Published 12th January 2009  SAVE GBP 255, NOW JUST GBP 95

With cash reserves exceeding $25 billion, 33 percent gross margins and the iPhone just about to enter its fastest-growth phase, Apple has the resources, competencies and motivation to invest in the mobile sector just at the time when the economic climate is forcing many established players in the mobile industry to cut back on product development.

The impact on some incumbent players could be substantial, with Nokia`s share of the smartphone market falling from 40 percent today to 20 percent by 2013.

Forward roadmap and impact on the mobile industry’s gameplan  

• iPhone forecast: 2009 to 2013
• App Store Roadmap
• Impact on Nokia 
• New competitive playbook
• Success strategy for operators
• Long range roadmap  

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This 30 page report reviews Apple's new position in the mobile market by reviewing the company and its historic performance over the last eight years and detailing the iPhone and App Store. A forecast is provided from 2009 to 2013 showing how the relative positions of Apple and Nokia will change as the smartphone market develops according to a new playbook.

Apple's strength and competitive position in this rapidly-changing market is analysed in detail and compared with that of the main incumbent players in the mobile industry.

The report reveals the criteria for success in the new mobile market and provides a clear explanation for how mobile operators could modify their existing third-party developer programmes in a way that would provide them with more incremental service revenue that will be possible by pursuing their existing strategies.

Who Should Read this Report? 

• Product managers
• Product marketing
• Strategy professionals
• Executive management
• Managers of third-party developer programs
• Content service managers  

CONTENTS

SYNOPSIS

Subject Area

Report Content

Key Benefits

Who Should Read this Report?

EXECUTIVE SUMMARY

INTRODUCTION

Apple Company Review

iPhone

- Competitive Advantage

- Core Competence

- Market Scale

- Future

App Store

- Current Status

- Future

- Device Strategy

- API

- Role of Vertical Platforms

iPhone Market Projection

- Ability to leverage platform strategy

- Financial strength

- Strategic importance of the product

Long Range Roadmap

Appendix

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