Table of Contents
Chapter 1 Introduction
1.1 Executive summary
Chart 1 Apple Q4 revenue 2007 and 2008 comparison
1.2 Apple progression to mobile
1.3 iPhone
1.4 The focus of this report

Chapter 2 The role of Apple in wireless development
2.1 Hardware and wireless development
2.2 Off mobile platform development
2.2.1 Apple computers
2.2.2 Apple AirPort
2.3 Apple iPod
Table 1 Apple iPod versions
2.3.1 Accessories
2.3.2 Pricing
2.3.3 Media convergence
2.3.4 iPod Touch
2.3.5 Mobile phone competition
2.3.6 iPod criticisms
2.3.7 Growth in wireless use
2.4 Apple wireless applications on the move
2.5 Growth of solid consumer base
2.6 Response to growing mobile market
2.6.1 Move to mobile
2.6.1.1 iPhone
Chart 2 Apple Q4 iPhone sales 2007 and 2008 comparison
Chart 3 iPhone ownership growth by household income June, July, August 2008
2.6.1.1.1 User features
2.6.1.1.2 Improvements on later generations
2.6.1.2 iPhone mobile partners
2.6.2 Transfer of consumer base to mobile
2.6.2.1 High user experience
2.6.2.2 High brand loyalty and value
2.7 Apple mobile learning labs
2.8 Apple MobileMe
2.9 Third party software
2.9.1 Apple SDK
Chart 4 SDK developer and Apple sales of developed apps
2.10 Conclusion

Chapter 3 Apple mobile handset
3.1 Mobile handset revolution: the iPhone
3.2 Previous benchmarks
3.3 Touch screen
3.3.1 Screen size
3.3.2 User experience
3.3.3 Influence in the mobile market
3.4 Brand value and recognition
3.5 Mobile convergence value
3.5.1 Use of the mobile web
3.5.2 Camera
3.5.3 Mobile video
3.6 Ubiquitous device
3.7 Target markets
3.7.1 Business user market
Table 2 Top mobile handsets US Q3 2008 by unit sales
3.7.2 Fan base
3.7.3 Mobile web users
3.8 Global markets
3.8.1 US
3.8.2 Europe
3.8.3 Asia Pacific and Japan
Chart 5 Top 10 Entertainment music sites in Japan
3.8.4 China
3.9 Revenue strengths
Chart 6 Economic decisions of polled mobile subscribers
Table 3 Largest mobile phone suppliers, measured by revenue
3.10 Operator strategy
3.11 Conclusion

Chapter 4 Content on Apple mobile
Chart 7 iPhone user behaviour in US Q3 2008
Table 4 Countries with iPhone support and connection
4.1 Connectivity
4.1.1 iPhone 2G
4.1.2 iPhone 3G
Table 5 iPhone mobile carriers
4.2 Mobile web on iPhone
4.2.1 Growth in mobile web traffic
4.3 Mobile web music
4.3.1 iTunes
Table 6 Preliminary record deals with Apple iTunes
Table 7 TV networks with content available on iTunes
Chart 8 iTunes software App penetration August 2008
4.3.2 Legal issues
Table 8 Selected featured artists' coalition members
4.3.4 Mobile music competition
4.3.4.1 Nokia
4.3.4.2 Vodafone
4.3.4.3 3UK
4.3.4.4 Orange
4.3.4.5 O2
Table 9 O2 supported handsets for Napster service
4.4 Mobile TV
4.4.1 Mobile TV in iPhone markets
4.5 The mobile web
4.5.1 Mobile search
4.5.1.1 Mobile mapping
4.5.2 High standard user experience
4.5.3 Mobile email
4.6 Mobile advertising
4.6.1 LBA
4.7 Apple Apps store
4.7.1 NDA issues
4.7.2 Security issues
4.8 iPhone OS and browser
4.9 Mobile content used on and off the mobile campaigns
4.9.1 US Presidential election campaign on the iPhone
4.10 Conclusion

Chapter 5 Competitors to Apple and the iPhone
5.1 Launch of "iPhone killers"
5.2 Standards to compete and beat
5.2.1 Mobile web access
5.2.2 User experience
5.2.3 User interface
5.2.4 Mobile applications
5.2.5 USP
5.3 Nokia
5.3.1 Nokia XpressMusic handsets
5.3.2 Nokia "Comes with music"
5.4 Samsung
5.4.1 SGH i900 Omnia
5.5 LG
5.5.1 LG Prada
5.5.2 LG Renoir
5.6 BlackBerry
5.6.1 Business user market competition
Chart 9 Global smartphone handset market share Q3 2008
5.6.2 BlackBerry Bold
5.6.3 BlackBerry Storm
5.7 Google Android
5.8 HTC touch screen handsets
5.9 Motorola
5.9.1 Krave
5.10 Sony Ericsson
5.11 Microsoft
5.12 Symbian OS
Chart 10 Global smartphone OS market share Q3 2008
5.13 Conclusion

Chapter 6 Flaws and issues in Apple mobile strategy
6.1 Operator lock in
6.2 Release of iPhone 3G
6.3 Brand restriction versus open source
6.4 DRM laws restriction
6.5 Pricing structure
Table 10 Apple iPhone S.W.O.Ts

Chapter 7 Landscape for Apple in 2013
7.1 Apple in mobile
7.2 Future generations of Apple iPhone
7.3 Mobile market in 2013
Chart 11 iPhone sales forecast

Chapter 8 Conclusions and recommendations
8.1 Mobile operators
8.2 Mobile content providers
8.3 Mobile handset providers
8.4 Apple
8.4.1 Apple iPhone
8.4.2 Apple music





Companies Listed
3 (Hutchinson)
ABC
AdMob
Advertising Standards Authority
Airtel
Amazon
Android
AOL
Apple Corps
Apple Inc
ASUS
AT&T
BBC
Beeline
BlackBerry
Canalys
CBS
Cellular News
China Mobile
Claro
Comcel
Comscore
Copyright Royalty Board
CTI Movil
Dolby
EMT
ERA
Ericsson
European Union
Featured Artists Coalition
Fido
Formula 1
FOX
GetJar
Globe
Google
Goo Music
GSA
GSM Trade Body
HTC
LG
Linux
LMT
Macworld
McLaren
MediaSync
Megafon
Microsoft
mobilePeople
Mobinil
Multimap
MORA.jp
Motorola
Movistar
MTS
Napster
NBC
Netcom
NEOWING.co.jp
Nielsen Mobile
Nokia
NVIDIA
O2
Omnitel
Optimus
Optus
Orange
Packet Video
Porta
Prada
Psion
Qik
Rhythm NewMedia
RIM
Rogers
Samsung
Singtel
Skype
Softbank
Sonera
Sony
Sony BMG Music
Sony Ericsson
Swisscom
Symbian
Telcel
Telstra
The Carphone warehouse
The NPD Group
Time Magazine
TIM SAE
TMC
T-Mobile
Turkcell
Ufone
US Department of Justice
UTAMAP.com
UTANET.com
Verizon Wireless
VIVO
VODACOM
Vodafone
Vox Mobile
Yahoo!
YouTube

Purchase Information