Regarding iPhone’s distribution strategy, possible market performance measures will be sales, expenses and contribution margin of Apple’s distribution contracts, percentage of stores carrying the iPhone/market coverage, sales relative to market potential of each phone
carrier, percentage of on-time delivery, expense-to-sales ration of each partner, order cycle performance of each carrier (Hollensen, 2010). If nothing else, the success of iPhone’s market entry can also be measured by behavioural control such as reactions about the iPhone launch in newspapers etc.