Apple's Consumer Based Branding Model

Apple, originally known as Apple computers Inc., was founded by Jobs and Steve Wozniak on April 01, 1976, and was incorporated as a company on January 03, 1977. Located at Cupertino, California, Apple focused on personal computers for nearly three decades. The computers included the Apple 2, Macintosh, and Power Mac lines. Apple went public in the year 1980 after the initial success of its products. However, it faced tough competition from rivals like International Business Machine Corporation (IBM) when IBM launched its own personal computer (IBM PC) powered by MS-DOS along with the spreadsheet application Lotus in the year 1981. Apple was the market leader in PCs when IBM entered the market. However, by 1983 IBM PC became the best selling personal computer. By 1984, the revenue earned by IBM from the PC was US$4 billion, almost twice that of Apple. A Fortune survey found that 56% of American companies used IBM PCs while only 16% used Apple...