I created a proposal project for Apple.

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Apple iPhone. Business Proposal
Alex Pate
Full Sail University

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Table of Contents
Introduction.......................................................................................................................3
Section 1 (Apple, Inc. Business Overview).......................................................................4
Section 2 (Apple iPhone. Business Examination).............................................................7
Section 3 (Apple iPhone. Business Pain Point)..................................................................10
Section 4 (Apple iPhone. Proposed Solution).....................................................................14
Conclusion...........................................................................................................................17
References...........................................................................................................................18

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Introduction
The proposal discusses a variety of subjects related to our company, Apple, and one of our
major brands, the iPhone. Topics include the origin of our company, consumer analysis,
company pain point, and a proposed solution for the conflict. The purpose of the writing is to
remind us of our goals and principles, and it highlights our devotion to the consumer market. Our
mission is conveyed throughout the composition, and it should enable the comprehension on why
the pain point should be resolved. I propose a reasonable solution to the hinderance, and I
explain how it could benefit our company.

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Apple, Inc. Business Overview
I am appreciative and honored to be affiliated with Apple, for I truly feel part of the Apple
family. Our Company was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne. “They
founded Apple Computer Inc on 1 April 1976” (Rawlinson, 2017, sect. 4). The name, Apple,
came from Steve Jobs “after he returned from apple farm.” “He apparently thought the name
sounded “fun, spirited and not intimidating”’ (Rawlinson, 2017, sect. 5). A name with positive
connotation was/is essential for our company, for we are a corporation that creates and provides
products to consumers. In other words, we are a B2C because consumers exchange their cash for
our products and services. Our company is publicly traded on the stock market, so information of
any significance must be communicated to shareholders. Apple is one of the most valuable
public companies in the world. In fact, we were regarded as the most valuable just last year in
February (Feiner, 2019). Our company has prestigious origin, and we currently have eminent
status across the globe.
We are associated in the technological industry or the information technology industry for
specifics. We utilize and distribute gadgetry developed from scientific comprehension. The
information technology industry is in great condition, for expansion in the forms of occupations
and products continues to take place. “The global information technology industry is on pace to
reach $5.2 trillion in 2020” (CompTIA, 2019, sect. 1). The industry is bringing in a substantial
amount of revenue. The United States sits at the top of the market, for “32 percent of the total”
comes from the country. However, most technological spending occurs outside the country.
“Western Europe remains a significant contributor, accounting for approximately one of every

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five technology dollars spent worldwide” (CompTIA, 2019, sect. 1). The industry is projected to
grow at a rate of approximately 4 percent this year. Because occupations and everyday livelihood
depend on technology, the industry continuously expands. The consequence is the threat of
competition, for any individual or company can produce a product or service within patent
guidelines to satisfy a need or desire. The creation of products like our own enables consumers to
substitute goods; They could utilize competitor products instead of ours. I predict the
technological industry will continue to diversify because of its constant demand. I believe virtual
reality technology will make a huge leap in the next couple of years which will ultimately lead to
a new perception of technology. In addition, I consider paranoia and fear a threat soon. The
consumer market may accumulate fear due to questions surrounding wireless communication
technologies like 5G internet. There is business opportunity in conveying a message to the public
signifying the safety of these services. Messages can be transmitted in campaigns/commercials.
Alarm relief would ensure steady sale progression. Our company is established in a secure
industry with the potential to progress further.
We sell a variety of products and services to our consumer market. For example, we sell
iPhones, iPads (tablet), iPods (music player), earbuds, and Apple TVs. Our company also offers
streaming services in both music and television. The iPhone and iPad allow consumers to
receive/make text messages and phone calls. Both have access to the internet and web. The
iTunes store gives consumers access to movies, music, and television shows; They can purchase
and utilize the various forms of entertainment on their iPhones and iPads. In addition, our
television streaming service benefits consumers financially, for the price is discounted in
comparison to competitor brands. “Apple announced pricing details for the service. It costs just
$4.99 per month, making it the cheapest of all the major streaming services today” (Kovach,

