Date Submitted:
03/18/2011 04:25 AM
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2119/ 9
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Marketing Plan For Apple Computer, Inc.

Retailer History
Apple Computers became a company in 1997 and was co-founded by Steven Wozniak and Steven Jobs.   The first Apple I computer hit the market in 1976, and was not a success for the company.   Apple II launched in 1980 and unlike the Apple I, it proved to be successful.   When IBM hit the PC market in 1983, Apple was hit hard by the competition and by the failure of the Apple III computer.   In 1984, Apple introduced its first mouse driven computer, the Macintosh.
In 1994, Apple created a new chip, called the PowerMac, that enabled its Macintosh computers to keep up with Intel’s PC.   Despite the introduction of the Macintosh and PowerMac, Apple still had troubles.   In 1995 the company was unable to keep up with the consumer demand.   From 1995 to 1996 the company lost about $68 million dollars because of their poor performance.   By 1997 Apple had lost hundreds of millions of dollars.   Later that year, Apple reorganized under the leadership of Steven Jobs.  
Soon after the reorganization, Apple made an agreement with Microsoft which led to the appearance of MS Office on Mac PCs.   During 2001 the company got hold of PowerSchool, a system that provides web based student information systems for school districts.   Also in 2001, the company acquired Spruce Technologies, a privately held company that develops and markets DVD products.   In 2002, Apple, Ericsson, and Sun Microsystems joined together to create a standard format for delivering multimedia content to wireless devices.
In 2003, iTunes was created.   It has become an online store for downloading music tracks and albums.   The following year the company signed licensing agreements with three of the largest European independent music labels that gave way to the addition of tens of thousands of independent tracks from leading artists to the iTunes music store.   That same year, the fourth generation iPod was introduced.
In June 2005 the company made an agreement to use Intel microprocessors in its…

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