Research Paper on Apple's Business Model

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Apple Inc. is a highly successful multi-national company that was established with the prime purpose of producing high level, brand loyalty products including the iPhone, iPad, Mac personal computer, and Apple watches.

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History of Apple Inc

This company was established in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne in Cupertino California. They got the name from the fruit apple. They developed Apple I personal kits that were mainly sold as motherboards. It was later incorporated through the help of Mike Markkula, who funded it. The overall sales for the company have been about $118 M since its inception (Young & Simon, 2005). Apple II was invented by Wozniak and was mainly used in offices due to its compatibility and storage. The company was expanded as years went by with many employees who participated in the inventions made. Apple Lisa was then invented leading to the Apple industry going public thus generating more capital. Jobs launched the Macintosh model which led to massive sales due to its advanced graphic capabilities. This paved way for palm pilots, iPhones, iPad, and iPods. It also led to the establishment of many Apple stores throughout the world and the realization of mergers (Goldman, 2012).

The Strategy of Apple Inc

Apple Inc has used a strategy that is quite unique to its market the release of highly anticipated high-end products. This is as opposed to a market competitor, Samsung, who releases a wide variety of products. Apple's business strategy is summed up in the production of products that incorporate both art and expertise production so that the products can provide the user with the best possible experience. This strategy has given the company market dominance over other competitors (Mourdoukoutas, 2014). With regards to Apple's mission, they have stated is the manufacture of the best personal computers in the world with leading software for the provision of the best customer experience while using the products (Rowland, 2015). The organizational structure is further developed in such a way that these goals can easily be met. As such, the company has aligned itself so that the goals that it has set for the production of Apple products can ensure world-class quality and an assurance of customer loyalty to its products.

The positives of the company strategies include the ability to keep customers waiting for new releases for Apple products. This is through the use of showcasing new products and running public tests to boost customer confidence in new Apple products. With a dedication to making the world's best information tools like the iPhone and iPad, the company's dedication to showcasing these products and their high performance to the public before release ensures that the public is aware of the quality of the product beforehand. The organizational structure is such that these goals can easily be met.


Apple has a long-term goal of obtaining stellar products for the best market value that would present the best bargain for the customer and shareholder. As such, it has committed itself to short-term goals of achieving high productivity and quality of services to its clients through caring and responsive approaches. As it stands, the company has had the most successful run in its production (Ive, 2012). However, the company can continue taking reviews from its clients to determine client needs and meet them better. After all, their major strategy is based on the premise of having a customer-based approach to producing products.


Goldman, D. (2012). At $500 billion, Apple is worth more than Poland. Retrieved May 9, 2016, from CNN:

Ive, J. (2012). Apple's main goal is to make great products, not money, says Jonathan Ive. Retrieved May 9, 2016, from Phone Arena:

Mourdoukoutas, P. (2014). Can Microsoft Adopt Apple's Business Model? Retrieved May 9, 2016, from Forbes:

Rowland, C. (2015). Apple's Vision Statement & Mission Statement. Retrieved May 9, 2016, from

Young, J., & Simon, W. (2005). iCon Steve Jobs: The Greatest Second Act in the History of Business. Hoboken, New Jersey: John Wiley & Sons.

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