Distribution channel management is very important when bringing a new product or service to the market. The channel of distribution is the combination of companies or individuals that are involved in moving products from the manufacturer to the consumer (Perreault, Cannon, & McCarthy, 2011). Ideally, each player in the distribution channel shares the same commitment to the success of the product. Each would focus on the same target market and share the responsibilities of marketing to this consumer group (Perreault, Cannon, & McCarthy, 2011 ). Marketing managers must consider how many channel outlets are needed to get the desired level of market exposure required to maximize profits. The key is making sure your products are in the right place at the right time – matching consumer need and demand. The most important decision in terms of the distribution channel a company will make is whether to handle the whole distribution process of their product themselves or if they should use wholesalers, retailers, or other specialists. Because of the nature of Apple products, Apple will choose direct and select distribution for the iSolar Battery product. It’s possible that wholesalers and retailers carry competitor’s products, and therefore may not give Apple’s product the pricing or promotional support to help maximize sales. Choosing direct distribution will allow Apple to maintain control of the entire marketing mix. Apple is in direct contact with its consumers and has a very loyal base. Apple knows what their customers want and when their attitudes shift. Apple is in the perfect position to adjust products and services quickly to match the need of the consumer base. In many cases, direct distribution requires a significant investment in staff, facilities, and information technology, but Apple is established in all of these areas. In addition, working