A PROJECT REPORT ON

Study of New Product Development of

Submitted in partial fulfilment of the requirement for the award of the

degree of
Bachelor of Business Administration (BBA)
Session (2024-2025)

Under the guidance of: Submitted by:

Mrs Anamika Srivastava Srishti Gupta

Asst. Professor Roll No. : 22014002523

JAGRAN COLLEGE OF ARTS, SCIENCE AND COMMERCE

KANPUR

AFFILIATED TO

C.S.J.M. UNIVERSITY, KANPUR

 DECLARATION

I, Srishti Gupta, student of B.B.A at Jagran College of Arts, Science and Commerce, Kanpur,
hereby declare that the project entitled “Study of New Product Development of Apple” is
compiled and submitted under the guidance of Mrs Anamika Srivastava. This is my
original work and all the information published in this project is true to the best of my
knowledge.

Name: Srishti Gupta

B.B.A. VI

Roll No. :22014002523

2
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude and regards to the Principal Dr. Asmita Dubey,
for their constant inspiration, supervision and invaluable guidance and providing me
infrastructural facilities like library and computer laboratory during the preparation of the
project.

I would also like to extend my sincere gratitude to all the faculty members and especially Mrs
Anamika Srivastava (internal guide) for giving their valuable suggestions.

With Regards

Srishti Gupta

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 PREFACE

“Study of New Product Development of Apple”

In the ever-evolving landscape of technology and innovation, a name Apple Inc. has always
grabbed attention. From its humble beginnings in a garage to becoming a global icon of
innovation, Apple has consistently pushed the boundaries of possibility with its ground
breaking products and services.

This report delves into the fascinating realm of new product development at Apple,
exploring the strategies, processes, and philosophies that have propelled the company to the
forefront of technological advancement. Through meticulous research, analysis, and insights,
we aim to unravel the secrets behind Apple's unparalleled success in bringing revolutionary
products to market.

We delve into the core principles that underpin Apple's approach to new product
development. From its emphasis on design excellence and user-centric innovation to its
commitment to secrecy and vertical integration, we examine the factors that set Apple apart
from its competitors.

Building upon this foundation, we analyse Apple's product development process, from
ideation to commercialization. Through case studies and real-world examples, we illustrate
how Apple leverages cross-functional collaboration, iterative design, and a relentless focus
on quality to bring its ground breaking ideas to life. We explore the role of key technologies,
such as artificial intelligence, augmented reality, and sustainable materials, in shaping
Apple's product roadmap for the future. By examining the latest innovations and patents filed
by the company, we offer insights into the direction of Apple's product development efforts
in the years to come.

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 LIST OF CONTENTS

CHAPTERS CONTENTS PAGE NO.

1 Introduction 6

2 Significance of the Study 10

3 Objectives of the Study 12

4 Company Profile 14

5 SWOT Analysis 34

6 Research Methodology 39

7 Primary Data Analysis 46

8 Secondary Data Analysis 66

9 Findings 78

10 Suggestions 83

11 Conclusions 85

12 Limitations 87

13 Annexure 89
14 References (Bibliography) 96

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CHAPTER – 1
(INTRODUCTION)

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 INTRODUCTION

Apple Inc. is a multinational technology company headquartered in Cupertino, California,

United States. Founded by Steve Jobs, Steve Wozniak and Ronald Wayne. Apple has grown
to become one of the world's most valuable and recognizable companies.

Apple designs, manufactures, and markets consumer electronics, software, and services. Its
most well-known products include the iPhone (smartphone), iPad (tablet), Mac (personal
computer), Apple Watch (smart watch), and Apple TV (digital media player). Additionally,
Apple develops and distributes software applications such as the iOS and macOS operating
systems, as well as various productivity and multimedia software.

The company's services segment has expanded significantly in recent years and includes
offerings such as the App Store, Apple Music, iCloud, Apple Pay, and AppleCare. These
services contribute significantly to Apple's revenue stream and play a crucial role in its
ecosystem.

Apple is renowned for its commitment to design excellence, user experience, and innovation.
Its products and services have had a profound impact on numerous industries, reshaping how
people communicate, work, and consume media.

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 HISTORY

Apple Computer, Inc. was founded on April 1, 1976, by college dropouts Steve Jobs and
Steve Wozniak, who brought to the new company a vision of changing the way people
viewed computers. Jobs and Wozniak wanted to make computers small enough for people to
have them in their homes or offices. Simply put, they wanted a computer that was user-
friendly.

Wozniak left Apple in 1983 due to a diminishing interest in the day-to-day running of Apple
Computer. Jobs then hired PepsiCo's John Sculley to be president. However, this move
backfired and after much controversy with Sculley, Jobs left in 1985 and went on to new and
bigger things. He founded his own company NeXT Software and he also bought Pixar from
George Lucas, which would later become a huge success in computer animation of such
movies as Toy Story, A Bug's Life, Monsters, Inc., and Finding Nemo.

Through the rest of the 1980s, Apple was still doing well and in 1990 it posted its highest
profits yet. This was, however, mostly due to the plans that Jobs had already set in motion
before he left, most notably his deal with a tiny company by the name of Adobe, creator of
the Adobe Portable Document Format (PDF). Together the two companies created the
phenomenon known as desktop publishing.

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Over the course of a few years, Apple's market share suffered slowly after its peak in 1990
and by 1996, experts believed the company to be doomed. It was not until 1997, when Apple
was desperately in need of an operating system, that it bought out NeXT Software (Jobs'
company) and the board of directors decided to ask for some help from an old friend: Steve
Jobs. Jobs became an interim CEO, or iCEO as he called himself (Jobs was not officially the
CEO until 2000). Jobs decided to make some changes around Apple. He forged an alliance
with Microsoft to create a Mac version of its popular office software. Not long after this
decision was the turning point for the company. Jobs revamped the computers and
introduced the iBook (a personal laptop) followed by iPod, an mp3 player, which became
market leader.

The iPhone, a touch screen cellular phone, introduced in 2007 was one of the world' most
successful products and the company has released several new versions since. Not long
after the announcement of iPhone and Apple TV, the company dropped "Computer" from its
name to become "Apple Inc.," indicating that it is about more than just computers. Other
popular products include iPad tablet and Apple Watch. Most recently Apple has expanded its
services segments with its credit card (Apple Card), Apple News for news, Apple Arcade for
games and the Apple TV+ for streaming original content produced by Apple. Steve Jobs died
October 5, 2011, but Apple continues on with his legacy with Tim Cook at the helm as the
CEO. The popularity of iPhones made Apple the first company valued at one trillion dollars
in 2018 and two years later it doubled that figure.

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CHAPTER – 2
(SIGNIFICANCE OF THE STUDY)

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 SIGNIFICANCE
o Knowledge Generation - Research reports contribute to the generation of new
knowledge by presenting findings from original research studies. They document the
process, methodologies, and results of research endeavours, adding to the collective
understanding of a particular topic or field.

o Information Dissemination - Research reports serve as a means of disseminating

information to a wider audience, including academics, professionals, policymakers, and
the general public. They communicate the findings of research studies in a structured
and organized format, making complex information accessible and understandable to
readers.

o Evidence based Decision Making - Research reports provide evidence and data that
can inform decision-making processes in various sectors, including business,
healthcare, education, and public policy. Decision-makers rely on research findings to
formulate policies, develop strategies, and allocate resources effectively.

o Validation of findings- Research reports undergo peer review and scrutiny, which
helps validate the reliability and validity of research findings. Peer-reviewed research
reports are considered more credible and trustworthy, as they have been evaluated by
experts in the field.

o Benchmarking and Comparison - Research reports often include comparative

analyses and benchmarking studies, allowing researchers and practitioners to compare
findings, methodologies, and outcomes across different studies. This helps identify
trends, best practices, and areas for improvement within a particular field or industry.

o Academic and Professional Development - Research reports contribute to the

academic and professional development of researchers, scholars, and practitioners by
showcasing their work and achievements. Publishing research reports enhances
researchers' reputations, credibility, and visibility within their respective fields.

o Policy Implications - Research reports may have significant implications for public
policy and governance, influencing decision-making processes at local, national, and
international levels. Policymakers often rely on research evidence to develop informed

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policies and interventions that address societal challenges and promote positive
outcomes.

CHAPTER – 3
(OBJECTIVES OF THE STUDY)

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 OBJECTIVES
 Helps in analysing better product development process - This objective involves
examining the various stages of Apple's new product development process, from
ideation to commercialization, to understand the methods, strategies, and practices
employed by the company.

 Identifying opportunities and trends of the market - This objective involves

drawing lessons and insights from Apple's new product development approach that
can be applied by other companies in various industries

 Influence decision making - Research reports often serve as a basis for decision
making. Whether it's in academia, business, or government, the findings presented in a
research report can inform decisions about policies, strategies, investments, or further
research directions.

 Suggest Recommendations - Based on the research findings and analysis, research

reports may include recommendations for action or further investigation for my study
purpose.

 Professional Purpose - In academic or professional settings, research reports may be

required to fulfill course requirements, obtain funding, inform policy decisions, or
contribute to professional practice.

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CHAPTER – 4
(COMPANY PROFILE)

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 APPLE INC.

Apple Inc. stands as a unique icon of innovation, creativity, and technological prowess in the
modern era. Established on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald
Wayne, in Cupertino, California, Apple began its journey in a humble garage, driven by a
vision to revolutionize the way people interacted with technology. Since its inception, Apple
has transcended the boundaries of conventional thinking, consistently pushing the envelope
to redefine industries and shape the future of consumer electronics.

At the heart of Apple's success lies a relentless commitment to design excellence and user
experience. From the sleek lines of its hardware to the intuitive interface of its software,
every aspect of Apple's products reflects a meticulous attention to detail and a deep
understanding of user needs. This design-centric approach has not only earned Apple a loyal
following but has also set new standards for aesthetic appeal and functionality in the tech
industry.

