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CONTENTS 1. Introduction.................


2. History.....6-8 2.1 iOS Version History.....6 3. Features (iOS 5.x: fifth major OS release).9-20 3.1. Notification Center..9 3.2. iMessages/ Messages.10 3.3. Newsstand.10 3.4. Reminders..10 3.5. Twitter Integration.11 3.6. Music..11 3.7. Camera....11 3.8. Maps...11 3.9. Calendars....11 3.10. 3.11. 3.12. 3.13. 3.14. 3.15. 3.16. 3.17. 3.18. 3.19. 3.20. 3.21. 3.22. 3.23. 3.24. Mail..12 Photos..13 Safari13 iCloud..14 Game center.14 Settings15 Keyboard.15 PC-Free16 Youtube16 FaceTime..16 iTunes/ AppStore.16 Contacts17 VoiceOver.17 Bluetooth.17 Homescreen.18

3.25. 3.26. 3.27. 3.28.

Folders.19 Multitasking.19 Switching Applications19 iTunes20

4. iDevices..21-26 4.1. iPhone21 4.2. iPod Touch.23 4.3. iPad25 4.4. Apple TV26 5. iOS Jailbreaking.27 6. Apples iOS vs. Googles Android 4.0 Icecream Sandwich28-30 6.1. Camera28 6.2. Photo Improvements...29 6.3. Voice Commands29 6.4. Browser...30 6.5. Notifications and multitasking31 6.6. New Apps and Features..31 7. Competitive Analysis32-36 7.1. Swot Analysis..32 7.2. Porters 5 Forces34 8. Recommendations.37 9. Conclusion.38 10. References..39

1. INTRODUCTION Apple Computer, Inc. is an American multinational corporation with a focus on designing and manufacturing consumer electronics and software products. Apple was launched successfully in 1976 by founders Steve Jobs and Steve Wozniak. Today, Apple is engaged in the design, development and marketing of personal computers (PC) and related software, peripherals, network solutions, portable digital music players, and related accessories. The companys portfolio of offerings comprises Mac computing systems, iPods, iPhones, and servers. The companys software applications include Mac OS, iLife, iWork, and internet applications like Safari and QuickTime, among others. The company mainly operates in the US. It is head quartered in Cupertino, California and employs 21,600 employees.

Apple has 357 retail stores in ten countries, and an online store. It is the largest publicly traded company in the world by market capitalization, overtopping ExxonMobil by some $150 billion, as well as the largest technology company in the world by revenue and profit, more than Google and Microsoft combined. As of September 24, 2011, the company had 60,400 permanent full-time employees and 2,900 temporary full-time employees worldwide; its worldwide annual sales totaled $65 billion, growing to $108 billion in 2011.

The iOS is Apple Inc.'s mobile operating system. Originally developed for the iPhone, it has since been extended to support other Apple devices such as the iPod Touch, iPad, and Apple TV. Unlike Windows CE (Mobile and Phone) and Android, Apple does not license iOS for installation on non-Apple hardware. Apple's App Store contains more than 550,000 iOS applications, which have collectively been downloaded more than 25 billion times. It had a 16% share of the smartphone operating system units sold in the last quarter of 2010, behind both Google's Android and Nokia's Symbian.

The user interface of iOS is based on the concept of direct manipulation, using multi-touch gestures. Interface control elements consist of sliders, switches, and buttons. The response to user input is immediate and provides a fluid interface. Interaction with the OS includes gestures such as swipe, tap, pinch, and reverse pinch, all of which have specific definitions within the context of the iOS operating system and its multi-touch interface. Internal accelerometers are used by some applications to respond to shaking the device (one common result is the undo command) or rotating it in three dimensions (one common result is switching from portrait to landscape mode). The iOS is derived from Mac OS X, with which it shares the Darwin foundation, and is therefore a Unix operating system. In iOS, there are four abstraction layers: the Core OS layer, the Core Services layer, the Media layer, and the Cocoa Touch layer. The current version of the operating system (iOS 5.1) uses roughly 770 megabytes of the device's storage, varying for each model.

