大学毕设论文__苹果公司市场战略 an analysis of apples marketing strategy.doc

An Analysis of Apples Marketing Strategy 1. Introduction 1.1 The introduction of Apple Apple is a personal computer company founded in 1976 by Steven Jobs and Steve Wozniak. Throughout the history of personal computing, Apple has been one of the most innovative influences. In fact, some analysts say that the entire evolution of the PC can be viewed as an effort to catch up with the Apple Macintosh. In addition to inventing new technologies, Apple also has often been the first to bring sophisticated technologies to the personal computer. Apples innovations include: Graphical user interface (GUI). First introduced in 1983 on its Lisa computer. Many components of the Macintosh GUI have become de facto standards and can be found in other operating systems, such as Microsoft Windows. Color. The Apple II, introduced in 1977, was the first personal computer to offer color monitors. Built-in networking. In 1985, Apple released a new version of the Macintosh with built-in support for networking (LocalTalk). Plug play expansion. In 1987, the Mac II introduced a new expansion bus called NuBus that made it possible to add devices and configure them entirely with software. Quick Time. In 1991, Apple introduced QuickTime, a multi-platform standard for video, sound, and other multimedia applications. Integrated television. In 1993, Apple released the Macintosh TV, the first personal computer with built-in television and stereo CD. RISC. In 1994, Apple introduced the Power Mac, based on the PowerPC RISC microprocessor. 1.2 The introduction of Apple’s product The Apple iPhone provides its user with the ultimate mobile device which include high quality features and stunning design concept. The iPhone is a mobile phone, a highly useable widescreen iPod with touch screen controls and a Internet communications device, all rolled into one portable device making it an outstanding smart phone. The casing is small and lightweight which measures 115mm x 61mm x 11.6mm and weighs 135 grams.