[Updated]ken.docx - Performance of Company Apple has seen a...

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Performance of Company Apple has seen a tremendous growth in revenue from $8 billion in 2004 to about $266 billion in 2018. However, Apple’s flagship product, iPhone, being the largest total revenue encountered a major setback in the smartphone market sales, totaling 64.5 million unit sold in 2018 compared with previous year (73.2 million unit sales). This resulted in the fall of Apple’s global market share from 14% in 2017 to 13.4% in 2018 yet still remain the leading smartphone industry, behind Samsung. Apple has enjoyed the constant increase in revenue from 8 billion U.S. dollars in 2004 to about 266 billion in 2018. However, the global iPhone sales accounting for the largest percentage of the total revenue declined to 64.5 million units in 2018 (73.2 million unit sales in 2017). This drop was the biggest drop of smart phone market at that time. As a result of the sudden decrease in iPhone unit sales, the global market share of Apple went down from 14% in 2017 to 13.4 % in 2018 although Apple remains one of the market leader in the smartphone industry, behind the leader Samsung. Variety, Quality, and Technological Progressiveness Apple has established its design trademark to manufacture different electronic devices to meet customer’s need and desire mainly on portable devices such as iphone, iPad, Apple Watch and revolutionary innovation in workstation (Macintosh) and television (Apple TV). Apart from hardware innovation breakthrough, Apple set its pride and splendor on the development owned software application such as iOS, macOS, watchOS and tvOSTM used on its electronic devices. Adding to that, Apple has significantly adopt the current trend of cloud services with its iCloud feature and payment revolutionary method known as Apple Pay. Moreover, the after sales service from Apple is highly valued by the customer to provide high security for the portable electronic device and Apple Care around the globe. This lead to customer satisfactory and better performance in market. (Karlsson et al. 2018),
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