2. HISTORY The operating system was unveiled with the iPhone at the Macworld Conference & Expo, January 9, 2007, and released in June, 2007. At first, Apple marketing literature did not specify a separate name for the operating system, stating simply that the "iPhone runs OS X". Initially, third-party applications were not supported. Steve Jobs argued that developers could build web applications that "would behave like native apps on the iPhone". On October 17, 2007, Apple announced that a native Software Development Kit (SDK) was under development and that they planned to put it "in developers' hands in February". On March 6, 2008, Apple released the first beta, along with a new name for the operating system: "iPhone OS". The previous September, Apple had released the iPod touch, which had most of the non-phone capabilities of the iPhone. Apple also sold more than one million iPhones during the 2007 holiday season. On January 27, 2010, Apple announced the iPad, featuring a larger screen than the iPhone and iPod touch, and designed for web browsing, media consumption, and reading iBooks. In June 2010, Apple rebranded iPhone OS as "iOS". The trademark "IOS" had been used by Cisco for over a decade for its operating system, IOS, used on its routers. To avoid any potential lawsuit, Apple licensed the "IOS" trademark from Cisco 2.1 iOS version history Apple licensed the trademark for "iOS" from Cisco Systems (which owns IOS), the same company with which Apple had earlier settled a dispute over the "iPhone" trademark. Apple released iOS 4, three days before the iPhone 4, in an effort to reduce the strain on Apple's servers. iOS 4 was the first version of the OS to be a free upgrade on the iPod touch. Apple previously announced that iPad users with 3.x software would receive a free upgrade to the next major (4.x) release. iOS 4.0.1 included a fix to the reception signal strength indicator. It was released on July 15, 2010. Apple also released iOS 3.2.1 for the iPad which tweaked the tablet's Wi-Fi

connectivity, video playback, and copy-and-paste for PDF attachments, among other updates.

iOS 4.1 for the iPhone and iPod touch was released on September 8, 2010; the update fixed some bugs reported by users, improved battery life and added several new features:

Game Center, which allows gamers to play multiplayer games online, upload high scores and unlock achievements (though Apple removed Game Center from the iPhone 3G because of reports of slow performance)

The ability to toggle spell checking on and off HDR photography (iPhone 4 and 4S only) Ping, a social music network and discovery tool iOS 4.1 also updated carrier settings. At the same time, TV show rentals became available on the iTunes US Store.

iOS 4.2 was never released but instead iOS 4.2.1 was released on November 22, 2010. It added iPad compatibility. Further on iOS 4.2.5 was released as a demo version for the CDMA version of the iPhone 4. This iPhone 4 variant was released for Verizon Wireless customers in the US on February 10, 2011. The version released with the phone, 4.2.6, has some slight UI changes specifically for the CDMA version of the phone, including a "Personal Hotspot" switch in the Settings app, a service which has to be activated by the carrier in order for the feature to be usable..

iOS 4.3 was released to the public on March 9, 2011. In addition to earlier features, the public release of iOS 4.3 included many new features such as a Nitro JavaScript engine in Safari, making Safari run up to twice as fast according to Apple. iTunes Home Sharing also received a major revision in iOS 4.3; it allows users to connect to their home Wi-Fi networks and stream content from iOS devices to speakers, TVs and other devices, or vice versa. Personal Hotspot for iPhone 4 is a new feature to GSM iPhones (previously released with the Verizon CDMA iPhone) that allows the user to create a Wi-Fi network with an iPhone 4 and provide Internet access for up to five other devices on Verizon

Wireless, three on AT&T. In addition, the side button on the iPad is now customizable, with users able to use it either as a system sound mute or as a screen rotation lock.

iOS 5.0 and its features were announced on June 6, 2012. GMT iOS 5 introduced the iCloud service and the Notification Center, as well as improvements to native apps such as Camera. The operating system also features new applications, such as the "Reminders" app and "Newsstand", a special home screen folder and App Store category that contains newspaper and magazine apps. "iMessage" is an application that allows iPod touch, iPhone, and iPad users to communicate, much like a chat service only used between these devices. The iMessage feature has been integrated into the "Messages" application on the iPhone. The iPod application on the iPhone and iPad has now been split into the Music and Video application, just as it had been on the iPod touch. It also added updated security and bug fixes. iOS 5 also brings long-awaited Hindi virtual keyboard. According to Apple, the new OS has over 200 new features.

iOS 5.1 was announced alongside the iPad and Apple TV (3rd generations) on March 7, 2012. Later that day, users of iOS devices were able to upgrade to the new operating system. New features include support for Siri in Japanese as well as the ability to delete photos from Photo Stream from an iOS device


3.1 Notification Center: swipe downwards from the status bar to open it. Notification center shows a list of all notifications and widgets (widgets available only on iPhone and iPod Touch).

Notification order can be arranged. Choose Notification Type: Banner notifications, the classic pop-up notifications, or no notification at all.

