The iPhone is a line of touchscreen-based smartphones designed and marketed by Apple Inc. that use Apple’s iOS mobile operating system. The first-generation iPhone was announced by Apple co-founder Steve Jobs on January 9, 2007. Since then Apple has annually released new iPhone models and iOS updates. As of November 1, 2018, more than 2.2 billion iPhones had been sold.

The iPhone’s user interface is built around a multi-touch screen with a virtual keyboard. The iPhone connects to cellular networks or Wi-Fi, and can make calls, browse the web, take pictures, play music and send and receive emails and text messages. Since the iPhone’s launch further features have been added, including larger screen sizes, shooting video, waterproofing and the ability to install third-party mobile apps through an app store, as well as accessibility support. Up to 2017, iPhones used a layout with a single button on the front panel that returns the user to the home screen. Since 2017, more expensive iPhone models have switched to a nearly bezel-less front screen design with app switching activated by gesture recognition.

The first-generation iPhone was described as “revolutionary” and a “game-changer” for the mobile phone industry and subsequent models have also garnered praise. The iPhone has been credited with popularizing the smartphone and slate form factor, and with creating a large market for smartphone apps, or “app economy”. As of January 2017, Apple’s App Store contained more than 2.2 million applications for the iPhone.

The iPhone is one of the two largest smartphone platforms in the world alongside Google’s Android, forming a large part of the luxury market. The iPhone has generated large profits for Apple, making it one of the world’s most valuable publicly traded companies.

Development of what was to become the iPhone began in 2004, when Apple started to gather a team of 1,000 employees (including Jonathan Ive, the designer behind the iMac and iPod) to work on the highly confidential “Project Purple.” Apple CEO Steve Jobs steered the original focus away from a tablet (which Apple eventually revisited in the form of the iPad) towards a phone. Apple created the device during a secretive collaboration with Cingular Wireless (which became AT & T Mobility) at the time – at an estimated development cost of US $ 150 million over thirty months.

According to Steve Jobs, the “i” word in “iMac” (and therefore “iPod”, “iPhone” and “iPad”) stands for internet, individual, instruct, inform, and inspire.

Apple rejected the “design by committee” approach that had yielded the Motorola ROKR E1, a largely unsuccessful collaboration with Motorola. Among other deficiencies, the ROKR E1’s firmware limited storage to only 100 iTunes songs to avoid competing with Apple’s iPod nano.

Apple Incorporation is an American multinational corporation that has been successful all over the world. The brand has gained popularity, visibility and loyalty of its customers over the years and still goes strong even when it has tough competitors. Apple has many products under its umbrella that includes Mac, iPhone, iPad, iPod, Apple TV etc.   

The brand has a nice market that caters to people who look for products that define luxury, utility and class at the same time. The most popular product of Apple is iPhone and is among the most desirable gadgets of all age group. The people who started using iPhone became loyal to it and could never compare the experience the Apple iPhone gives with any other competitive brand.   

The reason behind the success of iPhone :  

• Creating Niche : iPhone was launched under Apple brand in the year 2007 and since then the phone has released many variants in which the iPhone 5S is the latest one. The brand has never compromised on quality and always focused on giving its customers a unique experience with its exclusive features like iTunes, smart looks, operating software, retina display and much more.  

• Marketing : Right from the beginning the brand has put in efforts to market its phone by means of emotions. A product like iPhone does not promises to be a quality device but ensures a whole new experience by attaching itself with your lifestyle, emotions, imagination, power in your hands, liberty, dreams, hopes, innovation and aspirations.

• Advertising : Early ad campaigns with tag lines like ‘say hello to iPhone’ that launched the product to ‘think different’ every tagline has been designed to tap the audience’s need for a unique and stylish product.  

• Price : The brand has never shy away from presenting itself a brand with high price range but having said that it has clearly justified its price with high class features that the iPhone offers and therefore once the customers buy this product they turn into ‘blind loyal’ to the brand.   

• Variants : The iPhone offers a series of products that majorly varies in device storage. In any series of iPhone you have options available like 4GB, 16GB, 32GB etc. for instance Apple iPhone 4 series offer multiple choice to its customers like iPhone 4 8Gb, iPhone 4S 16Gb etc. and accordingly the price varies.   

• Accessibility : The brand has its exclusive stores all over the world. Apple retail stores offer its customers a friendly and no-pressure ambience where they can discuss and discover more about the Apple family and its products.  

The Latest :  

The brand has made a buzz all over the market by launching the most awaited Apple iPhone 5. The company also promised to offer 4G cellular service to its customers. With the launch of the iPhone 5S and iPhone 5C simultaneously, Apple set the new record for first-weekend smart phone sales as it sold over nine million devices in the first three days of its launch. The iPhone 5 series comes with extra ordinary features like body made from single piece of machined aluminum, mirror finish, finely textured, smooth edges, and sapphire crystal camera cover.