* What was the positioning challenge Apple faced?
Competitors enter market
* In 1981, IBM entered PC market used Microsoft’s DOS OS and microprocessor and will be Apple best rival for the start on 1981. Jobs forced out in 1985. * In 1985, Compaq and IBM do a research and development (R&D) and make move Apple into the mainstream by becoming low-cost producer and joint venture with IBM. This’s one of Apple failure moment and Apple Gross margin drop to 34%. * In 1995, Computerworld survey found that the Windows users loyalty much more than Apple users. Many Apple users considered a move to Windows. Jobs called back to Apple with NeXT Software OS development. * In 2002, Hewlett-Packard (HP) became Industry leader and made acquisition of Compaq. * In 2005, Acer and Lenovo active in emerged markets. Acer became strong brand in Europe and Lenovo became dominant position in China. Product section competitors
* PC Manufacturers
There is four top PC vendors that challenge Apple such as – Hewlett-Packard, Dell, Acer, and Lenovo accounted for 55% of worldwide market shares. Apple just in 4.2% and get sixth position in worldwide market shares in 2009. * Operating system
In 2001, Operating system Windows XP from Microsoft became the big hit in last decade. Microsoft already produce another product such as Windows Vista, Windows 7, and Windows 8 for their last OS product. Apple already develop OS X with sixth version Leopard and already compete with 81% satisfied compared 53% of Windows XP. And the newest OS X Mountain Lion that will coming soon in 2012. * iPod and iTunes
First Apple debut outside Mac product is iPod in 2001 which synchronized with iTunes software for download, buy, or transfer song and application. iPod is the innovation that compete previous product such as CD-Player and Mp3-Player. Competition come from iTunes section such as Amazon, Napster, and Walmart.com offered individual song downloads at...