Apple Marketing Portfolio: Mac Computers
Apple is a multibillion-dollar company that we thought would be very useful to analyze since they have had so much success with their products and marketing techniques, specifically the Mac computers. We saw the opportunity to learn a lot from their different marketing approaches and strategies with their computers against the competitors.
Steven Jobs and Stephen Wosniak created Apple in 1976. The two young entrepreneurs probably would have never thought their company would be so successful. They first came out with a microcomputer, which was used mostly by hobbyists and had little success. It wasn’t until 1977 when Jobs and Wosniak introduced to the world the Apple 2 that they tasted any form of success. This turning point was when their business started to boom. It was the first business computer meant for at home use. Following the Apple 2, Jobs and Wosniak were hard at work constantly trying to come up with new ideas for an even more successful business. They came out with the Lisa in 1983, which was the first commercial computer that had a mouse.
The Apple computer continued to evolve over the years. The two successful business men came out with the Macintosh in 1984 which was the first computer that allowed people to issue commands by click on an icon with the mouse, also known as graphical user interface (GUI). This handy mechanism made it possible for people to no longer type out every command they wanted their computers to do. This was their most significant advantage compared to other personal computers of the time. Eventually PC’s would have ‘Windows’ as a GUI, but Apple had a significant technological jump on the competition. In fact ‘Mac’ became the term of choice for their company after this time. Mac was always inventing new ideas to create a computer that was clean, straight forward, and user friendly. Following the Macintosh was the Mac Plus computer and LaserWriter printer in 1986 making it a huge...
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