Brief Description: Apple. Apple Describes Itself As A Company

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Brief Description: Apple
Apple describes itself as a company that “designs, manufactures and markets mobile communication and media devices, personal computers and portable digital music players, and sells a variety of related software, services, accessories, networking solutions and third-party digital content and applications.” (“Apple’s Annual Report”, 2016, p. 1). Apple’s core products include iPhone, iPad, Mac, iPod, Apple TV, and Apple Watch.
Apple’s Product: iPhone
Particularly to iPhone, it is an Apple’s flagship product and the largest product line. Since its first launch in June 2007, iPhone has become more than a smartphone. It’s a status symbol for consumers in nearly all demographics (Wikipedia, 2017 & Gaille, 2014). In the …show more content…

The biggest threat to Apple in a smartphone market is Samsung. According to Gartner report (2017), Apple’s iPhone was the best-selling smartphone in the last quarter of 2016 with 17.9% of the market share while Samsung had slightly lesser market share of 17.8%. However, when looking at the worldwide sales, Samsung was a clear leader, followed by Apple, Huawei, and with 22.5%, 15.9%, 7.3%, and 2.8% of market share, respectively. It should be noted that this statistic is based on unit sold. Apple targets high end user and its iPhone typically costs more than $400. On the other hand, Samsung and other competitors, aim to capture mid-low income users and their smartphones cost much less than iPhone (Gartner, 2017 & Miller, 2017).
Specifically to enterprise market, since Apple announced its plan for the enterprise market in 2008, the company has continued to grow in this segment. Apple standardized operating systems across iPhone and iPad for flawless integration (Theus, 2008). Additionally, Apple partnered with other companies, such as IBM and Cisco, for scalability to any size of business and customized solutions that can best fit for the business needs (“iPhone in Business”, 2017). The company’s strategy has proven to be effective as statistic showed iPhone took 64% of the market share in 2015 (Sellers, 2016).

iPhone’s Multi-channel Distribution System

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