Executive Summary
Smartphones have changed the face of the mobile phone industry and Apple has remained the major reason behind this change. Besides the developed economies being the major market for their products, off-late Apple has also started targeting the emerging economies in the Asia Pacific region. Amongst the various countries in the region, Bangladesh has emerged as one of the most sought after destination in the Asia Pacific region. With its growing mobile phone penetration and increasing middle class population, Bangladesh remains the one of the most lucrative markets for Apple’s products. This paper attempts to highlights the key trends and the marketing plan for iPhone 4 in Bangladesh.

Incorporated in 1977, Apple Inc. designs, manufacturers and markets a wide range of products including personal computers, media devices and mobile communication. The Company is renowned globally for its innovative products such as iPod, iPad, iPhone, Mac, AppleTV etc. Through its innovative products, Apple has changed the face of the ICT and media industry.
With the introduction of iPhone a powerful Smartphone, Apple has brought a revolution in the global mobile phone industry. Apple officially launched the first iPhone on June 29th, 2007 in the US. Since then it has sold over 250m phones globally, grossing over US$150bn in revenue. Primarily launched targeting the customer needs in the developed economies like the US and UK, iPhone has attracted significant attention from Smartphone users across the globe. iPhone runs on Apple’s mobile operating system (iPhone OS), and features multi-touch screen, HD camera and virtual keyboard. Off-late realizing the potential of the emerging and other developing economies, Apple has started aggressively marketing its products in these economies. Amongst the various economies in the Asia Pacific region, Bangladesh remains an attractive investment destination owing to its stable political environment, rising population base, and higher level of consumption expenditure (accounts for more than 70% of Bangladesh’s GDP).

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