2018年蘋果公司遭遇iPhone銷量下滑的危機，為探討蘋果公司在智慧型手機產業之新產品開發策略，本研究採用技術推與市場拉做為主要脈絡，並利用科技接受模式分析消費者對於現有蘋果公司之產品——iPhone的看法，透過問卷調查法獲取初級資料，再以文獻、報導做為次級資料輔以進行，最後綜合研究結果與論述，針對iPhone之新產品開發提出槪括性的策略建議。研究分析結果為：(1)產品操作複雜程度證實會負向影響產品硬體規格與產品品質之關係；(2)消費者對硬體壽命、效能的滿意度會受產品品質影響，但對產品所傳遞之價値與感受除了受產品品質影薯外，同時也會受到產品硬體規格所影響；(3)過度增加硬體壽命、效能形成的滿意度無助於使用者構成重複購買行為，產品傳遞之價値與感受則有助於構成重複購買行為；(4)使用者對於蘋果公司之願景與理念可能不甚瞭解或不認同，成為構成重複購買行為的阻力。

In 2018, Apple suffered iPhone sales decline. To discuss the Apple's new product development strategy in the smart phone industry, this research adopted technology push and market pull as the research context. Besides, this research adopted technology acceptance model to analyze consumers’ opinions toward Apple’s product — iPhone. The primary data was collected from the surveys directly, on the other hands, the secondary information was gathered from previous research and reports. Then, this research concluded the research results and gave the general strategy suggestions for iPhone development. The research results are followed: (1) The complexity of product manipulate have negative effect between product hardware and product quality; (2) The product lifespan, efficiency satisfaction is influenced by product quality. However, the value and the feelings that brought from the product are influenced not only by quality but also hardware; (3) Over increasing product lifespan and efficiency do not help form the incentive of repurchase for users，in contrary，improving product value do help; (4) Users might not understand or agree with Apple’s prospects. This probably become the obstacle of forming repurchasing behavior.