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121

Commercial iPhone: The Launch
Commercial's Lack of Time

In the quest to sell more and more iPhones to the public,
Apple Inc. has seen to it that it has effective publicity moves that
can greatly affect the buying public's perception of the product.

There is no doubt at all that publicity is important in the ef-
fective selling and success of any product. In terms of viability, the
iPhone is already a great item or product to have handy inside one's
pocket, but its price leaves it less to be desired.

It is therefore important and wise to have a publicity bliss for
the product, which was what Apple Inc. did. In preparing the
people's perception to the product and presenting it as a whole new
and revolutionary, yet innovative product that no current techno-
logical gadget can rival, the Company was able to prepare the public
to face and not be at awe with the product's price.

And the publicity and launch commercials were too good
that the public were not only impressed with the product, but also
felt that the commercials were too short and unclear to in terms of
being able to fully present the iPhones.

There was also the perception that the commercials ought to
have focused more on the presentation of the product itself and not
on other things.

And so in other matters concerning the commercials about


iPhones, many people have remarked that these launch commer-
cials have been too time-compressed to satisfy the demands of the
people for more information about iPhone. Also, critics of the
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commercials are lamenting the absence of many and direly impor-
tant information in the launch commercials.



123

So How Much does an iPhone Cost
Now?


If you were one of the first people to get in line when the
iPhone was first released in Apple stores in June, you may just be a
tad bit disappointed to see the price drop to almost $200. The
initial cost of the iPhone when it was launched in June 2007 was
$599.

Now, you can get this nifty mobile device for as low as $399.
However, it is good news for those who have long been wanting to
purchase the iPhone. Initially, the phone is exclusively activate by
AT&T so existing customers of this wireless service provider can get
a discounted rate for the services. For those who would like to
purchase the iPhone but are not AT&T subscribers yet, the phone
can be purchased for $399. When it comes to the plan that the
company has for the services, the costs range from $59.99 to

$99.99. The price of their family plans range from $109 to $149.

With such a decline in price, does this mean that iPhone did
not live up to its hype? Not necessarily. Although there are some
obvious flaws when it comes to the 'mobile phone functionality' of
the iPhone, it is, after all, a phone instead of a glorified iPod 
many tech reviewers still believe that the iPhone is worth all the
buzz. When it comes to innovation, unique features and being an
eye candy, then nothing will beat the iPhone if you compare it with
the latest phones in the market today. Aside from having a touch
screen interface, you can also easily connect to the Internet, and
have an amazing multimedia player with excellent screen quality.



124

A Look Back Into the Day that
iPhone was Released


Think of buyers lining up stores for days even before the
gadget was set to be released, this was a typical scenario in Apple
stores when the iPhone was formally launched in the US, June 29th
of last year.

There was media frenzy and buyer's hype surrounding the
launching of the ultimate mobile phone, which did not disappoint
users when it comes to the cool features included. Think of a wide-
screen, touchpad version of your beloved iPod and then throw in a

wide array of mobile phone and Internet connectivity features: that
is what the iPhone is all about, and more. Here's a quick look back
into the day that the iPhone was first released in the country.

It all started when Apple Chief Executive Officer Steve Jobs
announced the launching of the iPhone at the Macworld conven-
tion. Instead of the company launching another Personal Digital
Assistant, they went on a more, massively popular path and tried to
take in the mobile phone users market.

This is how all the media hype was developed. If Apple will
release a mobile phone, how will they revolutionize the way that
people talk and communicate? What nifty features will they in-
clude?

Will the iPhone imitate the way that the iPod has revolution-
ized the way that people listen to music and hold a media player on
the palm of their hand?


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In June of 2007, excited buyers lined up the stores. In spite
of the initial problems, Apple sold one million iPhone in less than
three months. With their impressive sales and the continuous
improvement and development of the device, there is no doubt that
the iPhone is set to be the ultimate mobile phone device for the year
to come.
126


iPhone Features for Various Mobile
Phone Users

When choosing a mobile phone, what feature(s) do you usu-
ally look for? Aside from the normal text messaging and call capa-
bilities that almost all phones have, what features make you decide
to buy and choose one from the other? The answer is simple. Most
mobile phone users nowadays are categorized into four: the execu-
tive, the music lover, the photo enthusiast and the internet surfer.
The more features incorporated on the mobile phone, the better so
as to satisfy the various needs of people in the market today. To
cater to the demands of the different mobile phone users, the Apple
Inc.'s iPhone has incorporated all the features that will definitely
make everyone go crazy about it.

