Product Launch Success or Failure

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Product Launch Success or Failure

Principles of Marketing

Inherent risks exist in launching a new product or service in the market. The original iPhone launch succeeded in the market for it was the true catalyst to the smartphone market, sponsored by the high tech beast Apple. Apple already commanded a huge success with its iPod music products and Mac computers. Being the first smartphone, iPhone has the merits of the first mover advantage as well as breaking the barriers of the traditional flip phones or slider (Laugesen & Yuan, 2010). Today, iPhone is still a leading brand in the smartphone market.


An example of a failed product launch in the market is Google Glass. In its initiation, the product was highly priced to an extent that the target market could not afford. Despite the tireless efforts by the management to promote the product in the market, Google Glass failed to gain the desired traction in the public domain (Sawyer et al., 2014). Also, the brand lacked sufficient functionality and appeal to the target consumers who decided not to use it. Google Glass was not user-friendly, was so niche, and highly priced. Product Launch Success or Failure

For Google Glass failure in the market to be transformed into a success, various approaches have to be considered. The product needs to be offered in the wearable space by such a particular brand. If the management included virtual reality aspects on Google Glass; then the product will gain fame in the market and start rising too. The market offers a potential for the brand to gain more appeal, interest, and attraction from the target market.


Laugesen, J., & Yuan, Y. (2010, June). What factors contributed to the success of Apple’s iPhone?. In Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR), 2010 Ninth International Conference on (pp. 91-99). IEEE.

Sawyer, B. D., Finomore, V. S., Calvo, A. A., & Hancock, P. A. (2014). Google Glass: A driver distraction cause or cure?. Human factors56(7), 1307-1321.


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