Therefore, we propose a success model which utilizes a
larger number of factors that explain the successes achieved.
As shown in Figure 1, these success factors can be
categorized by consumer (demographics, user preferences
and culture), corporate (business model, technology,
marketing and service providers) and environmental
(regulatory, infrastructure). This comprehensive model
incorporates the relevant factors which can explain the
success of the iPhone. Whether overtly, or perhaps in some
cases by chance, Apple has been able to capitalize on every
one of the success factors, in essence riding a ‘perfect wave’
of factors and has achieved incredible success with the
iPhone product.