According to the research, Apple continues to be the iPhone which did $13.3 billion in sales for the June quarter. Apple decided to cut off the price of iPhone 4 to be an half of price, $99 in order to boost the sales before the new generation: IPhone 5 comes into the market. According to the article I read, there are three steps of Apple Business strategy for 2011. First they fertile platforms, second to introduce derivatives with incremental appeal and third step is to create the next exciting platform. Apple’s ability to align marketing strategy and business strategy with product development leaves competitors in the dust as business continuity strategy.According to my observation: For many customers, once they enter the Apple family, they want to have more due to the attractive and unique appearance of Apple products. Apple usually advertises a lot to show the high-tech functions before a new product comes in the market, in order to catch customer’s attention. People will wait for the new product with high expectation and once the new product come onto the stage, people want to have it as soon as possible.