Leading mobile device producer Apple has some difficulties of marketing their products in EU these days, as you know, Apple’s new generation mobile devices (iPhone 3G and iPod) have some differences then rival products. The most important difference is internal battery system. For example, when your iPods batteries usage time decrease, you send it to company to replace a new battery. This process is required by Apple. This process was criticized by users and most of hardware interpreters.
On these days, there is bad news for Apple Company from European Union Countries. According to this, Apple maybe won’t sell iPhone 3G in EU Countries because of some trade directives about cell phones.
In European Union Countries, there is a effective directive which bans internal batteries and requires easily replaceable external batteries when user needs to change. Main purpose of this strict directive is to prevent monopoly or oligopoly of mobile electronic communication device producers. Also another vision of this directive is to facilitate to reach replacement parts of mobile devices. In this context, according to EU Trade Requirements this is opposite of Apple’s internal battery concept. In this severe competition media, Apple started to review their mobile concept and started to build a new crisis management policy.
According to a news on Apple Insider, Apple invented internal batteries to pretend pollution of toxic substances and electronic wastes of old batteries. All electronic wastes cause harm to human health over long term. Apple designed their internal battery system to obviate these kinds of pollution. This was their research and development policy. When an Apple Products batteries physical life gets shorten, owner of that device has to send that product to Apple. Apple required this strict rule for changing batteries. Another purpose of this rule is to pretend related industry.
With these environmental cautions which Apple mentioned, company expects to sell their products in European Union markets without changing their concept. But Apple started to prepare worst case scenario about this problem. Apple notwithstanding doesn’t want to change their iPhone concept, battery design of iPhone 3G may change in European Union Countries. Apple restarted a new research and development process and brainstorming about this issue. Apple don’t wants to lose European cell phone market.
Apple may necessarily change their concept to market iPhone 3G. Furthermore strict European Union trade laws which are preventing monopolies and oligopolies may cause concept changing for iPhones which are sought by consumers.
I myself, on these severe competition days on mobile phone market, Apple company will change iPhone’s design a little bit for not being in the red. Otherwise 3G mobile operations of Apple Company will bear a loss in EU Market and this cause a severe problem for company liquidity. Presently the markets are shrinking, in these conditions a mass authorization problem triggers a severe economic problem for Apple Company. Apple should solve this problem, if they can’t, they have to change their concept to survive in this wild economic jungle.