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2019, para. 4). Consumers can receive entertainment at a reduced-price range. Also, we offer one
free year of the streaming service when customers purchase an Apple TV 4K. Our company
utilizes a premium price strategy for products. The strategy makes our average cost higher than
that of our competitors. We believe the quality of our products along with prestigious branding
and modernization validates the pricing technique. “The company [Apple] utilizes premium
pricing in combination with premium branding and creative innovation” (Greenspan, 2019, sect.
4). I believe there is business opportunity in wearable technology, for the market is projected to
increase in future years. Apple watches could be innovated to align with the market. Our
company is innovative and responsive to consumer needs and desires. Now that the totality of
our company has been overviewed, I will focus on the focal subject for this proposal which is the
iPhone.

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Apple iPhone. Business Examination
Our company has a diverse consumer market in which encompasses a wide range of people.
The iPhone charms males and females from the United States and countries worldwide. The age
range of the target segment is 20-45, and they are primarily classified in middle/upper classes
(Dudovskiy, 2019). We believe our consumer market exhibits traits of determination and
ambition. The consumer market desires “Sense of achievement and belonging,” and they want
their smartphone to contain “advanced features and capabilities” (Dudovskiy, 2019, table). Our
consumers also seek a phone with expeditious operating qualities. The iPhone satisfies all the
preferences through its innovative properties, branding, and operating system. Business
opportunity continues to present itself in India. “According to a recent IDC report, Apple
commanded 51.3% of India's premium smartphone segment in the third quarter of 2019”
(Chauhan, 2019, para. 2). Our company continues to increase its presence in the Indian market.
We can continue to offer iPhones at a discounted price, for it resonates with the respective
market. The Indian market does not want to pay premium price for an iPhone currently.
“Launching a mid-range iPhone will, therefore, create a win-win situation for Apple and help the
company ship more devices in the Indian market” (Chauhan, 2019, sect. 2). The strategy will
increase iPhone sales which will ultimately increase company revenue.
The immense demand for smartphones creates a vast competitor field. Potential consumers
purchase their smartphones at competitor companies; Our top competitors are Samsung, Goggle
Pixel, and Redmi with OnePlus following close behind. Also, the LG and HTC smartphones are
rivals. The strengths of Samsung or specifically the Samsung Galaxy are diverse. “Samsung

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Galaxy phones have powerful specifications and great features. Their phones have a widely
accepted Android OS and are available at different costs” (Bhasin, 2019, hdng. 1). There is a
glaring weakness in Samsung’s operation. “Samsung’s dependence on Android OS is a weakness
that limits business capabilities... the company’s smartphone’s operating-system functions and
related licenses are restricted because of Google’s licensing of Android” (Martin, 2019, hdng. 2).
The result of the restriction licensing is a smartphone with an operating-system ceiling. Google
Pixel has superb picture quality. In addition, “Google Pixel phones have excellent performance...
All the pixel phones get monthly updates having the latest security patches” (Bhasin, 2019, hdng.
2). There is a limited amount of memory space available for the phones. The OnePlus prioritizes
design and functionality. Like the Google Pixel, A glaring hinderance in OnePlus phones is its
memory space, for it does not have access to additional storage. Our business is positioned
against competitors with branding strategy and creativity.
We have an original selling proposition that differs from our competition. For explanation, we
do not have one specific feature that we convey to make a sale pitch. Instead, totality is
considered. Our company knows it is more beneficial to communicate the overall joy and
satisfaction the iPhone brings rather than emphasize a trait/feature. We offer a product that emits
happiness, fulfillment, and esteem as a result of prestige branding and novelty.” By emphasizing
the overall experience of using the device, Apple’s value proposition is as unique as its approach
to product design and aesthetics” (Shewan, 2020, hdng. 2). We want consumers to perceive us as
a unique innovative company, and the selling proposition tactic enables the depiction.
The management team make our business tactics/procedures possible, for they have the
background necessary to operate a progressive business. Our team encompasses the necessary
sectors for product development and branding. For explanation, Dan Riccio is head of the