Central to Apple's success is its innovative product line up, which has consistently disrupted
markets and captivated consumers worldwide. The iPhone, introduced in 2007,
revolutionized the smartphone industry, setting new benchmarks for performance, design,
and user experience. Subsequent products, such as the iPad, Apple Watch, and AirPods, have
further cemented Apple's reputation as a trailblazer in consumer technology, seamlessly
integrating hardware, software, and services to deliver unparalleled value to users.

Beyond its product offerings, Apple has cultivated a thriving ecosystem of services,
including the App Store, iCloud, Apple Music, and Apple TV+, creating a seamless and
interconnected experience for users across its devices. This ecosystem approach not only
fosters customer loyalty but also generates recurring revenue streams, contributing to Apple's
financial success and market dominance.

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Apple's influence extends far beyond the realm of technology, shaping culture, society, and
even global economies. Its annual product launches are highly anticipated events, garnering
widespread media attention and setting trends that reverberate across industries. Moreover,
Apple's commitment to sustainability, privacy, and social responsibility has earned it praise
from consumers and critics alike, positioning the company as a leader in corporate
citizenship.

Apple's product line includes a range of consumer electronics, software, and services. Its
most well-known products include:

iPhone :

The iPhone is a line of smartphones produced by Apple Inc. that use Apple's
own iOS mobile operating system. The first-generation iPhone was announced by then–
Apple CEO Steve Jobs on January 9, 2007. Since then, Apple has annually released
new iPhone models and iOS updates. As of November 1, 2018, more than 2.2 billion iPhones
had been sold. As of 2023, the iPhone accounts for 20% of global smartphone sales, making
it number 1 in the world for smartphone market sales.

The iPhone was the first mobile phone to use multi-touch technology. Since the iPhone's
launch, it has gained larger screen sizes, video-recording, waterproofing, and
many accessibility features. Up to the iPhone 8 and 8 Plus, iPhones had a single button on
the front panel, with the iPhone 5s and later integrating a Touch ID fingerprint sensor. Since
the iPhone X, iPhone models have switched to a nearly bezel-less front screen design
with Face ID facial recognition, and app switching activated by gestures. Touch ID is still
used for the budget iPhone SE series.

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The iPhone is one of the two largest smartphone platforms in the world alongside Android,
and is a large part of the luxury market. The iPhone has generated large profits for Apple,
making it one of the world's most valuable publicly traded companies. The first-generation
iPhone was described as a "revolution" for the mobile phone industry and subsequent models
have also garnered praise. The iPhone has been credited with popularizing the smartphone
and slate form factor, and with creating a large market for smartphone apps, or "app
economy". As of January 2017, Apple's App Store contained more than 2.2 million
applications for the iPhone

iPad :

The iPad is a brand of iOS and iPadOS-based tablet computers that are developed by Apple
Inc., first introduced on January 27, 2010. The iPad range consists of the original iPad line
up and the flagship products iPad Mini, iPad Air, and iPad Pro.

The iPhone's iOS operating system (OS) was initially used for the iPad but in September
2019, its OS was switched to a fork of iOS called iPadOS that has better support for the
device's hardware and its user interface is customized for the tablets' larger screens. The
iPad's App Store is subject to application and content approval. Many older devices are
susceptible to jail breaking, which circumvents these restrictions. The original iPad was
well-received for its software and was recognized as one of the most-influential inventions of
2010. As of the third quarter of 2021, iPad had a market share of 34.6%; beside personal use,
the iPad is used in the business, education, healthcare, and technology sectors. There are two
connectivity variants of iPad; one has only Wi-Fi and one has support for cellular
networks. Accessories for the iPad include the Apple Pencil, Smart Case, Smart
Keyboard, Smart Keyboard Folio, Magic Keyboard, and several adapters.

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Mac Range :

The Mac, short for Macintosh (its official name until 1999), is a family of personal
computers designed and marketed by Apple Inc. The name Macintosh is a reference to a type
of apple called McIntosh. The product line-up includes the MacBook Air and MacBook
Pro laptops, and the iMac, Mac Mini, Mac Studio, and Mac Pro desktops. Macs are sold with
the macOS operating system.

Jef Raskin conceived the Macintosh project in 1979, which was usurped and redefined by
Apple co-founder Steve Jobs in 1981. The Macintosh has a 9-inch monochrome monitor
built into the case, and was launched in January 1984, after Apple's "1984"
advertisement during Super Bowl XVIII.

In 1987, the Macintosh II brought color graphics. From 1994, Power Macintosh transitioned
from Motorola 68000 series processors to PowerPC. Through most of the 1990s, the Mac
was not fully competitive with commodity IBM PC compatibles.

The 1996 acquisition of NeXT returned Steve Jobs to Apple, whose focused product
oversight pushed the Mac mainstream with the 1998 iMac G3, the OS X operating system
(renamed to macOS in 2016), and the Mac transition to Intel processors from 2005 to 2006.
High pixel density Retina displays debuted in the iPhone 4 in 2010 and the MacBook Pro in
2012. In the 2010s, the Mac was neglected under CEO Tim Cook, especially for professional
users, but was reinvigorated with new high-end Macs and the transition to Apple silicon,
which had originated in iOS devices.

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Apple Watch :

The Apple Watch is a smart watch produced by Apple Inc. It incorporates fitness
tracking, health-oriented capabilities, and wireless telecommunication, and integrates
with watchOS and other Apple products and services. The Apple Watch was released in
April 2015, and quickly became the world's best-selling wearable device: 4.2 million were
sold in the second quarter of fiscal 2015, and more than 115 million people were estimated to
use an Apple Watch as of December 2022. Apple has introduced a new generation of the
Apple Watch with improved internal components each September—each labelled by Apple
as a 'Series', with certain exceptions.

Each Series has been initially sold in multiple variants defined by the watch casing's
material, colour, and size (except for the budget watches Series 1 and SE, available only in
aluminium, and the Ultra, available only in 49 mm titanium), and beginning with Series 3, by
the option in the aluminium variants for LTE cellular connectivity, which comes standard
with the other materials. The band included with the watch can be selected from multiple
options from Apple, and watch variants in aluminium co-branded with Nike and in stainless
steel co-branded with Hermès are also offered, which include exclusive bands, colours, and
digital watch faces carrying those companies' branding.

The Apple Watch operates in conjunction with the user's iPhone for functions such as
configuring the watch and syncing data with iPhone apps, but can separately connect to
a Wi-Fi network for data-reliant purposes, including communications, app use, and audio
streaming. LTE-equipped models can also perform these functions over a mobile network,
and can make and receive phone calls independently when the paired iPhone is not nearby or
is powered-off, substantially reducing the need for an iPhone after initial setup. The oldest
iPhone model that is compatible with any given Apple Watch depends on the version of
the operating system installed on each device. As of September 2023, new Apple Watches
come with watchOS 10 preinstalled and require an iPhone running iOS 17, which is
compatible for the iPhone XS and later.

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AirPods :

AirPods are wireless Bluetooth earbuds designed by Apple Inc. They were first announced
on September 7, 2016, alongside the iPhone 7. Within two years, they became Apple's most
popular accessory. AirPods are Apple's entry-level wireless headphones, sold alongside
the AirPods Pro and AirPods Max.

In addition to playing audio, the AirPods contain a microphone that filters out background
noise as well as built-in accelerometers and optical sensors capable of detecting taps and
pinches (e.g. double-tap or pinch to pause audio) and placement within the ear, which
enables automatic pausing of audio when they are taken out of the ear.

On March 20, 2019, Apple released the second-generation AirPods, which feature the H1
chip, longer talk time, and hands-free "Hey Siri" support. An optional wireless charging case
which costs extra was added in the offerings.

On October 26, 2021, Apple released the third-generation AirPods, which feature an external
redesign with shorter stems similar to AirPods Pro, spatial audio, IPX4 water resistance,
longer battery life, and MagSafe charging capability.

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Apple TV :

Apple TV is a digital media player and micro console developed and marketed by Apple
Inc. It is a small piece of networking hardware that sends received media data such as video
and audio to a TV or external display. Its media services include streaming media, TV
Everywhere-based services, local media sources, and sports journalism and broadcasts.

Second-generation and later models function only when connected via HDMI to
an enhanced-definition or high-definition widescreen television. Since the fourth-generation
model, Apple TV runs tvOS with multiple pre-installed apps. In November 2019, Apple
released Apple TV+ and Apple TV app a la carte.

Apple TV lacks integrated controls and can only be controlled remotely, through a Siri
Remote, iPhone or iPad, Apple Remote, or third-party infrared remotes complying with the
fourth generation Consumer Electronics Control standard.

Apple TV has many features and benefits which includes

 Fast speeds: Apple TV 4K has fast operating speeds and opens streaming apps faster
than other services
 Siri voice control: You can use the included Siri remote to control your Smart TV
 Integration with Apple ecosystem: Apple devices like iPhones, iPads, or Macs can
integrate with Apple TV
 Screen mirroring with AirPlay: You can mirror your iPhone with AirPlay
 Games and apps: Apple TV has a variety of games and apps
 Apple Music: You can listen to over 100 million songs, 30,000 playlists, and live radio
on the big screen
 Apple Arcade: You can play Apple Arcade games on your big screen
 iCloud Shared Photo Library: You can see your family's photos on your TV
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HomePod :

The HomePod is a series of smart speakers developed by Apple Inc. Designed to work with
the Apple Music subscription service, the HomePod incorporates beam forming and eight
speakers and is sold in two colours: white and midnight. It is sold alongside the HomePod
Mini, a smaller and less expensive variant introduced in 2020.

