Mcluhan

Apple's Leap from Mediocre to Marvelous

Apple is aware of it's strengths and knows it can dominate anywhere. It just was never had the momentum to do so until the ecosystem was ready for the products. It took several years, headaches, a few failures (meaning the users didn't buy the ideas, not that they were a flop) and lots of free and paid marketing publicity efforts; advertisements, including word-of-mouth, personal selling, referral, contracts, exclusive contracts, distribution arrangements, solid product matrix, standardized pricing, premium brand positioning, the best electronics online presence, the best lifestyle retail presence, an international extension of everything before, global service coverage, the best sales force still with the world' best software/hardware products, exceptional service and awards for doing so, understanding the customers needs before they did, emphasizing making it easy enough for anyone and powerful enough for everyone, understanding the competition's failures and limitations, and an emphasis that Apple could win at any challenge this world poses or change the world until it will. That's probably not all. But it's DEFINITELY Apple.