Paper Topic:

case study

Summary of case study

Apple inc , established since 1977 by Steve Jobs and Stephen Wozniak has been a pioneer in introducing unique products for its consumers that are limited to a small segment of market . Apple was the first company to launch personal computers and computers with graphical interface and a navigating mouse . In 1980s , due to its internal conflicts , Apple lost to its competitors like Microsoft . In 1980s Apple lost its unique proposition of Graphical User Interface (GUI ) to Microsoft by losing its copyrights . After facing losses , Apple regained its market

and financial position by rehiring Steve Jobs and changing the marketing strategy of the firm . The firm targeted another segment of consumers with its low-end and cheaper products like PowerMacs , PowerBooks , iMac and iBook To make Apple Inc . a part of consumers ' daily activities , Apple launched iLife in 1998 that included applications like iPhoto , iMovie , iTunes and iPod . The concept of iTunes was a revolution in online music industry that fought against illegal music downloads . With iTunes , sales of iPods increased rapidly and contributed 256 million to the overall profits of 2 billion for Apple Inc in 2004 . For iTunes , Apple Inc . has contracts with the leading five record labels and over 200 independent labels iTunes faces heavy competition from online music providers both legal and illegal like Napster , an illegal site for music downloads that was legalized in 2003 and Kazaa , an online software provided for free and illegal download of media related s that has captured...

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