The first-generation HomePod was announced on June 5, 2017, at the Apple Worldwide
Developers Conference. Its planned December launch was delayed: Apple began taking
orders on January 26, 2018, and released it on February 9, 2018. The HomePod received
mixed reviews: it was praised for its design and sound quality compared to other speakers of
its price, and criticized for lack of third-party support and high price compared to other smart
speakers. The first-generation HomePod sold an estimated 1 to 3 million units through
August 2018. It was discontinued on March 12, 2021.

The second-generation HomePod was announced on January 18, 2023, and released on
February 3.It runs on an Apple S7 system-in-package, first used in the Apple Watch Series 7,
and includes an Apple U1 chip for ultra-wideband support, which is used for haptic and
visual feedback when handing off music from an iPhone to a HomePod. Compared to the
first-generation model, it has two fewer tweeters and microphones, and only supports Wi-Fi
4 (802.11n) while the original supported Wi-Fi 5 (802.11ac).

It also supports the Thread network protocol. An April 2023 software update added sound
detection for smoke and carbon monoxide alarms. Externally, the second-generation model
is similar to the first but slightly shorter at 6.6 inches (168 mm), and lighter at 5.16lb.
(2.3 kg), and has a larger recessed touch screen panel at the top of the unit with the volume
adjustment buttons permanently etched in. It can only create a stereo pair with another
second-generation model.

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 Marketing Mix of Apple

Product: Apple is a company that offers a wide variety of products. These include the
MacBook, iPad, iPhone, Apple TV, iPod, Apple Watch, digital content, software, accessories,
and cloud services. This diversification demonstrates the brand's commitment to innovation and
customer satisfaction. Furthermore, with recent developments like VR boxes and Apple
glasses, Apple is constantly pushing the boundaries of technology.

Pricing: Apple uses two main pricing strategies for its products: Premium pricing and
Fermium pricing. The premium pricing strategy involves setting prices higher than competitors
due to Apple's unique products, which result from their innovative designs. Customers are
willing to pay for the brand's premium quality despite being more expensive. On the other
hand, the Fermium pricing strategy provides customers free access to basic products or services
while charging extra for advanced features.

Place: Apple employs a multi-channel marketing mix strategy that utilizes online and offline
distribution channels. The company offers its products through its own Apple Store locations,
official company websites, and online stores. Additionally, Apple has partnered with telecom
companies such as Verizon and AT&T to sell iPhones. Authorized resellers also offer Apple
products through online stores like Amazon and eBay.

Promotion: The company uses various promotional techniques to market their products. These
include advertising, sales promotions, personal selling, and public relations. Apple products are
advertised on prominent websites, and sales promotions are run in stores or by authorized
sellers. Personal selling involves informing customers about the product to persuade them to
purchase. Finally, public relations helps the company to build its brand image.

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Reasons Apple’s Marketing Strategy Has Been Successful

 Apple Keeps Its Product Presentation and Marketing Simple - Apple follows the
philosophy that simplicity is better in its products. They don’t overwhelm their targeted
customers with too many choices, options, or even parameters.

Apple lets its products speak for themselves and keeps its messaging and visuals simple.
They know that their products will sell without relying on expensive advertisements.

 Apple Knows Its Target Audience and How to Reach Them - Apple has worked hard
to find its target audience , it understands its audience’s likes, dislikes, habits, and
language they want to use.

 By simplifying the marketing process in the language that the audience understands, an
amazing bond is formed between a prospective customer and the brand, and a lasting
connection is formed for an existing customer. Apple does mention all its specifications
and technical details, which are usually below the fold rather than in the face.

 Apple Provides a well-appreciated Customer Experience - Apple holds the customer's

experience in high regard. The experience can include every element, including
comparing different product versions to each other, trying out new products in the retail
store, buying the item, receiving it, unboxing it, and setting up the device. All the devices
are carefully crafted according to the company's specifications to appeal to the
consumer's requirements.

For example, when it comes to installation, one of the things Apple fans truly appreciate
about Apple computers is that it is very easy to set them up. This is why Apple spends a
lot of money and thousands of hours testing and replicating to refine its designs.

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 The retail store is also carefully designed with warm lighting and monochromatic colour
schemes, and the layout of the store features all appeal to the shopper’s requirements.

 Apple's Pioneering Carbon-Neutral Commitment - Another prominent reason that

makes Apple successful in its marketing strategy is its commitment to carbon neutrality.
In 2020, Apple achieved carbon neutrality for its corporate emissions worldwide and
introduced its "Apple 2030" climate goal, committing to be 100% carbon neutral for its
products and supply chain by 2030.

In September 2023, Apple launched its first carbon-neutral product with the Apple Watch
Series 9. These watches meet strict criteria: they use 100% clean electricity for
manufacturing and product use, incorporate 30% recycled materials, and cut air
transportation for shipping by 50%, resulting in a 75% reduction in product emissions.

 Apple Creates Mystery and Hype around the Product - Usually, when a
company launches a new product in the market, the marketing team will reveal details
and information about the new product. The reason behind this is to tell customers
everything about a product to get them excited and build anticipation. However, when it
comes to Apple, takes a new and unique approach, creating excitement by withholding
information around new products as they tease it out.

This is why the marketing strategy of Apple Company involves creating mystery around
product launches, which is considered one of their best tactics. It is a clever approach as it
turns the target audience into loyal fans, as this will make them curious, encouraging
them to search for more information and share everything they find about the product.

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 Have a Community of Loyal Users or Customers - For more than ten years, Apple has
worked hard to build a community of loyal users, customers, and fans around the world.
Apple's marketing strategies include making customers want to belong to that community
as it is deemed to be “cool”. Apple smartly capitalized on the universality of that self-
perception, which made its customers believe that the brand understood them and was
like them.

Even small brands, taking inspiration from Apple marketing strategies, can build a
community of devoted users and customers by fostering a strong and engaged user
community. It's crucial to get clear on your company's brand values and personality, as
exemplified by the marketing strategies of Apple, to establish a connection with your
audience.

 Consider the Value of the Products - What makes perceived value so important from a
company perspective is that customers may be willing to pay a higher price because they
deem the brand high quality or a higher status symbol. This is at the heart of Apple's
continued success over its competitors. The Apple marketing strategy strategically
capitalizes on creating a perception of innovation, design excellence, and exclusivity,
which enhances the perceived value of their products, leading consumers to willingly
invest in the brand at premium prices.

In the last months of 2017, Apple captured 87% of total smartphone profits despite
Samsung selling more phones. This demonstrates Apple's strong market dominance in the
smartphone industry.

 Substantial Product Placement - This is also an integral part of Apple's marketing

strategy. The company has its relationship in Hollywood. In a federal court, Apple
revealed that it relies heavily on product placement.

It's intelligent for the company, as the cost is less than the hardware itself, and offering it
up for free can reduce a lot of money that is put into advertising television and film
budgets while putting the products, following an effective Apple advertising strategy, in
the spotlight in front of millions of people.

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 APPLE’S PRODUCT DEVELOPMENT STRATEGY

 Quality Product with premium Offerings - There is no denying, however, that

the best product strategy that Apple employs is coming up with very good products.
They call it the “great product” strategy. By continuing to hold on to high standards
of quality, Apple refuses to get on the bandwagon that most other device makers are
using, where they pack their products chock-full of features that, while they may be
impressively advanced, actually end up making operating the device actually more
complicated and not at all user-friendly.

Packaging is certainly not an area where Apple is lacking. It is known for being a
company that provides clean and simple, yet functional packaging to its products. More
than being flashy, it tends to boast more of a utilitarian aesthetic, but without coming
across as boring or plain.

The “great product” strategy also focuses on quality over quantity. While other
manufacturers’ strategy entail churning out products one after another in a short span
of time and having such a diversified product mix, Apple preferred to stick to what it
does best. This means that it focuses on selected products and continues enhancing
them, instead of branching out to create other products within the same category.

 New Updates, Not Necessarily New Products - Market trends are constantly
changing, and demands are certainly increasing. Other companies’ response to these
changes may be “give them new products”. What Apple does is to “improve the
products that it has”. This explains the product refreshes and updates that are released
on a schedule set by Apple. Thus, the tweaked or updated versions retain the best parts
of the old versions, with the “problematic” features corrected or improved. Clearly, this
means that the latest iPhone, the iPhone 6 Plus, is a much improved version of the first
generation iPhone, or even the previously released iPhone 6.

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 These changes put the Apple product development team in a good light, particularly in
the eyes of Apple users, since it implies a commitment on their part of seeking
continuous improvement for their product offerings. It also effectively attracts new
users, thereby increasing the market share of Apple.

 Control of both Software and Hardware - Aside from producing the hardware
– the smartphones and the tablets – Apple maintains total control of its platform, which
is not something that can be completely said of Apple’s main rival platform, Android,
which can be modified and tweaked by device manufacturers. Having total control
means that Apple users are guaranteed to have the latest version of the operating
system, with updates readily and immediately made available to Apple users.

