Surname 1
Student’s Name
Institutional Affiliation
Course Title
Professor’s Name
Due Date
Proposal For IOS Feature Improvement
Apple Inc.
To: Michael Turner, CTO
From: [Your name]
Subject: Proposal for IOS Feature Improvements
Dear Mr. Turner
As a devoted Apple company employee, I frequently seek ways to advance our products
and provide exceptional user experiences. Based on my observations, I have recognized three
significant areas where the iPhone can be significantly improved. To be more detailed, the
proposal entails quantitative data, the costs and expected returns, the recommendations'
significance and potential pitfalls (Course Material 2c). I recommend adding a more advanced
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battery management system, refined camera capabilities, and augmented incorporation of AI-
driven features to advance Apple's competitive edge and promote customer satisfaction with
iPhones. The improvements will navigate modern user needs and set a new standard in the
smartphone industry.
Ameliorating the battery management system is fundamental to power users and frequent
travellers. It can extensively enhance customer satisfaction and loyalty. According to a survey in
the UK, 31% of IOS users consider battery life the most significant factor when purchasing a
new phone (Accent 19). I propose inventing an adaptive battery optimization system that
capitalizes on machine learning to modify battery usage based on user habits and app activity.
The system will predict the apps that are to be used next and allot power correspondingly,
possibly increasing battery life by up to 20%.
Moreover, integrating ultra-fast charging technology, which can charge iPhones from 0%
to 50% in as low as 15 minutes, will handle the demands of power users and frequent travellers.
The innovation required for this advancement will add approximately $50 to the production cost
per unit. Nevertheless, in light of the increased consumer demand for longer battery life and fast
charging, we foresee this feature could accelerate sales by 10%, leading to an anticipated revenue
increase of $2 billion in the first year.
Moreover, improving camera capabilities is crucial for alluring photography enthusiasts
and social media influencers. Users no longer need to carry around a separate camera to capture
life's moments (Sandariusthomas). A report in the UK highlights that 29% of consumers consider
camera quality a top consideration when choosing an iPhone (Accent 19). To achieve this, I
recommend offering pro-level manual controls over camera settings, for example, ISO, shutter
speed, and white balance. The feature allows users to photograph images with professional-
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quality precision. Additionally, capitalizing on AI to improve computational photography
features, such as improved Night Mode, real-time HDR processing, and AI-based scene
recognition, will outstandingly enhance photo quality. Not only can artificial intelligence impact
picture processing, but it also enhances accuracy and visual impact (APAC). Endowing these
proposals will add an estimate of $30 to the production cost per unit. Nonetheless, these
enhancements are predicted to improve the market share among high-end users, likely
enhancing sales by 7%, leading to an additional $1.4 billion in revenue.
Lastly, incorporating advanced AI-driven features will improve all users’experience and
productivity. AI has the potential to significantly boost productivity and provide personalized
experiences that users increasingly demand (OECD 7). I recommend enhancing Siri with more
personalized and context-aware capabilities, encompassing ameliorated natural language
processing, proactive suggestions hinged on user behavior, and extensive consolidation with
third-party apps. Moreover, innovating advanced automation features that allow users to develop
custom workflows incorporating diverse apps and services will cater to productivity-focused
users. The proposals will add approximately $20 to the production cost per unit. Given the
growing interest in AI-driven features, we anticipate the upgrade to improve sales by 5%,
leading to an estimated $1 billion increase in revenue.
The proposed enhancements are not without possible setbacks. One potential pitfall is the
higher production cost, which could affect profit margins. Besides, the anticipated advance in
sales and market share should counterbalance these costs, leading to a net positive financial
outcome. Similarly, another drawback could be the technical intricacy of initiating these
features, especially the adaptive battery optimization and AI-driven capabilities. To handle this,
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the company can capitalize on existing expertise in machine learning and AI, and cooperate with
top technology partners to ensure fruitful implementation.
Incorporating these critical features in our products will require cooperation across the
engineering, design, and AI teams. The predicted additional cost per unit is $100, but the
potential revenue increase of $4.4 billion in the first year makes this a worthwhile investment.
Improved battery management will enhance user satisfaction and device reliability. Enhanced
camera capabilities will allure photography enthusiasts and social media influencers, driving
sales. Advanced AI-driven features will position the IOS as a leading device in the tech market,
appealing to a broad range of users.
To ensure the success of these proposed features, I have conducted extensive research
and analysis. It is important to use credible sources that align with the requirements of the
CRAAP test to support proposals (Course Material 4b ). Moreover, I carried out analysis on IOS
users. It is essential to understand and meet users’ attitudes, values and beliefs to maintain
loyalty and satisfaction (Course Material 2a). By navigating these crucial areas and executing
the proposed features, we can ensure the IOS not only meets but exceeds customer expectations,
promoting Apple's position as a leader in the smartphone industry.
I look forward to discussing the proposal further with you.
Sincerely
[Your Name]
Sales Manager.
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Works Cited
Accent. “Consumer purchasing behaviour in the UK smartphone market for the CMA’s
Mobile Ecosystems Market
Study”.https://assets.publishing.service.gov.uk/media/62eb98dae90e07142f107f7f
/Consumer_purchasing_behaviour_in_the_UK_smartphone_market_-
_CMA_research_report_new.pdf
APAC, Insider. “The Role of AI in Enhancing iPhone Photography for Professional
Results”. https://www.apac-insider.com/the-role-of-ai-in-enhancing-iphone-
photography-for-professional-results/
Course Material. “Reliable Resources for Research|Overview, Evaluation &CRAAP
Test”. (b).
Course Material. “Unsolicited Proposal Example for Advanced Techical Writing”. (c)
Curse Material. “Analyzing Your Audience and Adapting Your Message: Purpose,
Process &Strategy”. (a).
OECD. “The Impact Of Artificial Intelligence On Productivity, Distribution And Growth
Key Mechanisms, Initial Evidence And Policy Challenges”.
https://www.oecd.org/content/dam/oecd/en/publications/reports/2024/04/the-
impact-of-artificial-intelligence-on-productivity-distribution-and-
growth_d54e2842/8d900037-en.pdf
