This case describes the launch of the Apple iPhone and subsequent price reductions and market share targets. The case contains publicly available data on the iPhone production costs, channel margins and marketing costs. It concludes with the July 2008 launch of the second generation of the iPhone 3G.

This case describes the launch of the Apple iPhone and subsequent price reductions and market share targets. The case contains publicly available data on the iPhone production costs, channel margins and marketing costs. It concludes with the July 2008 launch of the second generation of the iPhone 3G.
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from
Paul W. Farris,
Robert E. Spekman,
James Mitchell
Source: Darden School of Business
8 pages.
Release Date: 5th July 2013. Prod #: UV6702-PDF-ENG
The Apple iPhone (shortened) HBR case solution