Apple Case study
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Apple's background
Apple is an unusual computer company, well for a big company anyhow. Apart from being founded in a garage by Steve Jobs and Steve Wozniac in 1976, what makes them different is that not only do they make their own hardware and chips but they also write the specialized software that runs on it. They were the first company to release a graphical user interface (GUI) for their operating system. The GUI has today become a standard on nearly every operating system. However, Apple's market share continued to decline since 2002; therefore, besides selling hardware and software, they have the new music business. In 2001, Apple launched the iPod, a digital music player. In 2003, Apple launched its iTunes Music Store. This is a new edge for Apple Computer.
Apple's Exit strategy
The Apple business follows four broad industry categories: Software Engineering, Hardware manufacturing, Retail and Music Business. Let's examine each of them separately:
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