iPhone 5

Topics: Apple Inc., IPhone, Steve Jobs Pages: 31 (9112 words) Published: October 30, 2013

Chapter I Introduction1
Chapter II Company Background2
Chapter III Underlining Issues17
Chapter IV Theoretical Base19
Chapter V Analysis25
Chapter VI Conclusion and Recommendation34
Chapter VII Bibliography36


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.


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,...

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
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