Apple's Consumer Based Branding Model

On January 27, 2015, Tim Cook, CEO of US-based technology company, Apple Inc. (Apple), announced that the company had made a profit of US$ 18 billion on revenue of US$ 74.6 billion in the last quarter of 2014 . The huge rise in profit was led by the sales of the newly launched iPhone 6 and iPhone 6 plus. During the quarter, Apple sold 74.5 million iPhones. At the same time, the sales of its other popular products, the iPad and Mac, continued to increase.This was the highest ever quarterly profit recorded by a public company, Apple in the process beat ExxonMobil, which had made a profit of US$15.9 billion in the second quarter of 2012 . Apple reported 65% of the sales from abroad. (Refer to Exhibit II for Apple’s Quarterly revenues and profits)...