Today,apple announce that their next generation IPHONE–IPHONE 4s would soon come onto the market,along with new IPOD TOUCH(including black and white).

People on the Internet showed great disappointment that this IPHONE is not the same as what they thought–IPHONE 5,which carries a larger screen and new design.Many of them even said that they are not going to buy this to replace their “look the same” IPHONE4.

It is interesting that today,apple’s stock price has dropped by at least 5%.

I think that apple actually underestimated consumers requiremets,also,they overestimated customers’ loyalty to their product.

Apple is facing thorny challenges in all different products:

Android phones are the most competitive rival of IPHONE(The market would be more complicated when taking BLACKBERRY and WindowsPHONE into consideration);

Tablets with Android or Windows system seems to be appealing than iPad;

Ipod is no more equals to music player…

Consumers nowadays are looking for a good-looking/powerful/not so expensive cellphone.They are not just looking for an iPHONE.What a pity that iPHONE 4S may be an epic failure that apple have never incured with

To determine what consumers wants is not a one-time work.This should be carried throughout the entire life of a certain business.