For the executive, the iPhone has the following features:
caller ID, conferencing, call holding and call merging plus the
convenience of having a visual voicemail service that allows users to
check on their list of voicemail messages onscreen. The iPhone also
has an integrated email program that reads PDF, MS Excel and MS
Word email attachments along with other email sync capabilities.

For the music lover, the iPhone functions as an iPod to easily
organize your track list library. You can download music from the
iTunes store directly to the iPhone or use any wireless connectivity.
You can also watch movies, tv programs and music videos using the
iPhone.

For the photo enthusiast, a 2.0 megapixel camera can cap-
ture life's precious moments though digital photos. It also comes

with a software to view, upload and send pictures through email.

127

For the internet surfer, a Safari web browser can be used to
access web sites using the iPhone. Users can take advantage of this
great feature when connected to an EDGE or Wi-Fi network.



128

Free iPhone over the net

With the introduction of iPhone, the internet has likewise
find solutions to get connected with other iPhone users for free over
the internet.

A Freenet iPhone is a Voice over Internet Protocol. You are
able to talk or communicate with people at reasonable prices
following the regular rates charged to an iPhone user. The other
party need not pay for the call charges.

With the freenet software you avail of free telephoning with
iPhone users. It is very economical as one can hold conversations
over the PC across the internet in any part of the world.

The quality of the voice is very good that you could hardly
notice the difference of using a regular phone and the Internet.


Some of the features of the freenet iphone are:

• It has an e-mail & fax alert
• Readable call lists
• 100 free minutes to a fixed network
• It has an online list
• It has video telephony

The freenet iPhone also includes features such the display of
calls in absentia, the list of dialed numbers and the iPhone users
and the display of accepted phone calls. The operating system used
is Windows 98/ME and free registration is required.

When others can communicate using their iPhone, others
can likewise get in touch with iPhone users through the freenet
iPhone. You should only ensure that you have a faster DSL connec-
129

tion to make a freenet iPhone work out. It's free and its coverage is
wide, what more can you ask for. Give it a try.



130




The Real Deal: How much is the
iPhone 8GB Model Nowadays?


Have you heard about this? You can now have your own
iPhone 8GB model for only $399, a drop of $200 from its original
price. Yes, you heard it right& though this may come as a late notice
already. If you have been saving bucks just to purchase your new
iPhone, now is the right time to buy.

Just go to the nearest iPhone distributor on your area to still
avail of this exciting new offer. Apple Inc. announced earlier,
September of last year to be exact, that they are on their way to sell
the one millionth unit of iPhone.

To thank the public for the tremendous support that they got
and the holiday season then is just almost around the corner, they
have decided to lower the price of iPhone and make it more afford-
able. Now that's real good news& but not for all.

Lowering the price of iPhone has been an issue to customers
who previously bought the product at $599. This made some people
upset and disappointed that it even went as far as reaching the
attention of Steve Jobs, Apple Inc.'s CEO. He released an official
statement a few weeks after the announcement of lowering the
price of iPhone, to make an appeal to their loyal customers and
enumerated their business reasons why they end up having such
decision. Come to think of it, it will still be a win-win situation to
Apple Inc. and their consumers as more and more people will be
given the chance to experience such an amazing technology. Steve
131

Jobs also indicated that old customers can expect no changes will

be made to their current service and that Apple will continue to
strive on coming up with new and exciting innovations to live up
with their customers' high expectations.



132

iPhone 8GB Model, Surviving the
Changing Times

The iPhone by Apple Inc. has been one of the great innova-
tions in mobile phone technology that it was even recognized by
Time Magazine as the Invention of the Year in 2007.

Such accomplishment can be attributed to the iPhone's
many adoring fans that it reached on top of the competition in just
a matter of 2 months. As reported by Apple Inc. and AT&T, it has
surpassed way beyond expectations as 270,000 units were sold in
its first 30 hours of release alone, with 146,000 phones activated at
the same time.

By September of 2007, Apple Inc. announced its sales reach-
ing the 1 million mark (in number of units), followed by a statement
nearly a month later declaring a total of US $1.39 million in
iPhones sales.

There is no way to put an end to the enormous success of
iPhones, as plans of distribution to other countries is set to happen
in 2008. With its November 2007 release in countries such as the

United Kingdom, France and Germany, more and more people
have been touched by the iPhone phenomenon.

