From its humble beginnings in 1976, Apple has evolved into the world’s largest technology company. Apple’s primary product used to be its computers and laptops, but after the introduction of the iPod everything changed. The release of the iPod led to the release of a bunch of other products that built upon it, one of these is the iPhone.
The smartphone market is a competitive and rapidly growing market. In response to this Apple has gone from a “computer company that makes smartphones” to a “smartphone company that makes computers.” As a result Apple has re-positioned itself in the minds of its consumers. In their eyes smartphones are seen as state of the art technology. Apple responds to this by incorporating smartphone features into its computers and laptops, which then further adds value to its products. This is a perfect example of how a firm becomes value driven. By evolving to meet customer demand, Apple achieves this.
http://www.financialpost.com/news/future+computing+mobile+Apple/3701004/story.html