Notifications announcing earthquakes with 2 minutes early (only in Japan).

3.2 iMessage/Messages

Messaging between all iOS devices running iOS 5 through Wi-Fi or 3G. Allows to send text, photos, videos, contacts, and locations.

All iMessages and conversations will be synced between all iOS devices linked under a single Apple ID. You can start a conversation on one device and continue it on another.

Can message between multiple people simultaneously (group messaging). Shows when other person(s) is typing. Ability to set how much time a message alert has to be shown again if you dont respond to the phone when it notifies of a new message.

The name of the person that responds appears in small light blue text directly above the response when SMS is sent to a group.

The keyboard (after being used to type an SMS/MMS/iMessage) can be hidden by scrolling down the part of the screen that contains the messages.

3.3 Newsstand

A new icon on Springboard, which opens to an iBooks-inspired folder which shows all papers and magazines downloaded from the App Store.

Subscriptions to newspapers and magazines available for browsing and downloading in a dedicated section of the App Store, stored in the Newsstand folder.

3.4 Reminders

"To-Do list" functionality in Reminders app. Date-based reminder notifications. Location-based reminder notifications that can be set to when you leave, or arrive a specified area (available on iPhone 4 and iPhone 4S only).


3.5 Twitter integration

Tweeting from native applications: Photos, Camera, YouTube, Maps, and Safari using new Tweet Sheet which supports multiple accounts.

3.6 Music

iPod app now split into Music and Videos (iPhone and iPad only). Video podcasts can only be found in the Videos app. Ability to play content while the device is synchronizing with iTunes. Ability to delete songs from device (by swiping over the corresponding song).

3.7 Camera

Volume-up key as shutter release button to take photos. Shortcut to Camera App from Lockscreen created, accessed by double-clicking the home button (iPhone and iPod Touch 4th generation only)

Spread to zoom-in, pinch to zoom-out. Swipe left to reveal camera roll. Tap and hold to lock/unlock Auto Exposure and Auto Focus. Face detection and video stabilization. (iPhone 4S only)

3.8 Maps

Print maps. Alternate routes. Traffic.

3.9 Calendar

Can now create, rename, and delete calendars right on the device. Drag appointments to a new time slot. Drag handles to change start and end times.


When creating a new Event, users will notice a new field titled Invitees. Selecting the Invitees option takes the user to a screen where you can input multiple email addresses to invite multiple people to an event, and once all emails have been added and the event saved, emails will be sent out to all Invitees. When the Invitee has chosen between Accept Decline and Maybe the reply is sent up into the iCloud servers and is reflected for all other Invitees to see. The Calendar event on your device will list those who have accepted the event. All users of iOS 5 devices will get a notification when the event is nearing.

Ability to specify a time zone to events. Share calendars through iCloud with friends and family. Any edits made by any subscribers to that calendar will be updated and pushed to all subscribers of that calendar.

Japanese or Buddhist calendars support. Mail


Rich text formatting (bold, italics and underline). Indentation control. Ability to mark multiple mail items as read. Ability to flag emails. Draggable mail address in the recipients field. Alert if the subject line is blank. Search now includes body of messages. Delete mails while in Airplane mode. Can create new email folders. Mail sidebar. S/MIME support. Ability to show 1000 recent messages; 25 message option removed.



Photos Built-in basic photo editing: crop, red-eye, auto-enhance and rotate photos. Ability to create and edit local photo albums folders. Ability to sync pictures taken on one iOS device automatically with other iOS 5 devices using Photo Stream.

Ability to select all when adding pictures to an album. Slight re-design for video time-line under Photos app. Safari


Safari Reader: On certain web articles, a new 'Reader' icon will appear in the address bar which will display a new window sheet over the current page sans any ads or clutter. Prior or following pages in the article normally needed to open a new link will show up uniformly, separated by only a page break.

Ability to change font size in reader mode. Reading List: a new area of the bookmarks window has been added purposed for pages you might want to read later called the 'Reading List.' New pages can be added from a new option in the action menu.

Items from the Reading List can be synced to iCloud to be pushed to all of your other iOS devices.

Safari bookmarks can be synced to iCloud. Ability to open pages in background or in new page (change via settings). Ability to replace a word with a word from a list of similarly spelled words spellings when typing in a text box on a web page.

