The document discusses Apple releasing a new 5.5-inch iPhone 6 and whether it will impact sales of the iPad mini. It also describes ethnographic research conducted on a college campus where students were observed using various Apple devices like iPhones and iPads for tasks like communication, schoolwork, gaming and social media. The research found that students needed larger screens for schoolwork and had battery life issues, but smaller screens were fine for social media.

1. Design
Business
Innovation
Daniella Valente Professor Klinkowstein

2. Selected Business Article:
Apple to offer 5.5-inch
iphone 6: Will it steal
iPad mini sales?
Article
Daniella Valente Professor
Klinkowstein

3. Daniella Valente Professor Klinkowstein
Picture

4. Apple allows third-parties
designers to obtain
specifications about the
IPhone.
Daniella Valente Professor Klinkowstein
Summary

5. Iphone 6 is 3x the retina
display (2208 x 1242
resolution or 461 pixels per
inch)
Daniella Valente Professor Klinkowstein
Summary

6. Will this new product
actually get the company’s
margins up & profits through
the roof?
Daniella Valente Professor Klinkowstein
Summary

7. Setting / Activity for
Ethnographic Observation:
You may see students around
campus with many different
Apple devices.
Daniella Valente Professor Klinkowstein

8. Daniella Valente Professor Klinkowstein
Ethnographic
Research,
Student using
their phone to
communicate
with others.

9. Daniella Valente Professor Klinkowstein
Ethnographic
Research,
Student using
their phone to
communicate
with others

10. Daniella Valente Professor Klinkowstein
Ethnographic Research,
Student using their phones

11. Daniella Valente Professor Klinkowstein
Ethnographic
Research,
Student using
their ipad to
do school
work.

12. Daniella Valente Professor Klinkowstein
Ethnographic
Research,
Student using
their ipad
connect with
social media.

13. Daniella Valente Professor Klinkowstein
Ethnographic
Research,
Student using
their ipad to
do school
work.

14. Daniella Valente Professor Klinkowstein
Ethnographic
Research,
Student using
their phone
play games.

15. Students used their devices for
emailing, texting, gaming and
keeping up with social media.
Daniella Valente Professor Klinkowstein
Ethnographic Research
Observations

16. Students constantly complain
about having low battery.
Daniella Valente Professor Klinkowstein
Ethnographic Research
Observations

17. Students needed a larger
screen when trying to do
work with the devices.
Daniella Valente Professor Klinkowstein
Ethnographic Research
Observations

18. When students were
communicating through social
media, they had no problem
using a smaller screen.
Daniella Valente Professor Klinkowstein
Ethnographic Research
Observations

19. Each student remained
focused on their devices while
there were conversations
going on around them.
Daniella Valente Professor Klinkowstein
Ethnographic Research
Observations

20. Using our new case will fix most
of consumers issues with the new
iPhone 6 and will prove to be the
best case on the market.
Daniella Valente Professor Klinkowstein
Ethnographic Research
Findings

21. Ethnographic Research
Proposal
Inventing a sleek case that will
improve the sturdiness of the
iPhone will ensure a larger
revenue margin for that product.
(as well as our new product)
Daniella Valente Professor Klinkowstein

22. Improving the battery life of the
iPhone within the case will also ease
customers minds and convince more
people to invest in not only one but
possibly both products.
Ethnographic Research
Proposal
Daniella Valente Professor Klinkowstein

23. Providing a new product that will
benefit the clients along with a
promised increase in sales of the
iPhone 6
Ethnographic Research
Proposal
Daniella Valente Professor Klinkowstein

24. Examples
–Apple: Think different
–Verizon: Can you hear me now?
–Toshiba: Take Toshiba, Take the
World.
Daniella Valente Professor Klinkowstein
Tagline Study:
Tagline Research

25. iPhone 6 Case Tagline:
– Power & Reassurance means
Everything
Daniella Valente Professor Klinkowstein
Tagline Study:
New Tagline

26. Daniella Valente Professor Klinkowstein
Tagline Study:
Raw Background Images

27. Daniella Valente Professor Klinkowstein
Tagline Study:
Blurred Background Images

28. Daniella Valente Professor Klinkowstein
Tagline Study:
Image and Tagline Study

29. Infographic Elements
• Rechargeable battery
• A Back Pocket
• Scented
• Variety of Colors
Daniella Valente Professor Klinkowstein

30. Infographic Sketches
Daniella Valente Professor Klinkowstein

31. Infographic Sketches
Daniella Valente Professor Klinkowstein

32. Infographic Sketches
Daniella Valente Professor Klinkowstein

33. Infographic Elements Process
Daniella Valente Professor Klinkowstein