During the period of John Sculley (1985-1993), the then CEO of Apple Inc, numerous strategies were adopted in order to make Apple pioneers in the desktop publishing segment. Under the leadership of Steve Jobs, the company had been capable of achieving sustained growth. During his reign, Apple underwent restructuring efforts and also outsourced manufacturing of the Mac products to the contract assemblers of Taiwan. The company’s distribution systems were also revamped. Through company’s website, Apple was capable of selling the products directly to the consumers. The company’s image was invigorated as well by promoting itself as a hip substitute to another computer brand. During the year 2008, one of the key drivers of revenue was Macintosh computers. Apple had put the high emphasis on the technology and innovation which had assisted the company in beating the cutthroat competition. The first retail store of the company was in McLean, Virginia which started its operation in the year 2001. Until the year 2008, the company was found to be operating through 215 stores.
The case study also details the growth of the PC industry since its inception from the mid-1970s. The close competitors of Apple Inc had been IBM, Compaq, and Dell among others those had been focusing upon research and development in order to compete successfully with Apple, Inc. The PC industry has sought tremendous change in the recent years. It is now available in numerous forms ranging from laptops, workstations, sub-notebooks, and servers. However, after the components became standardized the manufacturers of PC started cutting their spending on research and development. Instead of spending on R&D, the companies started focusing on innovation in manufacturing, marketing, and distribution in order to achieve competitive advantage.