2.  The Ipad was announced on the 27 th January 2010  Released on 3 rd April 2010  3million copies were sold within the first 100days of its release

3.  iPad has similar functions to laptops and similar operating system as the iPhone  To attract customers it has to be set at a reasonable price  Price is also determined by the consumers  Base model’s release price was $499

4. Complements  iPad Camera Connection Kit  iPad case  iPad keyboard  Headphones

5. Substitutes  Motorola Xoom  Blackberry Playbook  Samsung Galaxy Tab  Amazon Kindle

6.  iPad camera connection kit- helps to import photos and videos from a digital camera to an iPad.  iPad case- helps to provide the structure and can even be a stand that holds iPad at an ideal angle.  New devices(substitutes) introduced poses a threat to iPad  They have similar appearances  Some of these devices have features and functions that iPad doesn’t have

7.  Market for iPad has been expanding greatly.  Increasing number of competitors  Blackberry and Samsung launching their own tablet PCs to compete with Apple  Apple has to sell iPad at a competitive price so that it can compete with the other brands

8.  Increasing number of substitutes for the consumers to choose from  Price of substitutes cheaper than iPad  Blackberry Playbook & Samsung Galaxy Tab costs US$399 while Apple iPad costs $499  More consumers maybe attracted into buying the substitutes since the functions of these tablet PCs are similar  Lead to fall in demand for iPad

9.  Budget 2011revealed that unemployment level is low and income of Singaporeans have risen  Consumers able to cast higher dollar votes  More able to afford normal goods such as iPad  Service providers in Singapore have bundle 3G data plans for iPad  Makes iPad more attractive and affordable  Demand for iPad increases

10.  To ensure that consumers will continue to buy iPad, price of iPad has to fall  Fall in price leads to increase in quantity demanded for iPad and a decrease in the demand for the substitutes

11.  More shops selling iPad  More competitions putting the iPad as one of its prizes  Producers have to produce more iPad to meet the demand  Increase in supply of iPad

12.  Apple have to be more updated in the technology to stay ahead of their competitors  New firms are coming into the market with new devices that have more functions and using advanced technology  Apple has to improve the iPad by updating its software and introducing better applications  If not more consumers will turn to the substitutes  Decrease in demand for iPad

13.  Therefore, Apple must always be aware of its competitions so that they’ll be able to maintain its profits as well as satisfying the market and themselves.