The company offers a wide range of products that are certainly unique and different from those offered by the other rival competitors. This company grew through different stages in its history to reach its present status. This study will attempt to analyse different strategies used by the company such as differentiation, its strategy in segmenting the market, competitive advantage as well as consumer behaviour. Recommendations will also be given in this study about what can be done by the company in order to remain a force to reckon with in terms of mobile computer technology.
Apple was established in the 1976. On April 1st, Steve jobs agreed to sell only 50 Apple I personal computers to the Byte shop which was the first retail computer store chain in the America. Following this development, Apple was incorporated in 1977 when Wayne sold all his shares of the company to the Jobs and Wozniak and then the company was later renamed Apple Computer Inc. After a few years, Apple II revolutionized its operations to focus on manufacturing of personal computers. The Apple II mainly developed a personal computer market which created hundreds of millions dollars. Apple Inc was ranged to be among the Top 500 companies in America just 5 years after its establishment (Apple Inc).
In the 1980’s, Apple launched two different kinds of computers namely Lisa and Macintosh. The Lisa was a commercial failure because of its software limitation and high price tag. The Macintosh was the next product to be launched and sold well at the beginning, but sales were weak in the days that later followed. The reason for failure of Macintosh was the same as Lisa which included high prices and limited software capabilities (Apple Inc).
In the late 1980’s, Apple witnessed a significant decline in business as a result of wrong decisions that were made. During that time, Apple failed to satisfy at a lot of targeted customers