This document discusses research conducted on Apple device usage by students on a college campus. The research included ethnographic observations that found students using phones and iPads for communication, social media, games, and schoolwork. However, students complained about low battery life and needing larger screens for productivity tasks. The research concluded that students want mobile devices with longer battery life and bigger screens.

1. Daniella Valente Professor Klinkowstein
Design
Business
Innovation

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

3. Daniella Valente Professor Klinkowstein
Picture

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

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

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

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

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

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

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

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

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

20. Daniella Valente Professor Klinkowstein
Ethnographic Research Findings
• Students want something with a longer
battery life and a larger screen.

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

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

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

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

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