Private Browsing. Ability to remove custom Website Data.



iCloud iTunes, iBooks (books and progress), App Store, Photo, Contacts, Calendar, Notes, Reminders, Mail, Safari bookmarks and Reading List items, device settings, app data, iWork and backup data saved in iCloud and automatically or manually downloaded to all linked devices (iOS and Mac/Windows PCs).

All iMessages and conversations will be synced between all iOS devices linked under a single Apple ID. You can start a conversation on one device and continue it on another.

Backup homescreen layout on iCloud. Document sync. Ability to buy more storage. Free upgrade to 256 kbps bit-rate for purchased songs if backing up on iCloud. File names in iCloud Storage are case-sensitive. Game Center


Game Center is an online multiplayer "social gaming network" released by Apple. It allows users to "invite friends to play a game, start a multiplayer game through matchmaking, track their achievements, and compare their high scores on a leader board." iOS 5 and above adds support for profile photos. Features include:

Photos for friends. Ability to make your Profile public or private. Points in Game Center: shows you how many points you have on the home screen of Game Center.

Sort and View friends on the basis of Points. Friend Recommendations. Games can be purchased from within Game Center. Game Recommendations. New Friend requests screen. Native Support for turn based games.



Settings Help Center: Learn more about every option under settings app to explore more about it.

System Services. Hearing Aid Mode. Ability to rename your device. Ability to set up an AirPort base station or Time Capsule devices. Ability to organize Notification Center items "Manually" or "By Time". Can select which apps can be included in Notification Center. Storage usage clean up. Backup to iCloud shortcut added. Keyboard


Ability to create keyboard shortcuts (autotext) to replace custom phrases. By default includes omw which expands to On my way!.

Emoji keyboard no longer requires an app to enable it (regarding non-Japanese devices).

Define your own words in Offline Dictionary. New keyboard with prominent # (hash-tag) and @ (mention) buttons for Twitter app similar to the .com button when entering an address into the Safari address bar.

New Chinese-Pinyin keyboard spreading. Quick Chinese input method. List of associated words show on the top of Chinese input keyboard. Function to convert voice to text. (iPhone 4S only)



PC-Free iTunes/USB no longer needed to activate new devices via a computer. New welcome screen when using the device for the first time (or after resetting a device).

Ability to start fresh with no need to tether it to iTunes. Option to restore all data on a device through a simple iCloud sign in.

Ability to wirelessly sync to iTunes over Wi-Fi added (an initial tethered sync is needed to pair them together and the setting must be enabled in iTunes).

OTA delta software updates: from iOS 5 forward, devices can now self-update the system software right on the device itself through Wi-Fi or 3G. No iTunes needed.


YouTube Ability to play 480p/720p videos over 3G (iPhone only).[76] Scrolling titles for YouTube videos. Seek bar fine scrubbing visual notification has been added FaceTime


Improved video quality. Ability to set your FaceTime caller ID to be your email or your phone number. Ability to mirror the FaceTime call on large screen.[77] iTunes/App Store


iTunes Tone Store. New Purchased History section. Genius support for finding songs and apps similar to ones users have purchased previously.

Ability to completely disable in-App purchases. iTunes password prompt.


Restrictions with password needed for purchases if enabled. Shows "Install" instead of price for previously purchased apps. Shows "Installed" for installed apps. Additional iForgot button on App Store if a user has forgotten their Apple ID password.

Simultaneous App downloads. Custom tones for almost everything under Sounds with Buy more tones button. Music app now has a Store button that goes to the iTunes Store. Contacts


Add family relations ("related names") to contacts. Add social media info into contacts. VoiceOver


VoiceOver item chooser. VoiceOver action support. Arabic language support for VoiceOver. Option to speak text selection. New voices for VoiceOver. Bluetooth


AVRCP 1.4 supported (sends track and artist info to supported devices). Minor improvements / bug fixes New rounded UISwitch graphic. Ability to use the device while syncing. Spotlight search now includes Reminders and searches through SMS messages. Built-in system-wide dictionary (press and hold on a word gives the option to copy or define. Define brings up a view with definition of the selected word). Ability to delete app data.

Fixed a bug that caused a song to crash for a second while switching to another application in the multitasking bar. Apps fade to homescreen when they crash, rather than flicking off. Multiple downloads run simultaneously instead of sequentially. Option to automatically set the time (new for Wi-Fi only devices). Switching the ringer switch to "on", the indicator now shows the volume level bar (iPhone and iPad only) Screenshots are saved using the device's orientation (previously, all screenshots were saved as if the device were in portrait mode). Hindi virtual keyboard based on standard InScript layout. Home Screen


The home screen (rendered by and also known as "SpringBoard") displays application icons and a dock at the bottom of the screen where users can pin their most frequently used apps. The home screen appears whenever the user switches on the device or presses the "Home" button (a physical button on the device). The screen has a status bar across the top to display data, such as time, battery level, and signal strength. The rest of the screen is devoted to the current application. When a passcode is set and a user switches on the device, the Lock Screen is displayed.

