Apple Store

The history of Apple Store

Previously known as Apple Computer Inc, Apple store is a global company that produces computers, software, and consumer electronics. The major product line for Apple store entails personal computers, iPhone, and iPod music store.

The company was established in 1976 by two electronic engineers namely Wozniak and Jobs who released the first computer dubbed as Apple 1. Since then, Apple store has dominated personal computer market via its innovative products such as the Power Mac and Macintosh but encountered marketing problems in 1990s.

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The company became the new market leader in consumer electronics with the latest success ranging from products such as iPod Touch, iTunes, iPhone, and iPad (Apple Inc., 2011). Currently, Apple store is a global leader in technology with revenue totaling to $60 billion. In the fiscal 2010, it overtook Microsoft in terms of market capitalization (Apple Inc., 2011).

Markets for Apple Store operates

Apple store sells its products in various markets across the world. For example, through retail outlets such as online store, the company sells numerous products to consumers and other business enterprises.

Furthermore, Apple has invested in programs that promote reseller sales including ASCP which focuses on certain reseller locations and APRP which provides expertise in products and customer service (USSEC, 2009). Apple store equally sells computer products to government agencies, and creative markets within its geographical location.

The markets are deemed crucial to third party computer applications and hardware developers. The superior expansion and computing performance of Apples products materialize to be the major consumers’ attraction within the market. Moreover, Apple offers computer products to customers within scientific market as well as in the information technology markets.


The major product line for Apple is the PCs market. This company however faces numerous competitions from the U.S. based companies alongside other foreign corporations. In the U.S., competitions emerge from Hewlett-Packard (HP), Dell Computers, and Compaq Corporation.

Foreign market rivalry materializes from Sony, Toshiba, and new entrants such as Acer Computers. These corporations seem to have captured significant market shares. Some of these competitors sell their PCs made from other operating systems, cut down their prices and lower product margins in order to gain competitive advantage. Thus, the major competitive factors are price, product quality, features, reliability, innovation, design, distribution capabilities, availability, and company reputation.

Government Regulatory Roles

Despite minimal regulation on personal computers marketing, there are specific laws that have always affected market competition for Apple store. The copyright law for example limits the extent to which the company can borrow technology while it also allows other companies to use Apple’s technology to certain level (USITC, 1995).

In 1989, Xerox charged Apple for the unlawful utilization its technology which the latter company used in making Mac software. In 1992, Apple accused HP and Microsoft for copyright infringement but the court ruled in favor of the accused.

Opportunities and Issues facing Apple Store

Like other companies, Apple increasingly faces issues appertaining to environmental pollution. Electronic wastes are regarded as major contributors to environmental degradation and any policy addressing such an issue affects Apple store operations (Suraj, n.d).

Furthermore, as Apple continues to expand globally, the universal shortage of expertise and skilled labor continues to affect its competitive edge. Nevertheless, Apple has the opportunity to exploit emerging markets such as Brazil and India besides utilizing cheap labor available in these economies.

In conclusion, Apple store has grown to be a market leader in computer and electronic industry based on its humble background. Since Apple has immense market globally, it has outdone stiff competition in the industry but the company must consider government regulations and issues that might affect its future. Apple store needs to exploit marketing opportunities created by emerging economies to remain competitive.


Apple Inc., (2011). The new, faster MacBook Air. Retrieved on October 3, 2011 from:

Suraj, S. (n.d). E-waste and environmental degradation. Retrieved on October 3, 2011 from:

United States Securities Exchange Commission, (2009). Form 10-K: Apple Inc. Retrieved on October 3, 2011 from:

US International Trade Commission, (1995). Global competitiveness of the US computer software and service industries. Retrieved on October 3, 2011 from:


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