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Apple Computer was incorporated by Steve Jobs and Steve Wozniak in 1977, and became listed in the stock exchange in 1980. …
The headquarters of the firm is based in Cupertino, California in the US, but operates internationally and has 34,300 employees. Its products include the Mac computers, the iPods which are now the most popular portable music players, the iPhone mobile handsets, and the iPad portable multimedia devices, and also software products such as iTunes. Apple’s internal environment The internal environment of Apple Inc. is described by its product development process that is part of its marketing management. The innovations development is so centralized because Steve Jobs is known to be a perfectionist and wants all innovations done his way (Finke & Mallin, 2010). “Apple's engineers spend 100% of their time making products planned by a small club of senior managers--and sometimes entirely by Jobs himself” (Manjoo, 2010). Because Jobs insisted on approving of all innovations, backlogs happen in product development. The engineers realized that Job wanted Apple’s products to be consistent with his vision for the company. Apple designs its products for the “high-end mainstream” market. To the innovations team that had built the Mac, they were instructed by Jobs to design the Mac so it would “look like a Porsche.” ...
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