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Introduction
This report is a strategic performance, comprising markets, product and competitors analysis of Apple Inc. I choose Apple Inc. because of its original and own way to think, for it's worldwide image by an impressive strategy of communication. Name | Apple | Date of creation | 1976 | CEO | Steve JOBS | CA 2009 | 53,01 milliards $ | Salaries in 2008 | 34,300 | Market share | 29 % | Headquarters | Cupertino, CA USA | Steve Jobs is the CEO of Apple, which he co-founded in 1976. Apple Corporation operates broadly in three key consumer electronics markets, as manufactures, designs and market personal computers, related peripherals and software; develops and markets portable music players and related accessories; and provides services related to third party audio and video distribution. Drawing upon Datamonitor (2008), the three core products from each segment include iMac, iPod, and iTunes. It should be noted that the company has entered smart phone market with the launch of iPhone in July 2007, therefore diversifying its product portfolio into growing segments. The company has its roots in Apple Computers incorporated in 1977 by co-founders Steven Woziak and Steve Jobs (Apple, 2008b). Since then the company has evolved to become a $28.8 billion revenue generating venture employing approximately 21,600 people globally (Apple, 2008a). The evolution of the company can be summarized with the help of key milestones.
Background to the company
Mission
Apple Computer is committed to protecting the environment, health and safety of its employees, customers and the global communities where they operate. It recognizes that by integrating sound environmental, health and safety management practices into all