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Case - Apple Computer

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Submitted By rkrussow
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Apple, Inc., developer of computer hardware, cellular phones, software, and accessories, have had much success throughout the years since their startup, but in order to have success they had to experience setbacks and learn from them.

Apple successes include the iMac, iPod, and iPhone (Warren, 2010). Each of these products proved to be a success in design, ease of use, and the fact that they each brought a different element to the graphical user interface (GUI) in comparison to IBM PC, MP3 players, and cellular phones. Research has shown that Apple’s marketing techniques is a primary contribution for product success. The concealment of details on upcoming products spark interest in consumers; the unknown is what draws the buyer (Coursey, 2010).

In reference to the iPod, “While everyone else was making an MP3 player that was better/cheaper/faster, Apple was making electronic jewelry that also played MP3’s. Never focusing on price, they brought to market more value, more style, and new ways of interacting with digital media.” This marketing tactic drew many more to purchase the Mac due to interoperability (Weisbein, 2008).

iPhone’s success is due the fact that it is streamlined, fun to use, offers many application choices, and synchronizes with a Mac or PC. The price is compatible with other smart phones, though it offers a different type of technology and GUI that makes it so much more attractive and exciting to use. In addition to a cell phone, the iPhone is also a source of entertainment providing access to the Internet with significant speed (3G), the ability to watch movies, TV shows, and music videos, all while incorporating excellent picture quality (Megna, 2009). The iPhone is unlike other imitators and will continue to be a popular choice in smart phones for some time to come.

In contrast, some of Apple’s product failures have been

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