Competition in the cell phone market is as fierce as ever. The most eagerly awaited iPhone since the last one, the Apple's iPhone 7 has arrived at a retail price $900. Much has been said about its design, the absent headphone socket, and the fact that it's now waterproof, but is it actually any good? The iPhone 7 has Apple's latest processor the A10 Fusion, which, like most processors used in Android smartphones, has four processing cores split into two pairs. One is a high-performance pair of cores the other is a pair of energy efficient cores.

The iPhone 7 is snappy, feeling slightly faster than the iPhone 6S in general use. Some things, such as photo processing are also faster. It chews through games without issue and is capable of dealing with pretty much everything you could throw at it. iOS 10 also feels faster, which helps the phone feel faster. Battery life, however, is poor. Tests show that iPhone 7 has worse battery life than the iPhone 6S when new. It will be remembered for removing the head phone jack and the using of wireless earphones. So of consumers don't like the I-phone 7, the wireless headphones and wish to have a better battery life, they can still purchase the I-phone 6 for $634.

Samsung latest S7 is available for a $904, water resistant phone, with the latest android operating system and a decent battery life. Of course if consumers want a slightly cheaper android option they can buy the older Samsung S6 for $760. Of course there is Blackberry latest phone the DTEK50, is also fully android phone, but is now retailing new at $429. Of course the purchase of a new phone is further complicated by the need for a new cell phone service provider and the range of complicated plans on offer from Bell, Rodgers, Koodo , and wind. All in all consumers need to invest heavily in the purchase of their new phones

Describe what is happening in stage one of consumer decision making process? Explain how Apple would seek to influence a customer in stage one (give some examples)?