The iphone uses the technology of a multi-touch screen, wi-fi, digital camera technology, mp3, internet connection etc CONVERGED together. It is a revolutionary piece of equipment as it eradicates the need to have seperate pieces of technology such as laptops, walkmans and 2G phones by combining them all in one MINATURISED and therefore PORTABLE piece of technology. However, some have argued that convergance ultimately leads to a decrease in the quality of features offered by the iphone.
The iphone is an example of VERTICAL INTEGRATION as to use some of it's features (e.g. to fill up the 4GB of mp3 muisc storage space) you must install programs such as itunes onto your PC encouraging brand loyalty to Apple. It also offers the concept of HORIZONTAL NETWORKING as due to the INTERACTIVE nature of the phone and its internet features, you can send emails to friends with attatchments. You can also do all the things traditional mobile phones could do such as SMS and calls which gives audiences gratification almost IMMEDIATELY.
The iphone has a wide REACH worldwide due to internet shopping and does not appear to actively target any group of people in particular but due to the technology being highly expensive, it is only really availble to the middle or upper class. In particular, it may appeal most to single, career driven males who have high disposbale incomes. The iphone may also appeal to business's due to some of it's attrcative features e.g. conferacne call options.
The iphone also offers PERSONALISATION to users as they can have exactly what they want (i.e. films, music) on there due to the large storage space, literally any background they want due to picture messaging options and the inbuilt digital camera, call setting options and maps.
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