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iPod®, Apple TV®, a portfolio of consumer and professional software applications, the iOS and OS X® operating systems, iCloud®, and a variety of accessory, service and support offerings. Each product and service is its individual business unit with the iPhone being its top unit. Apple sells and delivers digital content and applications through the iTunes Store®, App StoreSM, iBookstoreSM, and Mac App Store. Apple also5
APPLE INC. BUSINESS SUMMARYsells its products worldwide through its retail stores, online stores, and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers, and value-added resellers. Apple sells a variety of third-party iPhone, iPad, Mac and iPod compatible products, including application software, and various accessories, through its online and retail stores. What makes this a great company?There are so many reasons why Apple is a great company fromasustainable competitive advantage standpoint. Many of us are aware of the fact that Apple lost the personal computer battles to Microsoft. However when Apple created the iPhone along with the iPods, the company definitely started going in a different direction. Anyone that has ever walked into an Apple store can vouch that the service that is given represents gold standards for selling as well. Apple focuses on simplicity and what their customers want rather than what they might think would sell. “For any products that Apple creates, the people who create it have to want it themselves” (Bajarin, 2012). With this vision, any company can be as successful as Apple. With so many companies in today’s business world the goal is almost based around the technology and sales. Not that sales should not matter because sales is the one asset that makes the company stay in business however, rather than keeping sales as the first priority they should keep customer’s concern as first priority. To put it in perspective,there would be no company, employees, or sales, if the customer is not happy. In the present day companies need to focus on customers because with so many competitors it’s easy to run to the next company down the block and give them business. “Steve Jobs always use to tell his engineers that make something that you cannot live without because6
APPLE INC. BUSINESS SUMMARYif you’re not happy with the product our customers won’t be happy as well” (Bajarin, 2012). Apple is a great company because the products are easy to use, and are very user friendly. “A key to Apple’s success is the company’s insistence on reducing options in thename of reducing complexity” (Wiskus, 2013).This is what drove the company’s UI (user interface) from day one. Steve Jobs had bought every phone that was on the market and used it to see how the other companies made their phones. He realized every phone on the market was complicated and had so many options and it was hard to get around thephone. He once said he wanted a phone that a baby can pick up and learn how to use it.