Market Leader - Apple
Market Leader - Apple
Market Leader - Apple
Apple Inc
A Market Leader Overview
Assignment #3
Written By
Amjad Al - Attar
49 210 2005
Executive Summary
1
market segment of mobile phones, and was able to gain 18% of
.world’s Smartphone market share in just 2 years
Table of Contents
Introduction……………………………………………………………………10
………………………………….3
Company 1.1
Overview…………………………………………………………………………
…………..3
3.0
Conclusion……………………………………………………………………………
……………………………6
4.0
References…………………………………………………………………………
……………………………..7
2
Introduction 1.0
The purpose of this paper is to point out the reasons and strategies
behind the success of a chosen market leader in an industry, Apple
.Inc
3
the Apple-1), in 1976, and incorporated later on in 1977. For the first
30 years, it has been called “Apple Computer Inc.”, but in 2007, it
became “Apple Inc.” due to the diversification in the company’s
.portfolio
The new CEO of Apple, Gil Amelio, made many changes, such as
massive layoffs, new high budget projects, and he purchased the
NeXT system, for the NeXT Operating System, hoping for success.
After three years of continuous failure, Amelio was removed from
4
his position and replaced by the co-founder of Apple Company, after
.a long time of absence, Steve Jobs
Jobs knew that the only solution was a completely new set of
strategies. He started restructuring the product line, targeting both
types of consumers: regular and experts, and made an extremely
smart collaboration with Apple's competitor "Microsoft" regarding
the Microsoft Office suit. In 1997, Steve Jobs introduced the Apple
Store with a build-to-order strategy. The result was an outstanding
success. Jobs realized that by targeting all types of consumers,
significant changes had to be made, changes regarding the
configuration, quality, simplicity, design and most important variety.
Concentrating on these aspects resulted in the production of the
famous and successful "Mac" computer, resulted in introducing the
world wide known "iTunes" that changed the whole music industry,
resulted in the introduction of the "iPod" that became the leader in
the audio players industry, and finally resulted in the invention of
the "iPhone", the new challenge to all competitors in the
.Smartphone industry
(Source: wikipedia.org )
The idea of the iPhone began with Apple CEO Steve Jobs' requesting
that Apple engineers research on touchscreens. Apple created the
device during a secretive cooperation with AT&T Mobility (an
American carrier) at a development cost of US$150 million. The
iPhone went on sale in the United States on June 29, 2007. Apple
closed its stores at 2:00 pm to prepare for the 6:00 pm iPhone
launch, while hundreds of customers lined up at stores nationwide.
5
The company sold 270,000 iPhones in the first 30 hours of its
.launch
6
Because of the advancement found in iPhone; RIM (Black Berry
producer) was forced to follow the same and have developed the
same software library concept. Nokia has also started to provide the
same kind of services like: Nokia Tube, Nokia map, and Nokia music
.to compete in the market
After 2 years, Apple was able to get around 28% market share of
U.S. and 13% of world
market by its
differentiation strategy.
After introducing iPhone,
Apple introduced the next
version “iPhone 3G”
because of the increase
demand of 3G and GPS
functionality with
Microsoft exchange server, which indicates Apple’s ability to deliver
.customer’s needs
Conclusion 3.0
References 4.0
7
.Apple Inc., http://en.wikipedia.org/wiki/Apple_Inc -
Apple I, http://en.wikipedia.org/wiki/Apple_I -
http://www.parksassociates.com/press/cited/2008_DEC.html
volumes, http://www.canalys.com/pr/2009/r2009112.htm
Survey reveals extent of shift in mobile UI preferences - More than -
half want a
touch screen in their next phone,
http://www.canalys.com/pr/2009/r2009111.htm