Apple launched its I Phone in 2008 and since then the cell phone has become famous all over the world. Unique design and features that I Phone offers is the main reason why the cell phone is extremely famous globally. In this report we will present a comprehensive marketing plan for Apple I Phone 4 in United Kingdom. The marketing plan will include pricing, promotion, and distribution strategy. The plan will also talk about product strategy, target market and differentiation and positing strategy. The plan will also accompany environmental analysis, customer and competitor analysis along side with opportunities and threats.