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Management Science and Engineering

Vol. 7, No. 2, 2013, pp. 94-103
DOI:10.3968/j.mse.1913035X20130702.Z001

A Strategic Analysis of Apple Computer Inc. & Recommendations for the Future
Direction

TAN Jinjin[a],*
[a]

“Think Different” (continuous innovation spirit), direct sale business model, customer-focused services and
Apple brand power. With “Think Different” spirit, Apple innovates and upgrades its products inexhaustibly. As a successful imitation, Apple sells the products directly to customers over the web, by phone, and Apple stores in an endless stream. Implementing the customer-focused services and “Switcher” campaign, the population of
Apple World and even People’s Republic of Mac (Feng,
2009) is proliferating day after day. Apple is not only an illustrious innovator and inventor, but also a successful imitator and strategist.

School of Foreign Language, Shandong International University,
Jinan, China.
* Corresponding author.
Received 11 April 2013; accepted 23 May 2013

Abstract

Apple® today announced financial results for its fiscal
2012 fourth quarter ended September 28, 2012. For the quarter, the Company posted a net profit of US$45 million or US$0.13 per share. These results compare to a net profit of US$66 million, or US$0.19 per diluted share, in the year-ago quarter (Bryan Chaffin, 2012). Apple is ranked number six among the main computer makers, with a market share of 3.48 percent, and worldwide, it is in ninth place with only 2.4 percent market shares for the first quarter of the year 2012. As one of the computer giants, Apple’s predominance position is losing. Before we provide recommendations and suggestions for the future strategy choices and direction of the company, it is essential to have an integrative

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