An iPhone 4S status bar displaying its icons. From left to right: Signal strength, wireless carrier name, Wi-Fi signal strength, VPN connectivity, time, orientation lock, location services, alarm clock, TTY, AirPlay Mirroring, and battery status.




With iOS 4 came the introduction of a simple folder system. When applications are in "jiggle mode", any two can be dragged on top of each other to create a folder, and from then on, more apps can be added to the folder using the same procedure, up to 12 on iPhone and iPod touch and 20 on iPad. A title for the folder is automatically selected by the type of applications inside, but the name can also be edited by the user. 3.26 Multitasking

Before iOS 4, multitasking was limited to a selection of the applications Apple included on the devices and an array of jailbroken modifications. Starting with iOS 4, on 3rd-generation and newer iOS devices, multitasking is supported through seven background APIs: Background audio - application continues to run in the background as long as it is playing audio or video content Voice over IP - application is suspended when a phone call is not in progress Background location - application is notified of location changes Push notifications Local notifications - application schedules local notifications to be delivered at a predetermined time Task completion - application asks the system for extra time to complete a given task Fast app switching - application does not execute any code and may be removed from memory at any time 3.27 Switching applications

Double-clicking the home button activates the application switcher. A scrollable dock-like interface appears from the bottom, moving the contents of the screen up. Choosing an icon switches to an application. To the far left are icons which function as music controls, a rotation lock, and on iOS 4.2 and above, a volume controller. Holding the icons briefly makes them "jiggle" (similarly to the homescreen) and allows the user to force quit the applications by simply tapping the red minus circle that appears at the corner of the app's icon.



iTunes is a media player computer program, used for playing, downloading, saving, and organizing digital music and video files on desktop or laptop computers. It can also manage contents on iPod, iPhone, iPod Touch and iPad. iTunes can connect to the iTunes Store to purchase and download music, music videos, television shows, iPod games, audiobooks, podcasts, movies and movie rentals, and ringtones. It is also used to download application software from the App Store for the iPhone, iPad and iPod Touch. iTunes has been criticized for not being able to transfer music from one portable device to another. iTunes was introduced by Apple Inc. on January 9, 2001. The latest version, 10.6.1, is available as a free download for Mac OS X v10.5 or later, as well as Windows XP or later. In June 2010, Apple released a new privacy policy pertaining to the capture and collection of users' real-time location information.


This is a list and comparison of devices designed and marketed by Apple Inc. that run a Unix-like operating system named iOS, often referred to simply as iDevices. The devices include the iPhone multimedia smartphone, the iPod touch, which is similar to the iPhone but has no cell phone hardware, and the iPad tablet computer. All three devices function as digital audio and portable media players and Internet clients. The Apple TV, which also runs iOS, is a set-top box for streaming local media to a connected television set, and has no screen of its own.

4.1 iPhone


Model Initial OS

iPhone iPhone OS 1.0

iPhone3G iPhone OS 2.0

iPhone3GS iPhone OS 3.0

iPhone4 iOS 4.0 (GSM) iOS 4.2.5 (CDMA)

iPhone4S iOS 5.0

Storage (GB) Processor

4, 8 or 16

8 or 16

8, 16 or 32

8, 16 or 32

16,32 or 64

620 MHz Samsung 32-bit RISC ARM (32 KB L1)

833 MHz


1GHz ARMCortex-A8 Apple A4 (SoC)

1GHz dualcore ARMCortex A9 Apple A5 (SoC)

ARM Cortex- Cortex-A8 Apple A8 Samsung S5PC100 A4 (SoC)

Bus frequency Memory

103 MHz

103 MHz

100 MHz

100 MHz

250 MHz

128 MB LPDDR DRAM (137 MHz)

128 MB LPDDR DRAM (137 MHz) 2.0 MP

256 MB LPDDR DRAM (200 MHz)

512 MB LPDDR DRAM (200 MHz)

512 MB LPDDR DRAM (200 MHz) Rear: 8.0 MP with face detection Front: 0.3 MP with VGA, tap to focus and geotagging


2.0 MP

3.0 MP with VGA, tap to focus, white, balance, macro focus & exposure

Rear: 5.0 MP Front: 0.3 MP with VGA, tap to focus and geotagging


135 g

133 g

135 g

137 g

140 g


4.2 iPod Touch


Model Initial OS

1G iPhone OS 1.1

2G iPhone OS 2.1.1/ 3.1.1 8, 16 or 32 620 MHz ARM11 core with internal ARM7 core for Jazelle acceleration

