Ray McGuinness Ina Kang

 Apple and AT&T partnered to release the iPhone in 2007 – 73.5 million sold in 4 years   Originally a two year exclusive deal, extended to four in 2009.

Verizon now releasing iPhone 4

 Has attacked AT&T coverage for the past few years.

 Partnered with Droid – bash iPhone.

  AT&T sued Verizon in November 2009 citing loss of “incalculable market share.” AT&T press release defends image.

 “Typically don’t respond but…”  Some new positioning in business markets  Also, new funny commercials change image.

 Still slightly attacking …

 Verizon has gotten over 100,000 orders already  According to one survey, 54% of Verizon's Android and Blackberry users said they planned on switching to the iPhone.

 Apple taking advantage of both.

 Competitive Rational Appeals  Gone too far?

 Transformational Ads  Ads create feelings/beliefs/etc…  Television advertising = expensive!

Mandell, Nina. "Verizon, AT&T Start Ad War after Sales of IPhone on Its New Network Skyrocket." New York News, Traffic, Sports, Weather, Photos, Entertainment, and Gossip - NY Daily News. Web. 05 Feb. 2011. http://www.nydailynews.com/news/national/2011/02/05/2011-02 05_verizon_att_start_ad_war_after_sales_of_iphone_on_its_new_network_skyrocket.ht

ml Raphael, Jr. "AT&T's Verizon Ad Battle: Who's Being Hurt Worse? - PCWorld." Reviews and News on Tech Products, Software and Downloads - PCWorld. Web. 05 Feb. 2011. .