The Apple iPhone 5 Consumerism

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The Apple iPhone 5 Consumerism




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Presentations text content in The Apple iPhone 5 Consumerism

Slide1

The Apple iPhone 5

Consumerism project by Lise ArsenaultPresented to Mr. Marc-André LeBlanc

Slide2

About AppleFounded

in 1976Notable people: Steve Jobs, Steve Wozniak, Tim CookHeadquarters: California, USARevenue (2012): US$156 billion, and an

expected revenue of about $52 billion for the first quarter of 2013.

Advertising

budget (2011): US$933 millionAdvertising for iPhone (2010): US$173.3 million394 retail stores worldwide

Source:

Official Apple press releases

Slide3

About the commercialPosted

on Apple’s official YouTube channel on September 21st, the release date of the

iPhone

5.

1.5 million+ viewsDescribed as "The biggest and tallest yet somehow thinnest and lightest iPhone yet. "

Slide4

About the product

The sixth iPhone"The biggest thing to happen to iPhone since iPhone"26.9 million sold in 2012, 2 million of those in the first 24-hours

of online

pre

-order, and 5 million within the first three days in stores.iOS

currently

has 53.3% of the

worldwide

mobile

smartphone market share.

Sources:

Official Apple press releases

&

BGR

Slide5

About the product

iOS 6 is not very different from

iOS

5The anodized aluminum back of the phone is prone to scratching

The

larger

screen

makes it difficult to

manipulate

when using the phone with one handThe new "Lightning port" connector renders old components useless

Sources:

Official Apple press releases

&

The Verge

Slide6

Logos" How

can something get bigger and smaller

? "  (

Screen

hight vs. Weight, depth)It’s thinner and

lighter

,

therefore

more

convenient

You see the phone in action: Flyover, web

browsing

,

movie viewing, etc.

Slide7

PathosNear

the end, they show a picture of a smiling child

at

the

beach.

Slide8

EthosBy

showing off the blackboard in the beginning, it makes

the consumer trust

their

knowledge in the topic ("They must know what

they’re

doing

!")

Narrated

by Jeff DanielsThe advertisement features

a clip

from

the film "Brave"

Slide9

Environmental impacts

Source: iPhone 5 Environmental Report

Summary

Slide10

Social impactsThe phone

will push other companies to improve battery

life, as

well

decrease thickness and weight, in order to keep

their

customers

.

The

demand for desktops and laptops has declined.

$14.1 billion in application revenue in 2012,

much of which is going to smaller companies and individuals.With every generation, people feel the "

need

"

   to upgrade

Sources:

MediaPost

,

ABC

,

Gigaom

Slide11

Is it effective?

Apple ads are known to be creative, simple and

clever

. The "

Get a Mac"  campaign is one of the most recognised

examples

.

They

target demographics that are

easy

to

convince.Their effectiveness is also affected by the ‘i-phoria’ that

new

products

bring

along

.

Source:

Web Pro News


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