It is undoubted that Apple is one of leaders in smart phone market since the first image of smart phone was found by IBM in 1993. Apple has created a strong brand name and good reputation for customers, as well as high-organized business team and product development team.

Apple establishes a clear business model, and that is why it gains a huge success. Apple positions an unambiguous and certain customer group–wealthy people, innovators, people with good jobs, good lifestyle, just name a few. And Apple has its own special value proposition, providing value by providing products and services for customer and fulfilling customer satisfaction. Apple management layer is extremely sensitive about market change, and this sharp business sense leads Apple to innovate and launch new products. Meanwhile, Apple pursues user-friendliness and seeks the most efficient way to satisfy customer’ needs. Since clients purchase convenient, fast and powerful comprehensive mobile internet devices, Apple conforms this consumption trend and emphasizes on user experience, to provide popular devices and services.

Resources:

http://www.osnews.com/story/3921

http://www.cfoworld.com/human-capital/22717/steve-jobs-value-proposition