Whats Hot In Marketing Analysis- How Apple releases a new iPhone every year

Concepts that we have so far are market penetration, market development, and planned obsolescence

Every year Apple releases a new Iphone. This trend has been going on for the past decade since the first Iphone release. Apple primarily focuses on three practices to keep the trend of a yearly Iphone release fresh. They are market penetration, market development, and planned obsolescence. Apple's market penetration practice primarily aims to increase sales in its current market by introducing a new Iphone yearly. They hope current Iphone users decide to upgrade their phones and buy new ones. With the new iPhone every year, they also hope people decide to switch to an Iphone. This is called market development. Apple also isolated the previous year's Iphone by planned obsolescence.

Apple incorporates the three aforementioned marketing principles in different ways. For example, Apple utilizes market penetration by releasing a new product almost every year across all categories. Market penetration is not just limited to the Iphone but can be seen with the new release of the new Apple Watch and next-generation Airpods, Macbooks, and Ipads. Apple also employs market development, the practice of selling current products to new markets. The company applies this intensive growth strategy by authorizing new sellers in markets where the company does not have a large presence, or in some cases, any presence. Lastly, Apple Inc. is notorious for planned obsolescence, the policy of producing consumer goods that rapidly become obsolete and require replacing. One of the reasons Iphones become obsolete is primarily due to technological innovation. The software that Iphone's uses, IOS, rapidly upgrades with a new version being released very frequently. Most older generation Iphones are not compatible with this new software, so they must be upgraded to new generation Iphones.

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