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12/18/12

Apple Differentiation Strategy | eHow.com
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eHow » Business » New Business Ideas » Start a Computer Company » Apple Differentiation Strategy

Apple Differentiation Strategy
By Ellis Davidson, eHow Contributor
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Apple corporate strategy for computers and portable electronics has been consistent since the introduction of the Macintosh in 1984: integrated hardware and software from a single supplier; attention to design details; and a pricing point that allows them to command a highly profitable market segment. This strategy is now applied to their desktops, laptops, music players and cell phones.

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What Is Apple's Competitive Advantage in Their Industry? Focus of Differentiation of Marketing Strategies

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Hardware and Software Integration
Macintosh computers differ from competing Windows systems in that a single company is responsible for both the operating system and the hardware on which it runs. Windows computers are made by dozens of different manufacturers, and Microsoft cannot control either the minimum baseline of the hardware, or the variety of components which may be included in a computer intended for Windows use. Apple, on the other hand, has complete control over the variety and range of Macintosh hardware, which minimizes end-user technical support issues and guarantees that every Macintosh owner will have a common hardware platform creating their user experience. Apple briefly experimented with allowing third-party companies to sell Macintosh clones, and the Macintosh market began to look similar to Windows: while Macintosh OS users briefly had access to a wider variety of hardware, Macintosh clone makers largely competed
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