Chapter 4: The Marketing Environment

     Apple's company strategy possesses another advantage: their target market is not as limited as that of other companies. Although Apple products are costly and of course, there's a typical profile of an Apple product buyer which includes a person between the ages of 12-35, media and design drawn, and with a percentage of disposable income, Apple benefits from knowing people are willing to sacrifice on luxury items especially those that come with an impression such as the one Apple products build on. Apple seeks to target everyone, though more so wanting to appeal to the "individual" and their creative side. Which sets the Apple as a maniable company that can adapt to the wants and lifestyles of people today.

Chapter 3: Ethics & Social Responsibility

   
     The company's image doesn't lie solely on a bitten apple logo or "iPod People Silhouettes". Past having a marketing game plan, Apple had a reputation to hold and knew exactly how to address ethical issues and consumer concerns.Their official site contains several pages including information on Apple's "environmental footprint, from manufacturing to transportation to product use and recyclability" plus PDF files on their supplier responsibility and Code of Conduct for companies they do business with. Providing this information expresses how well branded the company is and promotes the people's impression that Apple is "sleek", "clean" and forward thinking.

Chapter 2: Strategic Planning for Competitive Advantage

                 A marketing plan is essential to a company's strategic planning. Aiming to make the company stand out, Steve Jobs and the Apple company's marketing plan proceeded to sport an image that was superior and "cooler" than the rest of their competition. Their campaign was designed to be descriptive on what their products are and how they are unique in comparison to the rest. The shed a spotlight on their better hardware, software, better operating system, and better support plus Macs compatibility to run Windows and Windows applications. In other words, straight to the point; this scheme garnered the people's trust and think of them as such an outstanding company. Now, Apple didn't just mention how great they were, they made themselves appealing to the people with the use of their super cool and memorable "ipod People Silhouettes" that were shown in just about any place people could notice.

Chapter 1: Brief History and Mission Statement

     Apple Inc. is known around the world for it's products in mobile and cellular technology, the iPhone being its flagship device in cellular communications. It is one of the largest information technology, second only to Samsung, as well as the third largest mobile phone maker behind Nokia and Samsung. Since it's founding on April 1, 1976, Apple Inc. has developed several products, such as the Mac Computer, the iPod music player, iPhone mobile smartphone, and the iPad tablet, all among the most popular of product lines. Today, it is the largest publicly traded corporation, by market capitalization, in the world.

     Steve Jobs and Steve Wozniak, friends at the time, both had an aspiring interest in electronics and eventually their minds gave fruition to the Apple I. Steve Jobs, having been the more business oriented of the two, as well as a visionary in nature, came up with the idea to make their design into a product and sell it. They and their colleague, Ronald Wayne, would later found Apple Computer together on the foundation that was the Apple I personal computer kit. Later on around 1977, the company began to gain momentum after introducing the Apple II, which included the impressive feature of color graphics. The company is still known today for its innovation and setting the standards for personal computers. Throughout the years their mottoes and slogans have changed, but not much. They have managed to remain along the lines of thinking outside the box - innovation.

“Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.”