Read the case study below and answer ALL the questions that follow. APPLE$$S iPHONE Apple, a technology$-$manufacturing organization, launched their first iPhone on June $29,2007($Apple Inc., $2007).$ Over $500,000$ units were sold during the first weekend of the launch. Since the launch date, millions of iPhones have been sold which makes it one of the most successful mobile phone products ever launched $($Laugesen and Yuan, $2010).$ In $2012$ Apple became the wealthiest company in the world in terms of the most cash on hand, as shown in their balance sheet $($Johnson et al$.,2012)$ and has been on Fortune$$s list of the top five of Fortune $500$ companies from $2014$ till the date. Continuous Requirements and Feasibility Analysis Practices Apple had been conducting surveys and studies to target the right customers for entry into the mobile phone market. The results of their early studies indicated that mobile phone users are mainly college graduates, with high income, mostly male, aged $25-30$ years. The demographics studies also demonstrated that over half of the customers belonged to information, art or scientific profession. In order to target other segments, Apple reduced the price and undertook actions regarding product$$s applications that would attract a wide range of customer $($Capatina & Draghescu, $2015).$ Apple undertook a survey before the launch of iPhone $3$G to understand customer requirements in terms of new features. The top five $(5)$ results of this survey in terms of expected customer needs were $1)3$G capability $(19\%),2)3$rd party software $(18\%),3)$ GPS $(15\%),4)$ email integration $(10\%)$ and $5)$ voice recognition $(8\%).$ Apple$$s subsequent product that is iPhone $3$G had all these features in it $($Laugesen$,$ Yuan, $2010).$ Focused Systems Thinking Apple developed a subset of its Mac OS X adapted its computer operating system for iPhone. This added more value to the iPhone since the integration allowed different apple products $($MacBook$,$ iPad, iPod$)$ to operate on a similar operating system $($De Stefani, $2015).$ Common operating procedures simplified operation for the customer adhering to Apple$$s $$easy to use$$ mantra while encouraging multiple$-$Apple product$$s purchase. This can be verified by the fact that three quarters of iPhone customers had previously purchased Apple products at least once $($Capatina & Draghescu, $2015).$ Apple, already successful with iPod music and video platform, presented iPhone as an advanced version of iPod. The full integration of iPhone with Apple$$s iTunes store allowed the iPod consumers to be familiar with the ecosystem that was created by Apple for its devices $($De Stefani, $2015).$ This helped Apple to maintain their current users and attract new users allowing its products to be competitive and achieve high level of cross$-$functionality. $($De Stefani, $2015)$ Focused Human Machine Integration As emphasized in Isaacson $(2011),$ Steve jobs in one of his meetings stated $$they $($referring to the phones manufactured by other brands in $2005)$ were way too complicated. They had features nobody could figure out, including the address book. It was just Byzantine$$ and thus derived his inspiration for development of iPhone based on the concept of other phones being overly complicated and lagging ease of user adaptability. $$US consumers were not convinced that they need mobile services that they think are too complicated$($Venkatesh et al$.,2003,$ p$\mathrm{.}54)$ demonstrating a need for simple uncomplicated mobile internet experience if more consumer adoption was desired. In $2004,$ US consumers rated the cell phone as the most hated invention that they cannot live without in a survey conducted by MIT. Whereas according to Laugesen and Yuan $(2010)$ iPhone is uncomplicated and in terms of application, it has ability to replicate most of the applications fulfilled by a computer with internet experience, majorly contributing to its high user demand. This demonstrates attention to advantageous intelligent human machine integration.

QUESTION $2(20$ Marks$)$ The case study highlights Apple's focus on "Focused Systems Thinking." Analyse the benefits and potential drawbacks of this approach in the context of the iPhone project, considering the Project Management Principles from the PMBOK Guide, $7$th edition.