 Giving Meticulous Attention to detail - The strategy employed by Apple in

its product development largely depends on what the product is. If we look into the key
points in the strategy used by Apple for its flagship product, the iPhone, we will find
that there are four major factors involved:

1. Competitors - Compared to when Apple was founded and started its operations,
there are now a lot more consumer electronics companies and mobile phone
manufacturers that are attempting to compete with Apple. However, out of this sea
of competitors, there are only a few companies that are considered to be major
threats or those that provide serious competition. These companies include
Samsung, Google, Blackberry, Nokia, HTC, and Sony, to name a few. Granted,
some of these companies do not really pose a serious threat to Apple, not like
Samsung and Google.
2. Product SWOT - This practice has certainly paid off for Apple, particularly when
it was starting to release new products into the market. They were able to come out
with products that are unique and innovative. For example, in the past, phones were
bulky and on the heavy side. This was seen by Apple as a weakness, so it zeroed in
on that and developed sleeker, thinner, and lighter mobile phone units.
3. Target Market - Apple is primarily product-driven in its approach, in that it
develops the product first, and then seeking out the market for it. This worked
thanks, in large part, to the high quality and unique products that Apple has churned
out. It did not take long for Apple to become established as a global market. That
meant market segmentation is no longer a priority, because Apple’s target market is
now the global market.
4. Product Related Market Survey - Apple adapts a product-driven attitude. When it
creates products, it automatically assumes that there is a market for it; it’s just that
28
 the customers are still unaware that they need the product Apple is developing. It
will now be up to Apple, once the product has finished development, to make the
market realize that it wants and needs the product that it has to offer. After all,
according to Steve Jobs, the customer does not know what he wants.

The updates and upgraded versions of products that Apple has been doing in recent
years is the result of market surveys that it conducted, asking customers what
products they liked, or what specific features they thought were excellent or
outstanding.

 Using the Music Business - The computing branch of Apple makes heavy use of
the music industry to boost its presence and, consequently, its sales. This has been
described as the Halo Effect of the Apple brand, and a good example would be with
regards to iTunes.

It all started with the iPod, which started out as a simple music player. When the iPod
hit the ground running, along with iTunes, Apple made sure to capitalize on the
tandem’s popularity to lure other customers to make use of other Apple computing
products. The features that users loved using on iPod and iTunes were craftily
integrated in other Apple products, so that others who liked them would not hesitate to
try other Apple products with similar offerings. The result is a customer experience
that has become common across different Apple products.

 Use of Product Experience in Branding - Apple” has become such a household

name globally, and this is attributed to the company’s branding strategy, which was
primarily focused on human’s emotions.

Anything that strikes a chord in one’s consciousness tends to make a lasting

impression, and that’s what Apple capitalized on when it put its brand out there.
Customers these days are smarter, looking at the overall experience a product gives
them, instead of isolated moments and fleeting flashes. Apple made its brand
synonymous with technology playing a major role in one’s lifestyle, innovation,
passion, imagination, and human nature’s innate desire to have power or even a small
measure of control. Their products offer that sense of control, by integrating concepts
of simplicity and convenience.

29
 PRODUCT DEVELOPMENT PROCESS OF APPLE

1. IDEA GENERATION - This first step or stage of the Product Development process,
often called “Ideation,” is where new product concepts originate. Usually, this step results
from an idea screening to select the next product effort and is more clearly defined in new
product development. Following best practices, businesses form a small team to explore
the product roadmap and perform…

 Idea generation
 The initial definition of the product concept
 Business analysis (including SWOT analysis)
 Market research
 Technical and market risk

2. PRODUCT DEFINTION - Sometimes called “scoping” or concept development, this

step involves refining the definition of the product concept and ensuring that the team
understands customer requirements. In a start-up, this step is often called Discovery. The
design team is assembled in this phase. The team creates the first detailed assessment of
the new product concept’s technical, market, and business aspects and determines core
functionality. A template or approach for design thinking might help get started.

Sometimes, mock ups are used to obtain early feedback on market fit. These mock-ups
can be primitive; for example, paper prototypes are commonly used to get early feedback
from test marketing. If this is an incremental product, then concept design can begin. For
breakthrough products, the team may consider simulations to get user feedback. The
newer the product category is to the company, the more concept testing is required. The
fundamental goal of product discovery techniques is to ensure that the ideas are good and
will satisfy customers.

3. PROTOTYPE - In this prototyping phase in the product development process, the team
justifies the company’s investment in product development by requiring the team to
create a detailed business plan. Best practices usually involve intensive market research
and a transparent project management approach. The team thoroughly explores the
competitive landscape for the new product and where the proposed product fits within it
while also creating a financial model for the latest offering that makes assumptions about
market share. Besides concept testing, pricing strategy is determined in this step.
30
 For tangible new products, such as hardware or mixed systems, the team also considers
the manufacturability of the proposed new product, including the sourcing of the product
if outsourced. If manufacturing is a focus, you should ensure a New Product Introduction
Process. By the end of this phase, Senior Management should have a clear idea of what
they’re investing in and how it will perform in the marketplace.

4. DETAILED DESIGN - In this phase, the focus is on product design and refinement of
the prototype. In most cases, teams alpha-test the prototype, iteratively working with
customers, getting their feedback, and incorporating it into the prototype. In parallel,
marketing, sales, and manufacturing create the launch and manufacturing platforms to
support the emerging product. This fourth step in the product development process is
sometimes called development and sometimes incorporates the next step,
“Validation/Testing.”.
5. VALIDATION AND TESTING - Validation and testing means ensuring the prototype
works as planned. It also means validating the product in the eyes of the customers and
markets while testing the viability of the financial model for the product. The finished
product may be available for initial feedback from paying customers at this stage.

Everything in the business case learned from customers during the Development phase
comes under scrutiny and is tested as much as possible in “real world” conditions..

6. COMMERCIALIZATION - During this step of the product development process

(including the manufacturing process), the team realizes everything required to bring the
final product to market, including product marketing and sales plans (or sales training if
necessary) for the market introduction.

Product Launch

The finished product will be built (or released in the case of software) and be able to be sold
after final testing. The team, including project management, begins operationalizing the
manufacture and customer support for the product and supports the product introduction.
That is why this step is called the Commercialization Phase. Test marketing may continue to
give the company the most tremendous success with the launch.

LITERATURE REVIEW

31
Research for this review of literature was conducted at Robert E. Kennedy Library on the
campus of California Polytechnic State University, San Luis Obispo. In addition to books
and other resources, the following online databases were utilized: Academic Search
Premiere, ABI, Business Source Premiere, and Google Scholar. This review of literature
includes the following subsections: company culture, company culture and its progressive
nature, and company culture within the Silicon Valley.

Company culture is defined as, “[the] values, beliefs, and norms that influence the thoughts
and actions (behaviour) of people in organizations” (Flamholtz & Randle, 2011, p. 27). Just
as ones set of values may differ from another’s, so do company values, which influences
different company cultures. Cameron and Quinn (2006) place company culture into four
categories: hierarchy, market, clan, and adhocracy, along a two-dimensional model called the
Competing Values Framework (CVF). Each of these cultures has distinct characteristics and
values based off of the dimensions of flexibility and discretion versus stability and control,
and external focus and differentiation versus internal focus and integration.

A hierarchical culture is characterized as formal and structured, with long-term concerns of

stability, predictability and efficiency (Cameron & Quinn, 2006). This structure was adopted
widely in the mid 1900’s until the late 1960’s when the market culture came about. In a
market culture the organization is focused towards the external environment, such as
suppliers and customers, instead of internal affairs.

This culture is characterized by competitiveness and productivity. The clan culture contrasts
both the hierarchy and market cultures in that it is centered on teamwork, employee
involvement programs, and corporate commitment to employees. Instead of cut and dry rules
and regulations, the clan culture encourages an empowering environment for employees.
Adhocracy is the fourth culture. This culture emerged as the developed world shifted from
the industrial age to the information age in the mid 1970’s.

The adhocracy culture is characterized by Cameron and Quinn as a set of assumptions that
say, Innovation and pioneering initiatives are what leads to success, that organizations are
mainly in the business of developing new products and services and preparing 4 for the
future, and that the major task of management is to foster entrepreneurship, creativity, and
activity “on the cutting edge.”
Each organization operates between one or more of these cultures and evolves as a company
matures. While company X may fall under solely an adhocracy culture in the beginning
stages, it may evolve into having a market culture with an adhocracy subculture during a

32
later stage (Flamholtz & Randle, 2011). All four of these cultures operate differently from
each other in theory, as well as in practice, and influence different factors of a company.

as complex problems continued to arise, so did innovative technology. Employees no longer

had to go into the office to complete a task; they were now able to access necessary files
from home offices. Becker, Quinn, and Callentine (1995) completed a study finding that few
people actually wanted to work at home full time, five days a week.

They found this to be true because employees “miss the camaraderie and social interaction at
the office…the opportunities for tacit learning, and for mentoring; the opportunities to get
clear direction about the projects they [were] working on, and timely feedback about the
progress they [were] making” (Becker et al., pp. 52-53). Heath Clark of Bixby Land
Company creates office spaces for tenants seeking this open, non-traditional work
environment.

A region needs its institutions and culture to ensure the repeated interaction that builds
mutual trust while also intensifying rivalries. When industrial networks are embedded in
such a supportive local environment, they promote a decentralized process of collective
learning and foster the continual innovation that is essential in the current competitive
environment.

33
CHAPTER – 5
(SWOT ANALYSIS)

34
APPLE’S SWOT ANALYSIS

35
36
Apple’s Strengths:
1. Strong Brand Recognition and Loyal Customers
2. Innovative Products and Services
3. High-Quality Products with Unique Features
4. Leading Technology Edge
5. Financial Strength and Profitability

Apple Weaknesses

1. Expensive products and services

2. Lack of new innovative products in recent years
3. High degree of litigation
4. Complacency in the face of growing competition
5. Limited Customization Options
6. Dependence on iPhone
7. Closed Ecosystem

37
Apple Opportunities

1. Leveraging its strong brand image to enter emerging markets

2. Incorporation of new product lines like virtual reality, and augmented reality
devices
3. Increased focus on content streaming services
4. Utilize Artificial intelligence
5. Developing innovative technologies and products to stay ahead of competitors
6. Growth of the Advertisement Market

Apple’s Threats

1. Battle Against Counterfeit Products

2. Increasing competition in their various industries
3. Threat of reduction in demand due to economic downturns
4. Backdoor Mechanism

38
CHAPTER – 6
(REASEARCH METHODOLOGY)

39
 RESEARCH METHODOLOGY
Research Methodology is the specific procedures or techniques used to identify, select,
process, and analyse information about a topic. In a research paper, the methodology section
allows the reader to critically evaluate a study's overall validity and reliability.