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hardware engineering department. He has a bachelor's in mechanical engineering; He worked as
the senior manager at Compaq before joining our company. John Giannandrea is head of the AI
strategy department. “He earned a Bachelor of Science with Honors in Computer Science and
was awarded a Doctorate Honoris Causa” (Apple, 2020). He is also on the board of trustees at
the SETI institute. In addition, the marketing communications department is led by Tor Myhren.
He has a bachelor’s degree in English literature. He was named to Fast Company’s most creative
people and was inducted to the Advertising Federation of America’s Hall of Achievement. The
software engineering division is led by Craig Federighi. He has a master’s degree in computer
science and a bachelor’s in electrical engineering. Former jobs include NeXT and Ariba. Eddy
Cue is head of the internet software and services division. He has a bachelor’s in computer
science and economics. He has been working for our company since 1989. Our Board of
Directors are James A. Bell, Tim Cook, Albert Gore Jr., Andrea Jung, Ronald D. Sugar, and
Susan L. Wagner. The board members are former CEOs and presidents of companies in similar
industries, and it also includes the former vice president of the United States. Experienced and
accomplished individuals make up our company. The prestige allows our company to operate at
an optimal capacity because of the standard for success and excellence. I will convey a pain
point for our company in the next section.

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Apple iPhone. Business Pain Point
Our company is committed to providing the most innovative smartphone to our consumer
market. We established a mission statement that relays our contribution to the cellular phone
industry. “Apple has reinvented the mobile phone with its revolutionary iPhone and App store”
(Rowland, 2019, para. 3). Our desire is to continue to progress the iPhone to maintain its
ingenious status. We have constructed a culture that embraces creative innovation and teamwork
to ultimately meet customer desires. “The company’s cultural features focus on maintaining a
high level of innovation that involves creativity and a mindset that challenges conventions and
standards” (Meyer, 2019, para. 3). There are multiple reviews from company employees that
advocate the progressive modernistic culture. For example, one employee described our
company as innovative and detail oriented. We are credited with an excellent working
environment, and many statements convey that we aim to satisfy consumer needs and wants.
We have an element of transparency that allows outsiders or consumers to observe actions
that affect their privacy and use of our product. “Apple is committed to your privacy and being
transparent about government requests for customer data globally” (Apple, 2020, sect. 1). The
information is easy to navigate, and it is comprehensible to our diverse market. Our company
also gives insight to apps taken down due to legal violations. Reports are given on our website in
a table format, for it is easy to observe. We aim to be as open as possible to our consumer
market, for it garners trust and loyalty.
There are multiple trends occurring in our industry. TikTok is a trend that has established its
reputation as a social media force. The application has been downloaded over a billion times.

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“Sensor Tower stats reveals TikTok was downloaded over 738 million times globally in 2019.
This is a significant increase on the 655 million downloads recorded in 2018” (Iqbal, 2020, sect.
3). The app is available on the iPhone, and our consumers can utilize the application to its fullest
with our devices. In addition, there is a trend in 5g networks. The networks are been
implemented in greater capacity to increase the speed of downloading and uploading ability. Our
company is permitting the networks’ functionality on iPhones. Artificial Intelligence continues to
trend upwards in the tech and smartphone industry. Market size is projected to increase soon as a
result of the increased necessity for A.I. “The global artificial intelligence market size is
expected to reach USD 390.9 billion by 2025. The market is anticipated to expand at a CAGR of
46.2% from 2019 to 2025” (PRNewswire, 2020, para. 1). Our company is a top contributor in the
A.I market. The iPhone has many features that exploit A.I technology. For example, Siri, voice
assistant for iPhone, is a major artificial intelligence feature for our smartphones. Siri can
perform multiple tasks with a simple voice command. “You can ask Siri to order an Uber, send a
text in WhatsApp, or maybe order a pizza using the Domino's app” (Brandon, 2016, sect. 6).
Artificial intelligence technology is also utilized for the iPhones’ automated text responses and
features that enable photo recognition and motion sensor. We will continue to innovate the ways
in which A.I is implemented in our phones.
We are perceived as a creative and luxury company. Consumers and content writers depict us
as a company that offers innovative products at a premium price. The innovative features in
which the iPhone provides generates the perception as a creative company. “Most skeptics were
blown away by the iPhone X, with its facial recognition, camera quality, bezel-to-bezel screen,
and new user interface” (Safian, 2018, para. 1). Because of the creative features administered to
the iPhone, we were ranked as an innovative company. In fact, our company was ranked as the

