iPhone pricing model

•

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Team 5 proposes three iPhone pricing models to increase Apple's profits and market share: 1) A base model at $525, a premium model at $600, and a luxury unlocked model at $800. 2) An alternative model offers an 8GB iPhone for $199 and 16GB for $525, both subsidized. A luxury unlocked model is also offered. 3) Their recommendation is the first model, as it offers a lower-priced option to increase market penetration while the premium and luxury models appeal to status-seeking customers and those wanting flexibility. This three-tier approach balances affordability with exclusivity to maximize profits.

Strategy and Tactics of Pricing
(Marketing 469)
Final Case Presentation - iPhone Pricing Model

Team 5: Vibhor Chhabra, Arshi Singh, Derek Vaughn

Agenda
Business Problem

Differentiating Factors

Sales & Pricing

Proposed Pricing Models

Recommendation

Appendix

Business Problem
How can Apple increase proﬁts and increase
market share in the smart phone segment
without sacriﬁcing the premium or exclusivity
associated with its iPhone?

Proposal - Offer 3 Price Options
Price Sensitive Luxury/Lead
Enthusiast
Consumer Consumer
New model
unlocked
Current iPhone 3G New model
Distinctive
16GB bluetooth headset
8GB
32GB
$199 with a two $499 with a 1 year
contract $799 without a
year contract
contract

Value chain
The value chain below illustrates the context
in which Apple delivers value to the customer
with the iPhone:

Network Billing Design Build O.S. Apps Branding Marketing Customer

Any change to pricing must take network
provider incentives into consideration.

Factors differentiating the iPhone
‣ “There is an app for everything”
‣Ease of use, fashionable, media capabilities, synchronization,
touchscreen, app store, and functionality

‣ Primary Weaknesses are carrier availability and affordability

10.0

7.5

5.0

Affordable 2.5
Fashionable

Web Browsing 0
Carrier Availability
iPhone Blackberry Pearl Motorola RAZR
Functionality

Smart and Easy to Use
Smart
iPhone
Android

Nokia
Hard Easy
Moto Q Palm
to use to use

Other

Not so smart

Growth phase of iPhone
Sales

Time

Introduction phase (Skimming) Growth phase (competitive pricing)
‣High perceived value ‣Subsidized phone
‣Leaders less price sensitive ‣Expansion of customer base
‣High price to signal high quality

Consumer surplus & Demand

Source: Gizmodo.com Source: Fortune

Sales Pattern

7,000,000

5,250,000

3,500,000

1,750,000
Q3 2007
Q4 2007
Q1 2008
Q2 2008
0
Q3 2008
Q4 2008
Q1 2009*

Source: Apple.com earnings release

Price-Volume Interpretation
‘07-’08 Sales ($500) ‘08 - ‘09 Sales ($200)

7,000,000

5,250,000

3,500,000

1,750,000
Q3

Q4
0

Q1

Source: Apple.com earnings release
Q2

Proposed Pricing Model
Price Cost Demand Proﬁtability ($) C
U
8 GB $525 $170 10,000,000 $3,550,000,000
R
16 GB $625 $180 5,000,000 $2,225,000,000 R
E
Net Proﬁt $5,775,000,000 N
T

Price Cost Demand Proﬁtability ($) P
R
Base $525 $170 10,000,000 $3,550,000,000 O
Premium $600 $200 7,500,000 $3,000,000,000 P
O
Luxury $800 $200 1,100,000 $660,000,000 S
Net Proﬁt $7,210,000,000 E
D

Proposed Pricing Model
Revenue Subsidy Demand Proﬁtability ($) C
U
8/16 GB 2160 $325 15,000,000 27,525,000,000 R
R
Net Proﬁt 27,525,000,000 E
N
T

Revenue Subsidy Demand Proﬁtability P
R
Base 2160 325 10,000,000 18,350,000,000 O
P
Premium 1200 100 9,750,000 11,000,000,000
O
Luxury 0 0 0 0 S
E
Net Proﬁt 29,350,000,000 D

Recommendation
Base
‣ Offers lower priced handset option
‣ Increased market penetration that complements externalities
Premium
‣ Captures value from customers who want the latest technology
‣ Visual distinction from standard iPhone increases exclusivity
‣ Increased revenue from more frequent repeat purchases
Luxury
‣ Same Beneﬁts as option 2
‣ Offers ﬂexibility to choose network providers
‣ Capitalizes on growing market for unlocked iPhones

History - iPhone
The iPhone is a smart phone that combines a web browser, email,
iPod and personal computer into a single, fashionable, easy-to-use
device.