According to The Oxford Advanced Learner Dictionary, Research Methodology is “A

careful investigation or inquiry especially through search for new facts in any branch of
knowledge.

The methodology section answers few main questions:

1. What data to collect (and what data to ignore)

2. Whom to collect it from (in research, this is called “sampling design”)

3. How to collect it (this is called “data collection methods”)

4. Which method should be used to analyse it (this is called “data analysis methods”)

In other words, the methodology chapter should justify the design choices, by showing that
the chosen methods and techniques are the best fit for the research aims and objectives, and
will provide valid and reliable results. A good research methodology provides scientifically
sound findings, whereas a poor methodology doesn’t.

40
 TYPES OF RESEACH METHODOLOGY

RESEARCH
METHODOLOGY

QUALITATIVE QUANTITATIVE

Qualitative Research Methodology: The qualitative research methodology is

descriptive and subjective irrespective of facts. Observation and description are more
important in this type of Methodology. The main aim of this type of Methodology is to
evaluate knowledge, attitudes, behaviours, and opinions of people about the Research’s
topic.

Quantitative Research Methodology: This type of research methodology tests the

importance of the Hypothesis of Research. This is a systematic research methodology and is
in numbers. The quantitative research methodology includes laboratory experiments,
econometric, mathematical calculations, surveys, simulation etc. The measurement, quantity
or amount is the critical factor in Quantitative research methodology. In quantitative research
methodology, the analysis and measurement of data and relationship between variables are
essential.

RESEARCH DESIGN
Research design is to specify the methods and procedures for data collecting and data
analysing. It is the framework of research methods and techniques chosen by a researcher. It
enables the researcher to choose an appropriate method of research analysis to get the desired
results.

Types of research design can be divided into five categories:

1. Descriptive research design: In a descriptive design, a researcher is solely interested in

describing the situation or case under their research study. It is a theory-based design
method which is created by gathering, analysing, and presenting collected data. This
allows a researcher to provide insights into the why and how of research.

41
2. Experimental research design: This research establishes a relationship between the
cause and effect of a situation. It is a causal design where one observes the impact
caused by the independent variable on the dependent variable. It is a highly practical
research method as it contributes to solving a problem at hand.

3. Correlational research design: Correlation research is a non-experimental research

technique that helps researchers establishes a relationship between two closely
connected variables. This type of research requires two different groups. There is no
assumption while evaluating a relationship between two different variables, whose value
ranges between - 1(negative relation) and +1 (positive relation).

4. Diagnostic research design: In diagnostic design, the researcher is looking to evaluate

the underlying cause of a specific topic or phenomenon. This method helps one learn
more about the factors that create troublesome situations. This design has three parts of
the research:
 Inception of the issue
 Diagnosis of the issue
 Solution for the issue.

5. Explanatory Research design: Explanatory design uses a researcher’s ideas and

thoughts on a subject to further explore their theories. The research explains unexplored
aspects of a subject and details about what, how, and why of research questions.

In this research, Descriptive research is used.

Descriptive research is the most widely used research design. Its common means of
obtaining information includes the use of questionnaire, personal interviews with the aid
of study guide or interview schedule and observation either participatory or not. It aims
at answering questions to what, how, when etc.

42
43
POPULATION :
Kanpur, Uttar Pradesh Location only.

SAMPLING UNIT :
People who are in the age range of 20-40.

Students and Working professionals.

Users and Non users.

SAMPLE SIZE :

44
Hundred (50) random people.

SAMPLING PROCEDURE :
Convenience sampling method is used in this study.

In convenience sampling, participants those are available, willing, or easy to access are
asked for responding. This could include people from neighbours, in college campus, or
from relatives.

Convenience sampling is often used in qualitative research studies. It can be useful for:
 Obtaining a range of attitudes and opinions.
 Identifying different satisfaction level from the consumer.

DATA COLLECTION :

DATA
COLLECTION

PROMARY SECONDARY
DATA DATA

45
PRIMARY DATA COLLECTION:
Primary data refers to information collected first hand by researchers specifically for their
study, rather than relying on existing data or sources. It is original data that has not been
previously published or analysed. Primary data collection methods allow researchers to
gather data tailored to their research questions and objectives, providing unique insights into
their topic of interest.

The data of this study is mainly collected by consumer survey for accurate results and to
achieve the desired objectives of the study. Around 50 random people were asked to fill the
survey who are users and non-users of the Apple Products.

SECONDARY DATA COLLECTION:

Secondary data refers to information that has been previously collected, analysed, and
published by someone else, rather than being directly gathered by the researcher for their
own study. Secondary data can come from various sources, including academic journals,
government publications, industry reports, books, websites, and databases.

Data is also extracted from books, journals, official site of Apple Inc. and Wikipedia for
better knowledge and facts.

STATISTICAL TOOLS USED:

Descriptive Statistics:
Descriptive statistics are used to summarize and describe the basic features of the data. This
includes measures such as mean, median, mode, range, variance, and standard deviation,
which provide insights into the central tendency, dispersion, and distribution of the data.

In this study, percentage method is used as statistical tool.

Data Presentation Method:

In this study, Pie Chart and Horizontal Bar Graph techniques are used to present the data.

46
CHAPTER – 7
(PRIMARY DATA ANALYSIS)

47
 DATA ANALYSIS
GENDER :

GENDER FREQUENCY PERCENTAGE

Male 22 44%
Female 28 56%
Prefer not to say 0 0%
TOTAL 50 100

48
AGE :

AGE GROUP FREQUENCY PERCENTAGE

Below 18 2 4%
18-25 34 68%

25-40 14 28%

40-50 0 0%

TOTAL 50 100%

49
OCCUPATION:

OCCUPATION FREQUENCY PERCENTAGE

Student 30 60%
Employee 16 32%
Self-employed 4 8%

Business 0 0%
Others 0 0%
TOTAL 50 100%

50
AWARE OR A USER OF APPLE INC. PRODUCTS:

AWARE OR USER FREQUENCY PERCENTAGE

Yes 46 92%
No 4 8%

TOTAL 50 100%

51
FEATURES THAT ATTRACTS THE MOST :

FEATURES FREQUENCY PERCENTAGE

Brand Value 38 19%

User- friendly Interface 20 10%
Robust Securities 18 9%
Camera 26 13%
Almost everything 2 1%
Others 2 1%

52
APPLE PRODUCTS OWNED :

PRODUCTS FREQUENCY PERCENTAGE

iPhone 38 19%
Mac Book 10 5%
iPad 14 7%
Apple Watch 12 6%
Air Pods 6 3%
Others 2 1%

SATISFACTION FROM APPLE PRODUCTS OWNED :

53
SATISFACTION FREQUENCY PERCENTAGE
LEVEL
Very Satisfied 28 56%
Satisfied 16 32%

Unsatisfied 2 4%

Cannot say 4 8%

TOTAL 50 100%

54
FOLLOWING NEWS UPDATES OF APPLE PRODUCTS :

ACTIVE TIME FREQUENCY PERCENTAGE

Everyday 6 12%
Frequently 28 56%

Weekly 12 24%

Never 4 8%

TOTAL 50 100%

55
FACTORS INFLUENCING BUYING DECISION OF BUYER :

FACTORS FREQUENCY PERCENTAGE

Price 12 24%
Design 10 20%
Status Symbol 22 44%
Performance 2 4%
Camera quality 2 4%
Effortless Processing 2 4%
TOTAL 50 100%

56
IMPORTANCE OF INNOVATION IN PURCHASING
DECISION :

IMPORTANCE FREQUENCY PERCENTAGE

Very Important 22 44%

Important 22 44%

Doesn’t matter 6 12%

TOTAL 50 100%

PAYING PREMIUM FOR INNOVATIVE FEATURES :

57
 PAYING FREQUENCY PERCENTAGE
PREMIUM
Yes 18 36%
No 12 24%

Maybe 20 40%

TOTAL 50 100%

58
OVERVIEW ABOUT CURRENT OWNED APPLE
PRODUCTS :

FEATURES FREQUENCY PERCENTAGE

Quality 56 28%
Camera 68 34%
Easy Accessibility 36 18%
Style 48 24%
Software Updates 24 12%
Durability 36 18%

AWARE ABOUT THE UPDATES OF APPLE PRODUCTS :

59
 UPDATES FREQUENCY PERCENTAGE

Display Enhancement 6 3%
Quality Assurance 28 14%

Keyboard fixing 12 6%

Improved Call Function 4 2%

App Multitasking 50 25%

CHALLENGES WHILE USING APPLE PRODUCTS :

60
 CHALLENGES FREQUENCY PERCENTAGE
FACED
Yes 14 28%
No 28 56%

Reasons 8 16%

TOTAL 50 100%

COMPETITIVENESS OF APPLE PRODUCTS WITH OTHER

BRANDS :

61
COMPETITIVE FREQUENCY PERCENTAGE

Agree 40 80%
Neutral 10 20%

Disagree 00 00%

TOTAL 50 100%

62
IMPORTANCE OF SUSTAINIBILITY IN APPLE’S NEW
PRODUCT DEVELOPMENT :

IMPORTANCE FREQUENCY PERCENTAGE

Very Important 30 60%

Important 14 28%

Doesn’t matter 6 12%

TOTAL 50 100%

63
RECEIVING INFORMATION ABOUT NEW APPLE
PRODUCTS :

MEDIUM FREQUENCY PERCENTAGE

Apple Website 12 24%

Social Media 26 52%

Email Newsletters 6 12%

In-store Promotions 6 12%

TOTAL 50 100%

64
OVERALL SATISFACTION FROM THE APPLE PRODUCTS
AND SERVICES :

SATISFACTION LEVEL FREQUENCY PERCENTAGE

Very Satisfied 46 92%
Very Unsatisfied 4 8%

TOTAL 50 100%

65
RECOMMENDATION OF APPLE PRODUCTS :

AWARE OR USER FREQUENCY PERCENTAGE

Very Likely 46 92%
Would not Recommend 4 8%

TOTAL 50 100%

66
CHAPTER – 8
(SECONDARY DATA ANALYSIS)

67
 INTERNAL STUDY ON
NEW PRODUCT
DEVELOPMENT OF APPLE
APPLE IS REBOOTING ITS SEARCH FOR A NEW NEXT BIG THING

Apple’s search for a bold new product category is back on, and it includes a foray into
robots. Also: The Company is preparing new iPads and accompanying accessories for May;
the Vision Pro gets another Personas upgrade; and Apple makes an eyebrow-raising
management change.