3G iPhone OS 3.1.1

4G iOS 4.1 iOS 5.0

Storage (GB) Processor

8, 16 or 32 620 MHz 32-bit RISC ARM (32 KB L1)

32 or 64 833 MHz ARM Cortex-A8 Samsung S5L8920

8, 32 or 64 1GHz ARM-Cortex-A8 Apple A4 (64 KB L1)

Bus frequency Memory








Rear: 0.9 MP Front: 0.3 MP


120 g

115 g

115 g

101 g


4.3 iPad

Model Initial OS Storage (GB) Processor

iPad iOS 3.2 8, 16 or 32 1GHz ARM Cortex-A8 Apple A4)

iPad2 iOS 4.3 8, 16 or 32 iGHz dual-core ARM Cortex-A9 250 MHz 512 Dual Channel LPDDR2

iPad3 iOS 5.1 32 or 64 Dual-core Apple A5X SoC

Bus frequency Memory


1 GB



Back:0.9MP FRONT:0.3MP

Back: 5MP Front:0.3MP 650 g



680 g

601 g

4.4 Apple TV

Model Initial OS Storage (GB) Processor Memory Weight

2G iOS 4.1 8, GB NAND flash Apple A4 SoC 256 MB DRAM 272 g

3G iOS 5.1

Apple A5 512 MB DRAM 272 g


5. iOS JAILBREAKING iOS jailbreaking, or simply jailbreaking, is the process of removing the limitations imposed by Apple on devices running the iOS operating system through the use of custom kernels. Such devices include the iPhone, iPod touch, iPad, and 2nd Gen Apple TV. Jailbreaking allows users to gain root access to the operating system, allowing iOS users to download additional applications, extensions, and themes that are unavailable through the official Apple App Store. Jailbreaking is a form of privilege escalation, and the term has been applied to privilege escalation on other computer systems as well. The name refers to breaking the device out of its "jail", a technical term used in Unix-style systems, for example FreeBSD jail. A jailbroken iPhone, iPod touch, or iPad running iOS can still use the App Store, iTunes, and other normal functions, such as making telephone calls. Unlike rooting an Android device, jailbreaking is necessary if the user intends to run software not authorized by Apple. A tethered jailbreak requires that the device be connected to a computer each time it needs to be booted; an untethered jailbreak allows the device to be powered without computer assistance. Under the Digital Millennium Copyright Act, jailbreaking iPhones is legal in the United States, although Apple has announced that the practice "can violate the warranty".



Apple's iOS 5 and the new iPhone 4S got some new competition after Google introduced Android 4.0, Ice Cream Sandwich, running on the new Samsung Galaxy Nexus. ICS offers a host of new features, including improved voice commands, an enhanced browser, facial recognition, photo enhancements, and changes to core apps such as Gmail and Calendar. The features of both have been discussed in details. 6.1 Camera Apple and Google have made improvements to their respective camera software, and both operating systems now offer users the ability to access the phone's camera from the lock screen. Appsle also added to iOS 5 the ability to use grid lines to line up your shot, as well as pinch-tozoom. Google's Ice Cream Sandwich has a new panoramic mode that stitches together multiple snapshots to create a larger scene. ICS's new panoramic mode includes a slider at the bottom of the screen to help you align the series of shots


6.2 Photo Improvements Once you're done taking photos, both ICS and iOS 5 have baked-in tools to help you improve your pictures, allowing you to crop and rotate, remove red-eye, and auto-enhance. ICS will also let you set levels and add Instagram-style filters

6.3 Voice Commands Sandwich, but anyone hoping for an answer to iOS 5's Siri integration will be disappointed. However, ICS voice-command software now has a hands-free feature that lets you activate voice actions just by speaking to your phone, instead of pressing a button. People purchasing the new iPhone 4S get to take advantage of iOS 5's new Siri personal digital assistant, which lets you carry out a number of tasks using voice commands. Some of the most interesting Siri features include creating calendar appointments, setting alarms and timers, retrieving basic facts and figures from Wolfram Alpha, and adding location-based reminders. Both voice-command services also let you do things such as play music, search the Web, and dictate notes, SMS, and email messagesGoogle has added some enhancements to Voice Actions for Android in Ice Cream

