APPLE INC.
The dynamic duo of Apple’s founders and co-CEO’s Steve Jobs and Steve Wozniak launched one of the largest technological brands in the computer industry. Apple began its rise to success through its revolutionized approach to provide the graphical user interface operating system. Apple Inc. has dealt with numerous issues and dilemmas during 2002. Apple Inc., like almost every other company, was always looking for improvement and strategic ways to generate larger revenue gains. However, at the end of 2002, they suffered a significant loss of 45 million dollars within the fourth quarter of their fiscal year. After CEO Steve Jobs realized this, he had to narrow down and figure out the main challenges facing Apple. From my viewpoint, this was the right approach on his behalf. Apple needed to find strategic ways to compete with their direct competitors which were Dell, Gateway, and Microsoft (HP).
Dell and Gateway created various ways to customize their services for their customers and clients. This gave them a strategic edge on Apple because of their discounts on their products prices, along with different custom features on their products. In contrast, Apple kept all of its products at a constant rate which was not appealing to its consumers. This was one significant issue that Apple faced. However, Apple did formulate a strategic campaign to drive Windows customers toward their business while their competitors were lowering prices and customizing products. The main purpose behind Apple’s Switches campaign was to increase the market share. “If Apple could convince one percent of Windows users to switch over to them, then the company’s market share would increase from twenty percent to thirty-five percent” (Keith 17). That was a substantial increase for Apple amongst its competitors. There has always and continues to be an intense rivalry amongst their competitors. Apple Inc. is always competing against each one of these powerhouses. Apple can...