At the 2007 launch of the iPhone, Steve Jobs used a video to highlight the market gap that Apple had identified. This perceptual map used two axes of:
- easy to use and hard to use and
- smart and not so smart
Steve then showed the following perceptual map in the iPhone launch (and please see the launch video below). Please note that this perceptual map was created in one minute using the free Excel template available of this website.