Apple's Corporate-level Strategy

Apple's headquarters located in California uses a corporate-level strategy competing on many different levels. Apple has a moderate to high level of diversification with related constrains. Apple offers home computers, personal computers, phones, music devices, software, and applications. All of their products use very similar design techniques and the majority of the applications can be used on multiple devices without changing the format. They are also one of the few computer base companies that also own retail stores. They customers can either order online through Apple.com or go to a Apple retail store and buy the same products. All of their businesses are linked and continue to move forward at the same time.

Apple vs. PC

It is a classic debate among students and businesses alike. Do you invest in an Apple computer or a PC?

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For me it took a long time to make a decision. For the first two years of college I did not own my own computer. I would use the school's computer labs or a friend's computer to type up my assignments. One of the main reasons I did not purchase one is I did not want to spend that much money right away. Another reason, I was not sure what kind of computer or brand I wanted to buy. Every so often I would think about making a purchase so I would research different companies and compare prices. It was not until college that I got aquatinted with a Mac. I spent most of a school year learning about the features while using a friend's computer. When it came time to make a decision I went with a MacBook because of the quality and features it offered me. Yes I spent more money, but getting a free iPod was not a bad deal either.

Whether it is a Apple or a PC business such as Dell, HP, or Sony to name a few, each one of these businesses has to spend time and money on research and development because the world of technology is continually changing. One tactic Apple focuses on is marketing to the"artist" There are many programs offered on a Mac or MacBook Pro that are designed specially for a photographer, music lover, or editing software. Apple has many different competitors whether it be PC makers, cell phone providers, or music devices. In this industry there has to be constant innovation and improving the product to best fit the customer. An example of this would be to come out with new generations of the iPods with new features and even changing the design of the MacBooks from white and black to aluminum coverings to add protection. I have had my MacBook for about a year and a half now and still pleased with my purchase. In a few years I may have to invest in a new computer, mainly because things are always changing, but as far as my decision goes, I will continue to invest in Apple products.

How to be different:

I would say that Apple's business level strategy would be differentiation. Very rarely do customers switch back to PC's or generic mp3 players after owning an Apple product. They are not a cost leader because there are many other products like phones, computers, and mobile devices that are offered at a much lower price, but Apple users value the consistency of the products and the dependability. Apple spends a lot of time and money on research and development, but they outsource manufacturing because for them it is more cost efficient. Apple prides itself on innovation and just recently filed a lawsuit against HTC for infringing on 20 patents related to the iPhone. With all the applications offered to put on someone's phone or ipod, it allows one to personalize their mobile device and make it different. Apple users are willing to pay a little extra money for the added value they get from their products. Apple as a company encourages their users to be creative and offers the programs to accomplish this.