Design of Goods and Services

This week our group will introduce the design of goods and services about Apple. The first part is the product strategy.

• Apple take the differentiation strategy as the mainly product strategy.

• Apple focuses on the users' experience, like the Apple Mobile Experience Center. As we know, if we want to buy Apple new product, we could go to the experience center to have a look and experience the differences of the new product.

• Apple has the unique hardware and software integration, which is more valuable than its competitors'. Apple has the silver metal appearance and unique imac and iso system, which is very convenient and reasonable.

• Apple create an unparalleled platform, which is so valuable that its competitors will feel compelled to put their services on Apple's platform. As we all know the apple iMac system sometimes does not adjust some Windows software, which is also means that this system is more safe because of less target virus.

• Apple is targeting high profit margin, which means that Apple simply does not compete in the lower end of the market. Apple hardware is designed to provide a lot of a value for the money, which ensures a high quality user experience and keeps profits high.

The second part is the product like cycle.

• Most of the products of Apple is moving into the maturity phase of the product life cycle, especially the iPhone.

• Introduction phase, like the iWatch, which is a wristwatch with smartphone capabilities. According to Bloomberg, Apple has a team of 100 employees who undertook the iWatch project. Many analysts and technology specialists expect Apple to release iWatch. Recently, Apple's CEO Tim Cook mentioned directly about iWatch, as a wristwatch with smartphone capabilities. According to Bloomberg, Apple has a team of 100 employees who undertook the iWatch project.We also believe that iWatch will be released in the beginning of 2014. The function of iWatch will be the same as the iPhone series, or even better. iWatch's price will be between $200 and $300 and it could drive an incremental $10 to $15 billion in sales revenue.

• Growth phase, like the iPhone 5. The design of iPhone 5 begins to stabilize, and the revenue is growth rapidly.

• Maturity phase, like the iPhone 4S. Though the competitors now established, like Sumsung Galaxy 4, and there are many

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