It’s not an overstatement, that there would be no one who wouldn’t know American multinational technology company Apple Inc. Head quartered in Cupertino, California, Apple Inc develops, designs, manufactures, and sells consumer electronics, computer software and online services. It is known for innovative hardware products like iPod portable media player, iPad tablet computer, Mac personal computer and smart watch.

Co-founded by Steve Jobs, Steve Wozniak and Ronal Wayne in 1976, went on to revolutionize the consumer electronics industry by designing ground-breaking product lines. It is the world’s largest technology company by assets net worth, and third largest mobile phone manufacturer. It created a record when it was valued over $700 billion in USA, and employs around 115,000 staff as of this date.

Apple has grown gradually and has also experienced some decline during the process. It tasted the first success with the Macintosh, which is the first personal computer without a programming language. The power struggle between Steve Jobs and then CEO John Sculley, compelled Steve Jobs to resign and found NeXT Inc. As the production and design costs increased, Apple products could not face the competition and due to their prices, and reduction in the sales of those high priced products, gradually succumbedlosses.

Apple introduced several low cost consumer products but could not impress the consumers. In 1997 after the NeXT deal, Steve Jobs joined Apple once again and became the CEO. Since then Apple has forayed into innovative hardware and software products and online services such as Apple online Store. The major success was between 2007 and 2011, when it developed Apple iPhones, which were successful in developing the brand loyalty and loyal customers with un-matched quality and service. Eventually Apple opened 453 retail stores in 16 countries with innovative store designs different from location to location, and online store available in 39 countries.

Apple Inc is supposed to be the best places to work, as the traditional corporate culture was thrown aside even by the CEO himself. It attracted talent just by giving them the responsibility and freedom and foster individuality and excellence.

Apple continuously, year after year, brought changes to the products with introduction of innovative technologies. This has made the brand closer to their consumers. Most of the customers wait hours together outside Mac stores, in anticipation to grab the latest products released. Apple has developed something called as brand fanatics. It is undoubtedly the world’s most admired company not just in USA, but in the rest of the world as well. Not surprisingly, there was always a correlation between the rich and affluent customers and the Apple products as most of the customers are well educated and well to do, as Apple Inc, never compromised on the prices and kept them high always and concentrated more on the innovation and quality of the product.

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