Mobile phones users had the option to pick either a phone that looked good like the Nokia 8800 series or a device which had everything on paper, but the reality was you could only ever get 50% of the functions to work.
Apple saw the gap in the market getting bigger and bigger, and absolutely exploited it. Apple managed to bring to life everything the techies of us wanted, which could function with ease, at the same time bringing the fashion and image focused consumers into the world of different applications.
The arrogance of some manufactures, meant they where ignoring the consumers needs and this left some of them playing a very long and difficult game of catch up.
When Apple launched the iPhone they completely filled this gap, leaving very little room for anyone else. However they also took this one step further with some key features which had never been seen on a handset, and still remains iconic unique selling points about the devices.
Hats of to Apple
When Apple launched the first iPhone in the UK, they made it very clear this was going to be the premium product of the industry.
They Only allowed new connections to 02 network and made some difficult decisions to only sell via outlets like Car phone warehouse, however the brand launch was outstanding, and even though some key features missing i.e. Bluetooth and 3g Apple soon became the one to beat.
Apple Today lead the way in new innovation and constantly look to build on the iPhones success to make it the must had device. Apple have always focused on image and having great looking products and the iPhone has to be one of if not the best looking phone on the market. Now with the latest release of the new iPhone 4S they look to storm the market again this year by breaking more records, iPhones are now the most anticipated phones on the market and even with the amazing cheap mobile phone deals that are out there these days people still chose iPhones making more and more popular every year.
With the iPhone launch making Apple more popular it also increased the attention for it's laptop and desktop range, capitalizing on this they've also launched the iPad2 which means they're really taking the technology on the go market by storm making themselves total market leaders, way above all their competitors.
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