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most innovative company in the world in 2018 (Fast Company, 2018). The continuous cross over
the thousand dollars threshold validates the perception of a lavish company. “Apple, it seems,
has now fully bought into the notion that it's an upscale brand... doubling down on thousand-
dollar phones, and simultaneously dropping its least expensive model, made clear that... the
iPhone maker seems to believe that the way forward is to be the Louis Vuitton of consumer
electronics” (Wolverton, 2018, para. 1). Our price point directly influences the discernment of
our brand.
Our latest iPhone has generated many positive reviews. The smartphones camera and battery
life are highlighted in many reviews. Our product’s camera is praised for having unique capture
qualities. “It’s not just the fact that Apple has added an extra lens — yes, it adds versatility —
but that the improvements largely come from image processing” (Chokkattu, 2019, sect. 3). As
seen with the review, users enjoy the picture capturing experience thanks to our smartphone’s
camera. In addition, consumers love the phones’ battery capabilities. “Incredible is the word I’d
use to describe battery life on the iPhone 11 Pro Max” (Chokkattu, 2019, sect. 5). The review
indicates the appeal users have towards the phone’s battery features. Our product’s camera and
battery life are a trending review topic, and they offer a great experience.
Competitor reviews are diverse and encompass a variety of elements. Many rates the
Samsung Galaxy S20 as a good phone however there is an obvious concern with the phone.
Reviewers depict the Samsung Galaxy S20 as too large, for it does not differentiate from its plus
version.” The Galaxy S20 looks exactly the same as the Galaxy S20 Plus, just on a slightly
smaller scale” (Boxall, 2020, sect. 1). Users of the Galaxy state viewing experience is hindered
due to the “screen aspect ratio.” They do enjoy the design and overall function of the phone. On

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the other hand, users of the OnePlus 8 gave the phone’s special features a high review. The
refresh rate of the device is enjoyed, and it has garnished many positive reviews.
There is a glaring customer pain point for our company on the Amazon website. Many
consumers rated our product poorly because of miscommunication or interpretation issues. Most
were on the basis that they were unable to utilize the phone because it was only accessible to a
certain cellular service. The reviews created the perception that our product was bad, but the
issue revolved around consumers’ inability to see the phone’s terms and conditions on the site.
Our company can try to communicate the information better with the help of Amazon, or we
could try to increase accessible services for the phone on the site. I concluded with the point
because I conducted researched from multiple sites that rated our product or specifically the
iPhone 11 pro max with 5 or 4 stars with descriptions indicating a phone with great functionality
and design. Bad reviews primarily came from the Amazon website because of service
hinderances. We need to address the issue, for it could damage our brand and the perception of
our product. A solution for the pain point is suggested in the concluding section

