Apple is one of the leading companies in the electronics and technology industry, second only to Microsoft. The company was established in 1976 by Steven Jobs and Steven Wozniak, and incorporated in 1977. Although its first computers failed, it grew gradually following the success of its later products starting from 1980. The company faced stiff competition in 1980s, following the entry of other players such as IBM into the market (Linzmayer, 78). In 1990s, the company experienced considerable challenges, both in the market as well as in its management, which led to Steve Jobs leaving the company. However, following a return of Jobs in1998, strategic changes were made in the company; and starting from 2001 onwards the company started generating profits, enhancing its growth globally.
Some of the changes made included taking over other companies, focusing on new marketing strategies, and most importantly focusing on innovation and invention of new technology. Today, Apple is among the market leaders in the various segments of information technology industry, more especially in production of phones and computers. In fact, the Company was recently ranked second, after Exxon Mobil, in the category of most valuable traded company globally (O'Grady, 56-58). Currently, it is headed by Timothy Cook as the chief Executive officer after the demise of one of its founders, Steve Jobs. The company has been involved in a number of legal battles in recent times more so with the Korean tech company Samsung.
Linzmayer, Owen W. Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company. San Francisco, Calif: No Starch Press, 2004. Print.
O'Grady, Jason D. Apple Inc. Westport, Conn: Greenwood Press, 2009. Print.