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Apple: Powering up the United Kingdom and the world beyond

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market study
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The success story of Apple along with its continuous zeal to excel and tap better opportunities to reach out to end users has resulted in the expansion of the company outside the US. In order to target a wider clientele, Apple has spread its wings and set foot in the UK. It follows a strong corporate culture and plays the role of building an image of confidence, quality, and strength and durability of the product. As it is widely believed that possessing an Apple is seen as fashionable for the youth, the company is in the process of proposing more affordable prices to convince a broad category of consumers spanning across the UK as well.

As part of its expansion spree, Apple had been an early market leader in Europe, Britain, Germany, and France. In its early days, Apple had achieved a high profile and a critical mass of buyers. Soon after, Apple computers made their presence felt in many households and with the arrival of the iPad, the interest in the Mac range of computers has been rekindled in UK. At present, Apple holds 6.2% of the UK personal computer market and this is indeed huge for a personal computer manufacturer in the UK that has never held such a strong position. The company's 2010 figures say it all: Apple had a 5% share and a further increase by 1.2% in a matter of few months. All these numbers do not include tablet computers and the iPad is excluded from the growth figures.

Apart from its sales and business strategies, Apple has also been involved in extending its expertise to the armed forces in the UK. It has been assisting troops at the Royal School of Artillery in Wiltshire in managing a fire mission with the help of iPads. Reports suggest that the technique has accelerated their learning process. It has made learning a fun process and has digressed from the classroom format of teaching.

Despite its endeavor to extend and capture the markets in the UK, there seem to be certain external barriers to Apple's progress in the UK. When one compares the firms present in the Silicon Valley to the ones in the UK, there are setbacks related to community, cash and scale that hamper the growth story.

One key aspect is that unlike the UK, in the Silicon Valley, there is no public dishonor attached to a previous business failure. The US is flooded with entrepreneurs and investors, who constantly provide ideas and obtain feedback. Apple may be content with earnings in tens of millions, but firms in the US think larger and aim to be global leaders.

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