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Apple iPhone. Proposed Solution
Our company aims to deliver the best experience to our consumers. Customers should have
clarity on all business protocol that influences their involvement with our company to fulfill the
promise. The inability to communicate protocol clearly to consumers can create hinderances.
“Ineffective communication can lead to confusion, frustration,” and “conflict” (Papa, 2018, para.
1). The consequences of lack of clarity is validated with our company’s pain point. Consumers
are outraged with the iPhone 11 Pro Max on the Amazon website. The multiple reviews of
disdain for the product credits it. Their frustration derives from the lack of clarity that the
product only works on a specific cellular service. I recommend appeasing the grievance by
creating a term of conditions that identifies the product’s inaccessibility to various cellular
service providers. The content must convey the appropriate provider. I recommend establishing
the contract to pop up right before the command, proceed to checkout, goes through. The
placement will allow consumers to discern the stipulation associated with the product, so they
have the clarity necessary to make a just business decision, for all important information is
disclosed. Consumers must agree to the conditions before finalizing the transaction.
The innovation would greatly benefit our company, and it would cost little to no additional
money to implement it. Our company’s consumer market would be pleased which could decrease
the negative reviews on our product. The change of perception would also enhance our branding
image, for we would be perceived as a company that communicates transparently with our
customers to better their experience. “A strong brand image directly impacts the consumer
buying behavior” (Bhasin, 2019, sect. 3). The small insertion would make consumers more likely

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to purchase our products on the Amazon website which could increase our sales and revenue. I
will have to communicate with management to transition the idea into a plan, for their consent is
needed. The idea has the potential to generate additional revenue rather than conserve company
funds. It will not reduce the cost of production or Amazon’s fees, but it could make consumers
less hesitant to purchase our products on the Amazon website because their experience would be
transparent.
I have constructed an action plan for the proposition. The first step consists of writing the
term of conditions for the iPhone 11 Pro Max on the Amazon website. It will take me
approximately two business days to complete the task, for I must conduct the research necessary
to compose an intelligibly permissible contract. Funds are not necessary for the composition of
the term and conditions because I can draft it with my computer. I will utilize Microsoft Word
software to type the content. The indication for success in the first step is the completion of the
contract with no evidence of error or unsanctioned content before the proposed deadline. In
addition, the second step involves the presentation of the term and conditions to management, for
they must approve it before it is allowed on the Amazon website. I will present the presentation
Friday with the assistance of a computer and the keynote application. Success indicators are the
exhibit of the contract on the deadline and the permission to employ it. If authorization is
granted, the third step can commence. It involves incorporating the contract on the Amazon
website for the product. The insertion must take place immediately after compliance, for the
iPhone 11 Pro Max is already for sale. We must make use of the term and conditions before
consumer purchase of the product halts, for it would have little impact then. The personnel
responsible for product services on Amazon must carry out the plan. Success indicators are the
contract’s insertion and increase in product review.

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I established the plan because it was the optimal time to take the risk. Our product is receiving
negative reviews because of the glaring issue of clarity. The perfect time to correct this situation
is here and now while the product is new, for consumers are more likely to purchase the product.
An increase of positive reviews would boost the chance of purchase. I can potentially gain a
position from the recommendation. If the plan generates successful dividends, I may receive a
position writing content for product transactions.
I would convey logic and research from credible sources to management who want to
preserve status quo. An abundance of evidence supporting my innovative proposal should
convince them to accept it. However, I will give up on the idea if it receives rejection over a long
period of time no matter the research presented. The rejection would indicate that the company is
unwilling to conform. I would have no choice, for intrapreneurs must receive approval.
I would find a senior employee that has experience working as an intrapreneur to mentor me
on risks that have a larger consequence. It would be beneficial to acquire a mentor that
understands my motives. “Her advice is more likely to align with your instincts. Developing this
relationship over the long term can be the most important gut-check you will have” (Goldin,
2018, sect. 2). I would keep my mentor updated through emails and conversation when
applicable. I would implement my mentor’s suggestions if I am conflicted on a decision, for it
would confirm whether I should proceed with my plan or not. My mentor’s experience on the
subject would also play a major role in the decision to utilize his or her suggestion. A
recommendation from a credible source is beneficial, so it should always be considered.

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Conclusion
Our company provides innovative products to the consumer market, and we aim to give them the
best experience possible. The proposed solution progresses their experience, and it enhances our
perception. We must continue to showcase a forward-looking identity. The resolve of the pain
point validates this identity. Will we perform the actions necessary to not only appease the
problem but maintain our depiction?

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References
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your-iphone.html

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Chauhan, H. (2019, November 20). Apple Strikes Gold With the iPhone 11 in This Crucial
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