6.4 Browser Ice Cream Sandwich has beefed up browser capabilities with new features such as Google Chrome bookmark sync, incognito mode, and the ability to save full Web pages for offline reading. Apple's iOS 5 browser includes tabbed browsing for the iPad (added to Android tablets with Honeycomb), private browsing, Safari Reader, and Reading List, a feature that lets you save Web pages to read later. Unlike ICS, however, Reading List does not allow offline caching. Reading List syncs across all your iCloud-enabled devices, including desktop PCs.


6.5 Notifications and Multitasking Apple borrowed liberally from Android for iOS 5's new notification system. The new iPhone system includes the appearance of incoming notifications at the top of your iOS device's screen, as well as a full-screen notifications center that you can swipe down from the top of the screen. Ice Cream Sandwich's notifications include a few enhancements, one of which allows users to pull down the notifications window from the lock screen. Google has also added a new feature called the Recent Apps list, which lets you view thumbnail images of all your running apps and jump between them with one tap.

6.6 New Apps and Features Ice Cream Sandwich has a new People app that is reminiscent of Windows Phone 7's people hub. The new Android app includes a larger profile photo for each of your contacts, and integrates their social networking status updates from services such as Google+ and Twitter. ICS also has a new Gmail app that promises faster performance, includes a new preview pane, and lets you search the past 30 days' worth of your email offline. Google has also updated Calendar, Maps, and Music, but the company has yet to fully demonstrate what the new changes are. A new datausage app shows you how much data you've been using on a graph; you can also see usage forecasts to plan around your bandwidth caps. ICS also offers a new sharing feature called Android Beam, which lets you share apps, contacts, music, and videos by tapping two phones together. Android Beam works only with devices that carry near-field communication chips. In addition, ICS supports Wi-Fi Direct, a Bluetooth competitor that lets you connect two devices directly using Wi-Fi signals (no Internet connection required). Apple added to iOS 5 a Reminders app that is location aware (Siri integration for iPhone 4S only). You'll also find Newsstand, for receiving automatic updates from iOS news and magazine apps such as The New York Times, The Daily, and The Economist. Apple's Blackberry Messenger rival, iMessage, lets you send text messages to other iOS 5 devices (including the

iPad). iMessage doesn't count against your monthly text messaging allotment from your carrier, but it does use 3G data if you're not on Wi-Fi.

6.7 Cloud Backup Android users have been able to store items in the cloud for some time, including purchased apps and now music (with Google Music) and photos (via Google+). Apple is playing catch-up in some ways with the addition of iCloud, which includes syncing apps across all your devices, although both services are reaching music and photo storage around the same time. iCloud also syncs your documents for you, and iOS 5 users can now get over-the-air system updates to their iOS devices via Wi-Fi. Android has had over-the-air updates for a while. Google also added a minor but interesting security feature that lets you unlock your phone with facial recognition. And ignoring phone calls gets easier with a new set of canned responses that lets you text a caller to tell the person why you didn't answer your phone.


7. COMPETITIVE ADVANTAGES Companies have to build up fresh competitive advantages and destroy others advantages faster. As innovation pervades the value chain, they must migrate quickly from one competitive position to another, creating new ones, depreciating old ones, and matching rivals. (Richard A. DAveni, 2007). Apples competitive advantage is much more than just its software. It is the companys focus, vision, design, product quality and service that have helped to create easy to use products. Apple as a manufacturer has provided the market with most innovative products like iMac, iMovie, iTunes, iBook, iPod and iPhone. Apple is one of the most established and healthy IT brands in the world and has a very loyal set of enthusiastic customers that advocate the brand. It means that Apple as a provider, not only recruits new customers but also retains them. Overall control over the design and manufacture of hardware, software, and peripherals alike allows for high compatibility between products, and high-quality customer support, ensures satisfaction and loyalty. (Betsy and Levinstein, 2008). Apple's strategy of differentiation between product designs and its promotion around new product launches also heightens the Apple mystique.

7.1 Swot Analysis Swot Analysis of any company covers External and Internal factors of a company within an industry which helps in achieving the objective of the company. Internal factors cover Strengths and Weaknesses and External factors covers Opportunities and Threats.



