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Concerns surrounding approaching iPhone release: Queen's University experts

2013-11-12

This Friday, Apple will release two new iPhone models: the 5C and the 5S. Consumers around the world are asking themselves, “Does Apple still have it?” after a drop in Apple’s share price and devices from companies such as Samsung and Nokia gaining popularity. Two experts from the Queen’s School of Business are available to talk about the marketing and advertising behind the newest iPhones and whether Apple will be able to win its technology title back.

Fall in Apple share prices suggests less hype around new iPhone models: Queen’s University expert

Queen’s University marketing expert, Ken Wong (School of Business), is available to comment on the new iPhone release in Canada.

The fall in Apple's share price suggests the stock market believes that it won't be very strong and certainly nowhere near the kind of reception past models received. Could the market be wrong?

The lack of any major breakthrough feature means we won't see people waiting in lines around the block for the new 5s. But opening day may not be as weak as some would suggest,” says Dr. Wong. “Apple faces the same challenge facing Target in Canada. Specifically, they are held to a higher standard and consumers expect every new model to have some killer feature. But reality eventually sets in and sooner or later, whether it's computers or televisions or phones, it gets harder and harder to come out with something truly revolutionary. Combine this with the challenge of fending off the Android Army and it's easy to see why, no matter what Apple did, it was going to miss at least one target.”

Apple’s stage now set by competitors such as Samsung and Nokia: Queen’s University expert

Advertising and new products marketing expert at Queen’s University, Ceren Kolsarici (School of Business), is available to talk about whether Apple will gain anything from a down-market stretch of its product line with the iPhone 5C, or whether this shift in strategy will hurt the brand in the long-run.

From a competitive standpoint, Apple is known as a brand that sets the industry rules and standards but companies such as Samsung and Nokia have released models that level the playing field.

“With Steve Jobs not being around anymore, I’m feeling that Apple has a risk of keeping its strategies and tactics consistent with its brand image,” says Dr. Kolsarici. “Advertising is still its best tool to communicate clearly to the customer base.”

To arrange an interview, please contact communication officers Rosie Hales at 613.533.6000 ext. 77513 or rosie.hales@queensu.ca, or Anne Craig at 613-533-2877 or anne.craig@queensu.ca.

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