I choose Apple because it was a company that started with a product that was revolutionary for

the time it was released - portable PC at a cost that was attractive to business and people alike.
Followed by a slump in the 90s partly to the hugely popular windows editions being adopted by
major PC manufacturers. Reducing the market share for MACOS and Macintosh PCs.

Windows software was leaps and bounds ahead of MacOS in terms of usability and
implementation.

But Steve Jobs sought for a product that could store music - a digital replacement for the walk
mans and cassette players of it's time

The iPod may not be an original proof of concept because there were mp3 players developed in
the late 90s prior to the famous launch by Steve Jobs in the fall of 2001

But what made iPod popular was a combination of factors from storage capacity and innovative
design ques. The product caught the imagination of the public..

So this undying ability of apple is unmatched because at the helm was a great leader like Steve
Jobs who was able to set the trend for the future to come. A tradition that is still continued under
Tim Cook's leadership - it's effectiveness is a work in progress - we can make certain
assumptions based on the direction on how markets are moving

However, the innovation aspect of mobile phones in general and iPhones in particular are
becoming a rarity each passing year. People are looking for the next best thing for every mobile
phone launch.

All features of a mobile phone are beginning to converge - sub 500$ phone is competing head to
toe with the iPhones of the 1000$ variants. Something which the company should be aware of.

There are more than 10 different brands in the smartphone manufacturing companies competing
in the market. From a customer standpoint, competition is good but for a company like apple that
sells barely 2-3 variants of the same phone at higher price range

I choose Apple because it was a company that started with a product that was revolutionary for
the time it was released – The Portable PC . And the company enjoyed the fruit of this innovation
since. But then after the 1990s debacle of market loss, they still came back to top the market by
the 2000s with Ipod. So this undying ability of apple is unmatched because at the helm was a
great leader like Steve Jobs who was able to set the trend for the future to come. A tradition that
is still continued under Tim Cook's leadership - it's effectiveness is a work in progress - we can
make certain assumptions based on the direction on how markets are moving. Apple almost
fulfils all chapter requirements from the text Mastering Strategy and beyond. Hence, Apple.