Though there may be some side issues concerning exclusive
carrier rights (web and media player features can be activated only
by an authorized carrier), still the iPhone is a hit to many.

At first, two versions were released in the market with the
only difference lies in the phone memory, 4 GB versus 8 GB. But
then again, Apple Inc. announced earlier that iPhones can now be
obtained in 8 GB memory only for $399. 4 GB phones are only
133

available in retail stores with remaining supplies available. New
models are set to be released in 2008 as well.



134

Longing for an iPhone in Canada

Where the iPhones have been released in the USA and UK,
Canada has long been waiting to get hold of iPhones in Canada. It
has become a joke that some would have to smuggle iPhones in the
USA just to bring iPhones in Canada. It seems that Apple, Inc. will
not release the CDMA version of the iPhone, which Canadians get
stuck with the service of Rogers, the largest Canadian GSM wireless
carrier.


The release of the Canadian iPhone will be on early 2008
and can only be bought through Rogers. It is estimated that the cost
of the iPhone would be around $799 to $899. The purchased would
include a two to three year contract with Rogers and the supply of
the units will be limited. Those desiring to have an iPhone would
most likely buy the unit without service provider that could range
from $ 1099 to $1299$ or more.

The data plans should also be purchased as these are not
cheap in Canada. Rogers being the sole provider for iPhone is
feared to be a show stopper of most TV
programs and movies seen on iPhone. This also includes
searching the internet. It is also expected that the fees would be
extremely high compared to the data connection in the USA due to
lack of competition. This is one of the reasons why Apple, Inc is
quite hesitant to have the iPhone released in Canada.

Taking aside all the apprehension, the iPhone is soon to be
in Canada and surely Canadians are dying to get hold of one the
moment these are offered over the counter.
135

The real cost of owning an iPhone

The introduction of the iPhone in the market industry has
brought a lot of phone users to think wisely of whether pur-
chasing an iPhone would be economical and same time live up with
their lifestyle. Owning an iPhone is a lifestyle particularly to those
who value the looks of the phones they carry.


The cost of Apple's iPhone 4GB model is $499 excluding tax.
Inasmuch as iPhones use a SIM card, users are given the option as
to the service company that will provide connectivity. Plan features
vary. The monthly cost of plans depends on the number of text
messages that can be sent and the number of calls to be made
limited or unlimited. A $59.99 plan allows 450 minutes talk time in
a month and 200 text messages, giving a ballpark figure of
$1974++. The figure includes the iPhone cost, the plan and activa-
tion plan plus taxes. But a shiny new iPhone with a 450 minutes
talk time in a month will not be sufficient especially for busy people
on the go.

The iPhone cost varies according to the GB that is opted by
users. A 4GB cost $499, and an 8GB cost $599. Not all the features
of the iPhone are free. To download iTunes and avail of Voice mail
require payment a certain fee as well.

It is a lifestyle for the rich and for those who are into owning
a classy fashionable cell phone. It is hoped that just like other
mobile phones, the iPhone will lower its cost in the months to
come.
136

Lighten it, make it Flat

To own an iPhone is quite expensive and costly to maintain
one. Other than the unit being pricey, the plan is quite expensive as
well. The iPhone is used to browse the web, check e-mail and access
other information in more than 29 countries, including Canada,
China, Mexico and in areas throughout Europe and Asia. The access

of these features has caused discontentment among users as it
entails higher cost in the data usage that escalates the monthly bill.

To answer the customer dissatisfaction, a flat rate interna-
tional data plan that starts from $25 per month has been offered by
service company providers. A $60 Data Global Plan offers iPhone
users a 50 MB of data per month to browse the Web check e-mail
and access other information in more than 29 countries. Such plan
includes the domestic voice and data iPhone plan acquired during
iPhone activation.

The flat rate plan enables international voice and data roam-
ing, and international long distance dialing from the United States
at standard rates. The flat rate fee was answer to accommodate
customer who traveled overseas who bring along with them their
iPhones and not to astound them by the high roaming charges as
they return home.

Other than the flat rate offer for data usage, companies also
offer rate fees for iPhone music service.

Downloading of music over a 3G (third generation) mobile
phone networks can be done between 30 seconds and one minute.
Service companies' music station service includes features, such as
messaging and the ability to share play lists and tracks.

137

Indeed, the cost of owning and maintaining an iPhone is
starting to unburden the pockets of iPhone users. Thanks to com-

panies who have come up with iPhone flat rate fees.



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