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Case
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Reference no. 9-708-451
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 5 October 2007

Abstract

The launch of Apple''s iPhone marked a pivotal new chapter in the story of mobile music (the uniting of digital music players with mobile phones). The iPhone combined an iPod music player, a cell phone, and a mobile Internet device, along with a camera and other features. By September 2007, just 74 days after the June launch of the iPhone, Apple and its mobile carrier partner AT&T Mobility had sold one million units. When Apple CEO Steve Jobs introduced the product in January 2007, he said that the goal behind it was to ''reinvent the phone''. Yet both the device and the mobile service provided by AT&T involved limitations that could hinder the long-term prospects for the iPhone. At the same time, handset makers and other mobile carriers had brought, or would soon bring, various ''iPhone killers'' to the market. May be used with: (9-707-419) iPod vs Cell Phone: A Mobile Music Revolution?
Location:
Size:
18,000 employees, USD19 billion revenues
Other setting(s):
2007

About

Abstract

The launch of Apple''s iPhone marked a pivotal new chapter in the story of mobile music (the uniting of digital music players with mobile phones). The iPhone combined an iPod music player, a cell phone, and a mobile Internet device, along with a camera and other features. By September 2007, just 74 days after the June launch of the iPhone, Apple and its mobile carrier partner AT&T Mobility had sold one million units. When Apple CEO Steve Jobs introduced the product in January 2007, he said that the goal behind it was to ''reinvent the phone''. Yet both the device and the mobile service provided by AT&T involved limitations that could hinder the long-term prospects for the iPhone. At the same time, handset makers and other mobile carriers had brought, or would soon bring, various ''iPhone killers'' to the market. May be used with: (9-707-419) iPod vs Cell Phone: A Mobile Music Revolution?

Settings

Location:
Size:
18,000 employees, USD19 billion revenues
Other setting(s):
2007

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