THE STARTERS
Just one year ago, Apple’s pipeline of future products looked chock-full. The Vision
Pro had yet to be introduced. Smart home devices were in the works. And the Apple
electric car finally felt like it was starting to get real.

The story today is a lot different. Though the Vision Pro is now on store shelves, it’s
clearly not a mainstream hit. The Apple vehicle project has been cancelled, along with
an effort to make next-generation smart watch screens. The performance gains of
processors have begun to plateau, and the company remains a laggard in the smart
home market.

To make matters worse, Apple Inc. rivals like Microsoft Corp. and Alphabet Inc.’s
Google have leaped forward in Generative AI – much to the excitement of consumers
and investors. Apple, meanwhile, has largely sat on the side-lines.

68
Apple’s business remains heavily reliant on the iPhone, which accounts for more than
half its revenue. And sales in that market have stagnant. That’s made it all the more
important for the company to find a major new product category.

Apple has been in this situation before. Don’t forget that the iMac got the company
back on track in the late 1990s. The iPod vaulted it into consumer electronics during
the early 2000s. Then there was the iPhone, which turned Apple into the juggernaut it
is today – with the iPad giving it an even bigger foothold in many of our lives.

Though Apple has started to get more money from online services and other offerings,
it is fundamentally still a devices company. During the most recent holiday season, it
got fourth – fifths of its revenue from products like the iPhone, Mac, iPad, Apple
Watch and AirPods.

Services like the App Store, TV+ and Apple One bundles also ultimately depend on
the iPhone and other devices to work. That’s why it’s imperative the company stays on
the forefront of hardware innovation.

An Apple car was viewed as the “ultimate mobile device,” and it’s easy to see why that
prospect was exciting. It’s a tight-margin industry, but the cars could have fetched $100,000
each. Even if Apple only sold a fraction of the units of Tesla Inc., that could have been a $50
billion business (or about the same as the iPad and Mac combined).

The Vision Pro headset ushered Apple into the mixed- reality category, which the company
refers to as spatial computing. But its greatest potential may be replacing the Mac and iPad,
rather than becoming an entirely new revenue source. And for the device to make any
meaningful headway, the company will have to develop and ideally bring it to market within
the next two years.

Then there’s the smart home segment, where Apple still has grand ambitions. It has
discussed automating household functions and offering a revamped Apple TV set-top box
with a built-in camera for FaceTime videoconferencing and gesture-based controls. And the
technology will all work seamlessly with both iPhone and Vision Pro.

69
One piece of the strategy is a lightweight smart display – something akin to a low-end iPad.
Such a device could be shuttled from room to room as needed and hooked into charging hubs
stationed around the house. Apple has started small-scale test production of the screens for
this product, hut hasn’t made a decision on whether to move forward.

Creating a unified smart home strategy remains an Apple goal, but the vision has been hard
to fulfil. The need to finish up the Vision Pro got in the way, I’m told, diverting resources
away from the smart home efforts.

But now that the Vision Pro has shipped and the electric car has been cancelled, Apple has
more bandwidth to refocus on the home. And there’s an exciting potential opportunity in that
area. As I reported this past week, Apple is exploring the idea of making personal robotic
devices suffused with artificial intelligence.

The company has skunk-works teams within its hardware engineering and AI organisations
delving into robotics. One recent project involved a home robot that could follow a person
around the home. Some involved a home robot that could follow a person around the home.
Some involved in the effort have even postulated that Apple could get into humanoid
technology and build a machine that can handle household chores. But such advances are
probably a decade away, and it doesn’t appear that Apple has even agreed to head in that
direction.

A nearer-term move into robotics would be a device Apple has been working on for several
years: a table- top product that uses a robotic arm to move around a display. The arm could
be used to mimic a human on the other side of a FaceTime call, shifting the screen to
recreate a nod or a shake of the head. But this device, too, doesn’t have unified support from
Apple’s executive team.

So for now, Apple will probably make more incremental improvements to current lineup:
new device sizes, colours and configurations, alongside accessories that could squeeze more
revenue from the iPhone. That’s largely been the key to the company’s success during Tim
Cook’s tenure as chief executive officer. But with robotics and AI advancing every year,
there’s still hope that something from the Apple lab could someday make it to consumers’
living rooms.

70
THE BENCH
2025 is shaping up to be the year of the iPad. The new iPads are finally approaching. You
can circle early May on your calendar if you — like many POWER ON readers, apparently
— have been eagerly waiting for an upgraded tablet. On the docket is the revamped iPad
Pro, an iPad Air, a fresh Magic Keyboard and an Apple Pencil. Altogether, this launch is
shaping up to be one of the biggest updates to the Apple tablet in a single day. And it’s a
long time coming, especially for the iPad Pro. That model hasn’t had a meaningful refresh
since 2018.

Another data point to that end: Apple retail stores are preparing to receive new product
marketing materials later that week. That’s typically a sign that a new product release is
incoming. It’s also worth reiterating — as I reported at the end of March — that the complex
new iPad screens are behind the roughly one month delay from the initial March release
plan.

In any case, the new lineup should bring a sales boost, but I’m not sure it will solve the
iPad’s broader challenges. As someone who often uses a Mac and iPhone — and now a
Vision Pro for watching videos — I find the iPad increasingly pointless. The device isn’t
good enough to entirely replace a Mac for day-to-day work, and its software still leaves a lot
to be desired. Here’s hoping that iPadOS 18 is a big improvement and the device can become
a true Mac alternative.

Software aside, the hardware upgrades to the new iPads represent some of the biggest
changes in the product’s history. For the first time, Apple will be moving its tablet screens
over to OLED, or organic light-emitting diode, a standard that the iPhone already uses. The
technology apparently looks amazing on such large displays — taking what iPhone users
have experienced since 2017 to a whole new level. One drawback to the shift: The new
models will likely come at higher price points, I’m told. Today’s iPad Pro starts at $799.

The company is also working on new versions of the low-end iPad and iPad mini, but those
won’t be coming before the end of the year at the earliest. The new downscale iPad will
probably end up being a cost-reduced version of the 10th generation model from 2022, while
the iPad mini update won’t include much more than a processor upgrade.

Looking further down the road: Apple engineers are exploring the prospect of foldable iPads.
Now, work on this initiative is in its early stages and the company has yet to figure out a way

71
to create foldable screens without the crease seen on similar devices from Samsung
Electronics Co. and others. I’ve been warned that if Apple is unable to solve that problem it
could decide to ditch the foldable concept altogether. But there’s still time.

Apple debuts more lifelike Personas for the Vision Pro, while vision OS 1.2 goes into
testing. The vision OS 1.1 update came out weeks ago, but Apple just added a snazzy new
feature: Spatial Personas. These are the next- generation avatars that let you feel like you’re
in the same room with other people on Face Time (the original Personas felt more like being
trapped in a frosted glass box). Ironically, the first beta version of vision OS 1.2 dropped this
past week and brought almost nothing new. (In fact, two of the original environments that
shipped with the Vision Pro on Feb. 2 are still non-functional.)

I’ve tested the new Spatial Personas, which are considered a beta, for several minutes with
two different people. I am very impressed — I’d even go as far as saying Apple’s
communications and marketing teams have underplayed this feature so far. It’s that cool and
unlike anything I’ve really experienced before. In fact, it’s so cool that the lack of the feature
in the initial Vision Pro launch probably held back the product. If you have a Vision Pro (and
somehow know someone else with one), you simply have to try it.

Why did Apple Watch chief Kevin Lynch move to the company’s AI group? One of the
“palace intrigue” stories that got overshadowed by the Apple Car Cancellation is the shifting
role of Kevin Lynch, who oversaw the project during the last few years.

For about a decade, Lynch reported to Apple Chief Operating Officer Jeff Williams. In
addition to handling the car duties, he has run software engineering for the Apple Watch
under Williams.

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In a curious shift, Lynch has now begun to report to John Giannandrea, Apple’s AI chief.
Lynch and Williams continue to oversee the Apple Watch, which raises the question: Why
was the move necessary?

People close to the matter believe Lynch’s move is meant to bring order to an area that has
befuddled Apple: AI. That’s something Apple also attempted to do with the car. Lynch
originally joined that project in 2021, months before leader Doug Field stepped down to run
electric vehicle efforts at Ford Motor Co. He’s seen within the company as a crack
engineering manager.

With AI, it’s no secret Apple has been struggling to create large language models and other
tools that can compete with the industry’s best. If Giannandrea ultimately ends up leaving
the company, Lynch — who has been due for a promotion to the senior vice president level
— could be primed to take his place.

