This paper has been based on an extensive academic
literature review and general Internet searches. Wherever
possible, academic papers have been given priority in the
development of the preceding analysis. However, a limited
number of academic references were available for the
iPhone. Thus, some of iPhone findings have been
developed based on opinions expressed by industry experts
in newspaper or periodical articles, web pages or in some
cases blogs. While this does not necessarily indicate a lack
of validity, it does mean that some caution must be
exercised in the interpretations of these findings. While this
study has been able to illuminate many of the factors that
have made the iPhone successful, there are numerous
opportunities for further research. One of the assertions
presented in this paper is that US consumers seek computer
and fixed line Internet capabilities in their Smartphones.
There are no empirical studies to validate this assertion.
Therefore, further research to determine the adoption model
for Smartphones in the US is needed. Secondly, it would
be of benefit to repeat the research performed here over time
to see if the iPhone continues to be successful. Over a
number of years, it would allow us to determine if the
iPhone market is sustainable. Third, it would be valuable to
look at the success factors for RIM and its Blackberry line
of products to see if there are any similarities with other
success models from around the world, focusing mainly on
the business model employed by RIM. Given that the
business model for RIM is most likely device-centric, it
would be interesting to compare and contrast the iPhone
versus RIM and its Blackberry products. Finally, this report
specifically examined the US market for iPhone, and while
some of the findings are generalizable to other countries,
factors such as demographics, culture, user preferences,
regulatory and infrastructure will differ by country.
Therefore, it is recommended that future research focus on
the international implications for the iPhone, research that
would be of strong value to Apple and potentially other
Smartphone developers as they attempt to expand their
geographic reach.