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1、AnAnalysisofApple'sMarketingStrategy1.Introduction1.1TheintroductionofAppleAppleisapersonalcomputercompanyfoundedin1976byStevenJobsandSteveWozniak.Throughoutthehistoryofpersonalcomputing,Applehasbeenoneofthemostinnovativeinfluences.Infact,someanalystssaythattheentire
2、evolutionofthePCcanbeviewedasanefforttocatchupwiththeAppleMacintosh.Inadditiontoinventingnewtechnologies,Applealsohasoftenbeenthefirsttobringsophisticatedtechnologiestothepersonalcomputer.Apple'sinnovationsinclude:Graphicaluserinterface(GUI).Firstintroducedin1983onit
3、sLisacomputer.ManycomponentsoftheMacintoshGUIhavebecomedefactostandardsandcanbefoundinotheroperatingsystems,suchasMicrosoftWindows.Color.TheAppleII,introducedin1977,wasthefirstpersonalcomputertooffercolormonitors.Built-innetworking.In1985,Applereleasedanewversionofth
4、eMacintoshwithbuilt-insupportfornetworking(LocalTalk).Plug&playexpansion.In1987,theMacIIintroducedanewexpansionbuscalledNuBusthatmadeitpossibletoadddevicesandconfigurethementirelywithsoftware.QuickTime.In1991,AppleintroducedQuickTime,amulti-platformstandardforvideo,s
5、ound,andothermultimediaapplications.Integratedtelevision.In1993,ApplereleasedtheMacintoshTV,thefirstpersonalcomputerwithbuilt-intelevisionandstereoCD.RISC.In1994,AppleintroducedthePowerMac,basedonthePowerPCRISCmicroprocessor.1.2TheintroductionofApple’sproductTheApple
6、iPhoneprovidesitsuserwiththeultimatemobiledevicewhichincludehighqualityfeaturesandstunningdesignconcept.TheiPhoneisamobilephone,ahighlyuseablewidescreeniPodwithtouchscreencontrolsandaInternetcommunicationsdevice,allrolledintooneportabledevicemakingitanoutstandingsmar
7、tphone.Thecasingissmallandlightweightwhichmeasures115mmx61mmx11.6mmandweighs135grams.Thecasingcomesisaselectionofpopularcolorswhichincludeasleekblackglosslookfinishandasophisticatedglossywhitecolor.Thephonecomeswithahugemultitouchcolorscreenwhichactsasabrilliantdispl
8、ayas11wellastheusersinputmethodwhichallowstheusertocontrolallthephonesfunctionsusingthemultitouchscreen.Thescreenmeasures3.5Inchesa
