Essay Report Requirements
Your essay report should be no more than 200 words (~1 page; single space, 12 font).
Why More Than 80% of iPhone Owners Don’t Want the Next Apple Watch
Fortune (Aug 31, 2016)
Apple’s current iPhone owners just don’t want the next version of the Apple Watch, according to a new study.
Approximately 83% of current iPhone owners have no interest in buying the next Apple Watch, believed to be known as the Apple Watch 2, according to app and mobile shopping company Branding Brand in a recent survey. However, the company added that 39% of iPhone owners would change their minds and buy an Apple Watch 2 if Apple cut the price on its wearable.
A whopping 33% of iPhone owners say “nothing” could be done to make them want to buy Apple Watch 2.
The data is based on Branding Brand’s survey of 1,000 iPhone users.
Apple launched its first-generation Apple Watch last year. The device comes in a few variants, including a cheaper Sport model, as well as the standard Apple Watch and the high-end Apple Watch Edition. Depending on what customers want, prices range from $299 for Apple Watch Sport to up to $17,000 for Apple Watch Edition.
Apple has yet to announce how many Apple Watch units it’s sold, but most analysts and market researchers believe it’s the most popular smartwatch on the market. Longtime Apple analyst Neil Cybart analyzed Apple Watch in June and said that he believes Apple has sold 12.1 million Apple Watch units since its launch in April 2015. In total, the company has generated $5.7 billion, he said at the time.
Still, the Branding Brand study seems to show that Apple’s reported plan to launch a new smartwatch this year might be as welcome as the company might want. Exactly how that would affect Apple Watch and its value inside Apple is unknown.
Discussion Questions
Please define the research problem first. Then, come up with 1 research question, 1 null (H0) and 1 alternative hypothesis (H1) based on the article above and provide reasons for why your research question is interesting and what practical implications it has for Apple managers. Then you should specify your null and alternative hypothesis. At least one independent and one dependent variable should be included in your hypothesis along with the relationship between related variables.
Please review the following example. The alternative hypothesis says: “The display of nutritional information on the front of the candy package decreases the purchase intention of health-conscious consumers”. In this hypothesis, the independent variable is the position of displaying nutritional information on the package and the dependent variable is purchase intention. The relationship between the independent and the dependent variable is that displaying nutrition information reduces the buying intention for health sensitive consumers. Just like what you saw in the example, you should indicate your independent and dependent variable along with your hypotheses.
For your research question, you can think of issues such as- Which types of iPhone users are not willing to buy an Apple Watch?, What changes can Apple make to the next Apple Watch in terms of the 4P marketing mix strategy to ensure better sales (e.g., product, price, place, promotion)?
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