The Apple Iphone Case Study
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Apple iPhone
Simon Reading
Bernt Wahl
Hannes Hesse
Chris Volz
Johnson Nguyen
INTRODUCTION
A. The Apple iPhone
Not since the introduction of the original Apple Macintosh has a product introduction been met with so much anticipation. The Apple iPhone is an elegantly designed information communicator forged from steel and silicon that runs pioneering software under Apples OS X in a Unix Kernel. The iPhone combines smart phone capabilities with a simple to use graphical interface projected on a large multi-touch display. Apple has managed to create a Macintosh computer with mobile phone capabilities, bundled within an Internet enabled PDA and an iPod body.
B. Design
The iPhones functionality is accessed through its 3.5-inch touch screen display and one “home” button. Using only finger commands, a user can navigate seamlessly through iPhones features, conjuring up a keyboard when needed. At a resolution of over 25,000 pixels per inch, its picture quality for videos and photos is astounding. An ambient light sensor automatically adjusts the iPhones display brightness enhancing visibility and saving power. Audio is provided by a standard headphone jack, a built-in speaker or through Bluetooth (stereo) transmission.
C. Features
1. Smart Phone
iPhone touch technology allows users to make calls by simply pointing to a name or number in an address book or by dialing through a touch pad keyboard. Contacts are automatically updated with other linked networked devices and voicemail is accessible through an email type list selection. IPhones features include: conference calling, a speakerphone, text and multimedia messaging. The iPhones proximity sensor detects when a user lifts the device near the ear and immediately turns off the display to conserve power.
The iPhone uses a quad-band (GSM 850/900/1800/1900) spectrum; utilizing 2.5G EDGE networks — a predominate standard used in Europe and parts of Asia. In the future it is expected that iPhone models will be truly 3G compatible since Apples American carrier Cingular, and potential European and Asian partners offer 3G compliant UMTS and HSDPA.
2. Wireless Internet Communication Device
The iPhone serves as a Wi-Fi enabled Internet device that utilizes Apples Safari browser to access: Internet email, web sites, online maps, and search engines. The devices full web capabilities offer a rich HTML email client with imbedded images that syncs automatically with a Mac or a PC. iPhone provides Google Maps directions, free push Yahoo email message forwarding and Apple widget applications connectivity — Java based applets — that provide updated information on stock quotes, sports scores, weather reports, traffic conditions and other services. Auto Wi-Fi detection (802.11b/g), Bluetooth, GSM and Cingulars EDGE network is also supported.
3. iPod
Think of iPhone as a 3.5-inch widescreen iPod with touch screen controls. Through the iTunes Library– including music, audio books, videos, TV programs, and movies — content is now accessible through a display interface rather than by thumb wheel menus. Videos, controls, previews, songs, lyrics and album artwork are presented directly to the screen. In the future, users should be able to directly access a movie or bands video by pressing an onscreen order button.
4. PDA, Computer and Camera
Using Apples OS X running Widgets Java based software, the iPhone is able to provide PDA features: appoint calendars, contact lists, photos, emails and documents, literally with a touch of a virtual button. It should only be a matter of time before developers will come up with specific iPhone applications, even though Apple has not made any announcements. The iPhone runs Apples full-featured OS X, so in the future expect to see powerful applications to appear, especially as the world turns increasingly toward smaller mobile devices for a computing platform.
The iPhones built-in camera takes pictures at 2 MB resolution that can be stored in 4 GB or 8 GB flash memory cards or forwarded to a friend, family member or colleague. An internal accelerometer detects when the device is rotated and automatically changes the contents display appropriately. No mention of video capturing capabilities were given, but it can be assume from Apples dominance in video production and its portfolio of video capture patents that it is something they are looking into, especially as flash storage become cheaper.
D. Pricing and Specifications
Pricing:
Model
Price
4gb model
8gb model
Availability:
Ship Date
Ship Date
United States
June 2007
Europe
December 2007
2008
Technical Specifications:
Screen size
3.5 inches
Screen resolution
320 by 480 at 160 ppi
Input method
Multi-touch
Operating system
OS X
Storage
4GB or 8GB
Quad-band (MHz: 850, 900, 1800, 1900)
Wireless data
Wi-Fi (802.11b/g) + EDGE + Bluetooth 2.0
Camera
2.0 mega pixels
Battery
Talk / Video / Browsing – Up to 5 hours
Audio playback – Up to 16 hours
Dimensions
4.5 x 2.4 x 0.46 inches / 115 x 61 x 11.6mm
Weight
4.8 ounces / 135 grams
E. Software Capabilities:
Full OS X