Apple: America and Beyond
One of the biggest companies of the 21st century, Apple Inc., was founded in 1976 by Steve Jobs and Steve Wozniak. Located in Cupertino, California, Apple has been one of the leading global producers and marketers of highly innovative computers and electronic devices. From its inception, Apple has been adept at building an image of confidence, quality, and strength and durability of its products. One can note a high degree of differentiation in its products as compared with its competitors. It is no wonder then that Apple bagged the third place in the U.S. market, and rose from its fifth position last year and grabbed a 10.7% share in the US market. These numbers highlight its steep rise from 8.5% share in the previous quarter.
Apple has been targeting at the maintenance of a high range of its image. Hence, it works in a highly competitive market that poses some sort of difficulty for consumers and companies. It allocates a major part of its budget for research and development and marketing communication as well. Apple's portfolio also includes some of the greatest innovations in technology like the iphone, iTunes, iPad and other gadgets that have created a constant buzz in the marketplace. Besides, Apple has also relied on the popularity of iPod and iTunes to sell its computer products.
The ever-increasing demand for the iPhone, iPad and Macintosh personal computers has made Apple the fastest-growing retailer in terms of sales in the U.S. During the first quarter of 2011, the company's U.S. sales rose by $4.6 billion, or 80% increase from 2010. Over the years, Apple has formulated a strategy wherein the whole world stops and zooms in to analyze and counter-analyze the particulars of its upcoming products. Perhaps, it could be argued that this strategy has led to the creation of a brand-conscious class that takes great pride in possessing its products.
As part of continuing its pioneering role in innovation, the next step in Apple's marketing strategy is the iCloud, which delivers a flawless experience for using and sharing content across all Apple devices such as iPhone, iPod, iPad, or Mac. In order to expand its services, Apple has plans of investing close to one million dollars in a data center in North Carolina that will be used as the core of a data repository for the iCloud. Apple will do well if it can cater to a wide range of consumers and not restrict itself to its limited brand-conscious clientele.