Apple Computer, Incorporated - Essay Example

Apple's main objective is to become the market leader by capturing a large share of the computing industry. Apple also apparently wanted to dominate the computing industry in terms of innovation. These objectives are backed with definite strategies which ushered Apple in its place in the global market. Apple's strategy is built on its core competence of developing technologically advance and innovative products. It should be noted that Apple is one of the major players in leading the evolution of personal computing since its establishment.

During 1977, it can be recalled that the firm introduced the Apple II microcomputer which strongly captured home users. In 1983, Apple came up with another revolution-the Lisa which is the "first commercial computer to employ graphical interface." In 1984, Apple introduced another revolution-the Macintosh which is now known as Mac. Mac became the leader in employing user friendly graphical interface. Apple also succeeded in pioneering the use of the mouse in personal computers. The Mac marked a major success for Apple as it became a major influence in the development of graphical interfaces in other companies. . In 1991, Apple launched its PowerBook line of portable computers "establishing the modern ergonomic form and design that has since become ubiquitous in the portable market" (Apple 1) The previous years further witnessed Apple's commitment to its innovation strategy as it expanded its focus by including professional and prosumer video, music and photoproduction solutions.

Right now, Apple is also considered as a leading force in music space. Apple does not just bring innovative products to the market. The company also focused on bringing products which can better serve its customers. The saga of the innovations spearheaded by Apple recounts how the company invented more user friendly computing equipments. Thus, Apple also focuses on satisfying customer need by introducing new product features which makes computing easier. Because Apple's products are usually represents and features state of the art technology, they are positioned to attract technology savvy customers who can afford their quality.

Apple strategically target customers backed by high purchasing power. Apple focuses on capturing customers in the middle and high end markets. Also, one of the most notable strategies employed by Apple is called "backwards marketing strategy." It should be noted that the company is charging its software a very low price. In fact, Apple almost gives away its software. However, this tactic is to get buyers purchase the higher priced hardware (Seward 1). Company Strengths Apple gained its name as one of the largest manufacturer and distributor of computing equipments and software.

The company was able to gain this position through its competitive advantage. Apple has strong brand equity, recognized for its