APPLE doesn’t keep secrets the way it once did. Before the company’s latest product launch on September 10th rumours swirled that it would depart from its practice of rolling out one new iPhone a year and launch two instead. And so it did. But at least the pricier of the new smartphones, the iPhone 5s, will make it easier for users to keep their secrets safe, thanks to a fingerprint scanner built into its “home” button. This feature, too, slipped out early, as did news of the arrival of a cheaper, plastic-backed and unusually colourful

iPhone 5c

Apple has changed their product’s style with risks. Tim Cock is not following the routine that the past CEO Steve Jobs used to showed us. In order to make more profits, Apple published two iPhones without much surprise, and many fans point out that even the fingerprint feature was not exactly ground-breaking. Instead of providing customers better quality, Apple aims for the missing market. Furthermore, due to the lost of secrecy, the product’s launching does not remain a surprise anymore, and therefore becomes meaningless.

Stakeholder involved:

Developers of Apple, Stockholders of Apple, Customers of Apple

Marketing&Finance:

Apple should improve their sealing of their new products in order to keep their reputation and media’s attention. Apple may make a lot more money in a shirt term, but the power of the brand becomes weaker than it used to be.

source: http://www.economist.com/blogs/schumpeter/2013/09/apples-new-iphones