The UK Marketing Environment for the iPhoneExecutive SummaryThis report will analyze and discuss the most important elements of the marketing environment for the launch of the iPhone, i.e. the three main levels of the marketing environment: the microenvironment through customers, competitors and distributors, the macroenvironment through technological, economic, social, political and environmental forces and finally the internal environment through the relationship of Apple with its employees and its marketing philosophy. The analysis for the microenvironment is based on Porter's 5 forces model and that for the macroenvironment is based on PEST analysis. The report will also provide an interpretation for each of these aspects, a conclusion with an assessment of the attractiveness of the current UK marketing environment in which the iPhone is being launched. The main findings of this report show that the iPhone is a successful product that combines attractive features: iPod, Internet browser and mobile phone, which meets the needs of customers and also exceeds their expectations due to its trendy design. However, the current UK mobile market is very competitive, so Apple will face tough competition against established mobile phone manufacturers. The report finally provides some recommendations that can help improve Apple's performance and marketing environment for the iPhone, these are mainly:• Give customers more flexibility by decreasing the price of their phone by changing the contract length O2 and giving customers more options• Unlocking the iPhone• Improving some iPhone features Summary1. Introduction...... middle of document....../hi/technology/6260904.stm• Apple notice on unlocked iPhones, September 2007 http://news.bbc.co.uk/1/hi/technology / 7011772.stm• Wi-Fi health study begins, October 2007http://news.bbc.co.uk/1/hi/technology/7042334.stmGreenPeace• Missed call: the iPhone Dangerous chemicals, October 2007http ://www .greenpeace.org/usa/news/iphone-s-hazardous-chemicalsGuardian• Vodafone's iPhone rival in shops for Christmas, September 2007, http://www.guardian.co.uk/technology/2007/ sep/11/apple. mobilephones?gusrc=rss&feed=technology• iPhone may mark the end of geek relationship with Apple, October 2007, http://www.guardian.co.uk/technology/2007/oct/04/guardianweeklytechnologysection.mobilephonesMore• Top Ten Competitors of the iPhonehttp://www.mobilewhack.com/top-ten-list-of-iphone-competitors/• AppleG's iPhone supply chain: iPhone suppliers.mht