| Date | May 2022 | Marks available | 2 | Reference code | 22M.3.HL.TZ0.2 |
| Level | HL | Paper | 3 | Time zone | no time zone |
| Command term | List | Question number | 2 | Adapted from | N/A |
Question
Many of Apple’s customers own a number of Apple devices such as iPhones, iPads, laptops, iWatches and AirPods, see Figure 3.
Figure 3: A selection of Apple products
Many Apple users found the efficient charging of multiple devices could be difficult. Apple aimed to solve this issue when they filed their patent for the AirPower, a wireless charger that could charge three devices at once. To achieve this the coils must be placed directly on top of one another, see Figure 4. If the coils are not aligned, the device will not charge.
Figure 4: Wireless charging
The AirPower aimed to solve this issue by stacking and offsetting the coils, see Figure 5. Stacked coils gave the AirPower the ability to charge multiple devices at once. The large charging area made it easier to align the coils.
Figure 5: Registered patent for the design of the AirPower, showing many stacked coils
During testing, Apple found that the AirPower was unsafe because the coils overheated. This led to Apple cancelling the development of the AirPower and the product was never released to the public.
Figure 3: Zurijeta/Shutterstock.com.
Figure 4: With permission from Powermat Technologies.
Figure 5: AirPower charger patent was granted by the patent office on 2019-12-17,
Figure 2 [image online] Available at: https://uspto.report/patent/grant/10,511,197. Source adapted.
Outline one way Apple is using the corporate strategy of product development for the AirPower.
List two ways the AirPower was intending to achieve enhanced usability.
Explain how Apple utilizes “product families” to minimize inventory.
Markscheme
Apple created a new product/modified charger;
for existing customers (markets) / to match the needs of their existing customers (markets);
Award [1] for identifying one way how Apple’s Airpower is using the corporate strategy of product development for the AirPower and [1] for a development up to [2 max].
decreasing user error (effective charger);
stacking and offsetting the coils;
making it easier to align the coils (learnable charger);
improving user experience / satisfaction;
increasing product acceptance;
improving productivity / charging multiple devices at once / enlarging the charging area (useful charger);
Award [1] for listing each way the wireless charger was intending to achieve enhanced usability up to [2 max].
a product family is a group of products with common parts and assemblies;
and common manufacturing techniques;
this means Apple requires less diverse materials / components / parts / machinery;
leading to minimized stock holding and storage;
Award [1] for identifying a reason how Apple utilizes “product families” to minimize inventory and [1] for each development of that reason up to [4 max].
Note: Do not award marks for: minimizing inventory
Examiners report
Over the pasts years, the concept of 'product development' has appeared often in previous Paper 3 examinations. However, there were quite many candidates who did not demonstrate any understanding of corporate strategy (Topic 9).
Most candidates appeared to have a good understanding of 'enhanced usabililty' and were able to list at least one way the AirPower achieved it.
The concept of 'product families' has been featured repeatedly in previous past papers. Nevertheless, only a few candidates managed to obtain full marks in this question. Surprisingly, many candidates structured their responses to explain how 'product families' minimize inventory for Apple consumers rather than for Apple which meant they were not awarded any marks. Moreover, many discussed how 'product families' enhance sales rather than explain how they minimize inventory.
