What do we know about Apple? First of all, we should admit the fact that nowadays Apple is one of the largest and well-known corporations, which deals with the production of personal and tablet computers, software, phones and media players. Apple is deservedly recognized as the most valuable brand in the world. In 2011, this brand has become a leader in the ranking of Millward Brown’s International Research Center. The company’s innovative technology and the exclusive design of the products created a unique reputation among the consumers. Apple's products are recognized all over the world.
In order to identify the main strengths of the company it’s necessary to investigate some aspects of its history. Let’s consider the key moments in the history of the Apple Company.
It was founded in 1976 in California by Steve Jobs and Steve Wozniak. As students, they assembled their first personal computer that used MOS Technology 6502 processor. They had sold several dozen computers, and then received a worthy funding from different foundations and finally registered their company. Apple Computer Company was officially registered in April 1, 1976. The first commercial product that the company issued was «Apple I», which appeared in 1976. The Apple 1 became the first personal computer in the world, however, due to the release of Apple II, Jobs and Wozniak were able to achieve the long-awaited breakthrough in the high-tech market. The Apple II became enormously popular at that time. The company sold millions of copies of that unique model. From 1977 to 1993, the company has continued to produce various computer models of this series. Due to the appearance of this model the production of computers transformed into the computer manufacturing industry. However, the 80’s years were not really successful for the company. Apple III failed. Due to that failure, Jobs had to dismiss 40 employees. The situation became worse when Wozniak got into an air crash and went out of business. However, in 1984 a new 32-bit Macintosh computer was introduced to the market. It was just a masterpiece! Subsequently, Macintosh became the main product of the company.
The 21st century is the “golden years” for the company. Looking back on 2001, Apple introduced the IPod media player. In 2007, they created IPhone – the first smart phone with a touch screen and unique design. In 2010, IPad tablet was presented to the world’s public. Apple became one of the largest and the richest corporations all over the world.
So, we finally examined the key moments in the history of Apple Inc. What are the main strengths of this company? What are the factors that made it a world leader and one of the most successful companies in the world?
The first strength is design. Apple's design is considered to be legendary and the representatives of the company do not hide the fact that it’s more important for them to create a beautiful product than to make it multifunctional. A famous design reviewer, Professor Don Norman explained such situation and stated that attractive things work much better. Everything that pleases people’s eyes can definitely raise their spirits. Being in a good mood, a person behaves in more creative way. And these words were confirmed by different American psychologists.
Those people who love the company’s products or deny then agree that all of them are precise and absolutely finished; every product is a kind of masterpiece.
The second strength of the company is its own operating system. Nowadays all modern mobile technologies are very similar to each other. The main advantage of iPhones and other Apple’s products is that they all have its own software and operating system. Several years ago, Steve Jobs stated that Apple’s software was absolutely perfective and the company was updating it every 18 months. He also emphasized the fact that IPhone uses MAC operating system; however the version of this operating system is a little bit simplified and does not include some desktop applications. In spite of this, that is still a complete version of the operating system adapted for the mobile device.
The company’s attitude towards the advertisement is the third Apple’s strength.
People still remember the great publicity stunt of the company that was held in 1984. This specific advertisement reveals the theme of George Orwell’s comic novel. The role of "Big Brother" was featured by the IBM Company, while Apple was almost the only ray of hope that could give a freedom to all the mankind. This idea was successfully accepted by the society and people were on the Apple’s side. Everybody knows the company’s advertising campaign that is called «Mac vs. PC ». Apple has already issued more than 50 commercials on this topic. The main idea of these commercials is that different actors ridiculed the personal computers, while the Mac is displayed to the public in a good light. These funny clips went over the internet with an enormous speed. We can see that Apple pays great attention to the advertisement of its products.
And the forth advantage of this great company is not so obvious. This is Steve Jobs. He was a polymath, a skilled motivator, a decisive judge, a farsighted tastemaker, an excellent showman, and a gifted strategist. His accomplishments were far-reaching and impossible to easily summarize. Due to his professionalism and brilliant mind, Apple has become one of the most powerful and richest corporations in the world.
So, we have identified four major strengths of the company. These factors have definitely made it the world’s leader. However, the company’s position is quite unstable today. Despite the increase in sales, Apple's share of the global smart phone market dropped to 18%. The reason of such fall of Apple's share is the fact that the demand for devices from other brands grew stronger. The main Apple’s competitor, Samsung has increased its smart phone shipments to 88.4 million units. As a result, the market share of this company has been increased from 32.9 percent to the record 35.2 percent during the last year. Other vendors, including Chinese companies, also showed a significantly higher increase in sales during the last year.
However, Apple is going to resume the positions. According to The Wall Street Journal, Apple is going to introduce a pair of new iPhones with larger displays, one over 4.5 inches diagonally and one over 5 inches diagonally, and plans to release them this year. Besides, the company’s CEO Tim Cook has announced that Apple has some big plans for 2014 year and the customers are going to like them.
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"Apple Fell to 18% Share of Smartphone Sales in Q1, Gartner Says." Apple Fell to 18% Share of Smartphone Sales in Q1, Gartner Says. N.p., n.d. Web. 13 Feb. 2014.