Is There a Win-Win Situation? The Struggle between Technology and Market
In 2018, Apple suffered iPhone sales decline. To discuss the Apple’s new product development strategy in the smart phone industry, this research adopted technology push and market pull as the research context. Besides, this research adopted technology acceptance model to analyze consumers’ opinions toward Apple’s product─iPhone. The primary data was collected from the surveys directly, on the other hands, the secondary information was gathered from previous research and reports. Then, this research concluded the research results and gave the general strategy suggestions for iPhone development. The research results are followed: (1)The complexity of product manipulate have negative effect between product hardware and product quality; (2) The product lifespan, efficiency satisfaction is influenced by product quality. However, the value and the feelings that brought from the product are influenced not only by quality but also hardware; (3) Over increasing product lifespan and efficiency do no t help form the incentive of repurchase for users, in contrary, improving product value do help; (4) Users might not understand or agree with Apple’s prospects. This probably become the obstacle of forming repurchasing behavior.