College of Business: University of Illinois at Urbana-Champaign

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Audio: Otnes Dissects Apple's iPhone Price Drop


9/28/2007

Cele Otnes, Professor of Business Administration, discusses Apple's recent decision to drop the price of its iPhone in this edition of the Illini Business Podcast. Otnes touches on a variety of marketing topics, including Apple's reputation as a "merchant of cool", customer loyalty, early adopters, and the difficulties associated with entering new markets.

Listen or Download (MP3): Apple's iPhone Price Drop

Interview Date: September 20, 2007

Length: 16 minutes

Topics Covered:

  • How Apple built its reputation as a marketing innovator.
  • Substance and context of Apple's announcement to drop the price of the iPhone.
  • Examination of the negative response by early adopters - those who already bought an iPhone.
  • Evaluation of Apple's response, including its decision to offer a store credit to early adopters.
  • What will this episode mean for Apple in the long term?

Produced By: College of Business, Communications Office

Related Information: Cele Otnes, Faculty Profile

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