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Apple Computer Inc Introduction and Summary Apple computer introduced their first computer the Apple I in 1976 The company was started by two high school friends Steve Wozniak and Steve Jobs when they collaborated to sell Steve Wozniaks invention The company has survived the booms and the busts of the computer industry through new innovations in both software and hardware that has differentiated itself from its competitors Apples current strategy is to sell its Mac products to customers who arent satisfied with traditional IBM compatible personal computers Apple looks for customers who want a computing alternative that doesnt rely on computers that are run by Microsoft software programs Apple has targeted educational institutions and businesses that want something different than the standard IBM clone Apple has focused on selling the low end eMac to schools and the high end PowerMac to the multimedia industry Apple has segmented its product lines into portable and desktop computers Both of these segments are furthermore segmented into upper and lower lines which are reflected in their selling price Apple has also created a line of software to accompany its hardware However the Apple software and operating systems can only be used on Apple equipment Apples operating systems for its servers is compatible with Windows Unix and Linux Apple distributes its products through company controlled retail stores online sales and though an exclusive store-in-store program with CompUSA Apple has continued to maintain distribution with a few of its traditional regional retailers Target and Best Buy offer Apple iPods in their stores Dell also offers iPods for Windows through its website Apple has maintained about 5 of the market share in the personal computer market for the past four years Through the years Apple has a long history of innovation in the personal computer market However Apple is faced with the fact that any increase in market share is going to come from
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