THE SCHEDULE
In 2025 there’s even more change coming, with a new ‘Air’ iPhone rumored, a much needed
MacBook Air, Mac Pro and Mac Studio update, and much more. Read on to find out what’s
coming from Apple in 2025.

NEW APPLE PRODUCTS LAUNCHED SO FAR IN 2025

 February: iPhone 16E – the replacement for the iPhone SE and iPhone 14 brought
Apple Intelligence support to the entry-level iPhone.
 March: iPad Air M3 and A16 iPad launched on March 4 and MacBook Air M4 and M4
Max Mac Studio on March 5.

What else is expected in 2025? Various products haven’t been updated for a long time –
specifically the Mac Pro (which never even got an M3 update). So an update to the Mac Pro
is anticipated for 2025, but what else is coming from Apple?

New iPhones
A new set of iPhones arrived at Apple’s 2024 iPhone event on September 9, and then the
iPhone 16E arrived on February 19. What’s next for the iPhone? We can be pretty certain
that a new iPhone will arrive in September 2025, as it always does.

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iPhone 17 and iPhone 17 Pro
The iPhone 17 won’t arrive until September 2025, but there are already rumours about
2025’s iPhones. Apple is expected to introduce a new model: the iPhone 17 Air which will
bring a fresh design and new features.

New Macs
The M4 Macs have arrived, so now Apple will be looking to role out the M5 chip. But there
is one Mac still waiting for an M4: The Mac Pro. We assume Apple is developing the M4
Ultra for the Mac Pro and that it will arrive this year. Here’s what you can expect from the
Mac lineup for the remainder of 2025:

M4 Ultra Mac Pro

Apple has updated the Mac Studio with an M4 Max, but the M4 Ultra update didn’t happen,
instead Apple made an M3 Ultra chip just for the Mac Studio. So where does that leave the
M4 Ultra Mac Pro? We assume that Apple is either experiencing difficulty with the M4
Ultra, or it has decided to further separate the Mac Studio and Mac Pro by reserving the very
best chip for the Mac Pro.

M4 Ultra Mac Studio

The Mac Studio was updated in March 2025 when it gained an M4 Max and an M3 Ultra
chip. Will the Mac Studio get an M4 Ultra when the Mac Pro does? Probably not straight
away.

iMac Pro
The M4 iMac delivered some new colour hues, but it still has a 24-inch screen. Apple
discontinued the 27-inch iMac way back in 2022 when the Studio Display arrived, and there
have been rumours ever since that Apple is working on a new large-screen iMac.

Apple is said to be working on a new “Pro” version of the iMac, a return of the 27-inch iMac
Pro perhaps, or even larger. There are enough rumours to believe that Apple is indeed
working on such an iMac, though it’s unclear whether it will arrive in 2025 or later.
Read: Larger iMac Pro rumours.

M5 MacBook Pro
Apparently work on the M5 chip was underway as early as January 2025 and the M5
MacBook Pro will be arriving at the end of 2025 (probably in October as usual). The iPad
Pro may be the first to get the M5 chip though.

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NEW iPads
No iPads were updated in 2023 – the first time a year passed without an iPad update. Almost
the whole range got a refresh in 2024, with the new iPad Air and iPad Pro in May and the
iPad mini in October. The iPad finally got an update in March 2025 (albeit a pointless one as
it still doesn’t support Apple Intelligence) and the iPad Air got upgraded to the M3 chip at
the same time.

M5 iPad Pro
The M5 chip is, apparently, set to arrive in the iPad Pro in September 2025, a month before it
arrives in the MacBook Pro. Although later rumours suggest that the update will come after
the MacBook Pro. Perhaps both at the same time?

New AirPods
The AirPods Max and AirPods Pro have had the odd update since they launched a few years
ago, but the next generation has yet to materialize. Will they get a full update in 2025?

The wait for new AirPods Pro could stretch beyond 2025. They could offer new health-
related features when they arrive. As for the AirPods Max, now that Apple’s refreshed the
colours it’s unlikely to do anything else for a while.

New Apple Watch

The Apple Watch Series 10 arrived in September 2024, with a larger screen, but there was
no generational update for the Apple Watch Ultra or the Apple Watch SE. Apple will surely
release a new Apple Watch in 2025 along with new Apple Watch Ultra and SE models.
Some reports say Apple could move the Apple Watch SE launch to spring. The Apple Watch
Ultra may gain the ability to send emergency texts via satellite. We could also see blood
pressure monitoring on the new Watches in 2025.

New product categories

If Apple was never to innovate away from the products it makes right now it could be left
behind as technology progresses. It’s no surprise therefore that the company is working on
various new areas. We don’t expect these to land in 2025, but rumors suggest that some of
them still could arrive sooner rather than later.

HomePod with screen

We do hope there is some truth in the rumors that Apple is working on a HomePod with a
screen. We’ve always said that a screen would make the HomePod infinitely more usable,
but perhaps we are the only ones who hate having to talk to our speaker and control the
HomePod via an iPhone (which can be a drain on the battery).
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A screen would extend the uses of the HomePod beyond audio into visual – so you could
watch podcasts and news reports and YouTube videos, but most usefully communicate via
Face Time.

So far all Apple has done is brought back the full-size HomePod that it removed from sale.

Cheaper Vision Pro

The Vision Pro is pricy and a little cumbersome, but Apple is said to be at work on two
updated models: a cheaper Vision Pro, and another high-end model. Perhaps “Vision Pro 2”
and “Vision Air?”

There could be four new AR/VR products coming in 2025, according to Bloomberg’s Mark
Gurman. These could include a cheaper Vision Pro model (at $2,000).

Apple Car
If you were hoping for a physical Apple Car prepares to be disappointed. Apple has
cancelled the Apple Car project after about a decade of development. But this doesn’t mean
there is no future for Apple’s car-related research.

A second major iteration of Car Play could takes things beyond maps and music to the next
level, giving users complete control over things like climate control inside the car. Apple
apparently wants to revolutionize the vehicle user interface and make it more user-friendly,
convenient and functional.

Read: The Apple Car is dead. Where does that leave Apple’s auto ambitions?

New Apple products that launched in 2024

Here’s a quick look at what Apple released in 2024:

 The Vision Pro headset arrived in the U.S. on February 2.

 The M3 MacBook Air launched on March 4.
 The M2 iPad Air, the M4 iPad Pro, and the Apple Pencil Pro all launched on May 7.
 iPhone 16 and iPhone 16 Plus launched on September 9.
 iPhone 16 Pro and iPhone 16 Pro Max launched on September 9.
 Apple Watch Series 10 launched on September 9.
 AirPods 4 launched on September 9 and new colours (and USB-C) for the AirPods
Max were introduced.
 iPad mini A17 Pro launched on October 15.
 Apple launched the M4 iMac, Mac mini, and MacBook Pro the week of October 28.

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 Step 1: New Product-Focused Assessment
Idea Generation

Bradford and I took a general assessment, including idea generation, market research, and
brainstorming. We used its findings to pinpoint several improvement levers, including
improvements for the design teams. These levers addressed issues like the product teams
crashing each other’s latest innovations and fostering a more collaborative and efficient
environment.

Predictive Metrics and Business Analysis

For each of these key improvement levers, we created a target metric. We wouldn’t move on
to the next level until the one prior was established. We would move on to the next priority
only when we achieved our target metric. The product concept and development strategy
aligned with the market need and target audience, ensuring our efforts focused on delivering
a competitive advantage and capturing market share.

Step 2: Set Boundary Conditions

The most crucial part of transforming the product process was establishing product
management tools like boundary conditions and out-of-bounds procedures. This was vital to
the Apple New Product Process (ANPP).

Boundary conditions are a contract between the teams and management. At the start of each
project, the team and management negotiate a contract around approximately five
dimensions of a project:

 Product Cost
 Features
 Schedule
 Quality
 Reliability

Solution #1: The team emails management proposing the solution to the boundary break. If
management agrees to the team’s solution, a new quantitative metric is decided upon, and
the team proceeds as it was.

Solution #2: If management doesn’t agree to the team’s solution, then a meeting is held
where the management and the team agree and create a new quantitative metric as their
target.

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Step 3: Overcoming the Cultural Hurdle

Convincing management to empower the teams was a significant challenge. For example,
they refused when we asked managers to remove weekly status meetings. They still wanted
weekly updates despite knowing a team was working within boundary conditions. This
created a repetitive, time-wasting system.

If a team was within their boundary conditions, set to meet their quantitative metrics for each
dimension, there was no need to hold an hour-long meeting to explain their progress to
management.

Apple’s design process and leading with great products are fundamental to who they are.

Step 4: Implement Apple’s Product Development Process

After we convinced employees they would be happy with these changes, we implemented a
test trial. We tested our product process with several teams and key executives. This was
mainly a learning exercise to understand the specifics of implementation. With a complete
understanding of how our process worked in real time, we held a workshop to train all
relevant stakeholders, including several sessions with the executive team.

Teams working within boundary conditions consumed less of management’s time. When
projects strayed from their initial goals, the out-of-bounds process kept the project’s
momentum while we moved toward achieving our quantitative metrics. One of the most
successful parts of our process was the improved relationship between management and
teams.

Driving Effective Product Management and Concept Development for Scalable Success

The ability for companies to scale depends on achieving product development maturity. You
can achieve Apple’s largest mission if your process is built on quantitative results with side-
line processes established to fix unforeseen problems. Along with a robust pricing strategy
and an empowered product development team, consistent validation and integration of
customer feedback are essential for driving success in bringing new business ideas to market.

Apple has continued to scale for years. ANPP is now the guiding principle with iPhone,
iPad, iPod iMac, and Mac (Macintosh) business units.

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CHAPTER – 9
(FINDINGS)

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 FINDINGS

 Almost all the people from all age group between 18-40 are either aware or
a user of Apple Products.

