Whenever a classmate participates in Comm 101 classes, I turn to look at the speaker and in the process, get hit with a big dose of apples, glowing Macbook apples that is. How has Apple successfully established itself as one of the top computer manufacturing companies in the world?

“Why Apple Failed” is an article written in 2006 that lists several problems that Apple Inc. needed to deal with in order to distinguish itself from its competition. One of the main issues highlighted is Apple’s distinctiveness – Macs are not PCs, they run on completely different systems. As a result, Apple Inc. needed to improve on both it’s product and platform (product positioning) which in turn would inform customers of the unique features and benefits that Macs possess. In this way, Apple needed to expand on its own market and not on the PC market share.

It is evident that Apple Inc. has successfully positioned itself to the tastes of a vast range of consumers over the past years. Along with creative advertising aimed at differentiating itself from PC manufacturers, Apple also put effort into improving the overall quality of its products and its visual appeal. The results are evident as Apple Inc. is clearly one of the top computer manufacturing companies in the world.