Price: Introduced at a price of $599, dropped to $399 for an 8GB
model. Current prices are $199 for an 8GB version and $299 for a
16GB version

Weakness: Customers must sign a 2 year contract; AT&T is the
exclusive carrier

iPhone customers:
Initial - Tech Savvy ( Early Adopters)
Today - Students, Teenagers , Business users, Tech Savoy

Distribution channels: Apple Store, Online, Walmart, & Best Buy

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iPhone pricing model

1. Strategy and Tactics of Pricing (Marketing 469) Final Case Presentation - iPhone Pricing Model Team 5: Vibhor Chhabra, Arshi Singh, Derek Vaughn

2. Agenda Business Problem Differentiating Factors Sales & Pricing Proposed Pricing Models Recommendation Appendix

3. Business Problem How can Apple increase proﬁts and increase market share in the smart phone segment without sacriﬁcing the premium or exclusivity associated with its iPhone?

4. Proposal - Offer 3 Price Options Price Sensitive Luxury/Lead Enthusiast Consumer Consumer New model unlocked Current iPhone 3G New model Distinctive 16GB bluetooth headset 8GB 32GB $199 with a two $499 with a 1 year contract $799 without a year contract contract

5. Value chain The value chain below illustrates the context in which Apple delivers value to the customer with the iPhone: Network Billing Design Build O.S. Apps Branding Marketing Customer Any change to pricing must take network provider incentives into consideration.

6. Factors differentiating the iPhone ‣ “There is an app for everything” ‣Ease of use, fashionable, media capabilities, synchronization, touchscreen, app store, and functionality ‣ Primary Weaknesses are carrier availability and affordability 10.0 7.5 5.0 Affordable 2.5 Fashionable Web Browsing 0 Carrier Availability iPhone Blackberry Pearl Motorola RAZR Functionality

7. Smart and Easy to Use Smart iPhone Android Nokia Hard Easy Moto Q Palm to use to use Other Not so smart

8. Growth phase of iPhone Sales Time Introduction phase (Skimming) Growth phase (competitive pricing) ‣High perceived value ‣Subsidized phone ‣Leaders less price sensitive ‣Expansion of customer base ‣High price to signal high quality

9. Consumer surplus & Demand Source: Gizmodo.com Source: Fortune

10. Sales Pattern 7,000,000 5,250,000 3,500,000 1,750,000 Q3 2007 Q4 2007 Q1 2008 Q2 2008 0 Q3 2008 Q4 2008 Q1 2009* Source: Apple.com earnings release

11. Price-Volume Interpretation ‘07-’08 Sales ($500) ‘08 - ‘09 Sales ($200) 7,000,000 5,250,000 3,500,000 1,750,000 Q3 Q4 0 Q1 Source: Apple.com earnings release Q2

12. Proposal - Offer 3 Price Options Price Sensitive Luxury/Lead Enthusiast Consumer Consumer New model unlocked Current iPhone 3G New model Distinctive 16GB bluetooth headset 8GB 32GB $199 with a two $499 with a 1 year contract $799 without a year contract contract

13. Proposed Pricing Model Price Cost Demand Profitability ($) C U 8 GB $525 $170 10,000,000 $3,550,000,000 R 16 GB $625 $180 5,000,000 $2,225,000,000 R E Net Profit $5,775,000,000 N T Price Cost Demand Profitability ($) P R Base $525 $170 10,000,000 $3,550,000,000 O Premium $600 $200 7,500,000 $3,000,000,000 P O Luxury $800 $200 1,100,000 $660,000,000 S Net Profit $7,210,000,000 E D

14. Proposed Pricing Model Revenue Subsidy Demand Profitability ($) C U 8/16 GB 2160 $325 15,000,000 27,525,000,000 R R Net Profit 27,525,000,000 E N T Revenue Subsidy Demand Profitability P R Base 2160 325 10,000,000 18,350,000,000 O P Premium 1200 100 9,750,000 11,000,000,000 O Luxury 0 0 0 0 S E Net Profit 29,350,000,000 D

15. Recommendation Base ‣ Offers lower priced handset option ‣ Increased market penetration that complements externalities Premium ‣ Captures value from customers who want the latest technology ‣ Visual distinction from standard iPhone increases exclusivity ‣ Increased revenue from more frequent repeat purchases Luxury ‣ Same Beneﬁts as option 2 ‣ Offers ﬂexibility to choose network providers ‣ Capitalizes on growing market for unlocked iPhones

16. Questions

17. Appendix

18. History - iPhone The iPhone is a smart phone that combines a web browser, email, iPod and personal computer into a single, fashionable, easy-to-use device. Price: Introduced at a price of $599, dropped to $399 for an 8GB model. Current prices are $199 for an 8GB version and $299 for a 16GB version Weakness: Customers must sign a 2 year contract; AT&T is the exclusive carrier iPhone customers: Initial - Tech Savvy ( Early Adopters) Today - Students, Teenagers , Business users, Tech Savoy Distribution channels: Apple Store, Online, Walmart, & Best Buy

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iPhone pricing model

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