Abstract:
In the article below we see how Apple gradually lost control of the market share despite having all the essential features required by a user. Experts are of the opinion that Apple can still work wonders by adopting strategic moves, which may prove to be beneficial in the long run.Apple has remained in business since the year 1976. In its long journey down the years, it has worked out several strategies to enhance its brand image. Apple has always concentrated on the following four parameters to stay in the competition. They are:
Among the above, the one which won the minds of the people was the ease with which a software or a hardware could be added to the system.
This feature appealed to the minds of many consumers. As a result of this convenience, in the year 1998, about 80% of the market in the sector of publishing, design and education was ruled by Apple. The campaign, which furthermore proved advantageous for its growth was the "Think different" image it posted. Despite these advantages, Apple could really not maintain the stand. As a result, its market stake decreased to 3.4% from 8% during the period 1995 to 1998. The decline can be attributed to the fact that people were opting for operating systems as well as microprocessors created by Microsoft as well as Intel. Package offered by Windows/Intel became more common and known. In the year 1998, Apple had a market share of 5% as compared to 90% of Microsoft.
However, Apple did not stop at that. It developed a Power PC/Mac OS, which has been a success. In the year 1998, it was observed that 85% of professionals in the United States of America, mainly working in graphics opted for Macintosh. Majority of the graphic designers used Macintosh instead of Wintel. Experts are of the opinion that with regard to operating systems, Apple may not have been able to make a mark but then Apple ought to tap markets existing in the sectors of designing as well as publishing. Experts are also of the opinion that the competitive advantage of Apple exists not in the operating systems but a welcome mix of the standards set by "Wintel" coupled with designing capabilities of Apple. Apple can also make use of its brand name as well as the ease with which the tools can be used. By doing so, Apple will not only gain in market stake but also win over consumer confidence .
