Save or Share this Report

For CIO Professionals

Quick Take: Apple Doubles Down On Its Premium Brand With The iPhone 5s And 5c

New Products Reflect The Company's Conviction That It Can Command Growth At The High End Of The Smartphone Market

September 11, 2013

Authors

Why Read This Brief

As the world watched Apple's latest iPhone announcements, the company departed from its previous product strategy. With a saturating high-end smartphone market and growth rapidly shifting to cost-conscious emerging markets, logic dictated that Apple's new lineup would feature an entry-level iPhone. But Apple does not follow conventional logic and sees the market opportunity differently, as evinced by not only its new lineup but also by its total offering of hardware, software, and applications.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($199 USD).

Purchase

Recommended Research