The launch strategies of new products in the telecommunications sector: the case of the Apple iPhone

The iPhone's launch in the USA and Europe has generated an exceptional media coverage and a significant interest from the industry experts and potential customers. Following an analysis of the iPhone's characteristics as an innovation, this paper studies how Apple managed to stimulate such an interest by carefully orchestrating its launch strategy. This case study illustrates the effects of a new product's preannouncement. The paper also studies the first stages of the product second-generation's launch, exploring the changes it induces in terms of business model and marketing strategy. [PUB ABSTRACT] Reproduced by permission of Bibliothèque de Sciences Po