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Apple is a multinational company belonging to the technology sector and subsector computers manufacturing. It engages itself in computer, mobile phone, tablet manufacturing and developing software. It is best known worldwide for its computer brand Imac, tablet computer ipad, mobile phone brand iphone. As a company belonging to the IT sector it comes 2nd after Samsung electronics. It was named as the most valuable company in the United States in 2003, a place which it acquired by surpassing Coca cola. Apple was founded by Steve Jobs, Steve Wozniak and Ronald Wayne in 1977 and by 2013 has a market capitalization of 170 billion dollar (Apple Inc., 2014).
Apple belongs to a sector which is experiencing very rapid changes, particularly in field of innovation. The number of consumers having a mobile device now days has increased tremendously (Hoskisson, Michael, Ireland, & Harrison, 2007). The threat of a new entrant bringing in a new technology is too high these days. So no company in this particular sector can just sit back on its laurels and accolades and relax. Even for a Company like apple, if it stops innovating and comes out with newer product lines or innovation some other player will bring in a new product. Another factor that plagues companies like apple is that its designs may easily be copied by some other company and used to produce a similar phone at a much cheaper price range. In fact there have been instances in the past where Samsung has allegedly violated copyright restrictions of apple’s designs and the two companies have engaged themselves in legal battle. So to successfully hold its position in today’s market Apple needs to: 1. Trend of innovating newer product lines and there by entering virgin markets. 2. Build a strong association with its customer base (Scott, 2013). 3. Build its reputation in the field of customer service and designing products that
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