Organization of Apple was established in 1976 as a computer company. However, in the last decade, Apple has expanded into a complex company that specializes in much more than just computers. In 2001, Apple broke the barrier with the iPod, eventually becoming the dominant market leader in music players. In following, Apple joined the phone industry in 2007 with the iPhone, which has also been widely successful. Apple is known as a consumer goods company; therefore evaluating its value requires understanding its products and consumers. This would be very challenging where Apple competes with many different companies throughout the different industries it takes part in. Apple has established a unique reputation in the consumer electronics industry since it is flexible from its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns. The unique characteristic about Apple is that it has a very strong customer base, which is extremely important in understanding Apple. Meanwhile, more press is associated with their CEO; Steven P. Jobs (Apple chief executive) who is seen as the architect of many of Apple's amazing products, and the reason for their success due to his presentations at Apple's media events that are electrifying and revolutionary. Given his superstar image, his status and health as Apple's CEO ties into how investors value Apple. For instance, earlier in the year there was an inaccurate report that he sustained a heart attack, and rumors flew through the internet, briefly dropping Apple's stock price 5%. Apple's major products are considered as iTunes, TVs, Macintosh computers, software iPod and recently iphone.