Apple's Success Secret: Providing Innovative Technology

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Apple’s Success Secret
Executive Summary:
Apple Computer Inc. started the personal computing revolution with their first all-in-one microcomputer that was a huge step above its competition. Apple’s strategies to foster their success involved analyzing the events and trends in the environment and providing innovative technology. Their most successful products include the Macintosh computer, the iPod , a portable “walkman like” player, the iPhone and iPad, a tablet type computer. Apple captured the market by providing technological advanced alternatives, in an impressive design enclosure which included added features and gadgets. They created an exclusive application store and on-line music store that provided additional exclusive features for their products. Lastly, Apple developed partnerships with other companies to sell accessories for their products to support and promote their products. Apple’s success can be attributed to their understanding of the impact information and technology has on their business’s outcomes as it enabled their innovation, leveraged their talent, generated growth, impacted cost reduction, productivity, efficiency and effectiveness. However Apple has not been as successful with customer satisfaction, handling complaints and dealing with product failures. Despite its issues, Apple has future plans to move forward using the same strategies that have proven to work for them. Apple’s success is tied to their vision of high brand recognition, minimalist philosophy and all inclusive marketing strategy

Since Apple Computer Inc. started in 1977 as they paved the road in personal computing. Through its history Apple has developed its own strategies, marketing and success story. Their secret began with the vision of their founders, basic philosophy of keeping it simple and effective business and marketing strategies. By providing superior advanced products with impressive sleek designs and a multitude of gadgets, additions and applications to go along with their main products they dominated their market. Apple did this by identifying their competitive market, analyzing the markets trends and events and creating products that led the industry. Their business strategy involved cultivating a new market from an existing market, providing innovative alternative technology with superior design, creating a business to business marketplace that is dependent upon their products by maintaining vertical integration. The first Apple computer was built in 1976 by a 21 year old visionary named Steve Jobs and his associates (Time, 2010,p.1). Apple Computer Inc. business began by starting the personal computing revolution that gave them the first mover advantage in this new market. It was the first all-in-one microcomputer that did not require any extra circuitry to display text and therefore was a huge step above its competition (p.2). This invention soon led to the Macintosh which became the first affordable computer that had a graphical user interface, that is folders and icons (p.3). Steve Jobs was the visionary of the company, and his vision of placing computing abilities in every home fostered Apple’s success. However, he also displayed uncontrollable zealot behavior that led the administrative board at Apple to fire him in 1985 (p.4). Without a vision and the onset of their competitor, Microsoft’s Window 97, Apple’s place in the market shrunk to the fear of bankruptcy(p.4). Apple decided that without their visionary they could not succeed. Therefore in 1997, Steve Jobs came back to Apple to run the company (p.4). The strategies to revive Apple involved environmental scanning, or analyzing the events and trends in the environment around the organization (Baltzan & Philips, 2009,p.21). Apple watched the competition and improved upon products based on the market’s reaction to them. One year after Steve Job’s return, the iMac was introduced. This personal computer was self contained...
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