With its iPhone, Apple successfully created a rewarding product family that enabled its entry in to the crowded mobile phone market. Within the short span of three years, Apple's iPhone has exceeded RIM (BlackBerry) as global smartphone shipments reached 77 million products in another 1 / 4 of 2010. Based on the record, Apple's iPhone sold 14. 1 million handsets, while RIM changed to 12. 1 million, despite RIM (Blackberry) being in the market 5 years ahead of Apple's iPhone. (M. Martin. 2010) This shows a 91% expansion of handsets sold within the same quarter this past year. The iOS utilization in US is 18 million devices in a inhabitants of 309 million for 3. 45% penetration. In comparison to US, in Singapore, there are 480, 950 devices in a populace of 4 million for a penetration of 8. 08%. Such a higher penetration rate shows there is a high demand and iPhone appeals highly to Singaporeans.