Apple Computer Inc. is one of the oldest hardware manufacturers that control over the product by manufacturing both computers and their operation system. It is known that Apple has a high Quality product which makes Apple different than its competitors. “Apple creates its product with unique designs to attract the consumer's eyes and increase its market share because Apple success is based on fulfilling customer's desires”. (Dowling, 2005) Apple has one of the top brand names within the technology industry all over the world, and 54% of their profits are from foreign markets. Apple is dedicated to develop new products which will make the use of technology easier and more efficient. Apple always provides easy-use product to the hand of the consumers. Most of its products are light, small, and easy to carry around which make them more competitive. One of the great things about Apple is product diversification; Apple has a large number of product lines to target everyone in the world. In addition, there are a huge number of consumers who are loyal to Apple even though the prices of Apple products are higher comparing to its competitors.
Apple Computers has based its competitive advantage on the innovative products it offers to its customers. The company follows a differentiation strategy to provide extra value for the extra price it charges its customers. Furthermore, the company ensures high quality products through the application of high quality controls. “Apple computer was the first company to enter the computer industry; this has helped the company to establish a worldwide recognized brand name” (Kimmel, 1998). In addition to these advantages, the company emphasized on the innovation of its R & D department. The company was largely known for being the m ...