novative products of the company are- Macintosh PC, iPhone, iPad, iPod, Apple TV, Xserve, software applications such as Mac OS, iOS operating systems, applications and contents on iTunes Store and a collection of support offerings. The company has appointed wide variety of channels such as company owned stores, online, direct sales; value added resellers, telecom operators, wholesalers, retailers to sell the products. The target markets for the company are education, enterprise, government institutions, and individual consumers.
Apple has a strong supply chain and ethics in manufacturing which has led the company to increase its customer base and meet market demands. Apple has more than 46,600 full time employees and 2800 contract employees who work full time. The company has annual sales of US$ 65 billion and an annual growth rate of 47 % year on year. The company optimizes user experience through its products, services, software etc. The unique ability of the company to design and manufacture innovative products enables the company to make user experience simple and great adding the “wow factor” to it. Apple has grown manifold with introduction of iTunes for consumers, where third party applications can be installed. The experience and ease of use offered by Apple products has been the key unique selling proposition of the company. The company has a strong distribution network around the world to make its product available for consumers and also provide after sales service. The company is uniquely positioned in the market as most innovative with its products of unique design and excellent user experience. The major area of focus for the company has always been research and development, marketing and advertising which allow the company to remain competitive in the market and offer products which add value to the life of consumers. The company employs unique selling points for its products which offer lifestyle to the end users. Apple has established a direct