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The Apple iPhone 5

Explore the impact of the Apple iPhone 5 as a key player in consumerism, presented by Lise Arseneault. Founded in 1976, Apple, under the leadership of visionaries like Steve Jobs and Tim Cook, achieved remarkable milestones including $156 billion in revenue in 2012. The iPhone 5, launched with significant media hype, sold 26.9 million units in its first year. This project discusses the product's features, advertising strategies, social impacts, and environmental considerations, offering insights into how Apple shapes perceptions and consumer behavior in the tech market.

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The Apple iPhone 5

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  1. The Apple iPhone 5 Consumerismproject by Lise Arsenault Presented to Mr. Marc-André LeBlanc

  2. About Apple • Founded in 1976 • Notable people: Steve Jobs, Steve Wozniak, Tim Cook • Headquarters: California, USA • Revenue (2012): US$156 billion, and an expected revenue of about $52 billion for the first quarter of 2013. • Advertising budget (2011): US$933 million • Advertising for iPhone (2010): US$173.3 million • 394 retail stores worldwide Source: Official Apple press releases

  3. About the commercial • Posted on Apple’s official YouTubechannel on September 21st, the release date of the iPhone 5. • 1.5 million+ views • Described as "The biggest and tallest yet somehow thinnest and lightest iPhone yet. "

  4. About the product • The sixth iPhone • "The biggest thing to happen to iPhone since iPhone" • 26.9 million sold in 2012, 2 million of those in the first 24-hours of online pre-order, and 5 million within the first threedays in stores. • iOScurrently has 53.3% of the worldwide mobile smartphonemarketshare. Sources: Official Apple press releases & BGR

  5. About the product • iOS 6 is not verydifferentfromiOS 5 • The anodizedaluminum back of the phone isprone to scratching • The largerscreenmakesitdifficult to manipulatewhenusing the phone with one hand • The new "Lightning port" connectorrendersold components useless Sources: Official Apple press releases & The Verge

  6. Logos • " How cansomethinggetbigger and smaller? "  (Screenhight vs. Weight, depth) • It’sthinner and lighter, therefore more convenient • You see the phone in action: Flyover, web browsing, movieviewing, etc.

  7. Pathos • Near the end, they show a picture of a smilingchildat the beach.

  8. Ethos • By showing off the blackboard in the beginning, itmakes the consumer trust theirknowledgein the topic("They must know whatthey’redoing!") • Narrated by Jeff Daniels • The advertisementfeatures a clip from the film "Brave"

  9. Environmental impacts Summary Source: iPhone 5 Environmental Report

  10. Social impacts • The phone will push othercompanies to improvebattery life, as welldecreasethickness and weight, in order to keeptheircustomers. • The demand for desktops and laptops has declined. • $14.1 billion in application revenue in 2012, much of whichisgoing to smallercompanies and individuals. • Witheverygeneration, people feelthe "need"    to upgrade Sources: MediaPost, ABC, Gigaom

  11. Is it effective? • Apple ads are known to be creative, simple and clever. The "Geta Mac"campaignis one of the mostrecognisedexamples. • Theytargetdemographicsthat are easy to convince. • Theireffectivenessisalsoaffected by the ‘i-phoria’ that new productsbringalong. Source: Web Pro News

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