Disruptive Innovation Of Apple IPhone

Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors. Smartphone is a disruptive technology that has been increasingly growing and rapidly affecting consumer behavior, education, shopping and majorly the mobile industry. Growth of smartphone technology is being critical in the field of information technology.

Apple IPhone has been the first widely accepted smartphone innovation where it let people interact with not just a touch screen but with real world on the other side. The conceptualized idea of smartphones changed in 2007 with the announcement of first IPhone. Not just because the innovation itself was implausible; Apple realized that reinventing the mobile technology was much more about hardware, it was more about how the public understood what was dealt inside. It’s all about how the audience interacted with it and felt it under the tip of a finger.

Almost 11 years later, smartphones have started to test the limit of interfaces. Apple is striving to make IPhone a compact device rather than a collection of disparate applications, and attempting to make siri the one stop digital assistant like the public wants it to be. Apple was successful in establishing an entirely new sector within a sector, called smartphone, which marked a seismic shift in customer expectations for communications. This brand for the first time made it possible for the customers to access internet anywhere anytime. The effect of this piece of technology on existing key competitors was colossal and insurmountable for few. IPhone had a quiet powerful weapon in its inventory from the initial stage - the brand name Apple.

Apple was already an established and known name in the world of tech, cultivated mainly by the huge success of the iMac and iPod. The brand’s distinct and incredible desirability was already known factor. Even before the entry of IPhone into the market, consumers had an idea that it would be distinct and the early adopters from all over the world agreed to it.

Although the brand was not an established brand in mobile industry like Nokia and Motorola, the challenging factor was to develop salience at the same time keep up the perceptions of difference, in order to push the demand. Even before the IPhone was launched, consumers knew it would be different, and the experience of early adopters around the world confirmed this. However, the brand was not well known when compared to competitors such as Nokia and Motorola. The brand challenge for the IPhone was to build salience at the same time keep the perceptions of difference, in order to drive demand. Though this distinct start was a major advantage, over the past eleven years the brand has grown to distinctly lead by delivering its promise of a perception changing, even life changing experience for consumers. By conquering its rivals and disrupting their existing status in the market, Apple has taken its brand name to next level and has moved from being projected as a ‘Specialist brand, to being called as an Iconic brand that significantly stands apart based on key aspects like Thoughtful, Distinct and Prominent.

03 December 2019
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