Marketing 16th Edition by William Pride,Ferrell

تمرين 46

except toward the purchase of something from Apple-the pricing controversy lost steam after a few weeks.
Intense competition from multinational rivals like Nokia, Samsung, and Research in Motion (maker of BlackBerry) has been a major influence on smartphone pricing. As Apple launches new iPhone models with more features and more power, it sets prices that are consider-ably lower than when the product was originally introduced years ago. The lower-priced iPhones have become enormously successful, sparking excitement and prompting long lines at Apple stores worldwide. During one recent three-month period, Apple sold more than 8 million iPhones, thanks to particularly strong demand in Asia. and Europe. Just as the iPod attracted many first-time Apple buyers, the iPhone's unique appeal and new, more affordable price tag have brought in new customers and given loyal customers another reason to buy from Apple.
The buzz from the iPhone, the iPad, and other products has also boosted demand for Apple's line of Macintosh computers and allowed the company to gain significant market share in that industry. Higher sales of Apple's entire product mix have also resulted in record-setting company profits and helped the company expand into new markets. Just as important, all these innovations have polished the Apple brand and added to its trend-setting image-which, in turn, allows the company to charge premium prices when it launches new products?
1. What was Apple's primary pricing objective when it introduced the iPhone? What was its primary objective in cutting the product's price just two months after introduction?
2. How much weight does Apple appear to have given to its evaluation of competitive pricing?
3. Do you agree with Apple's decision to switch away from price skimming after the iPhone's introduction? Defend your answer.