I - Background to the company
I-A -What is Apple Inc. ?
Today, everybody around the world heard about Apple or knows a lucky owner. Indeed, Apple is becoming one of the most powerful manufacturer and designer of computer and electronic. The 21st of January 2009, Apple revealed its financial results for the first trimester of its fiscal year 2009, ended the 26 December 2009. The annuals sales have reach a new record of 15,66 billion US dollars. Apple has established a unique reputation in the consumer electronics industry. Fortune magazine named Apple the most admired company in the United States in 2008 and in the world in 2009.
This success is quite new for the brand. When Steve Jobs took the post of CEO in 1998, he came with very innovative projects and ideas which are today the key of the success. Apple became famous with : * ordinateur personnel Apple II in 1977 (1) * Macintosh in 1984 * iPod in 2001 * iTunes Store in 2003 * iPhone in 2007
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I-B – Apple’s Statement

Apple enhances its communication with very strong statements and fundamentals. The key concept is very relevant of the state of mind in Apple Inc, "Think Differently". The company does it very well by creating innovative products that continue to define the world of computer design. Other computer manufacturers have attempted for decades to replicate the schema appeal of the Apple design. None have succeeded in the manner of Apple.

Apple’s Mission Statement is clear :
“Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”

Apple aims to believe in the simple, not the complex. They want to participate only in markets where they can make