Case Study : The Revolutionary Cell Phone Essay

1253 Words 6 Pages
In 2004 Apple gathered a team of 1,000 employees to embark on the highly confidential “Project Purple”. Leading the project was designer Jonathan Ive and Apple CEO Steve Jobs. The original idea was to develop a tablet but Steve Jobs Steered the focus towards what we now know as the iPhone. They collaborated with AT&T (Known as Cingular at the time) and over 30 months spent 150 million dollars developing the iPhone. After a fallout with Motorola, AT&T offered Apple the benefit of developing the iPhones hardware and software at their own headquarters in exchange for 4 years of an exclusive contract to sell the iPhone until 2011. On January 9th 2007 Steve Jobs went to the stage to unveil the revolutionary cell phone. The first two models came in 4GBs for $499 and 8GBs for $599. They went on sale on June 29th 2007 only in the United States. It was so revolutionary the media was going as far as calling it “the Jesus phone”. In their first year Apple sold 1.4 million iPhones and by the spring of 2008 iPhones had been made available in Germany, France, Ireland, United Kingdom, and Austria. Fast forward to 2016, Apple has sold over 1 billion iPhones worldwide. Until the iPhone 4, all iPhones and other Apple made devices were manufactured by Foxconn based in Taiwan. Tim Cook became CEO of Apple in 2011 and changed the outsourcing strategy of the company. In 2012 the iPhone 4s was the first of many Apple products to be made by two stand-alone companies. Foxconn and Pegatron…

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