Apple's small failure in Europe

Apple is famous for it's innovative product; iphone. Apple was survived from their big failure in computer industry by the success of iphone. But their wonderful product is not effective in Europe market. There are many factors of this short period failure. At first, iphone's price is too high to European. Actually, there are world's mobile leading company, the Nokia. And Nokia sells their mobile phone at very low price compared to that of Apple. Next, the monopoly of mobile carrier in each european country is a cause of Apple's damage. In European countries, government allow only one mobile carrier. It's very different environment to Apple. Because there are many mobile carriers in America. And because of this monopoly, Apple cannot adapt to the need of mobile market.
Consequently, now there are many inventories of iphone. Although now Apple is selling their old iphone at a bargain price, the utility is too low. If Apple launch their new iphone same way, they must fail in the market. And this may result in a serious damage to Apple. I think they have to research the mobility of European market. Maybe they have some self-contentment of their high technology. But they completely guessed wrong about the tendency of European consumers.
Through this failure, Korean companies must learn the importance of prudent market research. Maybe Apple didn't do enough research about the habits of European people. They only consider the function and design of their product. And now there are many global companies in Korea. And they contribute to Korea economy very well. Their products are so popular and effective in all around of the world. But when they don't do enough market research, I'll give assurance, they will fail. Of course now they do very well in global market, but I think they have to learn some lessons from Apple's failure.

reference: http://www.businessweek.com/magazine/content/08_17/b4081000500950.htm?chan=top+news_top+news+index_businessweek+exclusives

entry 6 20700067