions 1. The iPhone is pretty 2. It's touchy-feely 3. It will
Conclusions 1. The iPhone is pretty 2. It's touchy-feely 3. It will
Weakest Links
Weakest Links
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The Psychology behind the iPhone

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1The Psychology behind the iPhone How 28Stability. Cunning exclusive for 2 years
does an over-priced product with limited end exclusivity reduced price of new
functions become so successful, and have a models.
devoted fan-base? A critical review Prof. 295. Applications Content is the future
Craig Jackson Head of Psychology Division On-demand External developers. Excellent
BCU. craig.jackson@bcu.ac.uk. individuality tailor made regeneration.
2Technological Development – Ages of 30Marketing Apps Ads for Apps more than
Man Stone Iron Copper Bronze Steel Steam iPhone itself.
Gas Electricity Silicon Analogue Digital 31How People use their iPhone.
Communication Post Digital Nano. 32Locations where People use their
3Everyone’s a Critic. iPhone.
4Technological Development Speed of 33Demographic of iPhone Users.
product innovation Almost unstoppable 34Cultural Significance.
Unsustainable Reflect pace of modern life? 35Cultural Significance “Podification”
Determines pace of modern life? Future Hooverization – “podcast” is generic term
Shock. for “download” Hamburger status Gadget
5Context of Technological Development Porn “Stuff “.
Do Gadgets make us “frantic” ? The sexiest 36Variety of Apps.
words are . . . . uPGraDe coNneCteD. 37Variety of Apps.
6Context of Technological Development 38Mockery Personification of success
Steve Jobs announced Jan 2007 that Apple Cultural significance achieved Flattery of
would sell a product called iPhone in the iconic status. Still untarnished roasting
year Born on . . . iPhone June 9th 2007 envy McDonaldization.
iPhone 3G July 11th 2008 iPhone 3GS June 39Overdone & Overused Cool versus
19th 2009 iPhone 4 June 20th 2010. Functionality paradox 2 markets – iPhone
7Newton’s Failings Replaced disastrous & Blackberry - will converge Dilution
Apple Newton Stylus based Handwriting of user-base Product loses identity Users
recognition dodgy Learn “new” alphabet. look elsewhere.
8Latecomer Slow to enter market Policy 40iPhone Product Future.
of wait and see . . . 41iPhone Product Future Unquestionable
9iPhone Reviews Luke warm Mixed at best loyalty (for now) Network exclusivity deal
Good but could do better Still popular ends in late 2009 Creative imagination of
with Early Adopters. users 200 plus patents in iPhone tech
10UK Gadget Sales in 2008 24,000,000 new Pervasive monitoring Embedded use
phones bought 6,000,000 digital cameras Touchscreen tablet Mac coming soon.
13,000,000 PCs 8,000,000 flat screen TVs 4210 Psychological Rules for Marketing
7,000,000 MP3 Players Consumer electronic an Apple 1. CEO must own the marketing
sales up 3% on 2007. function: no delegation 2. Marketing
11The First 2.5 Years in the Life of the department must start small and flat and
iPhone. stay small and flat 3. Face-to-face with
12The First 2.5 Years in the Life of the customers: direct interaction. 4. Use
iPhone. market research cautiously: prefer
13iPhone Worldwide Sales Units sold grassroots techniques 5. Hire only
worldwide (Millions). passionate missionaries 6. Love and
14iPhone MindMap. respect customers as individuals, not as
15 numbers 7. Create a community of consumers
16 unified by certain brands 8. Rethink the
171. Functionality Camera 2MegPixel (3G) marketing mix: e.g. short, targeted ad
No video, zoom or flash (3G) iPod Limited campaigns 9. Celebrate common sense and
song library Email Difficulty with compete via different marketing ideas 10.
integrated systems Direct Manipulation Be true to the brand: brand integrity
Browser Pinch, Wipe, Zoom No Flash Copy & quality.
& Paste No Java Searching Spotlight 43Conclusions A product launched to
search. Mixed bag improved satisfying luke-warm reviews A product lacking in
could be better. many key features Despite this . . . the
18Reasons for using an iPhone. future still looks bright But can only go
19Three Clicks from Anywhere The real one way from here. . . industry expert
success story of iPod functioning . . . . dissatisfaction Still has wow factor The
. . Absent from the iPhone. right sort of users Cool perception of
20Buds The other real success story of uses Healthy apps development Neat
iPod functioning . . . Technically poor marketing Not Microsoft Analogue feel
Aesthetically great . . . Present with the Avoided ethical hiccups – manufacturing
iPhone. & exploding batteries Graduated
212. Aesthetic Layout Cluttered Limited product roll out.
No personalisation Look n Feel “iPhone 44Conclusions 1. The iPhone is pretty 2.
black” Fixed Font Curved Solid Heavy It's touchy-feely 3. It will make other
Package White wires Consistent with iPod phones better 4. It's not a phone, it's a
family. Good consistent simple interface platform 5. It is but the ghost of iPhones
makes digital feel analogues. yet to come.
22Packaging Box Simple Clean Honest 45Weakest Links? - - iTunes &
Culturally neutral. Good consistent simple Battery Life Poor interface. Poor Design.
promises content. Syncing. Slow. Corporate.
233. Campaign Global Consistent Creative 46Further Reading Apple Insider. 2007.
“Apple White” Logo Young Rides on the back Apple’s iPhone the No. 4 U.S. handset
of successful Apple work Investing in a during third quarter. October 19.
stable successful company Buying into http://www.appleinsider.com (accessed
Apple. Faultless sophisticated February 9, 2008). Burrows, P. 2008. Feb.
anti-marketing antithesis of Microsoft. 12. Inside the iPhone Gray Market.
24Content of iPhone Adverts. BusineesWeek. Carew, S. 2008. Apple says
25Steve and Bill’s Excellent Adventures has sold 4 million iPhones. Reuters.
. . . Eisenmann, T., Parker, G., Van Alstyne, M.
26Riding on the back of successful Apple 2006. Strategies for two-sided markets.
campaigns. Harvard Business Review; 92-101. Grossman,
27UK iPhone Advert Banned! ASA banned UK L. 2007. I take the iPhone Home. Time.
iPhone advert Misleading speed of web Olson, P., Laurent, L. 2007. iPhones Land
connections “You never know which part of in London. Forbes.com. (accessed November
the internet you'll need ... which is why 9, 2008). Wingfield N., Guth RA. 2005. Why
all the parts of the internet are on the Shortages of Hot Gifts Endure as a
iPhone" Christmas Ritual. The Wall Street Journal.
284. Exclusivity Single network only December 2, B1.
Combined with trusted provider Loyalty
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