 People are highly attracted from brand value then camera and then for user
– interface from the products of Apple.

 Most of the respondents either own or have been a user of Apple iPhone
greatly as compared to other Apple products like MacBook, Apple Watch,
Air Pods.

 More than half of the respondents are satisfied from the products they are
using and also are frequently updated about any of the innovation and news
about Apple products.

 Apple’s brand value and its being a status symbol influence the buying
behaviour of the consumer.

 More than half of the respondents rely on social media for its regular or
frequent updates, and almost 80% of respondents believe that Apple is a
better competitor than other brands.

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 APPLE’S FUTURE PRODUCTS
Apple has emerged as a leading tech and product manufacturing giant who has stood out
with its sheer innovation and quality of products. With its inventions and meticulous
attention to detail, Apple has become a trend-setter. Computers became sleek and user-
friendly with Macintosh. Similarly, Apple taught people how to listen to music properly
through the iPod and iTunes. Similarly, the iPhone provided users with everything they had
never imagined they needed.

Apple and Innovation

Apple showers its customers with gifts: fantastic software packaged in gorgeous hardware
("very good ideas wrapped up in other extremely good ideas," as Michael LZZopp, senior
engineering manager at Apple, puts it). Apple is also a forerunner in new company sectors
and market segments. The iPod, iTunes, iPhone, and iPad are just a some of the company's
game-changing advancements.

Apple's innovation executives think in terms of platforms and pipelines, and they are
persistent in their pursuit of new ideas. Competitors who chase Apple's current release fall
behind when Apple presents its latest and greatest product a few months later.

Concentrating on areas where they can make a major difference, Apple seeks out brilliant
innovators who strive to create the finest products possible.

Steve Jobs once said, “Innovation distinguishes between a leader and a follower.” He has
rightly said the above line. Staying loyal to his ideology, Apple manages to think ahead and
works on products ahead of time. These are a few products that have been in the pipeline for
a couple of years now and are expected to launch in the coming years.

List of Apple Products expected to launch in the future

1. Larger iMac

After the release of the 24-inch iMac, rumours say that Apple is now working on a Larger
iMac expected to have a display size ranging between 27 to 32 inches with a mini LED
display. The screen is expected to have slimmer bezels and may support XDR and
Promotion.

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Other than the increase in display size, the new iMac is expected to get a top-end M1 chip
such as the M1 Pro or M1 Max or any chip from the upcoming M2 series. But rumours
suggest that we won’t see it until 2023!

2. AR/VR headset
Bloomberg first reported in 2017 that Apple plans to launch its AR headset in 2020
sometime. The same year, Financial Times suggested that Apple plans on launching its AR
Glasses with 3D cameras. Apple confirmed in 2019 that it is working on ‘some’ kind of
Augmented Reality device, adding fire to the rumours.

People believe that AR glasses will be heavily dependent on iPhones, just like the first
generation of Apple Watches. Apple is probably working on reducing the weight of the
glasses because they need not weigh heavier than standard glasses but have to manage the
hardware with the same weight.

In the previous years, Apple has filed many patents claiming new technologies to provide 3D
virtual views of a user’s environment with virtual content. While I am relying on Augmented
Reality Glasses’ generic idea as their upcoming device, but considering Apple’s innovation
heights, it can be a new device as a whole.

3. Affordable iPad

Many rumours are circulating that Apple is working on an affordable version of the iPad to
expand the market share, which they have already been dominating. These rumours are only
on the cloud, and we may not hear anything regarding this from Apple, at least for this year.

4. Foldable iPhones

Apple has been planning to launch foldable iPhones in the coming two years, which will be
two screens connected with a hinge. Despite the hinge, the iPhone looks flawless and doesn’t
seem to look like two screens connected.

A Taiwanese website, Economic Daily News, has also claimed that two of these models
passed durability tests earlier, completed at the Foxconn factory in Shenzhen, China.

Other than that, rumours suggest that Apple is also working on a Foldable Mac book. But as
of now, we don’t have much info on either of the Foldable devices from Apple.

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5. “AI Makes iOS 18” Apple’s Biggest iPhone Update
Among the AI features coming in iOS 18 are AI-enhanced Siri and auto-completion and
auto-summarizing features in Apple apps, underpinned by the iPhone maker’s large
language model Ajax.

6. M4 Powered chips
Apple is on the cusp of a major overhaul of its entire Mac line up. It plans to introduce a
new family of in-house M4 chips designed to showcase artificial intelligence (AI).

The M4 chip will come in at least three main varieties, and Apple aims to update every
Mac model with the new chipset. The iMacs, MacBook Pros, and Mac minis are all slated
to receive the M4 chips will breathe new life into its computer business.

As Apple gears up for the AI-centric M4 Macs, the company plans to preview a host of
new AI features across its product line up at the upcoming developer conference. Many of
these features are designed to run on Macs rather than relying on remote servers, making
the M4 chips a crucial in driving these enhancements.

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CHAPTER – 10
(SUGGESTIONS)

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 SUGGESTIONS
o Enhancing Communication with end consumers: Conducting consumer-producer
end survey for better understanding of trends and preferences of consumer. Consumer
is the ultimate person to whom the producer tries to reach and satisfaction of the
consumer is the prime goal companies tries to achieve.

o Investing in Research and Development: Apple can improve some design related
issues and internal software issues in its products like iPhone, MacBook, iPad and
others.

o Embracing Sustainability and Environmental Responsibility: As consumer

awareness of environmental issues grows, Apple should prioritize sustainability and
environmental responsibility in its new product development efforts. This could
include incorporating eco-friendly materials, designing products with longevity and
recyclability in mind.

o Strengthening Customer Engagement and Feedback Mechanism: Engaging with

customers throughout the new product development process is crucial for
understanding their needs, preferences, and pain points. Apple could leverage its
existing ecosystem of products and services to gather feedback from customers,
conduct usability testing, and iterate on product designs.

o Fostering a culture of Innovation and Risk taking: Cultivating a culture of

innovation and risk-taking is essential for fostering creativity and driving
breakthroughs in new product development. Apple should encourage employees to
challenge the status quo, experiment with new ideas, and embrace failure as a learning
opportunity.

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CHAPTER – 11
(CONCLUSION)

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 CONCLUSION
In conclusion, the study of Apple Inc.'s new product development process has provided
valuable insights into the company's approach to innovation, design, and market strategy.
Through an analysis of Apple's history, business strategies, and product launches, several
key themes have emerged.

Firstly, Apple's success in new product development is driven by a culture of innovation and
creativity that permeates the organization. From its early days with the Macintosh to its latest
iPhone releases, Apple has consistently pushed the boundaries of technology and design,
setting new standards for the industry.

Secondly, Apple's focus on user experience and design excellence has been a hallmark of its
new product development efforts. By prioritizing simplicity, elegance, and functionality,
Apple has created products that resonate with consumers on both an emotional and practical
level, fostering strong brand loyalty and customer satisfaction.

Thirdly, Apple's strategic approach to market positioning and product differentiation has
played a crucial role in its success. By carefully identifying market needs and opportunities,
targeting specific customer segments, and leveraging its brand identity and ecosystem, Apple
has been able to create products that stand out in a crowded marketplace and command
premium pricing.

Furthermore, Apple's commitments to quality, attention to detail, and relentless pursuit of

perfection have been key drivers of its new product development process. By investing in
research and development, engineering excellence, and supply chain management, Apple has
been able to deliver products that consistently meet or exceed customer expectations.

However, the study also highlights some challenges and areas for improvement in Apple's
new product development process. These include issues related to supply chain disruptions,
competitive pressures, and the need to balance innovation with practical considerations such
as cost and feasibility.

In conclusion, Apple Inc. continues to be a leader in new product development, driven by its
culture of innovation, focus on user experience, and strategic approach to market positioning.
By building on its strengths and addressing areas for improvement, Apple is well-positioned
to maintain its competitive advantage and continue shaping the future of technology and
consumer electronics.

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CHAPTER – 12
(LIMITATIONS)

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LIMITATIONS OF THE STUDY
 The foremost constraint is the distance and time of respondents to which it was not
possible to meet people in person. For this reason, a Google link was made and
forwarded to all the accessible people through various social media sites.

 The second constraint is vagueness of the people. Most of the times, people are not
interested in filling questionnaires and ignore them.

 There are limited sources of secondary data available thus it was difficult to collect
primary data as well because of lack of references and mistakes that should not be
repeated.

 The study was confined to one developing country i.e. India and even from few
sample size. There are many factors which differ from country to country and that
would have been affected this study.

 There may be errors in sampling procedure and testing procedure.

 The questions included in the questionnaire might not have been comprehensive
enough and may have been unclear.


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CHAPTER – 13
(ANNEXURE)

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 ANNEXURE
(COPY OF QUESTIONNAIRE)

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CHAPTER – 14
(REFERENCES)

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 REFERENCES
Apple Inc. Website: https://www.apple.com/

Google Docs for survey: https://docs.google.com/forms/d/1saUIJdx3BLwlF_BX4T-

ULbsqS8B06xGWwURtYaiBPUo/edit#responses

News Websites:

Economic Times: https://economictimes.indiatimes.com/?from=mdr

Times Of India: https://timesofindia.indiatimes.com/

The Hindu: https://www.thehindu.com/

Amnesty International: https://www.amnesty.org/en/

Wikipedia: https://www.wikipedia.org/

Apple’s product development strategy and process: https://www.interaction-

design.org/literature/article/apple-s-product-development-process-inside-the-world-s-
greatest-design-organization

Quora: https://www.quora.com/

Business Today: https://www.businesstoday.in/

For images:

Pinterest: https://in.pinterest.com/search/pins/?q=apple%20logo&rs=typed

Apple: https://support.apple.com/en-in/102007

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