Apple Marketing Strategy

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Apple Marketing Strategy

A. Marketing Strategy

1. Company Presentation

The Company was created on April 1st, 1976 by two friends, Steve Jobs and Steve Wozniak along with one of the former colleagues of Jobs at Atari, Roald Wayne who was supposed to act as an arbiter between the two former students but who left the company after only 2 weeks because of his financial situation and the risks involved in the project. The first computer ever created by the company, Apple 1, was built in Jobs family garage in Los Altos, California and was nothing more than a computer circuit on a wooden board. The company’s focus was computer manufacturing until the early 2000s when Jobs turned it into a ‘consumer electronics’ company. The company met its downfall in the 90s, but Jobs who had just launched the Pixar studios, went back to the company as CEO and stayed at this position until 2011 when his medical condition forced him to resign. Tim cook, who had been Chief Operating Officer since 1998 then took over as CEO and remained at this position after Steve Jobs’ death, in October 2011. At present, the company designs, develops, and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the iPod music player, the iPhone smartphone, and the iPad tablet computer. Its software includes the OS X and iOS operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and production suites. The word "Computer" was removed from its name on January 9, 2007, reflecting its shifted focus towards consumer electronics after the introduction of the iPhone. Apple is the world's second-largest information technology company by revenue after Samsung electronics, and the world's third-largest mobile phone maker after Samsung and Nokia. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. As of...
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