The document discusses the case study of the iPhone. It outlines Apple's history and success in the mobile device industry. It then examines the iPhone's marketing strategies of focusing on touch screen usability, large high-resolution displays, and easy internet access. Technological affordances that contributed to the iPhone's popularity include the iOS operating system, iCloud storage, Touch ID fingerprint security, and mobile payment through Apple Pay. These innovations enhanced the customer experience by supporting business, communication, and entertainment needs on the go.

1. The Evaluation of Media
Management
The case study of iPhone

2. Introduction and background
 The apple Inc. is a multinational corporation
based in California. With the nearly 40 year’s
developments
 Leading position in the mobile device and
digital media industry.

 Its business range includes the smartphones,
tables, computers, portable music players and
software. The famous products include Apple
TV, iWatch, iPhone, iPad, iPod, MacBook and
so on.
 The iPhone series was first launched in 2007,
with the new operation system and multi-touch
technology
 The sale of iPhone products keeps increasing
since 2007. In 2011, it exceeded the sale of
Nokia and occupied the first sale position in
mobile phone industry
 In September, 2015; it launched the iPhone 6s
and iPhone 6s plus

3. The marketing and branding
 The traditional smartphone is
operated in the keyboard which is
not so convenience for users
 The screen of phone is related
small, it’s hard for customer to
watch the content in the screen
 The iPhone is designed to
overcome this problem. With the
touch screen, customers could
operate the phone in the screen
directly
 The keyboard will not appear in
the mobile phone. All the
instructions of users could be
operated in the touch screen.
 The screen is getting larger and
clearer, the screen iPhone 3 is 4.7
inches and the iPhone 6s is 5.5
inches. more content could be
shown in a screen, which has met
the expectation of customers.

4. The marketing and branding
 To access to the internet easily
 Traditional mobile phones have
lots of problems accessing to the
internet.
 The iPhone has met the
expectations of customers.
 In order to decline the cost of
data traffic, Apple Inc. corporates
with the operators. With the
iPhone, people could access to
the internet anywhere and in
anytime. So it was said that the
iPhone has started the mobile
internet era.

5. The marketing and branding
 To support more functions
• The basic function of traditional
phone is call and message.
• The iPhone has enriched the
functions of mobile phone largely
• Firstly, the personal-owned
applications of iPhone support
lots of functions
• Secondly, the iOS operation
system provides a platform for the
applications of the third parties.

6. The technological affordance
 The iOS operation system
• The iOS operation system is the
core advantages of iPhone. IOS
created a platform for applications
of the third parties. Much useful
and widely used software develop
its application

7. The technological affordance
 The iCloud technology
• The iCloud technology is a cloud
data store service designed by Apple
Inc.
• Firstly; customers could store kinds
of document in the iCloud, Which
save the storage of hardware.
• Secondly, the iCloud could keep the
data update and backup its data in
case of the loss of device.

8. The technology affordance
 The Touch ID technology
• The Touch ID tracks the owner’s fingerprint
with the home key, which is different from
each other.
• When the users intend to enter the device or
do some private operations, the Touch ID will
identify the fingerprint of this user to ensure
it's the owner of this iPhone (Apple Inc.,
2015).
• The Touch ID is widely used in the system or
application entering and payment
applications. It's a useful way to protect the
private information and assets, which make
the iPhone more exclusive

9. The technological affordance
 The screen touch
technology
The multi touch
technology
The 3D touch technology
 A vedio
 http://www.apple.co
m/iphone-6s/3d-
touch/

10. The technological affordance
 The Apple Pay technology
• The apple pay technology is a
mobile payment service
equipped in the iPhone. (Apple
Inc., 2015).
• The apple pay will connect the
customer’s credit or debit card
with the function of online
payment
• Besides, with the wide use of
apple pay, customers may not
bring the cash or credit card
with them. This brings lots of
convenience for the
micropayment.

11. The customer experiences
 To support the business life

12. The customer experiences
 To improve the lifestyle

13. The customer experience
 To enjoy the casual
time
 To improve the
education

14. The customers experience
 To improve the communication quality
• With the access to internet, iPhone
also improve the communication
function as a mobile phone.
• With the Siri technology, users could
instruct the iPhone through voice.
• The Facetime make the
communication face to face.
• Beside, the voice call online is
clearer and cheap than ordinary
phones.

15. Conclusion
 It has reviewed the marketing and branding strategy of iPhone
 The success of iPhone lies in the exact understanding the customers’
expectation for a mobile phone, which is mainly the multi functions and
access to internet.
 It also reviewed the main technological affordances of iPhone. The
technological innovation is the key reason for its success. These advanced
technology has improve the customer experiences greatly.
 The iPhone has identified the new generation of smart phone and start the
era of mobile internet. To hold the leading position in the industry and keep
the sustainable development, Apple Inc. needs keep tracking the
expectation changes of customers and insist on the technological
innovation