Your Change Story - Assignment Example

Your Change Story Your Change Story Before profits began being realized in the 1990s, Apple had suffered over a decade of significant losses as Dell, HP and IBM dominated the computer market heavily. The first move to claim back its market share was the introduction of the Macintosh LC and the Powerbook. However, it was still not considered fashionable enough to own these products. It is such events that made Apple acknowledge that creating great and innovative products is different from marketing, making them appealing and selling them to users.

The return of Steve Jobs in 1996 marked immediate and abrupt rebranding and repositioning within the declining company (Howard, 2013). As a competitor, IBM marketed its products through the slogan “Think”. To position themselves above IBM, Steve Jobs created the slogan “Think Different” and removed the word “computer” from the company name. His vision in doing this was that it would remove the notion that Apple’s only specialty was computers, which brought in innovative products in other fields such as iPods, iPhones and iPads.

The reason behind the success of such diversity was the creation of a new platform for mobile applications through the App store as well as music through iTunes. In particular, the iPad successfully captured the tablet market. This was a bold move away from traditions, where it would be expected that a company would identify a market segment and strive to meet that segment’s needs. Instead, Apple sought to serve a wide range of consumers in an approach that can be perceived as “something for everyone”.

They have high-end computers for serious business people, fancy mobile phones for the youth, iPods for portable music for teenagers and iPads for travelling business people. ReferencesHoward, J. (2013). 5 amazing examples of successful rebranding. Retrieved from http://www.pencilscoop.com/2013/04/5-amazing-examples-of-successful-rebranding/