A NEW APPLE 2
A New Apple for a New Time: Market Share Strategy
Introduction
Since 1977, Apple Computers, Inc. has been a leader in the computer and technology industry. From the advent of the Apple II to the iPhone, Apple is a company known for innovation, vision, and transformation within the field. What began as a home-based operation in Menlo Park, California has transformed into a multi-billion dollar corporation with influence internationally (Encyclopedia Britannica 2008). The advancement for which much of today’s computer hardware and software are based, were developed by Apple.
Currently, Apple is enjoying great success within the technology and PC industry. The Apple brand is one of the most recognized brands in the world and tremendously popular with users (Baxter, 2008), often obtaining repeat business from its customers. Apple is at the top of the list for introducing so many new products to the market. This ranking was compiled by consulting 1,000 senior managers in a survey comparing companies based on the level of innovation. Apple also integrated seven types of technology in order to secure this ranking (McGregor, Arndt & Berner, 2006). Despite an impressive reputation and an illustrious history as a business leader, Apple must ever be watchful of increasing competition and well as the market forces surrounding it.
Problem Statement
The technology field is constantly transforming. In spite of near limitless opportunity for growth, there are still numerous obstacles which threaten the continued success and stability of the technology industry as a whole. Even with its current standing as a media and technological front-runner, Apple still faces threats not only from competitors within th ...