Apple Put a Fix Price Essay

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Total Length: 580 words ( 2 double-spaced pages)

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It is shown that the products are placed at the higher end of the price structure. According to Kotler (2008) the pricing of the product has to follow the customer value. That can be translated to mean that the product must have a value in terms of satisfaction to the customer -- which can be translated to a value that is the price. Premium products like the iPhone and iPad can command higher prices and still be attractive to the customer, because of customer value and expectations. The expectations of the customer when fulfilled create more demand. To this end the advertising and the way the product will be positioned has to be considered. Thus based on these the pricing of the new versions ought to be done. Looking at consumer behavior it can be seen that the price rise has not decreased the sale of the iPhone.

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(NDTV, 2012)

The original iPhone that was marketed on 9 January 2007 and cost $499 and had just 4GB of storage. The 8 GB model cost $599. It was discontinued and price of the 4 GB came down to $300. For the same price of the 8 GB a 16 GB model was sold for $499. The reviewers estimate the original cost of development of iPhone as $150 million. In 2007 the iPhone" sold 270,000 units in its first two days and in 74 days crossed one million again in sales." (NDTV, 2012)

For the next two versions there were pre-booking orders that crossed a million on the first or second day of its debut. And over 2 million were sold -- in the case of iPhone 4, with 600,000 pre-orders in.....

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