Case Guide Questions for Apple iPhone Launch: Apple partnered with AT&T Edge and new retailers, e.g., Radio Shack are some of the innovations carried out to support the launch of the iPhone in 2008. What could have been the theory of the business of Apple? How significant was the approach of marketing to Apple's present global market performance? Using the social paradigms we discussed, explain, what seems to be, a constant desire of Jobs to create cutting-edge technology products. Describe Apple using the 3Cs - Company, Competitor, and Customers.