"There's an old Wayne Gretzky quote that I love. 'I skate to where the puck is going to be, not where it has been.' And we've always tried to do that at Apple since the very beginning, and we always will." —Steve Jobs, Apple CEO
Apple has earned the reputation as one of the most creative, forward-thinking and successful companies in the world. They are admired by both their competitors and the public. Their success has been based on their unparalleled innovation; creating products for their fiercely loyal customers who expect Apple to anticipate the market and anticipate their needs. Their strategy to be the market innovator they have become didn’t come easily. Despite a strong brand, high profits and impressive growth back in the 1980’s, Apple almost went bankrupt in 1996. Jobs came back on board and by the 2010, its market cap had hit $220B. Jobs defined Apple as the hip and cool alternative to the other “boring” computer companies. They used the “Think Different” campaign strategy and positioned their products as the “greenest lineup of notebooks” available. This strategy of differentiating themselves as different has served them well. Their target consumers are small/medium-sized business, students, home users, younger generation and creative/graphics users. They call their consumers “Mac users” and it has become a cool “club” to join. Jobs understood the importance of the customer experience. Apple puts as much thought into the package as the product. “Opening the box” is a unique experience for Mac users. Apple does this by making sure that the experience doesn’t end at the cash register. They focus on designing a user experience from browsing to unwrapping, which relies on incredible packaging and installation procedures. By reducing installation to the lowest common denominator, they make buying new products easy, and by spending as much time on designing packaging as they do on the products themselves, they’ve ensured that the box...
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