Apple app store case study

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Apple app store case study

  1. 1. The Apple App Store<br />Case Study<br />
  2. 2. Overview of App Store<br />Opened on July 10, 2008 via an update to iTunes.<br />Browse and download applications<br />Can be bought for free or at a cost. <br />10 billionth app was downloaded from Apple App Store on January 22, 2011<br />
  3. 3. Ownership and Control<br />Apple generated $250 million in revenue in 2010<br />Promotion<br />30% of revenues from the store go to Apple, and 70% go to the seller of the application<br />Reject or applications by companies<br />Companies may compete in order for their apps to be successful<br />
  4. 4. Audience consumption<br />Range of applications<br />Apps dedicated to different audiences, e.g. Businessmen, students<br />Useful for all types of work e.g. building, calculating, note taking<br />Sophisticated in terms of usability , graphics and quality of apps<br />
  5. 5. Distribution and Exhibition<br />App Store is set categories such as Entertainment, Productivity<br />Android Marketplace and OVI Store have similar apps, but mainly for entertainment and work<br />Exhibited different platforms such as internet advertisements, viral marketing, tube posters<br />App store popular due to quality of apps and usefulness of apps<br />
  6. 6. App Store Audience <br />Adults, teenagers and children<br />B/C1/C2/D and E socio economic groups<br />Mainstreamers , Aspirers and Succeeders<br />Diversion, relationships, personal identity, surveillance<br />Apps for downloading music, entertainment or for work<br />
  7. 7. Audience choices and response<br />Pluralistic model- Freedom of choice<br />Audience interaction - YouTube and video making apps on iPhone4<br />UGC<br />Buy apps for free or purchase them from the App Store<br />Upgrade apps<br />
  8. 8. Concerns and Considerations<br />Microsoft concerned as Apple is trying to trademark 'The App Store’.<br />Deregulation of Apps<br />Create apps which are better than their competitors<br />Create content which is superior to their competitors<br />Web applications can be downloaded on the device but may be less functional<br />
  9. 9. Social and Political Implications<br />"Consumerism generates hunger for material status symbols, new material needs".<br />More demand of these products<br />Political parties have apps- Conservatives<br />‘Wikileaks’ app <br />Improve business relations between countries<br />Moral panics surrounding adult content and deregulation<br />
  10. 10. Effects on institutions <br />Benefit from having apps on smart phones<br />Music institutions profit from selling music on iTunes<br />Competition from different app stores for apps e.g. Android Marketplace<br />Develop in order to gain profits and appeal to wider audiences.<br />Technological changes- app store may become advanced<br />
  11. 11. Issues regarding censorship <br />and regulation<br />Adult apps on the App store<br />Children can access adult apps<br />Dumbing down theory<br />Piracy- Apps to watch movies for free<br />Baby Shaker App<br />Sun Newspaper- Page 3<br />
  12. 12. Cross Cultural Factors and Globalisation<br />" ....large corporations can maximise profits by entering foreign markets".<br />323 Apple Stores around the world<br />Multiculturalism- Languages and Cooking apps<br />Different people can learn about other people’s culture- Learning to write Chinese app, Japanese cooking app<br />App store available around the world<br />Apps come in different languages, e.g. German<br />

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