Strategic Review on Apple Inc Marketing in the United States of America
Abstract
The paper reviews the marketing strategies adopted by Apple Inc. Apple Inc. is a Multinational Corporation whose headquarter are in Cupertino California America, that designs and markets consumer electronics, computer and personal computers. Its CEO is Timothy Donald Tim Cook. Apple is considered one of the Big Four tech companies along with Google, Amazon, and Facebook. Its best known hardware products include the Macintosh line of computers, the ipod, iPad and iPhone. The company’s software includes the, Mac OS X operating system ,iWork suite of productivity software, Aperture, a professional photography package iTunes media browser, iLife suite of multimedia and creativity software, final cut studio a suite of professional audio and film-industry software products, logic studio a suite of professional and film industry software products. Apple lost market share as the market for personal computers expanded through the 1990s to the lower price duopoly of Microsoft Windows on Intel PC clones. As the market for personal computers expanded and evolved through the 1990s, Apple lost market share to the lower-priced Jobs pensively regained leadership status, becoming CEO in 2000. As the Think different campaign was done Apple returned to profitability, this was through rebuilding of Apple status by launching iMac in 1998. In 2001, Apple opened retail chain store and acquired numerous companies to broaden software portfolio. To reflect the shift focus towards electronics consumer Steve Jobs renamed the Company in 2007 and launched the iPhone to great critical acclaim and financial success. Steve Jobs Resigned as the CEO due to health complications in August 2011 and Tim Cook became the new CEO. Jobs died Two months later marking the end of an era for the company. Apple is now recognized as the world’s largest information technology company in terms of revenue, total assets, and largest mobile phone manufacturer.
Keywords: Apple Inc, Marketing & United States
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