STRENGTHS Apple is one of the oldest hardware manufacturers. It has control over the production process. It gives high quality products in the market. Huge loyal customer base, so it is main strength of the company. Product diversification Strong U.S. economy backing up the company

WEAKNESSES Focus on internal engineering rather than marketing. High price of products. Difficulties in controlling the

production process. No regular dividends that may to lead its to


fluctuation in companys share prices.

OPPORTUNITIES Increasing demand for less expensive product lines with quality. Product line of Apple is functional and attractive. Demand for Smartphones among the mobile users is likely to grow rapidly over the next few years. New car models with iPod connectivity, will lead to increase in demand for compatible iPods. Apple

THREATS operates and in the highly evolving



technology industry. Substitution effect. For example

products like mobile phones can be used as a substitute to iPods. Technology changes at a rapid rate and its going to affect companys technology and policies. o Forced to develop new products because of new product line in the market.


7.2 Porters 5 Forces: Porter's 5 forces analysis is a framework for the industry analysis and business strategy development. Porters 5 forces determine the competitive intensity and therefore attractiveness of a market. The model was developed by Michael Porter in 1979.

Porters 5 Forces Model

EXISTING COMPETITORS: This is the major determinant of the competitiveness of the industry. Sometimes rivals compete aggressively and sometimes rivals compete in non-price dimensions such as innovation, marketing, etc. Following competition is faced by Apple in different segments:

Windows OS and Microsoft also best in the market for media player. Alternate sources of computer hardware for customer like Dell and HP also good provider of hardware. There are some online music stores of Napster similar to iTunes stores.

THREAT OF NEW ENTRANTS: Consumer electronic industry is highly profitable and may attract new competitors in the market. Increased competition will reduce companys profitability and growth.

Streaming audio and video with v-cast (Verizon) On demand online services (similar to iTunes) New entrants with disruptive technology (The Next Google)

BARGAINING POWER OF SUPPLIERS: Suppliers of raw materials, components, and services to the firm can be a source of power over the firm. Suppliers may refuse to work with the firm, or e.g. charge excessively high prices for unique resources. Following are the suppliers to Apple.

Suppliers of processors and computer memory (Motorola, IBM, Intel) Strategic alliance/supplier of Mac (Microsoft) Supplier of TV and movies (Disney, ABC, Fox, Sony) Sources of music (BMG, Sony, Warner, Universal)

BARGAINING POWER OF CUSTOMERS: The ability of customers to put the firm under pressure and it also affects the customer's sensitivity to price changes. Following are the reasons for increasing bargaining power of customers over Apple. Customers share music using peer-to-peer networks without paying for music (Ares, Limewire) Consumers/Businesses may reduce spending on computers if they fear economic downturns (Consumer Attitudes & Behaviors) Consumer Refresh Cycles.


THREAT FROM SUBSTITUTES: The existence of close substitute products increases the propensity of customers to switch to alternatives in response to price increases. Following are the substitutes for Apple products. Satellite radio for music (XM, Sirius) Entertainment media, media and music (XBOX, PS2) Alternative means to acquire music (Music CDs, DVDs) Alternative sources for videos (Cable, Broadcast, Theatres


8. RECOMMEDATIONS Apple has most expensive products in the market which everyone cannot afford, so Apple needs to lower down the cost of products by maintaining the same quality standards so that all level of consumers can buy the products. Apple can form some joint ventures with other service provider bodies to provide consumers better services. As Apple has limited number of stores in the market, more number of retail stores is necessary to expand their business and easy access for client also. Being a part of innovative industry, continuous innovation is necessary.


9. CONCLUSION Apple is one of the most established and healthy IT brands in the world and has a very loyal set of enthusiastic customers that advocate the brand. It means that Apple as a provider, not only recruits new customers but also retains them. Apple has always been ahead of its time. The company was the first to realise that design really matters and is still the company that sells what customers want that is not only the product but also intangible benefits along with it . When a company builds a reputation it is very important to protect it and in order to protect its reputation Apple has to stick to its role of innovator and deliver products that are modish and well designed or the results can be catastrophic failure.


10. REFERENCES 1. Apple Computer, Inc. company profile. Retrieved 5th September, 2008. , Publication Date: 18 Apr 2008 2. Betsy, M. and Levinstein, J. L., (17th March, 2008). What makes Apple golden. Fortune, (157), pg68-74 3. Kennedy, N., Retrieved 4th September, 2008, 4. Aveni, R. A.,(nov 2007), Mapping your competitive position, Harvard Business Review, pg 110-120 5.