Apple was established on April 1, 1976 in Cupertino, California by Steve Jobs, Steve Wozniak, and Ronald Wayne. Apple I personal computer kit was the first product of Apple. The company was called Apple Computer Inc. for its first 30 years. But the word "Computer" was removed on January 9th, 2007, to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. The company's well-known hardware products include Macintosh computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system, the iTunes media browser, the iLife suite of multimedia and creativity software.
B. Current position
Apple has over 75000 employees worldwide and has worldwide annual sales of $42.91 billion in its fiscal year ending September 26, 2009. Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States. As of January 2011, the company operated over 300 stores worldwide, and an online store where hardware and software products are sold. In the year of 2011, it is one of the largest technological corporations in the world by revenue. In 2008, Fortune magazine named Apple as the most admired company in the United States, and in the world in 2008, 2009, and 2010.
A. Strong brand image.
The Apple brand is well recognized amongst most consumers. Apple’s products enjoy a high level of brand awareness and brand recognition throughout all its markets. Moreover, the company’s brand ranking, as per Inter-brand, has been improving in recent years. Its brand ranking improved to 20th position in 2009 from 24 in 2008 and 35 in 2007. Apple’s brand value improved to $15,433 in 2009 from $13,724 million in 2008 and $11,037 million in 2007. Apple leverages its brand image to differentiate its product...